For the past two days I visited with tellers in eight branches belonging to a client. The purpose was to study the interactions between the tellers and the customers, pinpointing the behaviors by tellers that most reflect what my client is trying to convey to its customers, so that the behaviors could be analyzed and shared with the entire organization.
This client is a community-oriented financial institution, in a sea of regional banks and much larger institutions. Their goal is to stand out from the crowd by delivering uncommon levels of service, insuring that every experience the customer has with the insitution is a positively memorable one.
I found the treasure I was looking for. Several tellers demonstrated a level of passion for every customer that visited their window, and an ability to converse with each one, finding that common ground that caused the customer to willingly participate in the conversation. At the end of each encounter, the customer knew that the teller was really tuned into their needs, and it was obvious that they felt a connection with the teller.
I witnessed many customers waiting on line emotionless, not expecting any special treatment, or to feel as if they are cared about, or the least bit interesting to the financial institution. However, as they approached these particular tellers, thier faces changed. They lit up as their names were used, they were greeted, and friendly conversation began.
It is true that not every teller is outgoing by nature, and most take their jobs very seriously, which is a good thing for a teller responsible for processing accurate transactions every day, then balancing their cash drawers. And it is true that the best tellers in terms of establishing those critical personal relationships with their customers are confident, they have an intrinsic desire to help people, and they feel good about it.
I had a great time visiting with the tellers, I like all of them, and had nice conversations with them, not about being a teller, but about themselves. They were willing to share a bit of their personal lives with me because I was genuinely interested in them. In retrospect I did this unconsciously, and now realize that this behavior is what the tellers I considered exceptional were doing with their customers.
In the final analysis, here is what I observed the exceptional tellers do that was different from the rest:
- When a customer entered the branch, they looked up, smiled and greeted the customer by name, as if the customer was a family member or friend. Their face lit up, and caused the customer’s face to light up in return. So nice to see. Made me smile too!
- They said “good morning” with enthusiasm and made eye contact, as if they were welcoming a guest to their home.
- They said “May I help you?”
- They asked “How are you today?” and proceeded with the transaction for the customer and while doing so, chatted about different things. The most talented tellers led the path to educate the customer on a product or service they thought would benefit the customer, and some sales were made! Yeah!
- At the end they said “Thanks Tom, have a nice day.” with enthusiasm. Their customers left with a smile.
- These tellers are passionate and serious about their jobs, and have the ability to process their transactions accurately, while demonstrating a warm, lighthearted but genuine approach in dealing with their customers.
Now the challenge is finding ways to draw that same passion from every teller in the organization!
Email Karen Miller about Fans for Life, a breakthrough, self-directed program for community oriented financial institutions that insures uncommon, exceptional, and unforgettable levels of service, leading the way to higher sales and better customer retention.
