SALES + MARKETING
A HANDS-ON APPROACH
TO BUSINESS BANKING
When The Child Center of NY decided to look
for a new banking relationship, they switched
to Sterling National Bank for all of their business
banking activities, including checking, deposits,
and commercial lending.
4 TIPS FOR CUSTOMER
SERVICE SUCCESS
“The change has been extremely positive,”
says Steve Donowitz, CFO. “What’s important
for us is that Sterling takes a hands-on app-
roach to banking and offers outstanding
customer service.”
Is your business losing profits to poor customer service?
A recent report issued by New Voice Media found that
$62 billion of business is lost annually due to negligent
customer care. Here are some tips for staying on your
clients’ good side.
The Child Center of NY was able to secure a
manageable line of credit that enabled them to
have more flexibility. “Sterling came to the table
and helped us find resources,” Donowitz says.
BE CONSIDERATE OF YOUR CLIENTS’ TIME. Prompt
responses will demonstrate that you prioritize their
timeline. For example, if your website estimates a
24-hour response time, reply in 3–4 hours instead. Use
technology to under-promise, and then have a human
employee exceed expectations.
Traci Donnelly, CEO, says that while meeting the
business banking needs has been crucial, their
relationship with Sterling stands out the most.
A representative from Sterling has served on the
nonprofit’s board for years as part of the bank’s
Community Reinvestment Act program.
“We had other bids and opportunities, but
Sterling has made us their priority. In addition
to banking, our Relationship Manager helped us
develop partnerships that further our mission in
communities we don’t yet serve,” Donnelly says.
“They partner us with people in meaningful ways
and it adds to our abilities to serve our clients.”
To read an exclusive online
interview with Donnelly and
Donowitz on innovation in nonprofit
management, visit connect.snb.com/
child-center.
For more information about
protecting your not-for-profit from
cyber theft, read Sterling National
Bank’s white paper, “Low-tech
Fraud Can be High Cost” at
connect.snb.com/cyber-crime.
HUMANIZE THE EXPERIENCE. Addressing customers
by name, practicing active listening, and finding
shared interests will ensure that your customer feels
valued. Clients want access to real people, not just
automated messages.
PERSONALIZE YOUR RESPONSES. Experian Marketing
Services states that personalized emails deliver six
times more transaction rates. Instead of using terse,
stodgy subject lines, such as “Your request has been
received,” try a friendlier tone, like “Hi—thanks for
reaching out. We’re on it.” Don’t underestimate the
value of a customized note.
MAKE USE OF FEEDBACK. Whether it’s an email, phone
survey, or the “Contact Us” section of your website,
feedback demonstrates that you’re listening, and gives
your business an easy way to make improvements.
According to Forbes, 80% of businesses believe
they provide excellent customer service, but only
8% of customers agree.*
*According to Gartner ’ s 2015 Marketing Spending Survey.
RANKED ONE OF FORBES' BEST BANKS OF 2019 // CONNECT INNOVATION FALL 2019 // SNB.COM
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