Go Fetch! How to find out more so you can serve them better!

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My good friend Jeff Greene spoke to a group of financial institutions earlier this week about thinking and acting differently to boost their businesses. Here are some of the things he highlighted that I think we can apply to our own businesses.

Jeff's methodology to engage the consumer in a dialogue was to take ownership of prefered information gateways (the channels the consumer wants to use) and to cultivate trust. Trust isn't just about the security of the transaction or even your institution. Trust is also about making sure that you are listening on each of the channels you use to communicate. His whole notion is about empowering reverse exchanges - where the consumer was in control of both the information they provide and the channel they used to communicate with you.

Here were some other points of interest -

Most FI's work very hard to take care of 1:1 interactions with the 12% of people that visit their branches. (Look at the opportunity that exists on how you can communicate with the others!)

Eliminate anxiety by removing asterics or as Jeff called them 'Yikes' buttons.

Investors will not trust Avatars, leverage the information to have real people contact the consumer.

38% of consumers don't trust their financial institution, so if you don't follow up quickly it looks worse.

Discover people's passions - ask them about what they aspire to be and leverage that information into your dialogue with them. Ask people about issues with a purpose, i.e. lead them so you know how to serve them better. Most people tell you exactly what they are looking for, now all you have to do is to serve them.