Brand advocacy is the buzzword on every marketer's lips, and for good reason. Brand advocates are the most important customer segment you will ever have. They are hugely influential in building awareness, consideration and loyalty among your target audiences.
Banks are also starting to realise the potential of advocacy strategies. However, before you can even dream of getting to this stage, you first need to get the basics right. Good customer service goes a long way in connecting with your audiences and understanding what resonates with them.
Today, banks’ survival requires that they get on board with the kind of customer focus that’s more common among strong, successful brands in other industries. Every day, there’s more competition and more noise. The only way for a bank to stand out is by going above and beyond to serve the customer. Done the right way and with the right motives, customer service should be an authentic and sincere goal. If you can deliver the best customer experience, your brand will win fans and increase “net promoters” in such numbers that you will feel the effect on your bottom line.