The President of HC3, a Birmingham, AL-based client communications company, Griffin McGahey works to serve clients in the finance and healthcare sectors. On December 20, 2019, Griffin McGahey published an article on Bank Business where he talked about the role of customer communications in building genuine bank-customer relationships.
Communication is a crucial aspect of banking. Checking in with clients regularly shows that banks care. However, doing it too often overwhelms consumers. How do banks strike a balance while creating as much value from every interaction? Consistency across platforms is key.
Financial institutions today have many channels with which to reach consumers. However, many fail to develop a consistent voice and brand experience. A consistent, branded presentation across platforms cultivates the idea of professionalism and trustworthiness. Every communication should be carefully thought out to reflect the company’s brand and values as well as ongoing developments such as promotional events.
If the bank has a tailored data-centered customer engagement program, then communications across print and digital platforms should be individualized for these consumers and when one is convinced enough to visit a local branch, frontline staff should refer to customer relationship records to identify tailored instructions for dealing with the customer. That consistent one-to-one marketing ensures customers get the products and services that would be most helpful to them while solidifying the bank’s brand.
Griffin McGahey 
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