In digesting all of the customer service tracks at our recently completed destinationCRM 2008 conference in Manhattan, there is one anecdote that continues to stick in my mind. In his keynote, Lior Arussy, president of customer experience consulting firm Strativity Group, told a story about Commerce Bank–fairly popular in New York City.

The branches of this bank will open 10 minutes before, and stay open 10 minutes after, its normal business hours. This caters to the busy people who desperately try to squeeze in much-needed banking amidst a hectic schedule.

It’s an excellent idea–and it doesn’t require gobs of money spent on advertisements and marketing. It conveys the message of, “We know you’re busy, and we’re here for you no matter what may get in your way of coming to our bank and doing business with us.”

In my own life, I wish I had a Commerce Bank near where I live in the Mid-Hudson Valley. While my paychecks are directly deposited, I’m one of those anomalies that like to manually take money out of my one bank account, drive the 15 minutes over to the Hudson Valley Credit Union (HVFCU), and literally hand a portion of my money to a real, breathing, human teller to deposit into my savings account.

I usually do this on Saturdays, and HVFCU is open from 9 a.m. to 5 p.m. Now, I’m an early riser and usually have other errands to run that have me out of the house well before that time. No matter what I try to do, I always find myself at HVFCU at approximately 8:45 a.m. It never fails that each Saturday I do this, there is a long line of customers waiting outside of the automatic doors at the entrance waiting to conduct transactions.

The Type A personality in me not wanting to lose even more ground and fall further behind in line, I bite my lip, step out of my car, and wait with everyone else. All the while, everyone waiting can see the bank tellers already sitting at their posts speaking to themselves, and management walking by the door staring through the glass door at us like we’re the latest attraction at the zoo.

It could be raining, snowing, or unbearably humid — it doesn’t matter. The branch supervisor will not unlock the doors until it is exactly 9 a.m., despite the fact that all of the employees have been sitting at their battle stations for quite some time already.

To me, it gives me the message of “We know you’re waiting, but we don’t care. You’ll have to wait until we open.”

Fair enough, but if you don’t want to open just a few minutes early, why not cater to your loyal customers willing to actually wait to do business with you. A small gesture, like offering coffee, tea, or water would at least show that you appreciate our business and patience. Maybe even some chairs so the handicapped or elderly can at least sit comfortably while waiting.

Instead, I feel like I am making their lives harder and that I should apologize. For what, I’m not sure. Wanting to do business with them?

Illustration aside, the point is HVFCU could be losing customers instead of creating an opportunity for increased business. Opening a few minutes early would be optimal, and reduce the barrage of unhappy customers lumbering to quickly make a transaction and leave. But if that’s not possible, any little things like offering respite or beverages would show me that they truly care and appreciate us. It doesn’t cost much, and the memory I would have instead would be a pleasant one.