Outside In Banking

Maybe hate is too strong a word.  Then again, maybe not.  The point is that, when you use them in your communications with customers, they’re not having the effect you think they are.

1. Relationship banking
   We have a relationship when I say we have a relationship.
2. You come first
   First after you?
3. Innovative products
   Like the ones that caused the mortgage crisis? 
4. The bank you can trust
   You’re kidding, right? 
5. We’re not like other banks
   Then why do you look, talk, and act like other banks?
6. We make banking simple
   The small print says otherwise.
7. Your call is important to us
   Then why don’ t you answer it?
8. Highest customer satisfaction ratings
   I’d hate to see the bank with the lowest.
9. We make switching easy
   How—with a stack of forms and instructions?
10. 10.  *
    This cancels everything that came before it.

When communicating with customers, always try to be human, honest, and helpful.  They’ll appreciate it.  They might even consider a relationship.