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Kinesis CEM, LLC
The Human Element: Sales and Service, Bank’s Last Link in the Marketing Chain
https://blog.kinesis-cem.com/2015/03/31/the-human-element-sales-and-service-banks-last-link-in-the-marketing-chain/
Eric Larse is co-founder of Seattle-based Kinesis, which helps companies plan and execute their customer experience strategies.
Mr. Larse can be reached at elarse@kinesis-cem.com.
http://www.kinesis-cem.com
http://www.kinesis-cem.com/bank_customer_experience.shtml
kinesis-cem.com 206.285.2900 info@kinesis-cem.com
The Human Element:
Sales and Service, Bank’s Last Link
in the Marketing Chain
What if I told you that after
all your efforts with
marketing (product,
positioning and price),
there is a one-in-ten
chance the branch
representatives will
undermine the sale?
The Human
Element
10% of in-branch sales
presentations observed
by mystery shoppers
result in negative
purchase intent.
Our Research
What do these
failed sales
presentations
look like?
10%
Here are some
quotes describing
the experience:
10%
“There was no personal
attention. The banker did
not seem to care if I was
there or not. At the teller
line, there was only one teller
that seemed to care that
there were several people
waiting. No one moved with
a sense of urgency. There
was no communication
materials provided.”
Quote:
“It was painfully
obvious that the
banker was lacking
basic knowledge of the
accounts.”
Quote:
“Brian did not give the impression that
he wanted my business. He did not
stand up and shake my hand when I
went over to his desk. He very rarely
made eye contact. I felt like he was
just going through the motions. He did
not ask for my name or address me by
my name. He told me about checking
account products but failed to inquire
about my situation or determine what
needs I have or might have in the
future. He did not wrap up the
recommendation by going over
everything nor did he ask for my
business. He did not thank me for
coming in.”
Quote:
In contrast, what
do shops with
positive intent
look like:
Positive
Purchase Intent
“The appearance of the bank
was comfortable and very busy
in a good way. The customers
were getting tended to and the
associates had the customers’
best interests in mind. The
response time was amazing
and I felt as if the associate was
sincere about wanting me as a
customer, but he was not pushy
or demanding about it.”
Quote
…after all the effort and
expense of a strategic
cross-sell strategy,
which of the above
experiences do you
want your customers to
encounter?
Now…
Time and time again,
in study after study,
we consistently
observe that purchase
intent is driven by two
dimensions of the
customer experience:
reliability and
empathy.
Reliability
&
Empathy
Customers want
bankers who care
about them and
their needs and
have the ability to
satisfy those needs.
Reliability
&
Empathy
our research
suggests the
following
behaviors are
strongly related to
purchase intent:
Specifically,
Friendly/
Smile/
Courteous
Purchase
Intent
Behaviors
Greeting/
Stand to Greet/
Acknowledge Wait
Purchase
Intent
Behaviors
Interest in Helping/
Offer Assistance
Purchase
Intent
Behaviors
Discuss Benefits/
Solutions
Purchase
Intent
Behaviors
Promised
Services Get
Done
Purchase
Intent
Behaviors
Accuracy
Purchase
Intent
Behaviors
Professionalism
Purchase
Intent
Behaviors
Express
Appreciation/
Gracious
Purchase
Intent
Behaviors
Personalized Comment
(such as, How are you?)
Purchase
Intent
Behaviors
Listen Attentively/
Undivided Attention
Purchase
Intent
Behaviors
It is Incumbent
on the institution to
install appropriate:
Customer
Experience
Training…
on the institution to
install appropriate
Sales and Service
Monitoring…
It is Incumbent
It is Incumbent
on the institution to
install appropriate
Incentives…
It is Incumbent
on the institution to
install appropriate
Rewards
Structures...
It is Incumbent
…to motivate
sales and service
behaviors which
drive purchase
intent

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