Wells Fargo | Dangerous Common Sense

Commercializing 9-11

Wells Fargo ATM 9-11 Memorial Message

Dear Mr. and Mrs. Corporate Person:

I seriously do not need any commerical mention of September 11th. Really.

Try as you might, I don’t think there is any way you can tastefully sneak in a reference to 9-11 in your business messages and not seem like you’re jumping aboard an emotional bandwagon for your crass commerical purpose.

Businesses large and small: I want you to leave 9-11 out of your sales and client communications, okay?

I have first-hand evidence that you’re having trouble steering clear of tying your business with the 9-11 anniversary. You’ve made me personally witness your weakness for cheap group hugs.

As I was rushing around yesterday morning between two appointments I hustled up to a Wells Fargo ATM for a quick hit of cash. It was a normal take-the-money-and-run transaction until I’d made my selection and started the 10-second wait for the system to validate my account and spit the $20 bills at me.

The ATM screen displayed a special “holiday” message as I waited for the money. It told me it was a time for reflection and wanted me to know that Wells Fargo honors the people who died on 9-11. The bank has apparently decided that it is perfectly appropriate to use the 9-11 anniversary as a way to show their corporate good-guy Americanism.

The ATM message struck me as simply wrong. On so many levels. Stop it!

First, the 10-second interval while I wait for the cash to dispense is not enough time to reflect on anything serious. Certainly it’s not enough time to consider something as deep and complex as 9-11. Besides, I don’t really think that Wells wanted me to start a 9-11 reflection right then. Wells was really bragging about their own reflections on 9-11, when, frankly, they can reflect to their hearts content in private.

My ATM mind is not in reflective mode, anyway. I am rushing around in my petty little errand mode. Shoving 9-11 in my face is an unwelcome intrusion. I cannot do the topic justice, and I don’t expect my ATM to be my meditation guide in any event.

At best, Wells is playing on my emotions and somehow getting me to bond with Wells, as if the company were a fellow 9-11 trauma victim. Or, something more complex, subtle, or whatever. But, it boils down to Wells using 9-11 for its commerical purpose. I don’t like it.

True, the message was simple and about as low-key as it could get. There was no direct attempt to monetize the 9-11 anniversary with a commemorative purchase.

But, I am not ready for 9-11 to be transformed into a seasonal slogan on an ATM screen. I am not ready for it to be used by any business for any purpose. Sometimes in marketing events are too raw to try to employ them for your business. September 11th is still one of those un-commercializable events.

On the 10th anniversary of the attacks, businesses do not need to tell us to reflect. Nor should they tout how much they themselves honor the dead. Some activities are best left to flesh-and-blood humans.

Why You Should Not Use a Debit Card

Banks don’t keep their promise of zero fraud liability on debit cards.
Here’s my personal experience which will get me to rely on sole credit cards (and the Federal consumer protection laws they have).

May 21, 2011
Wells Fargo
PO Box 6995
Portland, OR 97228-9995

REGARDING: FAILURE TO CREDIT FRAUDULENT DEBIT CARD CHARGES IN A TIMELY MANNER

Dear Wells Fargo,

Someone recently charged $100 at an Exxon station in Connecticut to my debit card while I was at sea on a cruise
ship. My first clue that something was wrong was when I was at a port call, tried to get cash from an
ATM, and my request was declined. Apparently, your security system correctly suspected that my
card had been compromised and blocked my card. Of course, I didn’t know about the reason for the
card problem until I returned home and looked at my online banking statement and saw the fraud.

I saw the charge on May 19th and immediately called your bank. I received a FAX of a claim form,
filled out the statement, and FAXed the completed form to your fraud department within an hour.

Friday, May 20th, I received in the mail a new debit card with a letter that said, “… your debit card
number and/or Personal Identification Number were identified as being at risk for unauthorized
transactions. As a precaution measure, we will be closing your current card and issuing you a new
debit card…” Your fraud department sent this on their own initiative, and it reinforces my statement
to you.

Today, I called to see why my account had not been credited for the fraudulent $100 charge.

Pauline at 800-548-9554 first said that my FAX was unreadable, even though I had not been
contacted about problems with its clarity. Then she put me on hold, confirmed with me that I never
lost my card, and said that she would have a temporary credit issued which will post to my account
by Tuesday.

Tuesday? She said that the bank has given itself two business days to scan in FAXed forms and
another two business days to issue credits. So, Tuesday is within the standards the bank set for itself.

This is an unacceptable retention of my money. Your own fraud department believes my card was
misused. I provided you with the requested statements immediately. You should respond and make
my account whole the same day you receive the statement you need from me.

Your debit card promotional material says that I will enjoy “Zero Liability and full reimbursement for
promptly reported unauthorized purchases…” The clear implication is that you’ll credit my account
when I tell you of a problem. You don’t say you’ll credit accounts on your own leisurely schedule.

You are not keeping the promise you are making to consumers.

Sincerely,
Galen B. Workman