If you’re a banker, work for a credit union, run an investment firm or lead any other type of financial services business, you know that your customers expect a high level of service and professionalism.
They don’t expect a dismissive attitude from the CSRs who answer your phones. They don’t expect to get tangled up in a complicated phone tree. And they don’t expect a long silence or annoying beeps while on hold.
How Caller Experience Shapes Trust and Loyalty in Banking
Instinctively, your prospective customers know that a bad caller experience is a predictor of things to come. If they don’t receive a high level of care from you on the phone, they know they probably won’t get it at other touchpoints either. Negative encounters on the phone can even discourage first-time callers from doing business with you at all.
But, when you anticipate your callers’ needs and provide an exceptional experience, you’ll take a very important step toward earning new business and strengthening existing relationships. And each time you deliver more than is expected, you’ll build customer trust and loyalty.
Types of Banking Caller Experience Marketing Services
On Hold Marketing
The music and messaging your callers hear while on hold can have an immediate impact on their perception of your bank. When that content is audience focused, thoughtfully written and produced well, it will help your callers realize that you care about their experience on hold and that they’re in good hands.
BusinessVoice On Hold Marketing can achieve many other goals that are likely important to your bank, including:
• Creating greater awareness of your financial products and services.
• Communicating your unique story.
• Reinforcing your brand values.
• Reducing call abandonment by shortening perceived hold times.
• Providing another opportunity to earn customer loyalty.
Humor On Hold
Banking is a serious business and you certainly want customers to trust you and your services. But that doesn’t mean you can’t apply a lighter touch to your marketing content. In fact, our Humor On Hold could become one of the elements that differentiates the caller experience you provide.
As proof, consider the car insurance industry. It’s also a serious business that people need to trust in. Before Geico started creating funny TV commercials in the late 1990s, no insurance provider dared to apply humor to their advertising. But today, it’s commonplace. Progressive, Liberty Mutual, Allstate and Farmers have all followed Geico’s lead into humorous branding.
Humor On Hold from BusinessVoice delivers many practical benefits:
• By encouraging active listening, humor makes your messaging easier to retain.
• Funny content can humanize your brand and help customers see your team as friendly and approachable.
• Humor can leave your callers happier and there’s a good chance they’ll associate that positive feeling with your bank long after the call ends.
• People are much more likely to wait on hold – and enjoy that time – when the content is entertaining.
Caller Experience Audit
One night, a police officer pulled me over while I was driving home from work. When I asked about the reason for the stop, she said, “Your license plate lights are out.”
I thought to myself, “I never see those lights. How would I ever know about that problem?”
Very likely, you can apply the same question to your caller experience. There’s a good chance you don’t talk with your CSRs via the phone. And you probably don’t spend any time on hold with your own bank. So, understandably, you might not know about any problems with that point in your customers’ journey.
That’s why a caller experience audit can be so valuable. We’ll review every aspect of what people encounter when calling your bank, including your hold times, call center announcements and On Hold Marketing content. We’ll also monitor and score the performance of your front-line phone staff, discuss best practices with you and establish measurable key performance indicators to show future improvements.
A Caller Experience Audit from BusinessVoice can…
• Allow you to hear recorded interactions between your staff and callers.
• Uncover missed sales and customer care opportunities.
• Identify the need for employee training.
• Reveal brand inconsistencies within the caller experience.
Caller Experience Training
Your bank’s employees are the personification of your brand. Ideally, they represent your values well and take very good care of your customers. But if you’re losing market share or not growing as quickly as you’d like, your frontline telephone staff could be part of the problem. By providing them with more of the training they need to succeed, you can capitalize on their daily connections with current and potential customers.
Caller Experience Training from BusinessVoice can provide many benefits for your bank, including:
• Giving your CSRs the confidence to handle any customer situation.
• Leaving callers with the feeling that they’ve been “cared for.”
• Uncovering customer needs or problems.
• Generating more revenue through deeper customer relationships.
Automated Caller Experience
VoIP, Automated Attendant and Interactive Voice Response systems can all make handling calls easier and more efficient, but they don’t automatically produce stellar results. Designing programs, mapping call flow and generating thoughtful content on a regular basis still require knowledgeable experts.
We can apply our skills to your automated call handling tools to provide a positive experience for your callers. That includes writing and recording prompts and other messaging to help the people who call your bank reach their goals quickly.
To talk about your needs and opportunities, email Steve Evert or call 1-800-473-9005.
Key Benefits
Omnichannel Banking Strategies
When your brand voice and personality are consistent across all your marketing and advertising channels – including your mobile app and on-location graphics – you make it easier for your target audience to recall your name, your current campaign and the unique value you provide.
We can create Caller Experience Marketing content that’s consistent with the feel and messaging in your other channels. That will reinforce what potential customers heard in your radio or TV commercials so they’re reassured that they’re calling the right place.
IVR Systems to Enhance Efficiency
Interactive Voice Response systems (IVR) can make handling incoming calls more efficient and less expensive. They still require the human touch, though, to maximize their effectiveness.
Our team can write and record the greetings and prompts for your bank’s IVR messages. And when we use the same professional voice talent for your IVR and On Hold Marketing content, your customers will enjoy a pleasing consistency wherever they may be in their caller journey.
Shorter Perceived Wait Times
When your customers make the decision to call your bank, at least one of two things is true: 1) they prefer to ask their questions of a live person instead of using an app or website and/or 2) they’re angry about an aspect of your service and they want to let someone know about it.
In either case, you’ll want to get to their calls right away, but if you need to place them on hold, that’s not possible.
The next best thing: shorten their perceived hold times. We do that by creating custom On Hold Marketing content that answers common caller questions and addresses their other needs. When your callers are engaged or entertained by what they hear, their hold times will feel shorter. That’s an important element of a high quality call.
Caller Experience Samples
To hear samples of On Hold Marketing we’ve produced for clients in the banking / financial services industry, play the audio below.
Transform the Caller Experience Your Bank Provides
Just as customers trust you and your team to do what you do well, you can rely on our award-winning agency to do what we do: maximize the potential of the caller experience you provide.
We’ll bring decades of expertise to your brand, along with skilled program designers, copywriters, recording engineers, voice talent and support staff. And since we’ve served more than 100 clients for 20+ years each, you can trust that we’ll be committed to your complete satisfaction, too.
Ready to talk? Just call 800/473-9005 to start the conversation.