If there’s anything we can say about the typical banking customer, it’s that there isn’t one. Anyone who has visited their local bank branch on a Saturday morning has seen it all – parents juggling toddlers, busy professionals multi-tasking on their smartphones, young entrepreneurs and their lemonade stand earnings (which I’m sure are 100% lawful). And, wouldn’t you know, each of them wants to interact with your bankers in their own way.
Here are four types that I’m sure you’ve seen a time or two, and my recommendations on how to keep ’em happy.
4 Types of Customers in a Bank
The History Buff
Profile: This customer likes the security of bank managers, tellers behind security bars, and a guard with a baton at the doorway. He writes checks to pay all his bills and mails them a week before they are due. If he needs cash, he will go to the bank branch and withdraw money from inside the bank. He doesn’t believe in direct deposit or ATMs. (No space-aged suction tube is going to steal his money at the drive-through, thank you very much!)
How to help: The History Buff is nothing if not old fashioned, but don’t confuse old school with old. This customer just likes to see transactions take place, versus placing trust in behind-the-scenes transactions.
Keeping the History Buff happy means providing a traditional experience, such as paper deposit receipts, sealed envelopes, and face-to-face teller interaction. To score extra points, make sure to address the History Buff by his appropriate title (double-check his customer data in your online bank scheduling software to be sure).
The Connected Customer
Profile: This customer is all about online convenience. From mobile deposits to online bill pay, if she can take care of her banking needs with a few mouse clicks or phone taps, then she’s happy. The only time you’ve met the Connected Customer is when she came in to finalize her account opening. And even then, she filled out all the paperwork on your bank’s website before she showed up.
You may not remember what she looks like, since she wasn’t in your branch for very long. (No long wait times for her. She booked an appointment with a banker in advance, and her whole transaction took only a few minutes.)
How to help: The Connected Customer knows her way around a keyboard, and she’ll generally look online for answers first. So, always provide a way to reach your customer service department online, such as via email, online chat, or social media. An immediate response to a post on Twitter will go a long way with the Connected Customer. (Check out these tips for using Twitter for customer service.)
In the event that the Connected Customer needs to come in to the branch, be sure to allow her to book her appointment online. Confirm the appointment with an email including the date, time, and banker’s name, then send a reminder via text message, all through online scheduling software for banks.
Mr. High Maintenance
Profile: This customer is in some type of pickle, and you are the chosen one to get him out. He needs hard copies of statements from 12 years ago. Or, he needs you to track down the date of a check he wrote last year. Or, he wants you to go into the archives and produce a deposit slip because he has no idea who wrote the checks he deposited.
No matter how often you remind him of the importance of good bookkeeping, he’s back in your branch, with an ever-present anxious expression on his face.
How to help: The good news is that he will be a loyal customer because you are always able to help him. The bad news is that his requests always come at the most inopportune times – like when you’re about to close up for the night.
You can’t predict his next emergency, but you can encourage him to make an appointment to visit with a banker. That way, you can research his request ahead of time, he won’t be tapping his fingers on your desk while you’re trying to retrieve information, and he can be in and out before you can say “forgot my PIN.”
The Social Butterfly
Profile: This customer likes a personal connection when he banks. He likes to chat, no matter the topic. The Social Butterfly is never in a hurry, so he might not notice that there is a long line forming behind him and people are growing impatient. When it comes to banking, the most important thing to the Social Butterfly is getting to know the people who are handling his money. He wants to be able to trust that they will guard it with the same tenacity as they would if he were their grandfather.
How to help: Dealing with the Social Butterfly takes longer than your other customers, but if there’s no line, then take a few extra moments for pleasantries. It will mean the world to him, and it improves his perception of your bank.
Just be sure to limit the chatter to a few minutes, or it could stretch out longer and longer each time he visits. If there is a line of customers who need help, very politely ask if there is anything else he needs help with, and thank him for coming in. Keep the tone friendly and upbeat, so he leaves knowing that he received personalized customer service.
Want to learn how AppointmentPlus can help your bankers provide a more personalized level of customer service using appointment scheduling software? Visit our website for an overview of how online scheduling works. Or give us a call at 800.988.0061, and we can schedule a free one-on-one consultation that’s tailored to your banking business.
There you have it! Four types of banking customers and how to help them. What are some other types of customers you commonly see? If you have identified any (and especially if you’ve discovered tips for serving them), we’d love to hear about them!