Alaska banks add personal touch through variety of services and programs: your bank today is a far cry from one a decade ago.

• Author: Barbour, Tracy

At many financial institutions, personal banking is synonymous with "relationship" banking and going the "extra mile" to meet customers' needs. Personal banking runs the gamut of non-business banking, from consumer checking and savings accounts to home and auto loans.

Personal banking often requires a creative solution--like the time when a First National Bank Alaska customer ran out of cash while vacationing and called the bank for help. The funds couldn't be wired through normal channels because it would have taken too long. So the bank's employees withdrew money from the customer's account (with his permission, of course) and wired the funds from a nearby Western Union location. And he received the money in about an hour.

"It's our goal to make sure that if a customer needs something and we can help, we're going to do it for him," said Casey Neill, an assistant vice president in the deposit services department. "It may sound corny, but we take joy in helping all our customers. And because we do, it shows, and I think that gives us an advantage."

At First National, Neill added, a customer isn't just a number. Every individual represents a valued relationship that is nurtured from day one. It starts with the first interaction, followed by thank-you cards, phone calls and even personal visits. Employees check in with customers to make sure they received their checks, debit cards or personal identification numbers--or to simply inquire if they're satisfied with the bank's products and services.

"We believe we have to have a good balance of service and sale," Neill said. If we don't, the customers will go away, and we really want to make sure we keep the customers that we have."

PERSONALIZED APPROACH TO MEETING FINANCIAL NEEDS

When it comes to personal banking, there's been a significant shift in customer behavior and attitudes, said Gary Koch, KeyBank senior vice president and district retail leader. Customers want multiple channels on demand, along with a higher level of service and advice. Consequently, many banks are taking a more personalized approach to ensure the satisfaction of personal-banking customers.

KeyBank, for example, practices a multi-step service policy that is designed to put customers first. The bank strives to build a relationship with customers, not just sell them products. "We listen to what their objectives and needs are ... and recommend a solution for how they can best do business with Key," Koch explained.

In Key's initial customer service efforts, "relationship managers" provide every new client with a free financial solutions questionnaire that gives them a current picture of their economic situation. The "on-boarding" process also includes at least eight follow-ups within the first quarter through mail, e-mail or phone, depending on the customer's preference.

Relationship managers also conduct annual assessments to identify changes that may be happening with customers--retirement, kids going to...