Bank and credit union training programs tend to spend a lot of time talking about the introduction between a consumer and a staff member. This makes sense, as first impressions are vital.
Importance of the Closing Statement
However, the way a staff member concludes the consumer interaction is just as important. After all, this is a critical marketing touch-point and potentially the last thing the consumer will hear from his or her financial institution.
One of the more famous retail closing statements comes from Chick-fil-A. As part of their branded experience, every employee is trained to use the phrase “my pleasure” whenever a customer says “thank you” or otherwise expresses a need or desire. This phrase has become such a ubiquitous part of the Chick-fil-A culture that some customers, so used to hearing “my pleasure,” will actually ask an employee “aren’t you supposed to say something now?” if that employee fails to follow the brand script.
Banks and credit unions should pay similar amounts of attention to the closing statements used by their staff when interacting with consumers. Financial institutions primed for success typically map out the consumer interaction process, complete with scripting to guide employees through both the verbal and nonverbal interaction that comes with every consumer encounter.
A terrific example of this comes from Heart of Louisiana Credit Union. At the end of every member interaction, in person, on the phone or via digital communication, every staff member says “thank you for being a part of the heart.” Similar to Chick-fil-A, this statement has become such an important part of the credit union’s brand culture that members now expect to hear it. This is branding gold.
Of course, as with the other elements of your consumer interaction experience, the closing statement must be authentic to who you are. In the case of Heart of Louisiana Credit Union, the statement goes extremely well with their branded culture (and name). By taking a brand-perspective look at your financial institution, as well as its consumers, you can also develop a closing statement that deepens the consumer relationship and increases brand awareness (which is really just a fancy way of saying enhancing consumer top of mind awareness about your bank or credit union).