After having two other call centres put the phone down, Simpson called FNB and reached Sherwyn. While talking to Sherwyn about his account, the baby, 'Kayla', starts crying and Sherwyn comforts her, singing Twinkle Twinkle at Darren's request. Then the dog starts barking and Darren asks Sherwyn to help him shoo the dog.
Sherwyn remains remarkably calm and helpful when many would have lost their patience. The prank was broadcast on 94.7 Highveld Stereo on Thursday 8 September 2011. By Friday 16 September, FNB, together with agency Metropolitan Republic, had created a concept to put Sherwyn and his great service on TV.
It's a remarkable coup for the bank, as the consultant had no idea he was on air. He created a marketing proof point that would be impossible to replicate in any other way.
"We say 'How Can We Help You', but we are aware that customers can be cynical. I am thrilled to see that my colleagues are living our brand promise. It's only when we actually deliver helpfulness that our customers believe the bank is sincerely helpful," says Bernice Samuels, chief marketing officer of FNB.
"There is one problem though; every caller to our bank now wants to speak to Sherwyn. From Monday 12 September, all our Call Centre consultants are known as 'Sherwyn' as we strive to deliver our helpful service to our customers."
The TV advertisement will be broadcast in the upcoming week on www.youtube.com/fnbtv or www.facebook.com/fnbsa. To hear the full call, go to www.highveld.co.za.
