Customer Xperience Today @ ICICI Bank

Today @  ICICI Bank.

I sent my daughter to get pay order which she required for her college admission. She was carrying duly signed cheque. Today was the only day for her admission and timing was limited. Amount was Rs.385/- only.

Now at bank I am classified as Preferred Customer. Therefore they have a special section and they attend to preferred clients with more attention and care. (They should that is what I expected)

They gave requisition slip to fill to her which required signature of account holder. Since I was not there my daughter called me and told me that pls come as yr signature is a MUST. I was bit upset so I talked to the concerned officer and requested that this is the first time I am hearing this that its a MUST on requisition slip. However since I can not come & I will come during the day & sign the slip , you pls process the request. I also confirmed & informed that she is my daughter & she requires pay order for her college admission. However she refused to process the request unless its signed by me. My daughter met the branch manager , she was busy and confirmed that its a MUST & we cant help it.

Leaving all my work aside I had to rush to the bank and complied with the requirement. 

Couldn't this have been handled in a better way in any other bank?? Relationship banking I enjoy with other banks , they even clear the cheque unsigned or with some correction on the promise that I will come and sign as required , later.

Look at the amount, purpose and my authorisation and promise to comply over phone, however nothing worked. 

This is not process centric banking but total customer apathy and we care less approach. Is it no employee empowerment or no sense of banking judgment??. & I am classified as Preferred Customer!!! (Oh ,my god, what must be the plight of no so preferred customer!!!))

The same bank on TV commercials wishes the customer who has come to open account on his birthday with a CAKE. Total disconnect between branding and customer experience in reality!!!! 

Branding sans Customer Experience !!! Ad agencies and Brand Consultants are not the BRAND builders its customer experience that builds brands !!!Still they spend millions on BRAND and nothing on CUSTOMER EXPERIENCE.  (Even basic,  forget wowing!!!)