When the Teacher Becomes the Student (What I learned in NJ)

When I speak at credit union or community bank associations, I have two goals:

1) Provide at least one "ah-ha" moment - that magical time when a few words can make you look at the world a little differently, and
2) Have at least one "ah-ha" moment myself.

Last week I spoke for the New Jersey Credit Union League about building an authentic brand and branding your marketing department within the walls of your institution with ROI.  It was one of the most engaged, smartest groups that I've ever had the pleasure of speaking with.

During the full day training session, I picked up 2 new quotes that will make it into my starting rotation and in this week's blog, I'd like to share them with you too.

"It's not our fault, but it's our problem."

~ Disney Institute

Quick, round up all of your call center, tellers, branch managers, MSR/CSRs, anyone who interacts with your customers ... it's time you to take a field trip to your local tattoo parlor.  This quote is ink-worthy!

This quote is the foundation of Disney's quality service standard and it should become the backbone of your institution's culture!

It's not your fault that Mr. Washington bounced and check ... but you should do everything you can to help him make it better.  It's not your fault that Ms. Franklin overlooked her auto loan payment ... but you can help make sure she doesn't next time.  It's not your fault that Mr. Jackson came into the branch in a bad mood ... but you can help him walk out smiling.

Your entire team need to take responsibility, feel enabled and enjoy solving problems.

"If I asked people what they wanted, 

they would have asked for faster horses."

~ Henry Ford

It is vital to understand what your customers need.  It's our responsibility to determine how those needs can be met.  It's our job to be visionary.

Research is fine art.  You have to know what to ask, know whom to ask it of, and know what to ignore.

     Q: So, how did you hear about us?

     A: I just walked in.

Yah, right!  Your customer was just taking a stroll and decided to switch checking accounts, move all of their online banking, bill payments and automatic withdrawals - just like picking up a pack of gum and the grocery store.  Somewhere along the line, something that you did got to them.  Word-of-mouth about your outstanding service, a print ad, driving by the sign everyday going to work ... something effected them and made you top of mind when they got mad at their former bank.

We need to get beyond what our customers say and dig down into what our customers mean.  We need to give them what they need, not necessarily what they say they want.

So, there you have it ... my latest "ah-ha" moment.  What YOU can do with it is up to your imagination.  Let us know what big ideas you get and comment on this blog below.

We bring these marketing philosophies to credit unions and community banks nationwide, and would love to bring them to your institution too.  Contact us to see how.

With nearly 220,000 visits worldwide, we hope that you enjoy this blog.  If you find it helpful, please share it with your colleagues.  Also, check out our YouTube Channel for short video blogs about financial marketing.  

MarketMatch is also a nationally and internationally requested speaker.  Contact us to bring our marketing ideas to your next conference.

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Is the Sleeping GIANT awake??

Greetings...

By now, I am certain that you have heard... Walmart and American Express are joining forces to reach the "unbanked."  That quake you felt and the flutter of your heart were natural reactions to the awakening of the sleeping giant.

Is the Sleeping Giant Awake???

Let that statement settle in a bit... and while you do...a few quick facts

• The world's largest retailer...with over 4,540 US locations
• 1.4 million US associates
• $316 billion in annual US sales
• Serve 200 million customers annually
• Donated $872 million dollars in the US

These are staggering figures for any industry.  They also happen to be important building blocks to become a successful financial services company.

Now apply them to banking industry.  Wal-Mart would be:

• The 4th largest branch network
• The largest employer
• The largest customer base

So...just what exactly is Walmart doing?  (Here is a link to the USA Today article.)

Changing the game of banking...that's what!

In partnering with American Express to create the Bluebird prepaid debit card, they are attacking-- directly-- a large population of customers and at the heart of our industry's non-interest income engine.  Think about it...and this is a quote from the American Express Group VP..."Every Walmart cash register is the equivalent of a (bank) teller."

WOW.

In ONE fell swoop, Walmart has become the largest banking entity in the country.  I have felt for nearly 12 years, since I first dealt with a Walmart banking lease for an in-store branch, that they were simply biding their time and learning community banking by allowing community banks, mainly, to set-up shop in their stores.  They built a "bank customer" base, provided a service and now that they have their own financial services...I would start looking for those bank branch leases to be non-renewed by Walmart and the space taken back for their own use.

This is truly a "circle the wagons" moment for our industry.  We have to determine the impact and focus our attention on providing what Walmart is NOT KNOWN FOR...and that is service.  Not just "say their name and smile" service...but life-altering, life-stage based service that keeps a customer coming back.

Service is our differentiators and Walmart's kryptonite!  FOCUS...FOCUS...FOCUS...and deliver premium service in a way that Walmart simply cannot-- personally and with 100 years (or more for your institution) of experience and expertise.

Now is the time...and the day is today!  For a great blog on the type of service that you need...  Disney Service in Your Branch.

This is not just an alarm...it is an all-hands-on-deck call.

Let's respond together!

Cheers!

Bruce

With nearly 150,000 visitors worldwide, we hope that you enjoy this blog.  If you find it helpful, please share it with your colleagues.  Also, check out our YouTube Channel for short video blogs.  

We bring these marketing philosophies to community banks and credit unions nationwide, and would love to bring them to your institution too.  Contact us to see how.

MarketMatch is also a nationally and internationally requested speaker.  Contact us to bring our marketing ideas to your next conference.

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MarketMatch is a full-service marketing firm, dedicated to the credit union and community banking community.  We utilize knowledge-based strategies to help you FOCUS on the right story that will generate the greatest  MOMENTUM and prove the best RESULTS with our written ROI Guarantee.

 

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Hmmm...and other thoughts.

Good morning all...

Sitting here thinking about life.  How fast it goes, how great it is, how serendipitous it is...and it hit me.

Life is made up of thoughts...

Thoughts that are...

• Funny
• Deep
• Interesting
• Disturbing
• Strategic
• Fleeting

The key is knowing what thoughts to act on and what to simply let drift away. As marketers, we know that thinking about strategy and tactical execution is NOT the hard part...its never a challenge to imagine what you COULD do... the magic is determining what you SHOULD do.

So...today, I will help you categorize your thoughts into four key segments:

• Thoughts to share
• Thoughts to act on
• Thoughts to think about
• Thoughts to let go

Thoughts To Share

These are magical, inspiring thoughts that make you do equal part "hmmm" and "wow."  You know it when it hits...you think "this could really be something."  When these thoughts come...SHARE!  Twitter, meeting, email, pen and paper-- whatever is handy at the time.  An example of a thought to share:

"What if I created a program that allowed people to share pictures, updates and information and connect/reconnect with friends?"

(Facebook)

Thoughts to Act On

These are thoughts that prompt action and excitement.   Many times they are smaller thoughts that can lead to bigger items/thoughts/rewards.  Thoughts to act on are ones that have a time horizon and need action to bring them to life.  An example of a thought to act on:

"That woman is the most beautiful person I have ever seen."

(when I first met my wife)

Thoughts to Think About

These are thoughts that require a bit more time to "cook to completion."  These thought starters usually generate more questions and thoughts as they make their way to a complete thought.  An example of a thought to think about:

"I wonder if a company focused exclusively on marketing for financial institutions would work?"

(when I first thought about starting MarketMatch)

Thoughts To Let Go

These are usually destructive thoughts.  While sometimes easy to generate, they usually take time, effort and energy and yield very little.  These thoughts are best let go and allowed to evaporate into the air!  An example of a thought to let go:

"I wonder if I could land on my feet from jumping off that tower? "

(Anyone from JackAss- the movie)



The key to good and productive thinking is the realization about what type of thoughts you are having.  Just like life itself, its all about focusing on the 20% of your thoughts that will yield 80% or more of your success.


Happy thinking!


Cheers!

Bruce Clapp

Want to learn more?  Enroll in the MarketMatch eCollege!  Smart learning online sessions delivered five consecutive Tuesdays with 2.5 CFMP credits for EACH session, tactical advice and a game plan for success!  Enroll here!

MarketMatch is a full-service marketing consulting firm, dedicated to the credit union and community banking community.  We utilize knowledge-based strategies to help you FOCUS on the efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.

Learn more here.

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Map it...

I am beginning a series on helpful strategic planning exercises.

The initial topic... mapping your customers.  We help banks and credit unions all over the country with strategic planning and thoughtful tactical delivery and love doing it!

One of the first questions we ask?  Have you mapped your customers?

Why?

Because typically we learn a lot by seeing neighborhood patterns, location gaps and when we add the layers of "deposit customers", "loan customers", "investment customers", "commercial customers", etc. as different pushpins...we also see visually the opportunity for organic growth!

Its easy...mapping software is available and inexpensive.  And all you need is the address for your customers!  You can get more sophisticated as you go...and we can help!

Cheers!

Bruce

The world is changing...

I get interviewed a lot... and I love offering my thoughts and comments on all things banking.  One interview I had on Friday was inquiring on Ohio banks and how the majority of them had not yet repaid the TARP money. 

My comment...no incentive to pay it back early, you have to be clearly profitable, and the emphasis on the TARP issue has largely been swept away.

However, in thinking about the larger question, in my mind at least, is what has and what must change in our industry to ensure longevity and success.

Here is my top 5 list...

1. Banker's must adapt to clearly seeing the world from the consumer's perspective and not the banker.  Is your bank ready to put on your "consumer glasses?
2. The customer will choose two options going forward...an online partner and an off-line partner. They could be the same...but they WILL have these...are you ready to be them both?
3. The industry will forever be different in terms of start-ups... denovo's will be a different breed and many will simply buy an institution and work to change it, vs. start new.
4. Regulators will swing back...but it will be a LONG and tiring process...be ready to invest in compliance and legal staff that can help you shorten that curve.
5. The business owner and retail consumer will merge closer than ever and we have to be ready...
   is your focus on meeting both needs?

 Think about each of these five (5) items...kick them around in your head, analyze the impact, think about your institution's readiness...

and then set a meeting within your bank/CU to discuss them.

I think they are game changers...and most certainly HOW we play-the-game-changers!

Cheers...

Bruce Clapp

It's kinda spooky....

Bruce and I just finished a 2 day marketing forum for bankers in Indiana and Ohio and what a great time we had! Lots of great questions and discussion was had by the group. We talked alot about how to develop a real, strategic marketing plan. We talked about getting customer insight -how to do it and how to use it. We talked about retention. We talked alot about social media and why it's hard as a community bank marketer to tackle this important new social phenomenon.

It's kinda spooky.... just when you know your job as the one person everyone counts on to do practically everything is absolutely all you can handle, someone says you need to add social media to your job description!! That can be very scary indeed. How do you add more hours to your day? How to you get up to speed on it all? How do you manage it on a 24/7 basis? Sounds impossible, doesn't it?

Yes.

The more we discussed this, the more it became clear. You can't. In fact, you shouldn't. A community bank mareketing director can't and shouldn't take this on alone. You need to manage the program and processes, but don't do it all yourself! Find someone else in your organization--preferably an under 30 type --who is passionate about social media. There is most likely someone there who would love to handle the day to day, 15 to 30 minute duty of following, checking, and updating your social media presence. That doesn't mean that you don't write the responses, or the blog, or whatever, but that someone else helps you with doing it.

OMG!

Its a concept that might work with some other areas of responsibility you have... that's worth thinking about for a few minutes, isn't it?

So enjoy your spooky Halloween and think about how, who, what, and all the details of what you want to do. But don't let tackling the new world of social media scare you...


TYVM.

Sharon

Money in Motion

"A Federal Reserve Board survey earlier this year showed banks continued to tighten standards and terms on all major types of loans to businesses and consumers. A total of 30 percent of banks tightened standards on commercial and industrial loans to large companies, while 35 percent tightened standards on loans to small businesses."

This is from a recent Dayton Business Journal article about what local credit unions are doing to capitalize on an opportunity.

What are YOU doing to make sure you attract the most commercial and retail business in this environment of Money in Motion?

Click here for the rest of the story.

Online Account Opening

Thanks Al Gore ... this internet thing might just work out after all.

BAI Bank Strategies estimates that by 2015, 50% of new accounts will be opened online -- is your institution ready?

Consumers are getting more and more comfortable picking and clicking:

• Gen Y is the most likely demographic to look to online resources
• More than 60% of online shoppers are women
• People with children are more likely to conduct business online than those without
• People conducting online transactions are looking for immediate results

In short, they are your key target and they are motivated!

Reevaluate your website - With this target, your reputation and your website may have a greater impact than your physical branches or staff. Create a web advisory council or hire a third party to evaluate your site's look and flow.

Make it easy to open the account(s) - This takes teamwork from compliance, IT and marketing. The more a consumer can complete online (without having to print and mail applications) the more likely they are to complete the process. With government regs in mind, make every effort to allow customers who want to open an account online to actually open the account ONLINE.

Make it secure - It goes without saying...

Add value - These consumers are typically online savvy, however, a little extra education can't hurt. As they are trusting you with their money, help these customers protect it with regular tips on how to keep their online identity secure.

On-Board - Opening an account online is a convenience ... not an excuse to never have direct human contact with your staff. It may be more important than usual to implement a formal on-boarding process with online account openers. Assign a Services Representative to:

• Write a hand written thank you note the day the account is opened. This can follow an email notification that should be automatically, electronically delivered to the customer immediately after the account is opened.
• Place a follow-up phone call a week or two after account opening to assure the delivery of their debit card, checks, or any other relevant materials. Also inquire about the satisfaction of the account opening process.
• Place another personal phone call after the customer's first statement delivers to assure satisfaction. Invite the customer into the branch or schedule a call to discuss further financial needs.

This will be a vital target for us as our industry and consumer needs evolve. Those institutions who are early adopters will have a leg up.

If you're having success in this area today, or if you have questions for those who are, please post a comment in this blog.

Take care,

Eric

What's It Like To Be Our Customer?

What our customers are thinking, and what we think is on their minds are often times two different things. For your small business customers, before you have a meeting or pick up the phone, you should always review the following questions that may either uncover an opportunity or bring to light a festering issue before it becomes a major problem for the customer.

Think of your customers and ask yourself the following questions:

• Is it easy to do business with us? - Perhaps the process of opening new accounts, etc. was created in a vacuum and is onerous for customers providing an unnecessary pain point.

• How do they perceive our customer service? - Your sales and marketing departments may be doing a great job but other areas of the bank may be creating customer service issues. Most customers won't say anything until they're ready to hit the road.

• Are we taking care of their business and personal needs? - Do you have too many single-service customers? If you never ask a business customer about their personal needs they will only think two things--you aren't interested or you just don't care.

• Are we suggesting better or more innovative ways to meet their present and future needs? - Is your bank truly a trusted advisor to your business customers? That's only possible if you demonstrate a willingness to help the customer to achieve their long-term goals through advisory services. It's sometimes about sacrificing short-term sales goals. The more the customer grows their business the more opportunity the bank will have to develop deeper, more profitable relationships.

• Are we asking the right questions to uncover their concerns? - Effectively profiling business customers to gauge their long-term strategies enables the bank, and the banker, to provide valuable strategic financial advice to become a true partner in the success of the business owner.

• If concern areas are outside your scope responsibility, am I alerting the appropriate people so the problem can be addressed and corrected? - Too many times bankers fail to act on customer cues because "it is someone else's responsibility." This is one of the leading causes of customer attrition. It's the banker's responsibility to uncover concern areas, notify responsible parties, act as the conduit for problem resolution and then close the loop back to the customer.

• Are we employing all of the bank's resources for the benefit of the customer? - Has the business customer been introduced to the cash management expert or wealth management professional at the bank to advise on various business and personal issues?

It's human nature that we tend to think that customers will automatically offer their thoughts to us just because we are sitting across the desk from each other. The lesson here is that if you don't ask the right questions you'll never get the answers necessary to advance a relationship or to stop a valuable customer from leaving.

From now on, before you visit or call a customer, ask yourself these questions and see if you can effectively answer them without the input of your customers. You may find that your conversations with your customers will take on a whole different perspective.

Don't Throw $$$ Down the 18th Hole!

Golf hole sponsorship -- $250

Spring Soccer League Sponsorship -- $400

Getting quantifiable ROI from any of these sponsorships – Doubtful


Stop right there! I urge you not to process that pile of sponsorship requests until you stop and answer some direct questions about why you are doing them and what you expect to get in return.

Yes, every company must support its local communities through charitable donations. However, sponsorships, as opposed to donations, mean you should get something back in return -- and a 5 inch one-color logo on a t-shirt just isn’t enough.

Take the time to look at all of your sponsorships with an objective eye and see if there aren’t better ways for you to build in a return on investment (ROI).

I used to do PR for McDonald’s and I can’t tell you how many sponsorship proposals came across my desk promising to give me logo exposure on banners and t-shirts. Well, there is a McDonald’s restaurant with huge golden arches every 4 miles or so in this country. We really weren’t looking for more logo exposure.

So, I rewrote the proposals and built in exposure that brought strategic value to McDonald’s. I used sponsorship of a community walk to promote a new line of salads and healthy kids meal options. I used sponsorship of a museum exhibit to showcase McDonald’s grants and activities in local elementary schools. Basically, I got strategic and creative and it paid off.

I urge you to look beyond logo exposure and build business drivers into your sponsorships.

• Can you showcase cash management products like desktop deposit scanners to all of the small business owners at the golf outing?
• When you sponsor the Spring Soccer League can you provide a bounce-back coupon for a free soccer photo frame to everyone who opens a child’s savings account?
  

Here are some questions that might help you be more strategic about your next sponsorship request:

1. What audience do I have access to with this sponsorship? Why is this audience important?

2. What do we MOST want this audience to know about us and what makes us different?

3. What business driver can I build into this sponsorship that will allow us to have another opportunity to touch this audience?

• “We have innovative business products that save time for small business owners” – have a business banker on hand to showcase your business products
  
• “We have online technology that saves Mom’s time paying the bills” – giveaway item that drives traffic to your online bill pay demo
  

4. How can I measure response to this sponsorship?

5. What plan can I put into place for my salespeople to follow up on these leads?

The bottom line – if you are creative you can do something good for the community and something good for your business at the same time. Make sure you take the time to make your sponsorships a win-win situation.

Post a comment and share great sponsorship ideas you’ve seen or implemented.

Deanna

In or Out -- Communication is the Key

So I was talking to a girlfriend about how we each work through little everyday issues with our spouses – you know, do you gripe when he leaves the toilet seat up, or when you disagree about whose turn it is to unload the dishwasher, etc. My friend was telling me that she and her husband communicate with each other proactively and don’t let things fester.

I had to admit that my spouse and I tend to be more head in the sand folks when it comes to problem resolution. We tend to pretend everything is roses and sunshine until the inevitable blow out where we clear the air and end up not speaking for a few days. But, that’s a topic to save for marital counseling somewhere down the road.

But speaking of communication . . . I think banks need to look at their communication styles with their customers right now. Are you burying your head in the sand, proceeding with business as usual and waiting for the storm to blow over? Not the best way to build a long term relationship with your customers, even I have to admit.

I troll community bank sites regularly and have seen some examples of banks that are doing a great job of communicating with their customers about the current economic climate and their position. I particularly applaud those banks being proactive in communicating their position on the TARP Capital Purchase Program.

Whether taking the money or not, the important part is that you share where you stand and explain your position. Here are two examples of banks that have done a good job letting customers know where they are and why:

• Arvest Bank – promotes its decision not to seek TARP funds because they are unnecessary
• Citizens Community Bank – explains how it has used TARP funds to provide loans in the community
  

These are just two examples I have found. I know there are tons more out there. Comment and let us know what your bank has done on this issue.

My main point -- Don’t take a reactive stance on this issue. You need to do more than arm a few managers and key frontline staff with talking points for customer inquiries. Only a handful of concerned customers will actually come to you and ask questions.

The majority will assume the worst and move their accounts without ever giving you a chance to explain. And, unlike spouses, you can’t give them a shoulder massage and expect to get back into their good graces tomorrow.

Deanna

Bringing Retail to Financial

I’m just brain stormin’ here.

Last week, I saw an ad from Kmart advertising a forgotten concept … layaway!

Immediately, 3 things jumped to mind:
1. “Wow, they really have their finger on the pulse of the economy.”
2. “What in the world is so expensive at Kmart that you’d need layaway?”
3. “How can we bring this idea into the financial world?”

Layaway, a purchasing agreement by which a retailer agrees to hold merchandise secured by a deposit until the product price is paid in full by the customer, is an idea whose time may have returned.

Let’s face it, job loss may be up, foreclosures may be soaring, the stock market is a roller coaster ride with more downhills than up, and a recession may be imminent – if not already here – but we’re still Americans darn it! We still want more than we can afford. We still believe in buy it now and pay for it later.

Layaway is the perfect answer. Heck, you can even use layaway for online purchases now … just check out http://www.elayaway.com/.

OK, so how do we take advantage of this in our institutions?

LAYAWAY CDs

What if we offered a “Layaway CD” with a term of 3, 6 or 9 months (maybe a year if you feel lucky) where the customer can make regular deposits throughout the term but has a penalty for early withdrawal?

The CD is kinda like a layaway with interest. It has an end date goal … the customer can’t touch the money … and a CD offers what no layaway can – a fixed INTEREST RATE!

If a customer wants a big screen TV, for instance, but can’t afford it now and doesn’t want to add to their credit, they simply open a Layway CD and start putting money aside with the understanding that they can take that TV home in a few months.

Maybe this will help spark an idea to help you differentiate your shop and provide a product that your customers don't even know they need yet.

Take care,
Eric

The greatest gift of all...

Tis the season for giving thanks, Norman Rockwell paintings, the Coca Cola bears, strategic planning and thanking your best customers with candy or apples or some other typically edible arrangement they can share with all of their staff.

My blog today may seem like a bit of a rant but I so whole-heartedly believe in this topic that I feel it is necessary to talk about, so let's get started.

You all have the right idea. Because your customers have been faithful to you for so long it is important that during this season of giving you find a way to say "thank you." But here's the thing...(I will go out on a limb here) most of you say thank you with food. UGH!

Your grandmother has loved your for your entire life, do you say thank you to her with Florida Oranges? And what about your siblings? Do you tell them how much you love them with a basket of assorted meats and cheeses? NO!!!!!!!!!!!!!!!

Let's talk for just a minute about how we give gifts. For those family and friends we know the best...we know what their financial situation is, we know what their family life is like, we know what they need (because they tell us) and we know what they want (because they tell us), we give them what we know they will love.

My mom this year will be receiving a Kitchen Aid hand mixer in red because she is tired of splattering cake batter all over the kitchen...her current hand mixer doesn't have a low setting and the new one will...I tested it. I could have taken the easy road and given her a gift card to pick out something she wanted, but that isn't very personal.

I will be getting my hair cut this week with the same woman I have had cut my hair for the past several years. We have a 40 minute conversation every six weeks or so...I don't know her well, but I know she just bought a new car a few months ago, and I know that she and her husband love to eat at a restaurant called nine75. I could get her an assorted meat and cheese basket because it's easy, or I could get her a gift card for car detailing, gasoline or a great meal.

I have a point...do you see it yet? I guess I'll have to get to it now...

For those of you out in marketing land, don't take the easy road with gift giving. Sure you save a little money when you buy in bulk. But your best customers are as different and individual as your family members. If your practice is to give gifts based on the longevity of the relationship, that's OK...but have you thought about REALLY thanking the customers who help you (the bank) the most? Have you thought about thanking the most profitable customers you have? If not, try it. I lose sleep over the amount of money we spend as marketers to thank the customers who are 80 years old and have 3 CDs and opened a young savers account for their granddaughter 20 years ago.

Granny deserves thanks, but what about the small business owners who have both their commercial and retail accounts at your bank, they own a home, own a business, have a couple of cars, offer direct deposit to their employees and have half a dozen deposit accounts with you...are they worthy of the assorted meat and cheese basket (even if there is wine in it)? NO, they deserve better than that. They trust you with their livelihood. You know more about them than you do about your second cousin who's name you drew for the family gift exchange.

I believe your best customers will appreciate an annual review of their accounts to be sure they have the best rates and lowest fees possible more than they will appreciate the food. That builds value in a way that your competition will never understand. Not to mention the fact that you may learn about a new challenge or opportunity that profitable customer is facing...talk about a HUGE opportunity to be the expert and get the lifetime relationship.

And from a cost perspective, at the very least it will save you a little money...it could even make that customer more profitable which will put money on the bottom line...which is more than I can say for the assorted meat and cheese basket!

Think about it. It may be too late for this season, but try it next year or the next time you give your best customers a gift. Let me know if you need help calculating the ROI on your giving...or even an ROI projection of a new giving program. Trust me. Reevaluating your gift-giving procedures will be worth it.

And check out this video...it will solidify some of the points I am trying to make!



Happy Thanksgiving!
Jenna