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.
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