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Speaking up: The voice of the commercial client and how it should drive your business

Teri Ginther Emprise Bank

Mike Horrocks Experian

#vision2014

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A single positive review and interaction can increase lead conversations by

20% Source: PowerReviews

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Survey question

What business goal

can be most

impacted by an

effective customer

experience strategy?

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Goals impacted by an effective customer experience strategy

Churn 1%

14%

Retention

11% Net Promoter Score

17%

Customer satisfaction

12%

Marketing ROI

9%

Profit

37% Revenue

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How does customer experience impact your bottom line?

73% 22%

5% 0%

Heavily Somewhat A little Not at all

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Emprise Bank

Original charter from 1910 (Stockyards National Bank)

W.A. “Mick” Michaelis Jr. and partner purchased oil company in 1965 – included $20 million Stockyards National Bank

Family owned for 48 years

Over $1.5 billion in assets

38 locations in Kansas

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It all started …

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Assumptions

► We know already how they will react

Not responding to changes

Not willing to ask for feedback

Not responding once we have the feedback

Dangerous roads

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Are we doing the wrong thing?

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Broad market surveys

Small business

Strategic commercial clients

Listening / segmenting best practices

Local market forums and focus groups

What our commercial clients told us

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Balance how we are servicing our clients

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Reward me!!

Is it still all about price?

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Survey question

At the end of the day,

is it really only

pricing that matters?

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Focused only on wins

► “Our clients love us”

Not having a formal action process in place

Not having executive buying in place

Potential

pitfalls

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The resolution Listen to clients, change and grow

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Customer sentiment

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Survey question

What are the top

decision drivers for

your clients?

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“Emprise is interested in making a long-term business relationship.”

"Emprise said, 'Yes, we will figure something out. We can work with this.‘”

“We wanted to see if the banks seemed to be flexible enough, were very much business oriented, and viewed themselves as partners rather than just a lender.”

“We like the way they deal with us after the loan is done.”

“I think the key at Emprise is that we worked with a group of probably six different people as a team. It was not a one off where you talk to this guy about that and this guy about that. They were all involved in the whole thing.”

Great customer reviews

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“I've known Emprise forever and they're easy to get along with. They're good bankers, and they have good common sense. They don't hassle us with a lot of financial information, like other banks. If they did I wouldn't borrow any money."

“I don't know of anything we don't like, except that they probably are not as aggressive on rates as some of the other banks.”

“Honestly, I felt more comfortable with Emprise, but it was strictly about the rate.”

Opportunities to change

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Key takeaways

Focus on losses

as much as the wins

Have a formal “next steps”

program in place

Balance your feedback

If you are not willing to take action

on what you will hear, don’t ask

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For additional information, please contact:

Mike.Horrocks@experian.com | @mikehorrocks

Hear the latest from Vision 2014

in the Daily Roundup:

www.experian.com/vision/blog

@ExperianVision | #vision2014

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