$#*! Bankers Say

This week, I had the privilege to, once again, conduct a customer experience analysis for a client.  This is one of my favorite activities as a consultant.  I get to walk into bank and credit union branches from all over the country and see the very best ... and, unfortunately, the very worst in what our industry has to offer.

Every time we conduct this exercise, I'm shocked by the stuff that comes our of banker's mouths.  We spend so much time training our staff on operational issues that, when they walk onstage with a customer or prospect, that's all they know to talk about.

Here are some examples of $#*! Bankers Say that we've heard when asking for information on checking accounts:

• "We don't have that phone scanning thing for checks, but I think Chase does."
• "We'll have to run you through Chexsystems.  And, if you qualify, we'll tell you what accounts you qualify for." (Not a great way to make a customer feel welcome)
• "We require two forms of ID." (So what)
• "It will cost you $50 to open an account." (They meant the minimum balance to open the account is $50)
• "We have a checking account for seniors." (To an obviously middle aged customer)
• "The brochures are over there." (They point and the conversation's over)
• "Tell me what you want."
• "We have the (XYZ) account, but the fee is..." (or any "But" statement!  Nothing good ever comes out of an employee's mouth after the word, "but.")
• "Our checking account pays interest, but the rate isn't very good." (See?)
• "They have a good online banking system." or "They can open the account." (Like the person doesn't actually work at the bank)
• "Is the checking account for you?" (No, it's a gift!)
• Any personal introduction after the conversation has ended and the customer is walking away.

And my personal favorite...

• "If you'd like to open an account, you can come back and talk to me. (Why not, right NOW?!?!)

To avoid this type of experience, follow a few simple guidelines:

• Find out what the customer needs before you start spewing information.  Ask: Where they bank now, what kind of account they have, how they use it, what they like and don't like about it.
• Make one or two product recommendations based on the customer's answers.
• Focus on benefits.  How will this account make their life easier based on what they said they want.
• Leave fees for the account opening.  Fee disclosure is a regulation, but doesn't need to be used to "sell" a product.
• Don't read the brochure to the customer ... know your products.  It sounds basic, but too many bankers seem to be learning the product while they read the brochure to sell it.  Better yet, every employee should have an account from your institution.
• "Conduct" operations ... don't "discuss" them.  In a restaurant you never hear, "We'll be happy to bring you that steak, but first someone will have to kill a cow."  

And most importantly...

• Treat every customer as if they are a guest in your home!  Don't point ... walk them over, make formal introductions and for goodness sake ...  SHOW SOME PERSONALITY!!!!

For a blog about our customer experience process and more tips, click here.

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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 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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Getting Social (Part 3 of 3)

(PART 3 of 3)

We have a lot of community banks and credit unions asking us about Social Media.  "How can we…?"  "Should we…?"  "Can you help…?"

Well, to all you community banks and credit unions … Yes we can!  Yes you should (probably)!  Here’s how…

As you consider Social Media, or as you craft your plan, consider the following:

RESPONSIBILITIES /RESOURCES

If social media is all about getting people talking, than the most important resource in social media are the people who DO the talking.  The structure of each organization is different … some institutions allow tellers to post, some only allow management.  Identify the structure that best fits your culture.

You must first identify your Social Media evangelists - those individuals that use the social media tools to engage a given audience and share ideas, service, solutions and company information.  Then create an “Authority Flow Chart”:  A hierarchy of responsibilities from those that contribute, to those that police and approve to those that handle negative comments.

RESPONDING TO NEGATIVE FEEDBACK
No one likes negative feedback. But negative comments will happen whether you’re on Facebook and Twitter or not. It is important to document who will respond, what your response will be, and the method you will use to respond -- on the site page or with a phone call -- if a negative comment is made by social media. This is an opportunity to proactively address issues and manage perceptions. The worst thing you can do is to ignore negativity and pretend it never happened. In general, you should view negative comments as a gift and take the opportunity to learn what is not working in your process. This can actually help you to provide better customer service. 

BUILDING A FOLLOWING
“Social,” by its very definition, is communal.  It is at its most productive when you are reaching people and getting them talking.  That said, a core objective of any social media initiative is to build a following.  

This does NOT mean that a single-minded focus on “Likes” is appropriate.  It is better to build quality contacts over sheer quantity.  To accomplish this, you must have a relationship focus to your communications rather than simply a transactional focus.  Collecting “Likes” is one measurement … facilitating quality conversations is a much more important one.

TRAINING & GUIDELINES

Each employee is a representative of the bank or credit union brand - in and out of the office. The general rule of thumb is, “If you wouldn’t make a comment to the company president, don’t post it online.”

Your social media plan should include detailed guidelines including:

• Employee Code of Conduct for Online Communications
• Employee Personal Social Network Policy
• Corporate Social Networking Policy
• Corporate Blogging Policy

SOCIAL MEDIA MISTAKES

Avoid these common Social Media pitfalls:

• Running specials all the time
• Waiting for people to find you
• Running contests and games constantly
• Blocking negative feedback
• Waiting 24 hours to respond
• Not connecting your channels
• Not continually monitoring 
• Simply focusing on “Likes”

For Part 1 of this series, click here.

For Part 2 of this series, click here.

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 efforts that will generate MOMENTUM and yield the greatest RESULTS for your bottom line.

Learn more here.

Chat with me LIVE!

Or contact me directly (click here).

937-426-9848