When the global financial crisis knocked the world back on its collective heels, everything went blank for a while. But after the immediate crisis dissipated, many retail banks and other financial service companies hastily returned to “marketing as usual”—with communications filled with jingles, jokes, and happy bankers and customers. It’s as if the whole thing never happened and everything is peachy again!

The crisis has had a huge impact on how people feel about banks and governments, but many of the former seem blind to this impact and deaf to what customers really want: actions that prove they have learned the lessons of the crisis. How can trust in banks ever be restored to pre-crisis levels if financial institutions ignore the real changes that the crisis produced?
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