FINANCIAL MARKETING INSIGHTS
What bankers can learn from Girl Scouts about customer experience
Soon, (but not soon enough) Girl Scout Cookie Time will return. Over the years you’ve come to expect—and thoroughly enjoy—your purchase experience. Whether your favorite is Thin Mints or Samoas, you might think the cookies are a little pricey. And you also think they’re worth every indulgent bite.
Make your customers look good to their customers and win at customer loyalty
Many community financial institutions say they’re customer-centric, yet have a brand promise too focused on the bank. What if your brand difference is about helping your customers win with their customers?
That would merit some roaring fans. Here's how:
Stop hiring tellers—you need listeners
The moniker “teller” has been around in banking since time immemorial. And while it may feel comfortable to you, it sends unintended messages. It positions banker relationships as one-sided—with the bankers holding all the power—and the customer taking what’s doled out.
You can be better. Here are 3 ways to get started:
Shhhh! Stop using the *S* word.
Many community bankers struggle with getting all of their staffers to feel confident with business development. That’s because staffers are afraid of the *S* word.
Don’t tell them to SELL, teach them to LISTEN.
Use our “Business and Baby” rule as your internal rallying cry.
Don't "nice" your institution out of profitability
A bank president recently told me he lets safe deposit box rent renewal notices slide because he hates to bug people over something so small, and he wants to be nice.
It made me wonder whether he’s nice or just afraid to risk irritating a customer over a relatively small fee.
