Mary, I love a softball question :) Actually, this is a great question at this time. We find that the best way to help someone with adopting your digital tools is for your team members to vividly display and walk alongside of the client to help them see that they can take advantage of the alternatives you have arranged for them featuring that your digital choices are specifically designed to be:
- Simple - The least amount of complexity
- Easy – The least amount of effort for the client
- Robust – Delivering much more in context
- Timely – Providing prompt 24/7 accessibility
- Reliable - The greatest consistency of accurate results
- Safe and Secure
- Free!
While you know all the above to be true, we haven't yet told the story adequately because your client who is calling doesn't yet see that same picture. When someone calls in for their balance, I suggest that you offer to guide them through how they can always accurately answer their question and get so much more from your mobile or online banking services. It could sound like this…
"With so many of our clients like you discovering the benefits of our digital services we now have XX% of our clients using mobile and online banking. I'll be happy to get your balance today. In addition, I can help you get access to this information and much more anytime you want with either your computer or your mobile phone. These services were designed for your specific request today and are free and available 24/7, putting you in complete control. Which one would you like me to help you with - using your computer or your phone?"
(Giving them a choice between two is better than asking if they would like a demonstration)
Great, I can walk you through that. Would you prefer to get a demonstration now or should we schedule a time?
Ideally, you could add "Would you like me to set up a video conference for us to explore these options together?" (The client's visualization of the opportunity is usually most effective when you can share screens and use non-verbal communications)
I encourage you to supplement these demonstrations with blog posts on your website and some short video testimonials from your clients that others can relate to that emphasize the simplicity, ease of use, timeliness, reliability, and security of your digital tools that your bankers can refer the repeated balance inquirer to?
With most people we must be patient in walking with them to help them experience the ideal path for them. So, be prepared to help them with a phone call or a video conferencing session to help them setup access and learn how to make your process a new habit.
Nicoolo Machiavelli - "The innovator has for enemies all those who have done well under the old conditions, and lukewarm defenders in those who may do well under the new. This coolness arises … from incredulity of men, who do not readily believe in new things until they have had a long experience of them."
Also, keep in mind that some people are wanting more than just their balance even when that is all they are asking for. The rapport that we work hard to build as a community bank does lead some clients to want to talk. The best situation is when you achieve a trusted advisor status by taking the time to talk when our clients want to talk. However, this should not be dominated by the minutia of reporting current balances.
Resorting to charging clients for things that they could do digitally would be last on my list of initiatives. People have both needs and wants that you can explore when they engage. In addition to offering to help them utilize your digital channels as I suggested above, do your bankers take the opportunity to ask someone who is calling for their balance if they are anticipating any financial changes that your bank could be of assistance with? Or… Would you like a team member here from wealth management to contact you? Or... Would you be interested in increasing your credit facility with us? These kinds of questions will potentially lead to deeper and mutually beneficial discussions. If the caller doesn't want deeper discussions, they will see your digital channel as even more relatively efficient with respect to their time.
For more ideas about expanding your efforts to persuade people to change their behaviors check out Robert Cialdini's Six Principles of Persuasion at https://youtu.be/cFdCzN7RYbw
I'd be happy to discuss the relative merits of these and alternative approaches.
Neil
402-699-9509
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Neil Stanley
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Original Message:
Sent: 04-10-2020 17:25
From: Mary Fowler
Subject: Converting customers to using digital channels
This topic may seem small in the scheme of things today, but a softball question may be a nice distraction. Having short staff has brought to our attention our customers' lack of adoption of digital solutions, and the urgency of converting them to self-sufficiency. Example: customers call us to get their checking account balances. Do other banks actively discourage or try to prevent this from happening? Any hints for moving the hold-outs to digital? We don't want to charge for balance inquiries, but is that what it takes? Suggestions appreciated!
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Mary Fowler
Chief Executive Officer
The Peoples Bank
Magnolia AR
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