Tom Brzezina, the editor of the “Outside-In Banking” blog, has a terrific write-up on how Wired to Care should make banks stand up and listen. He argues that, without an outside perspective, banks are set up to continue losing customers over time.

“If banks truly understood their customers—if they were more empathetic—they wouldn’t behave in ways that drive customers to defection.  In fact, there are only two reasons more customers don’t bolt:

1. Switching seems like a huge hassle and somewhat risky
2. The grass doesn’t look any greener on the other side of the fence

The bank that learns to be more empathetic will have the greener grass, and customers will be running toward them, instead of away from them.”

Tom also has a great list of books he recommends all outside-in bankers check out. It’s well-worth your time.