Hillary Kelbick
Oct 15, 2020

To stand out from the crowd, banks and credit unions must create effective messaging on the institution they are and the institution they want to become.

By at least one measure, USAA has the most satisfied customers of any bank on the planet.

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For many financial institutions, there’s the consumer brand designed to attract and retain customers.

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Technology has brought whirlwind change to many areas of banking.

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“Banking,” says Drew Sandholm, the marketing director with Quontic Bank in New York City, “is incredibly competitive.

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Ultimately, every organization shares an identical purpose: to create operating leverage by growing revenue faster than expenses.

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People switch banks for all sorts of reasons.

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While it’s tempting to break up customers by their particular age demographics, it can also overlook those crucial elements that unite consumers across all generations.

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The tired stereotype of banks handing out toasters to attract new customers is alive and well but in a more 21st Century form.

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It’s one of the most ubiquitous sales programs in the banking industry and should be one of the most productive: the cross-silo referral program.

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Many executives and marketing professionals view consumer loyalty as the Holy Grail: Simply put, loyal customers will stay with you and give your bank a stable customer base and stable revenue for years to come.

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