How Can Financial Service Providers Reach Customers “Where They Live” and Forge Loyal Relationships?
Every business wants to achieve an emotional connection with its customers. It leads to brand loyalty, word-of-mouth referrals, and even multi-generational patronage. Where are people’s emotions running high today? Primarily, on the economy. Most people have deep and legitimate concerns with issues of financial security. They are thinking about money, retirement, and their home; how they will care for their family’s health, education, and safety. People crave service providers they can trust – community-based companies they know, and not Wall Street firms, abusive national banks, or TV hucksters. By and large, the professionals who staff community-based companies and who provide the kinds of services customers need when they are vulnerable and in need of good advice, are incredibly caring and eager to help their customers succeed. Customers need banks, credit unions, financial advisers, attorneys, and insurance agents they can trust as never before. When locally-owned and staffed compa
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