Bank or credit union leadership training and the service experience are strongly linked. Your leaders broadcast an organizational reputation and perceived value far beyond the walls of your main office.
Don’t believe it? Just look at these data points:
- 82% of people trust you more when they see leaders on social media
- A CEO contributes 45% to company reputation and 44% to market value
- 90% of employees believe publicly active leaders enhance the organization
The things leaders say about your institution form an image in consumers’ minds. They also form an image in employees’ minds. And of course, it goes beyond saying things. Leadership is about action. A lack of engagement with your service experience weakens your prospects…no matter what you say about it.
Set the Baseline (And Follow Through)
Bank or credit union leadership training set the baseline for the service experience. How an executive characterizes the institution’s values and commitments online cements a certain vision of your organization for outsiders. Make sure consumer service delivers on the expectations you set.
If you talk a lot about being “digital first,” you better be sure you have an incredible digital experience. Or if you emphasize your personal service, a frustrating robot phone tree is going to really sting.
Match words to results. Consumers trust you. Don’t let them feel betrayed. And if your service program isn’t quite there yet…don’t say anything! It’s better not to set a baseline than to set the wrong one.
Be Willing to Train
A leader’s dream for an organization’s service experience will never coalesce without staff training. You absolutely must develop your people. It shows your commitment to the consumer experience program. Just rolling out a new service journey in one all-staff meeting and never following up on it reveals it’s simply a fad.
But it needs to be more than a fad if you want it to succeed. Have resonant training that’s:
- Consistent – every month or quarter.
- Deep – with discussion and engagement.
- Customized – uniquely suited to your brand.
Hold People Accountable
Leadership’s responsibility for the service experience doesn’t exclusively remain with the top executives. It can’t. Senior leaders aren’t always interacting with frontline staff or those further down the org chart. But your managers are…
That’s right! Your managers are leaders too; they must lead your brand and its service program at every level. And that means holding direct reports accountable to the consumer experience.
Because your service journey isn’t optional. It’s mandatory, and everyone better follow it. If they don’t (and this is where it comes full circle), then what your top leaders said about the organization to the public becomes untrue.
Now, where do you start bolstering the ties between leadership and service? Talk with On The Mark Strategies about bank or credit union leadership training and consumer experience training to see how you can deliver on your promises. Book a free consultation today.
