©2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or re...
2©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
A single positive review and
interaction...
3©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Survey question
What business goal
can b...
4©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Goals impacted by an effective customer
...
5©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
How does customer experience impact your...
6©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Emprise Bank
 Original charter from 191...
7©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
It all started …
8©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
 Assumptions
► We know already how they...
9©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Are we doing the wrong thing?
10©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Broad market
surveys
Small
business
Str...
What our commercial clients told us
11©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
12©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Balance how we are servicing our clients
13©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Reward me!!
Is it still all about price?
14©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
15©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Survey question
At the end of the day,
...
16©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
 Focused only on wins
► “Our clients l...
17©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
The resolution
Listen to clients, chang...
18©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Customer sentiment
19©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Survey question
What are the top
decisi...
20©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
 “Emprise is interested in making a lo...
21©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
 “I've known Emprise forever and
they'...
22©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Key takeaways
Focus on losses
as much a...
23©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
24©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
For additional information, please cont...
25©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
Visit the Experian Expert Bar to learn ...
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Vision 2014: Speaking up - The Voice of the Commercial Client and How It Should Drive Your Business

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Customers are always speaking. Some will tweet, some will walk in (or out) of your bank, others will engage face to face, and others just quietly walk away. Are you listening? In this session, we will highlight an in-depth win/loss analysis that Emprise Bank conducted on its commercial customers and get true insight into what customers are thinking. Emprise also will share what it is doing to continue to win and make changes to its commercial lending process.

Published in: Economy & Finance, Business
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Vision 2014: Speaking up - The Voice of the Commercial Client and How It Should Drive Your Business

  1. 1. ©2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Speaking up: The voice of the commercial client and how it should drive your business Teri Ginther Emprise Bank Mike Horrocks Experian #vision2014
  2. 2. 2©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. A single positive review and interaction can increase lead conversations by 20%Source: PowerReviews
  3. 3. 3©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Survey question What business goal can be most impacted by an effective customer experience strategy?
  4. 4. 4©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Goals impacted by an effective customer experience strategy Churn 1% 14% Retention 11% Net Promoter Score 17% Customer satisfaction 12% Marketing ROI 9% Profit 37% Revenue
  5. 5. 5©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. How does customer experience impact your bottom line? 73% 22% 5% 0% Heavily Somewhat A little Not at all
  6. 6. 6©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Emprise Bank  Original charter from 1910 (Stockyards National Bank)  W.A. “Mick” Michaelis Jr. and partner purchased oil company in 1965 – included $20 million Stockyards National Bank  Family owned for 48 years  Over $1.5 billion in assets  38 locations in Kansas
  7. 7. 7©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. It all started …
  8. 8. 8©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.  Assumptions ► We know already how they will react  Not responding to changes  Not willing to ask for feedback  Not responding once we have the feedback Dangerous roads
  9. 9. 9©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Are we doing the wrong thing?
  10. 10. 10©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Broad market surveys Small business Strategic commercial clients Listening / segmenting best practices Local market forums and focus groups
  11. 11. What our commercial clients told us 11©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
  12. 12. 12©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Balance how we are servicing our clients
  13. 13. 13©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Reward me!!
  14. 14. Is it still all about price? 14©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
  15. 15. 15©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Survey question At the end of the day, is it really only pricing that matters?
  16. 16. 16©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.  Focused only on wins ► “Our clients love us”  Not having a formal action process in place  Not having executive buying in place Potential pitfalls
  17. 17. 17©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. The resolution Listen to clients, change and grow ©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
  18. 18. 18©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Customer sentiment
  19. 19. 19©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Survey question What are the top decision drivers for your clients?
  20. 20. 20©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.  “Emprise is interested in making a long- term business relationship.”  "Emprise said, 'Yes, we will figure something out. We can work with this.‘”  “We wanted to see if the banks seemed to be flexible enough, were very much business oriented, and viewed themselves as partners rather than just a lender.”  “We like the way they deal with us after the loan is done.”  “I think the key at Emprise is that we worked with a group of probably six different people as a team. It was not a one off where you talk to this guy about that and this guy about that. They were all involved in the whole thing.” Great customer reviews
  21. 21. 21©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.  “I've known Emprise forever and they're easy to get along with. They're good bankers, and they have good common sense. They don't hassle us with a lot of financial information, like other banks. If they did I wouldn't borrow any money."  “I don't know of anything we don't like, except that they probably are not as aggressive on rates as some of the other banks.”  “Honestly, I felt more comfortable with Emprise, but it was strictly about the rate.” Opportunities to change
  22. 22. 22©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Key takeaways Focus on losses as much as the wins Have a formal “next steps” program in place Balance your feedback If you are not willing to take action on what you will hear, don’t ask 22©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
  23. 23. 23©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.
  24. 24. 24©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. For additional information, please contact: Mike.Horrocks@experian.com | @mikehorrocks Hear the latest from Vision 2014 in the Daily Roundup: www.experian.com/vision/blog @ExperianVision | #vision2014 Follow us on Twitter
  25. 25. 25©2014 Experian Information Solutions, Inc. All rights reserved. Experian Public. Visit the Experian Expert Bar to learn more about the topics and products covered in this presentation.
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