What you project to customers may not match your internal messages. Here’s how to align consumer, employer and employee brands.
An effective branding program requires a disciplined process of deciding on the appropriate components of your brand value and following through.
Retail bankers must start coming to grips with social media as an emerging marketplace. Defensive PR is one thing, but the larger goal is proactively building online rapport.
To encourage mutually rewarding relationships with their customers, bankers need to create experiences that show the institution values them as people.
Paul Kadin of Citibank describes how marketing executives can work with other departments of the bank to align brand promise with the customer experience.
Citigroup’s Linda Descano says the bank’s Women & Co. Website is designed to foster consumer engagement rather than an immediate return on investment.
To get the most out of their social media efforts, banks need to interact honestly with customers and provide them with real value.
The methods for accessing and responding to customer feedback depend on an institution’s size and the type of feedback required.