Articles abound lately extolling the large national banks’ desires to return to “customer service.” However, as these banks face shrinking revenues from their once-profitable credit and debit card fees, and the myriad of other changes that will be occurring in the post Dodd-Frank world, how can we trust that their so-called return to great customer service is truly genuine?
Is this really a change of heart?
As one of the founders of a true customer service oriented community bank, I find the actions of these national impersonal organizations to be not only reprehensible, but disingenuous. For banks like ours, this behavior is the “gift that keeps on giving”… As more people begin to see through the national banks’ actions, customers will flee and come to us – where they will feel the authenticity of customer service.
Wise consumers have moved in troves to community banks as their trust in this “talk the talk, but don’t walk the walk” environment has existed. In fact, the recent Associated Press article describes national banks placing more “customer service” representatives on their floors. Is this a true commitment to customers, or will this simply create more opportunities to grab wallet share from customers? We can’t compare this strategic move to help sell the customer more, with the same efforts employed by our true customer service-oriented banks who genuinely wish to serve you better.
At the end of the day, the large nationals only see ones and zeros, with algorithms that understand how to maximize profitability at all costs, whereas the vast majority of community banks see people, like you and me, and truly care about their customer’s needs and lifetime desires. A true customer service oriented bank is motivated, not by the dollar signs at the end of the day, but by knowing that each customer is walking away happy, satisfied and confident that his or her financial needs are being met.