Many people don’t think of management as a marketing strategy or as a key to growing revenues But it is.
I recently changed a banking relationship from one bank to another. The new manager, Bill McDougall was a big factor in my switching. But it wasn’t until today that I realized why I’m glad I’m now with Farmington Bank.
While in the bank I casually mentioned in front of a teller that my ‘transition’ to their bank was not as smooth as I had hoped or expected. Not a deal-breaker. I wasn’t a ‘flight risk’. And I probably shouldn’t have said anything in front of the bank teller. But I did.
Later that day, I got an email from Bill who said, “I heard you had some challenges. Let’s talk. We’re committed to making sure our customers are happy”. No defensiveness. Just regard for my experience and for the experience the bank could use to improve their performance with other customers. WOW!
I reflected on this. The more I did, the better Bill and Farmington Bank looked. Here’s why . . . Bill’s email reflected a sincere regard and CARING for me as his customer. The fact that his tellers LISTENED to what I’d said (another form of caring!) and then SHARED that information with Bill (a reflection of TRUST in Bill and of their RESPONSE-ABILITY to act in a proactive manner on behalf of the customer and the bank) are all good signs.
OK, Farmington Bank isn’t perfect. Neither am I. Who is? But a bank with a culture that:
has and honors a commitment to its customers,
recruits people who can demonstrate that commitment with their actions
encourages people to create a WOW! experience
has managers whose leadership encourages trust in their staff
Is pretty darned amazing! You may not be near Farmington Bank. But you can learn some great lessons in marketing by seeing how they manage their customer’s experience. Now THAT . . . is a great basis for differentiating any business — including yours — from its competitors.
KEY POINT: Caring is the unconditional regard for your customers that manifests in action on their behalf