Campaigns that soothe: people walking into bank lobbies today are worried less about features and fees ... and more about the security of their deposits. Here are some suggestions about how to address concerns, keep deposits and pick up relationships.

• Author: Graves, Virginia
• Position: Calming Customer Fears - Cover story

How does a financial institution effectively maintain a sense of calm in the midst of today's economic anxieties? The first order of business is to start from within. While banks may be methodical about product and service training, most need to step up their efforts to educate officers and employees--especially frontline personnel--about the bank s soundness.

"There are two primary places the public is getting information about the safety of banks: the media and the banks themselves," says Jeff Bibb, managing partner of BLF Marketing, Clarksville, Tenn. "If the media message says that banks are in trouble, concerned individuals will likely seek reassurance from their bank."

The typical customer, however, will rarely make it to the corner office or the desk of a bank chief financial officer. Instead, questions may get directed to the teller who takes the deposit, the customer service representative who opened the account or even a call center employee who happens to answer the phone. Financial institutions should keep training at the forefront of all marketing conversations. "Knowledge is power," Bibb says, "and ongoing employee training and communications is the most effective way to ease today's customer tensions."

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So what kind of information do you impart to bank employees--and how much? Bibb says this is not the time for typical bank-speak. Save return-on-investment numbers for the boardroom. For the guy concerned about the security of his money-market savings, or the senior citizen who counts on her CD investments for her very livelihood, a good place to start is with the basics:

* In the 75-year history of the FDIC, no customer has ever lost one penny of insured deposits.

* Individual deposits are insured now up to $250,000 and joint account holders have $250,000 coverage limits per account owner through the end of 2009. (Don't assume customers know this.)

* If your bank is participating in the Temporary Liquidity Guarantee Program, make sure employees understand exactly the unlimited FDIC insurance coverage and exactly which customers will benefit from the program.

* If you have longevity and experience, play on it. Many consumers draw assumptions of strong leadership knowing that their bank has weathered economic ups and downs over the long haul.

* De novos and new competitors within a community should promote their high capitalization and freedom from problem assets.

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Bibb feels that if employees stick to this simple script, banks can minimize the vast majority of customer concerns.

Knowing where you stand

Thanks to the Internet and the extensive print and electronic news coverage, consumers now have access to considerable information about your bank and banks in your area. Internet sites like Bankrate (www.bankrate.com) and Bauer Financial (www.bauerfinancial. com) rate the...