choosing a financial institution, second only to trustworthiness. Before they compare rates or product features, they’re evaluating how your institution treats people when things go wrong. Yet too often, customer service is treated as a cost center rather than a brand asset. Imagine this: A customer calls your competitor at 7 p.m. about a declined debit card. They’re transferred three times, wait on hold and finally reach someone who can’t resolve the issue. That frustrating experience doesn’t just damage loyalty; it creates an opening for you. If your institution can deliver fast, empathetic and effective service in that moment, you’ve done more than solve a problem — you’ve earned trust. For institutions looking to stand out, this is the untapped opportunity. The phone isn’t outdated; it’s underleveraged as a tool for customer service and ultimately your reputation. In a landscape where differentiation is hard to come by, responsiveness is your most human — and most powerful — advantage. Some Banks Are Blending Human Touch with Technology The leading institutions aren’t going all digital or staying stuck in the past using old tools. They’re relying on new technology to make their human interactions even better. Let AI Handle All the Routine Stuff Use automation for routine tasks such as account balance checks and password resets. This frees your human staff to handle complex situations that require empathy and real problem-solving. It’s not about replacing people, it’s about freeing them to do what they do best. Make It Personal Customers expect interactions tailored to their specific needs. Banks using smart personalization see click-through rates jump by 500% because they’re presenting the right solution at exactly the right moment. Human-Empowered Model Many leading banks are shifting focus from customer-facing chatbots to internal AI tools that support their employees. By using generative AI to summarize documents or surface relevant insights, staff can respond faster and more effectively to client needs. For marketers, it’s a reminder that great customer experiences often start behind the scenes and need to be shared to be understood. This type of shift is already happening. Oswego County FCU, a credit union in upstate New York, is proving how AI can elevate the member experience without losing the human touch. As CEO Bill Carhart explains: “The Credit Union launched an AI-driven phone system in February of this year. To date, we have handled over 55,000 calls with a fully automated call rate ramping up to about 25% of all calls handled by AVA, our system attendant. Even more valuable is that over 4,800 calls have been handled after hours, creating a true 24/7 experience for our members.” Your Action Plan to Win the Service Reputation Game Every customer interaction your team handles is a potential marketing story. Here’s how to capture and use them. Market Solutions, Not Features Don’t advertise “24/7 chatbots.” Market “quick answers at 2 a.m. when you’re stuck in another time zone.” Find specific customer pain points and build your messaging around solving them. Get Ahead of Problems Use customer data to solve issues before they happen. Send fraud alerts, provide spending insights and offer relevant financial guidance based on what you already know. Then market your proactive approach as what sets you apart. Showcase the Human Moments Document when your team goes above and beyond. Collect thank you messages from grateful customers. A video testimonial about resolving a vacation emergency beats most rate comparison campaigns you could create. Measure What Matters Track the problems your team solves and the relationships they build. These stories become proof points that your service claims are real, not just marketing fluff. While competitors spend millions trying to convince customers they offer great service, you have the chance to prove it — one call, one resolution and one story at a time. The phone isn’t going away. Neither is the need for human connection. In fact, as digital channels multiply, the institutions that master the fundamentals, such as responding quickly, solving completely and showing up with empathy, will stand out even more. In the end, your phone might not just be a support tool. It could be your most powerful marketing asset. Turning Support into Brand Equity Consumers and businesses will always be looking for competitive rates and low fees, but you can stand out from the crowd by actually fulfilling the requirement of good service. Local banks and credit unions already have proximity and personal relationships on their side. But to turn that into sustained growth, it’s not enough to sponsor events or support local causes — you need to show up when it matters most. This is where brand and service intersect. Customers remember how they’re treated in moments of stress, and those experiences shape how your institution is perceived. When your team delivers consistently, you’re reinforcing your brand promise. In a competitive environment where digital tools are everywhere, being the institution that answers, listens and acts locally is a differentiator and growth strategy, but the message needs to be shared with those who don’t yet know how you can help. For more information on Rivel Banking Research’s benchmarking, market opportunity highlights and on-hand brand perception insights for your institution, contact Corey Wrinn, managing director, Rivel Banking Research, at cwrinn@rivel.com. 11 Colorado Banker
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