By Guest Blogger, TJ Riha, PayFusion CEO
Community FIs are facing a unique opportunity as frustrated customers trade in their big-bank loyalty for a friendlier (and more affordable) option. But these community FIs must tread lightly as they go about the business of customer growth.
Following is an excerpt from a paper I recently wrote (“Use Caution When Wooing Angry Bank Customers,”) alongside Andrea Stritzke, VP of regulatory compliance for PolicyWorks.
As programs like free checking and debit rewards circle the drain at big banks across the country, angry customers are shopping for alternatives.
To be sure, this extraordinary chance at growth can not be squandered. That said, leadership at the nation’s credit unions and community banks must proceed with caution when courting these angry bank customers.
Strings Attached to the Term ‘Free’
Truth in Savings regulations state that advertisements cannot refer to or describe an account as “free” – or even “no cost” – if any maintenance or activity fee may be imposed on the account. Therefore, it’s extremely important for an FI to fully understand the fee structure behind its “free” checking product when planning to advertise it as such.
Perception is Reality
Community FIs must first do their research to understand exactly what products and services they will be competing against when trying to win business from the big-bank customers in their area. By preparing a competitive analysis on products ahead of time – and taking the time to train front-line staff on the sales strategy – community FIs will be better equipped to answer the challenging questions they’ll undoubtedly receive from prospects.
The Extra Push
A community FI may consider giving these anxious customers a little nudge in the right direction by offering an incentive for making the switch. Perhaps this is double card rewards during the first six months – or maybe a cash-back incentive for each debit transaction in the first year. But remember, full disclosure of the promotion is important to satisfy regulatory requirements.
Download a complimentary copy of the paper, “Use Caution When Wooing Angry Bank Customers,” to read more advice on marketing to this new type of consumer.
 
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