I am the director of a bank branch, and as such I have a multitude of tasks to accomplish, one of which is particularly close to my heart and which concerns the reception and treatment of the customer. My agency is a bit special because it is old and has very different clients, from the most “normal” to the wealthiest. The problem is that if my team knows how to welcome “VIP” customers within the standards (and even more), when it comes to a customer with a lower income, it’s quite another thing. Recently, one of them complained to me about it, saying that we didn’t feel like a “customer” with them.
What do you recommend ?
YB- Casablanca
–
Having a bank account is now a reality for most of our fellow citizens with a banking rate that has increased from 24% in 2002 to 78% in 2020, the democratization of access to banking services has become a reality.
The customer experience
At a time of digitalisation, which allows most banking operations to be carried out remotely, the presence of a customer in a branch is becoming an increasingly important moment because RARE, all the more so as the volatility of these customers increases, making their loyalty increasingly complex through transitivity. In addition, if we travel less to an agency, we continue to do so for important acts such as requesting advice, signing a contract or even for a complaint. And finally, the visits also concern all those customers who are not very comfortable with digital tools and who prefer to process their transactions “the old fashioned way”.
The customer experience is therefore a central element in combating attrition, the first reason for which concerns precisely the quality of the relationship and not the pricing or the types of products (which all end up looking a little alike, incidentally).
It’s already in their DNA!
And yes, your teams know how to welcome their customers perfectly since they already do so well with the “VIPs”. So that’s good news. Thus, your advisors know how to create the right environment that is both warm and professional, they know how to defuse a complaint (even the most aggressive), they also know how to listen to their customers to understand the problem and offer the best suitable product. Now, it is a question of duplicating this know-how on ALL the other customers! You will therefore need to capitalize on these skills, to make them a lever for generalizing treatment.
All customers are VIPs!
When an advisor knows that with a single client he will be able to reach his monthly investment objective, it is “normal” for him to dedicate more time to this client rather than the one who is “content” to receive his salary each month on his account and who is already equipped with mortgage and insurance. But we know that every customer should benefit from the same QUALITATIVE level of service. So what to do?
Firstly by explaining the raison d’être of their profession which is, of course, to sell but also and ESPECIALLY to build loyalty! Because bank customers are becoming more and more volatile. Here are some leads.
1. Set an example: If you yourself operate a variable geometry treatment, do not expect the opposite from your teams, also, take care of the reception of the “ordinary” customer as much as that of the “VIP”.
2. Recall the fundamentals of hospitality: your bank has certainly provided a range of advice, procedures and training on the subject, so make sure to focus on a different point each week. Then, during the morning meeting, take stock of this action, highlighting the advantages for the client but also for your team of working in a more relaxed and pleasant environment.
3. Role-play: These are very helpful in making people aware of the impact of inappropriate behavior. Thus, ask one of them to play the role of a “non-VIP” customer who will be little considered by the adviser. Debrief by asking both how they felt. You will see that the results will be amazing.
A customer is by definition VIP, literally a “very important person”, because everything that is undertaken within your bank, whether at head office or in its network, has the – not so simple – objectives of earning, equip them and retain them. And it is within a branch like yours that the customer can “verify” that the promise has been kept and thus confirm the TRUST he has placed in your bank.
Up to you !
–
