Now is the time to stay on message.

• Author: Motley, L. Biff
• Position: Customer Satisfaction

Events that have taken place in the capital markets during 2008 will undoubtedly have broad and enduring effects on how we do business in the future. While we are not yet fully aware of fallout, there are some fundamental shifts that are now apparent. It is worthwhile to consider these as we prepare our future marketing plans.

First and perhaps most important is the shift in pricing emphasis toward deposit-generating customers rather than borrowers. For a number of years now bankers have under priced the risks associated with many types of lending and pushed the pricing burden onto depositors. Loan volumes grew and deposit volumes languished. Now that we can see the effects of this on credit costs and funding challenges, we...