Service with a Smile How banks distinguish themselves through customer experience.

• Author: Barbour, Tracy
• Position: FINANCE

Banking is pretty much the same all over, at its core. Banks and credit unions operate in a highly commoditized industry that leaves little room to compete on price, so creating a positive customer experience is especially critical.

Customer experience encompasses every interaction an individual has with a company and its brand: in-branch contact, email, call center, online banking system, online advertising, digital apps, and even social media. And it involves the customer's senses, emotions, feelings, perceptions, evaluations, engagement, and even memories. A pleasant experience--one that is helpful, convenient, fast, and friendly--can make people feel seen, heard, and appreciated. Ultimately, favorable customer experiences help companies differentiate themselves and increase their competitive advantage, brand loyalty, customer retention, and revenue.

First National Bank Alaska

First National Bank Alaska (FNBA) has been around for more than 100 years, and while customer experience has been a leading element of its identity, only recently did the bank establish a Customer Experience section fully dedicated to strengthening its customer-centric culture. "We review and optimize every aspect of how our customers interact with us to ensure a seamless and positive experience, whether in person, online, or using our mobile apps," says Denise Brown Robinson, senior vice president of corporate communications and customer experience director.

"We continually enhance our services and processes to meet our customers' ever-changing personal and financial needs," she adds. "A century of experience has given us a solid foundation to adapt and innovate to provide the high-guality service our customers want and expect--regardless of the delivery channel they choose to manage their finances,"

FNBA surveys customers for their feedback on how it can enhance services, such as allowing a customer's phone camera to auto-capture a check image or ensuring payment compatibility with digital wallets. Feedback has even led to significant overhauls, such as improving FNBA's online banking platform.

Integrating customer experience with employee feedback is another essential driver. "We're fortunate to have a local team of more than 600 employees who contribute their ideas to improve our processes, workflows, and customer outcomes," Brown Robinson says. "If something can be done faster, simpler, and better--without losing integrity--we will make the change to ensure customer satisfaction."

Customer satisfaction begins with well-trained employees and the resources and expertise to meet customers wherever they are--in person, via chat or email, or on the phone, according to Elaine Kroll, senior vice president of treasury...