Allan Watkinson - Gallup - Using the branch to engage your customers

ENGAGING YOUR CUSTOMERS IN THE BRANCH

Allan Watkinson

Senior Client Service ManagerGallup24th June, 2014

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Copyright © 2013 Gallup, Inc. All rights reserved.

EMOTIONAL DECISION???

WHERE WE’D RATHER BE?

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EMOTIONAL DECISION???

THE HAPPIEST PLACE ON EARTH

THE LINES?

MERCHANDISE?

THE FOOD?

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Joy

On-time Delivery

RATIONAL EMOTIONAL30%

Durability

Facility Layout

Cost

Safety

Timeliness

Convenience

Packaging

Product Quality

Efficiency

Retention

Empathy

Harmony

Trust

Hope

Loneliness

Inclusiveness

Cynicism

Pride

70%


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Always deliver on Promise

Proud to be a customer

Perfect company for people like me

SATISFACTION ≠ ENGAGEMENT

1 2 3 4 5

Not at all

satisfiedExtremely

satisfied

“5”

Rationally

SatisfiedDissatisfied

“1-4”

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Emotionally

Satisfied

“5”


CUSTOMER ENGAGEMENT GROUPS

Fully

Engaged

Strongly

attached and

loyal. Your

most valuable

customers

Indifferent

Emotionally

and

attitudinally

neutral

Actively

Disengaged

Active

emotional

detachment

and

antagonism

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EMOTIONAL CONNECTION DRIVES FINANCIAL

PERFORMANCE

123

100

87

100

Per-Customer

ContributionIndexed Performance

(Average = 100)

Fully Engaged

Indifferent

Actively Disengaged

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$1,846

$1,474

$1,217

Fully Engaged Indifferent Actively Disengaged

Average Customer Revenue*

ENGAGED CUSTOMERS BRING MORE REVENUE

FOR THE BANK

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*US Based Bank 2013


HOW CHANNELS IMPACT ENGAGEMENT

DOWNSIDE EXPERIENCES

ATM

MOBILE

ONLINE

UPSIDE EXPERIENCESBRANCHCALL CENTREEMAILSOCIAL MEDIA

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IS ABOUT CONTROLLING WHAT YOU CAN

OWN THE CUSTOMER JOURNEY1

2 SHIFT THE CONVERSATION

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THANKMANAGET

elle

rs

CSO CSO CSO

CSO CSO CSO

CUSTOMERLobby

Manager

DIRECTWELCOME

OWN THE CUSTOMER JOURNEY

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SHIFT THE CONVERSATION

Experiential

Building Rapport

Process

Oriented

RATIONAL EMOTIONAL

Reactive Proactive

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DRIVING BRANCH SALES AND ENGAGEMENTIm

pa

ct

on

Co

nv

er

sio

n

Impact on Engagement

• Was interested in improving your financial well-being

• Discussed how the products and services might fit within your overall lifestyle, not just your financial needs

• Was someone with whom you felt comfortable discussing your finances

• Was knowledgeable about the bank's products and services

• Asked you appropriate questions to better understand your financial needs

• Clearly explained how the product or service features would benefit you

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THE BEST TELLER YOU’VE EVER EXPERIENCED

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“People don’t change that much. Don’t waste your time trying to put in what was left out. Focus on bringing out what was left in…

that is hard enough.”

Donald Clifton

AN UNCOMFORTABLE TRUTH

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A QUESTION…..

Are you a perfectionist?

a) I am a perfectionist about everything.

b) No one is perfect, but I try to be.

c) It is more important to make things workable instead of perfect.

d) I am a perfectionist about some things, but not others.

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THE FIVE DIMENSIONS OF TALENT

Motivation

What drives me?

Influence

How can I get things to happen?

Work Style

How do I organisemy day?

Relationship

How do I interact with

others?

Thought Process

How do I make decisions and

approach problems?

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KEY ATTRIBUTES OF A GREAT TELLER

Motivated by pride in what they do and achieving goals, but sales results are an outcome of meeting the needs of customers

Highly efficient, focused perfectionists

Able to sense customers’ moods and respond to their feelings

Naturally enthusiastic about other people

Strong desire to learn, acquire deep product knowledge and find solutions to problems

High levels of initiative and able to respond to needs

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KEY ATTRIBUTES OF A GREAT BRANCH MANAGER

Have high levels of ego/self confidence

Highly flexible workstyle, can adapt to changing conditions

Attracted to problems and solving them

Business outcome and performance focused

Effective team builders, connectors of people and development focused

Influence by being assertive and courageous

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OWN THE CUSTOMER JOURNEY1

2 SHIFT THE CONVERSATION

3 HIRE AND PROMOTE THE RIGHT TALENT

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