Educating Your Customers and Your Employees

I was recently at a bank and asked the CEO when was the last time you told your customers about a consumer program that they had put in place in seventeen years ago. His answer was seventeen years ago. The same bank had a sign outside and it said “Loan Sale” and I asked him who he was selling his loans to?

During the recent pandemic many bankers are looking at ways to increase fee income even though mortgage origination and PPP loan fees have been through the roof. Telling consumers about the services offered by the bank is one way to generate fee income. Many banks “advertise” their services on a fee schedule and the benefits of the services are nowhere to be found. Ensuring that consumers know about the benefits of the services you offer are paramount to obtaining the level of non-interest income that high performing banks enjoy.

The same CEO answered my question about the last time the employees of the bank had been trained on the same consumer program…17 years ago! So, for the same reason as educating your customers on the benefits of a consumer product your employees need frequent training as well. Not all, but many, banks see a high turnover at the new accounts desk. Generally, the brief training that a new employee gets doesn’t go nearly as far as it needs to in order to increase the cross sale of fee income products and services.

Take a look at each service that you offer to consumers and ask yourself, “When was the last time we marketed the program (educating customers) and when is the last time you trained (educated) your employees on the features and benefits of the service?” Doing so will enhance your ability to generate additional fee income for your bank.