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Tools to Re-engage Bank Customers

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by Price
April 6, 2018

Video Interview with Barbara Sanfilippo

It’s painful to say it, but there’s no app for human connection. Mobile banking is great for quick, convenient transactions. But don’t fool yourself. Apps don’t actually care about anyone’s hopes, dreams, and anxieties. Customers’ feelings are just data points used to steer them toward specific products and services. And they know it.

That’s why, in these days of widespread customer disengagement, relationship banking matters more than ever. Retail staff must move beyond transactional selling to focusing on customer relationships and financial wellness. They need to fill in that gap where legitimate emotional connections can be made.

That’s a huge ask for most banks—one that requires careful training.

Barbara Sanfilippo gave an eye-opening presentation on the subject at the 2017 ABA Bank Marketing Conference. Then she met with John Oxford of Renasant Bank and Josh Mabus of Mabus Agency to talk more.

If you missed it, watch the interview here and learn how banks are transforming their frontline staff to financial coaches.

Barbara’s interview was recorded at the recent ABA Bank Marketing Conference in New Orleans.

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