Good morning, Marketer. Your mission, should you choose to accept it, involves the profitability of your bank or credit union.
Your goal is to increase online transactions while encouraging face-to-face interactions.
We want everyone using your mobile app and online banking while looking to you first when they have a financial need.
As always, Umpqua Bank has nailed it! Check out their Go-To App.
According to Umpqua, “Go-To is a secure, direct texting connection between you and a financial expert of your choice. It’s quick, easy to use, and completely confidential.”
Through Go-To, you can choose your own personal banker. You see their photo, a brief bio and their expertise. It’s kind of like Bank-Tinder. This is your “go-to person” to ask anything of through a text-based app. If you’ve lost your debit card, chat your go-to. Need a loan? Chat your go-to. Want advise on how to get better interest on savings? Chat your got-to.
It’s such a simple idea. The most earth-shattering ones typically are.
- Smartphone based
- Relationship building
This last point is the key.
Can the customer pick up the phone and call? Sure! But they’ll need to wait through a recording with eight prompts before eventually getting someone’s voicemail and waiting for a call back.
Can the customer do most everything online or on the app? Sure! But, when dealing with money, we often prefer an “expert” to help us out.
In 2017, LivePerson conducted a poll on basic communication that showed, “In the United States, nearly 74% of respondents would rather send a text message instead of having a conversation in person.”
However, when dealing with high-impact bank transactions like large deposits or loans, consumers want a human’s help. In 2018, Genpact found that, “While 27% of consumers say that they would try setting up a new account with a digital assistant, six in ten say that under current conditions visiting a branch makes opening an account easier.”
Go-To addresses both of these needs.
You don’t need to invest in an app. You don’t need to allow customers to choose a banker from a profile. You do not need to duplicate Go-To. But, you need to find a way to better engage your customer.
Given the available staffing, training and technology, how can you reposition what you do and allow your customers to more easily interact with you in their chosen method of communication? How can you be more customer-focused?
As always, should you or any member of your sales team be caught providing incredible service or killing sales goals, MarketMatch will disavow any knowledge of your actions. This article will self-destruct in five seconds, Good luck.
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