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Foncier Home bets on customer experience

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Some industries are more conservative than others. The bank and loan industries are certainly among them. My latest trip to Paris gave me the opportunity to visit BNP Paribas (which I’ll deal with in a separate post) and Foncier Home, whose flagship store is located on Boulevard des Capucines near the Opera.

The store is also home of a Columbus Coffee shop (a Starbucks-like) which helps mix up two worlds and attract other profiles of customers. The store is entirely self-service-oriented. The customer gets upon arrival a magnetic card where his/her data are saved along with a login and a password. When I tested it the system didn’t work well as I had to try it with a dozen cards before it worked. “The system is still in test” a hostess said.
The magnetic card contains your login and password and allows you to login on one of the touch-screen PC’s available in the lobby. The PC’s gives you the possibility to simulate your loan and to save your simulations. Actually the magnetic card is an elegant way to avoid your having to type your login/password (which you’ll forget anyway) and the physical presence of the card helps you remember Foncier Home. Not bad thus.

My take:

The customer experience at Foncier Home is based on self-service, which is a non-intimidating way to deal with money (compare it with going to an appointment with your banker). Foncier Home’s positioning can also be noted by the humor-tainted legal information displayed outside the building

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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