[Photo via Reddit]
Never has pouring a beer engendered so much media hype. Of course, I’m talking about the press around Dave Grohl of the Foo Fighters pouring a fan a beer while on stage at a Foo Fighters concert a while back. What does pouring a beer have to do with banking?
Granted, you can’t – at least in your official capacity as their banker – buy a customer a beer. (What you do on your own time is your business!) But you can show the equivalent amount of understanding and compassion in other ways.
What if you took advantage of SMS (Short Message Service) capabilities/opportunities and simply texted your customers every now and then? Simple messages that, for instance, ask: “How are we doing?” or, better still, “Is there anything we can do for you?” Offering a compliment or offering assistance seem like simple propositions. How hard is it? Well, unfortunately, many find it remarkably hard. When was the last time someone told you something, or asked you something, that actually made you feel good? Rare even in the best of times and now, with a pandemic that has isolated us, rarer still.
It’s a known fact, yet often ignored, that a little caring goes a long way. And folks need it now more than ever. According to apnews, “the coronavirus pandemic has put millions of Americans out of work, but even many of those still working are fearful, distressed and stretched thin. A quarter of U.S. workers say they have even considered quitting their jobs as worries related to the pandemic weigh on them.”
In their recent article, Delivering Trust with Empathy – Where Next for Financial Brands, brandingmag.com tells us that “consumers engage with brands that understand their lifestyle and life stage. Financial brands really need to understand what matters to their customers…”
True. Importantly though, however, financial institutions need to do more than that. “Understanding customers” means more than simply offering products or services that happen to coincide well with a customer’s needs at that particular moment in their buyer journey. It’s almost like saying, “hey, we’re not here to sell you anything. We just want to know how you are.” Sounds odd, doesn’t it? That’s because, unfortunately, people seldom take the time to offer their appreciation or understanding. While it might be a case of feeling it, but not expressing it because it can be uncomfortable, the result is the same; it doesn’t get said.
Grohl didn’t have to offer that fan a beer. After all, the guy was already a fan, already in the audience and had, obviously, already purchased a ticket to be there. No sell was necessary. It was simply a completely selfless gesture. And that’s what makes it all the more powerful.
About Bank Marketing Center
Here at BankMarketingCenter.com, our goal is to help you with that vital, topical, and compelling communication with customers; messaging that will help you build trust, relationships, and with them, your brand.
To view our marketing creative, both print and digital – ranging from product and brand ads to in-branch brochures and signage – visit bankmarketingcenter.com. Or, you can contact me directly by phone at 678-528-6688 or email at firstname.lastname@example.org. As always, I would love to hear your thoughts on this subject.