D e f in in g Yo u rD if f e r e n c e

Eric GaglianoEric Gagliano

MarketMatchMarketMatch

SVP, Client ManagementSVP, Client Management

egagliano@marketmatch.comegagliano@marketmatch.com

937-832-7894 x106937-832-7894 x106

Welcome & IntroductionWelcome & Introduction

Eric Gagliano, CFMPEric Gagliano, CFMP

Senior Vice President & “What if…” GuySenior Vice President & “What if…” GuyMarketMatchMarketMatch

egagliano@marketmatch.comegagliano@marketmatch.com866-501-2233, ext. 106866-501-2233, ext. 106

D is c u s s io n O v e r v ie w

Introduction The Brown Bag Process

Moderated discussion Listen, learn, SHARE

Participation Welcomed! Initial comments and questions Live questions and answers

Feedback

’ La s t Ye a r s D if f e r e n t ia t io n B r o w n B a g

Price vs Value Products/Services Service Organization Message/Tone

- F o r r e s t e r R e s e a r c h 7B o t t o m

Bank of America – 33%

Chase – 31%

Capital One – 29%

TD/Commerce – 28%

Fifth Third – 27%

Citi – 26%

HSBC – 16%

2010 Survey of 4,500 bank customers

“My financial provider does what’s best for me, not just the bottom line.”

– F o r r e s t e r R e s e a r c h To p In s t it u t io n s

1. Credit Unions – 70%

2. USAA – 64%

3. ING Direct – 46%

4. Regional Banks (PNC, US Bank, BB&T) – all around 40%

2010 Survey of 4,500 bank customers

“My financial provider does what’s best for me, not just the bottom line.”

?Wh y is t h is im p o r t a n t

Retention

Attrition

Referrals

Purple Cow – Seth Godin

1 : S t e p Id e n t if y w h a t is im p o r t a n t t o y o u r m a r k e t

Wh a t is M o s t Im p o r t a n t t oC u s t o m e r s

Locations/Access Pricing Product Suite Market Presence

Ta n g ib le s

Perception/Image Expertise Trust Satisfaction CUSTOMER EXPERIENCE!!!

In t a n g ib le s

C u s t o m e r E x p e r ie n c eS n a p s h o t

C o n d u c t a Q u a n t it a t iv e S u r v e y

Awareness

Perception

Satisfaction

Decision Criteria

100 completes is typically enough to be statistically relevant

2 : ’ S t e p D o n t s h o w h o w g o o d y o u a r e (everyone’s doing that), s h o w

.h o w D IF FER EN T y o u a r e

Q u e s t io n s t o A s k

How can we TALK different than anyone else? How can we LOOK different than anyone else? How can we ACT different than anyone else? How can we LISTEN better than anyone else? What do you KNOW better than anyone else?

How should the customer FEEL when they walk out of a branch?

M o o d R a t in g

“Captain” assigns mood rating 1-10 when guest enters 7 or lower indicates displeasure or unhappiness Mood rating is typed into computer, written on dining card,

placed on spool in kitchen – COMMUNICATION No one should LEAVE below a 9!

“ If guests ran into terrible traffic on the way over hear, or are in the midst of a marital dispute, we need to consider it out problem. How else are we going to ensure that they

have a sublime experience?”~ Chef Patrick O’Connell

3 : S t e p D e m o n s t r a t e h o w y o u r d if f e r e n c e s a llo w y o u t o b e

b e t t e r t h a n a n y o n e e ls e o n t h e.p la n e t

D if f e r e n t ia t e t h r o u g h Va lu e

P s y c h o lo g ic a l Va lu eE q u a t io n

Value = (Expected benefits X Confidence they’ll get them) - CostValue = (Expected benefits X Confidence they’ll get them) - Cost

A C AS E S TU D Y

S e t S t a n d a r d s

Ta k e a G e n u in e In t e r e s t

C o n s u lt a t iv e S e ll in g

R e s u lt s

Understanding the bank needs & situation Understanding the market Understanding the competition Analyzing product suite Analyzing sales process Mutually setting standards Regular training Providing the right tools

Attrition Dropped from 31.74% to 17.67% in one year!

K e y s

Know your market (customers & prospects) Know your competition Highlight differentiation that sets you apart

in the eyes of the customer Talk about differentiation in terms of

Customer Benefits Tell everyone! Keep it fresh – listen to customer’s changing

needs

Lo o k in g Ah e a d

Next Brown Bag Session…

Always the 3rd Friday of each month. Next session is October 15.

Topic: Budget Planning & Allocation: 5 Key Changes to Your 2011 Budget

?Wa n t m o r e

Follow us on…

F r o m t h e M a r k e t M a t c h…Te a m

Thank!You

Thank

!You

Eric GaglianoEric Gagliano

MarketMatchMarketMatch

SVP, Client ManagementSVP, Client Management

egagliano@marketmatch.comegagliano@marketmatch.com

937-832-7894 x106937-832-7894 x106