Customer experience improvements don’t require massive overhaul of processes, training and technology. There are simple actions you can take that make all the difference. Across all channels, you can take to improve your customer experience and increase the loyalty, satisfaction and retention of your members with 3 simple steps.
1. Online – Claim Your Local Listings
Oftentimes a prospect’s first interaction with your bank or credit union is through the results returned by an online search for your company. This is why it is essential to claim your local listings and verify that your company’s name, address and phone number are correct. And don’t just focus on Google. Claim your listings on all search engines including Bing and Yelp.
Once you have verified your local listings, you can start responding to any reviews left on your listing. This allows you to manage your online reputation and proactively respond to any negative reviews.
Finally, claiming your local listing may help improve your SEO rankings. According to the annual Google Local Rankings Survey, reviews accounted for 15.44% of the criteria Google uses to rank a local business.
2. In the Branch – Make Your Branch an Advice Center
According to Forbes, 90 percent of millennials expect to be impacted by a major financial event within the next 36 months, such as taking on a student loan, or buying a home or car. Yet only 8 percent believe they have the high levels of financial literacy needed to deal with these life events. This presents a huge opportunity for financial institutions to establish loyalty and gain lifelong customers in the process.
How can you take advantage of this opportunity? Train your bankers to provide personal financial management assistance. It can be as simple as offering basic budgeting techniques or explaining how to use the financial management tools available within online banking.
Even if they do not yet have the skill sets to offer financial advice, your website likely holds a wealth of articles and tools to help your customers better manage their money. Encourage your bankers to familiarize themselves with the financial education resources available on your website so they can recommend or even show customers where to locate this valuable information.
3. In the Call Center – Respond to Your Clientele
Leverage your call center employees to help respond to customer questions and issues. Whether they have added a review to your local listing, posted a comment on Facebook or asked a question on Twitter, customers appreciate a proactive response to their needs. Even if your marketing or PR team has replied to the feedback via the channel in which it was received, having a personalized follow-up call goes a long way toward resolving issues and rebuilding loyalty and trust.
“When you invest in customer satisfaction, you invest in customer acquisition. Exceptional customer experience leads to loyalty, which leads to advocacy for your financial institution. And loyalty is a strategy that cannot be overlooked. It increases customer retention and acquisition. And it drives profitability.” —Bluespire’s Financial Strategy Expert