This article was based on the interview with Kristen Heisey by Mark Slatin for The Delighted Customers Podcast with Mark Slatin. Listen to the original episode here:
There is great significance in storytelling and its relevance in transforming the culture of a company, particularly in the banking industry. Everence, as discussed in the podcast, is focused on three key strategies to enhance customer experience and employee engagement: increased relevance, youth to young adult focus, and operational excellence.
One of the key strategies mentioned was increased relevance, which involves understanding the customer relationship and measuring the depth of that relationship. By defining what they want their relationship with customers to look like and tracking it through metrics, Everence is able to tailor their services to better meet customer needs. An example provided was the addition of credit score monitoring in online banking, which not only makes it easier for members to access their credit information but also offers personalized loan offerings based on their credit score. This not only enhances the customer experience but also makes Everence more relevant and sticky in the eyes of their customers.
Another area of focus mentioned was youth to young adult engagement, recognizing the changing landscape of how young people handle money. By providing digital payment options and parental controls through an app that encourages saving and earning money through chores, Everence is able to meet the needs of both young customers and their parents. This not only makes the company more relevant to a new demographic but also strengthens the overall customer relationship.
Team engagement was also highlighted as a crucial aspect of transforming company culture. The guest speaker emphasized the importance of employee engagement in delivering a positive customer experience. By motivating and inspiring employees through storytelling and sharing impact stories, Everence ensures that their team is aligned with the company’s vision and values. This focus on people over metrics helps maintain the company’s culture and prevents it from becoming like other big financial institutions.
Lastly, operational excellence was mentioned as a pillar of Everence’s transformation strategy. By reducing friction for both customers and employees, the company aims to create efficiency and improve the overall customer experience. This allows employees to focus on serving customers and delivering exceptional service, ultimately leading to positive moments of truth that strengthen customer loyalty.
The podcast highlighted the importance of storytelling and relevance in transforming company culture and improving customer experience. By focusing on customer needs, employee engagement, and operational excellence, companies like Everence can differentiate themselves in the market and build lasting relationships with customers. Financial mentorship plays a crucial role in this transformation, empowering customers to achieve their financial goals and secure their future.
