POWERPOINT OUTLINEKatie Melone

GEB 3213June 10, 2014

Overview

Financial institutions have been competing with each other to maintain customers and appeal new ones. Institutions have created memorable commercials, used promotional coupons through the mail, and have used cold call sales to reach out to existing and new customers to convince them that their institution is more beneficial than its competitors.

In some ways, these tactics have been beneficial and some have not been. Banks and credit unions differ in their own ways, and have different characteristics that appeal to particular audiences.

In order to gain loyalty, institutions need to find out what customers dislike and how to change them.

The Opportunity

Maintain existing customers=increase positive reputation and satisfaction

Recruit new customers= increase amount of customers (increase profit) or members

Audience Analysis

The audience this presentation would most appeal to is those working in the Financial Services Industry and current members and customers.

Possible Key Stakeholders

Institution Employees Customers/members

Highlighted References

Plozay, M. (2011, January 1). Trends and Opportunities in Financial Institution Loyalty. Retrieved June 11, 2014, from http://files.firstdata.com/downloads/thought-leadership/FI_Loyalty_WP.pdf

Schwab, S. (2004, July 1). How Financial Services Loyalty Tactics Must Change. Retrieved June 11, 2014, from http://www.thewisemarketer.com/features/read.asp?id=50

Ten Tips to Build Customer Loyalty. (2014, January 1). Retrieved June 11, 2014, from http://www.allbusiness.com/building-customer-loyalty/16675686-1.html