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CUSTOMER AWARENESS
OF OVERDRAFT FEES AND
BALANCING ACCOUNTS
Presented to: “Ken”
Senior Vice President
Presented by: Pamela Noonan
Senior Claims Analyst
AGENDA
• Executive Summary
• Introduction
• Why Educating Clients is Preferable to Refunding Fees

• Issue Resulting in Plan Implementation
• Other Institution Design
AGENDA (CON’T)

•Alternatives
•Benefits and Risks to Educating Clients

•Recommendation
EXECUTIVE SUMMARY
Unknown Financial Institution should implement an initial customer education in
regards to balancing checking accounts. Research has shown that customers
who are informed on how to perform a check book balance are most likely to
keep a positive balance, do not receive fees (and if they do, they understand
why), and become loyal clients..
New clients would receive their education initially by a banking center Personal
Banker or over the phone with a Customer Service Representative if the account
is opened over the phone, prior to making the initial deposit.
EXECUTIVE SUMMARY (CON’T)
• Benefits
• Client Satisfaction
• Client Retention
• Profit

• Risks
• Cost: Increase staff and technology update
• Longer times to open accounts

• Recommendation
• Educate the client on fees and properly balancing checking account
INTRODUCTION
Checking/Savings Account Opening
Debit Card
Checks
Depositor Agreement

Call Center – Claims
Client account education
STAKEHOLDERS
Technology Team
Shareholders
Call Center Associates

Call Center Managers
Marketing Team

Clients

Banking Center Associates
WHY EDUCATE VS. REFUND FEES

Client
Less fees
Less time calling

Associate
Less time de-escalating
Assist with critical issues - fraud

Shareholder
Retaining clients
CLIENT SCENARIO
• Client uses debit card at a merchant. Since it is approved, the client
assumes funds are available and there are no issues with the account

• Next day received overdraft fee.

• Five days later, an additional fee causing the original $20 to look as if it
has cost the client $90.
OTHER INSTITUTE DESIGN

• UM Credit Union
• $500 loan tied to checking account
• No Extended Overdraft Fees
• Does not allow account to overdraw passed the
loan limit
ALTERNATIVES
• Eliminate overdraft fees
• Extremely overdrawn accounts putting the bank at risk for loss
• No consequence to overspending
• The bank has funds out as a “loan”

• Refund fees through customer service
• Call volume still increased
• Associates experience tough conversations
• Loss of clients and poor client satisfaction with the bank
BENEFITS TO EDUCATING CLIENTS
• Client is valued and valuable

• Client is familiar with fees and balancing
• Client is informed how to manage account
• Associates are able to more efficiently take care of critical matters

• Retained client relationships
• Potential growth with new clients
• Increased client satisfaction
RISKS TO EDUCATING CLIENTS
• More time to open an account
• Profit decrease initially
• Cost to add training material

• Cost to IT to add check box for educated clients
RECOMMENDATION
• Regardless of the risks involved in educating the clients on
overdraft fees and how to properly balance their checking
accounts, I see it is vital to the customer satisfaction and
retention to implement the education. Clients will feel valued
and cared for. Associates will be able to assist with more
important issues. Shareholders profits will increase due to the
customer satisfaction and retention.
REFERENCES
• Bell, Claese. BankRate.com. 9 May 2012. 2 March 2014
<http://www.bankrate.com/financing/banking/bank-customers-shift-focus-to-fees/>.
• Client. Cllient Pamela Noonan. 20 February 2014.
• Flagstar Bank. n.d. 2 March 2014 <https://www.flagstar.com/>.
• Hayes, Mario. No-Credit-Check.org. 6 June 2012. 2 March 2014 <http://www.no-creditcheck.org/should-financial-literacy-be-taught-in-u-s-public-schools/>.
• UM Credit Union. n.d. 2 March 2014 <https://www.umcu.org/>.
• Shwom, Barbara & Lisa Gueldenzoph Snyder. (2012) Business Communication: Polishing Your
Personal Presence.
• BSR. (2011) Stakeholders Mapping.
APPENDIX
Interview with client

Stakeholder Time Table

Slideshare.net:

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Proposal powerpoint week 4 final

  • 1. CUSTOMER AWARENESS OF OVERDRAFT FEES AND BALANCING ACCOUNTS Presented to: “Ken” Senior Vice President Presented by: Pamela Noonan Senior Claims Analyst
  • 2. AGENDA • Executive Summary • Introduction • Why Educating Clients is Preferable to Refunding Fees • Issue Resulting in Plan Implementation • Other Institution Design
  • 3. AGENDA (CON’T) •Alternatives •Benefits and Risks to Educating Clients •Recommendation
  • 4. EXECUTIVE SUMMARY Unknown Financial Institution should implement an initial customer education in regards to balancing checking accounts. Research has shown that customers who are informed on how to perform a check book balance are most likely to keep a positive balance, do not receive fees (and if they do, they understand why), and become loyal clients.. New clients would receive their education initially by a banking center Personal Banker or over the phone with a Customer Service Representative if the account is opened over the phone, prior to making the initial deposit.
  • 5. EXECUTIVE SUMMARY (CON’T) • Benefits • Client Satisfaction • Client Retention • Profit • Risks • Cost: Increase staff and technology update • Longer times to open accounts • Recommendation • Educate the client on fees and properly balancing checking account
  • 6. INTRODUCTION Checking/Savings Account Opening Debit Card Checks Depositor Agreement Call Center – Claims Client account education
  • 7. STAKEHOLDERS Technology Team Shareholders Call Center Associates Call Center Managers Marketing Team Clients Banking Center Associates
  • 8. WHY EDUCATE VS. REFUND FEES Client Less fees Less time calling Associate Less time de-escalating Assist with critical issues - fraud Shareholder Retaining clients
  • 9. CLIENT SCENARIO • Client uses debit card at a merchant. Since it is approved, the client assumes funds are available and there are no issues with the account • Next day received overdraft fee. • Five days later, an additional fee causing the original $20 to look as if it has cost the client $90.
  • 10. OTHER INSTITUTE DESIGN • UM Credit Union • $500 loan tied to checking account • No Extended Overdraft Fees • Does not allow account to overdraw passed the loan limit
  • 11. ALTERNATIVES • Eliminate overdraft fees • Extremely overdrawn accounts putting the bank at risk for loss • No consequence to overspending • The bank has funds out as a “loan” • Refund fees through customer service • Call volume still increased • Associates experience tough conversations • Loss of clients and poor client satisfaction with the bank
  • 12. BENEFITS TO EDUCATING CLIENTS • Client is valued and valuable • Client is familiar with fees and balancing • Client is informed how to manage account • Associates are able to more efficiently take care of critical matters • Retained client relationships • Potential growth with new clients • Increased client satisfaction
  • 13. RISKS TO EDUCATING CLIENTS • More time to open an account • Profit decrease initially • Cost to add training material • Cost to IT to add check box for educated clients
  • 14. RECOMMENDATION • Regardless of the risks involved in educating the clients on overdraft fees and how to properly balance their checking accounts, I see it is vital to the customer satisfaction and retention to implement the education. Clients will feel valued and cared for. Associates will be able to assist with more important issues. Shareholders profits will increase due to the customer satisfaction and retention.
  • 15. REFERENCES • Bell, Claese. BankRate.com. 9 May 2012. 2 March 2014 <http://www.bankrate.com/financing/banking/bank-customers-shift-focus-to-fees/>. • Client. Cllient Pamela Noonan. 20 February 2014. • Flagstar Bank. n.d. 2 March 2014 <https://www.flagstar.com/>. • Hayes, Mario. No-Credit-Check.org. 6 June 2012. 2 March 2014 <http://www.no-creditcheck.org/should-financial-literacy-be-taught-in-u-s-public-schools/>. • UM Credit Union. n.d. 2 March 2014 <https://www.umcu.org/>. • Shwom, Barbara & Lisa Gueldenzoph Snyder. (2012) Business Communication: Polishing Your Personal Presence. • BSR. (2011) Stakeholders Mapping.
  • 16. APPENDIX Interview with client Stakeholder Time Table Slideshare.net: