Why you need a holistic approach to customer communication.

• Author: Triplett, Ted
• Position: CUSTOMER RELATIONSHIPS/RETENTION

WHAT'S YOUR BIGGEST ASSET? It's not your building, your employees or numbers on a spreadsheet.

It's the relationships you have with your customers.

I've seen too many banks putting those relationships at risk. How? By sending only offer-driven communications to customers. Their reasoning: They want their marketing efforts to always generate immediate results and drive revenue.

But let's face it. This only puts a band-aid on the problem. It does little or nothing to mitigate the underlying problem--lack of customer relationships.

It's time to think holistically and to start building stronger ties with customers.

According to Gallup, more than 50 percent of the customers considering buying a new product seek out information prior to the time of purchase.

Appreciate and recognize customers

The banks that educate and inform customers about their institution and products...