Jim S Miller

Thoughts on the Client Experience and Banking

Using the Customer’s Name in the Branch

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In How to Win Friends and Influence People, Dale Carnegie wrote “Remember that a person’s name is to that person the sweetest and most important sound in any language.” This is as important today as it was when Carnegie penned these words over 70 years ago. Using the customer’s name personalizes their branch experience and makes people feel that they are more than just another account number. When customers said that their name was used during their most recent branch visit, 91 percent were satisfied with the service they received, but only 81 percent were satisfied when their name was not used. While community banks are known for their friendly service, at banks with less than 20 branches only 56 percent of customers recall their name being used; lower than the industry average of 61 percent. Customers at Wells Fargo are most likely to hear their name used during their visit to the branch.

3 Tips to Help Branch Representatives Use Their Customer’s Name

  1. Pay attention when you are the client. Note places of business that use your name and those that do not. Pay attention to those elements – how did they discover your name? What did they do if they couldn’t pronounce it? Did they make eye contact and smile when they used your name?
  2. Think about ways you can discover a client’s name if you don’t know it. Work with your manager on certain techniques that might provide you with their name. Example: Looking at names on accounts/credit cards, deposit slips, asking for the client’s name.
  3. Work with your manager and think about how you might handle a situation where you mispronounce the client’s name. Discuss how you can overcome that with confidence and humor. Platform representatives and tellers need to work on introducing clients to each other, using the client’s name.
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Written by Jim S Miller

March 13, 2012 at 6:59 pm

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