Everyone has said something they thought was harmless (or worse yet - well intentioned) only to have the message completely misinterpreted. You have heard the old adage "sometimes it's not what you say, but how you say it."
Financial institutions often place messages in their branch locations designed to inform but end up sending the wrong message. Case in point - A community bank had a $5.00 fee for cashing a check drawn on another bank. A well intentioned marketer had signs created on colored paper, laminated and posted by the teller windows. The signs were created because there had been instances where a non-customer came in to cash a check drawn on another bank and became very upset about the $5.00 fee. The sign was very well written and stated the bank policy accurately and was created to help avoid future incidences.
The problem is - that sign was the first thing that both customers and prospects see when they walk into the branch. While the policy probably affects less than 1% of all visitors to the branch, it is boldly communicated to the other 99% of visitors to the branch. Clearly, this policy would best be handled with a one-to-one conversation as the need arises.
Take a fresh look at everything on display in your branches. Make sure that everything on display supports your "brand promise." Communicate your ability and willingness to serve as financial adviser's to both customers and prospective customers.
Display product information that is informative and suggests a "call to action."
Have a review process in place that eliminates outdated information and validates that messaging in your branches conveys the "right message."
Have a great week/weekend!
Mike
No comments:
Post a Comment