Welcome to the Top 5 Percenter™ Blog

Build Up Your Bank’s Customer Loyalty

by | Consulting

Quite a few decades ago, I remember going to bank CEO conferences and hearing this line uttered: “Our people are order takers, we’ve tried everything, we don’t seem to be able to break this problem.” 

Guess what? 

Well, now here we are two-three decades later. Yet, out of the 4000 or so banks that remain, most of them still haven’t figured out how to move into a relationship where they’ve built bank customer loyalty and own the entire customer relationship. 

This does not bode well for the remaining 4000 banks as we’re on our path down to 2000 banks. In fact, unless you become the only bank that your customer needs, you’re going to be losing customers. Because whoever is in that relationship can begin to own the entire relationship. 

Increased vulnerability

So as soon as you create an open space for someone else to get in, know that you are vulnerable to losing the entire account and having to match pricing. And know that you’re vulnerable in terms of what they’ll say about you to others because maybe—just maybe—you’re not their favorite

The need to create a customer loyalty approach in banking has never been more important—which means we need to have the entire share of wallet, and we need to have cross-sales. 

If it feels like sales, they’re doing it wrong

Some people don’t like the word sales. Hey, some people don’t like the word accounting, but sales is not a bad thing. In fact, if it feels like sales, they’re doing it wrong. 

By getting behind the eyes of your customers and finding out what they need, and then helping them buy those things, your people become the trusted adviser that you need them to be and that your customer wants them to be. It’s the only way to build bank customer loyalty. 

What does your customer want? 

Your customer wants to be able to say, “You’re the only bank I’ll ever need, and you’re the only banker I’ll ever need.” Please give them that chance by knowing how to handle the transactions such that you own the entire relationship in a way that never feels like sales.

– Roxanne Emmerich

Please watch the video above and share it with your exec team and board.

Want the tools, wisdom, and confidence to become the only bank your clients will ever need? Get on the Trusted Advisor waitlist.

More From The Blog

Halfway Is No Excuse

Midyear banking strategy not working? Elite banks accelerate, not apologize. Here’s how to finish strong—with accountability, margin, and momentum.

Top Bank Doubled Revenue with 1/3 Fewer Staff—Here’s How

Toxic conflict is quietly draining your profits.
Most banks reach for generic culture fixes and miss the root cause—low emotional intelligence and zero accountability. Discover how the best banks use healthy dissension to crush drama, boost performance, and lead the industry in profitability.

Bank Drama is Draining Your Profits—Here’s the Proven Fix

Toxic conflict is quietly draining your profits.
Most banks reach for generic culture fixes and miss the root cause—low emotional intelligence and zero accountability. Discover how the best banks use healthy dissension to crush drama, boost performance, and lead the industry in profitability.

Your Bank’s Culture Is Quietly Costing You Millions—Here’s How to Fix It.

Most banks try to fix productivity issues by hiring more staff—but that only inflates expenses. This eye-opening video reveals why your culture may be quietly draining millions from your bottom line and how one Top Gun CEO doubled his bank’s size with fewer employees by engineering a culture of clarity, accountability, and high performance.

Your Marketing Isn’t Broken. Your Positioning Is.

Most banks never see it coming—the hidden sales leak that quietly kills momentum and stalls growth. Discover how top-performing banks fix it fast, triple cross-sales, and build teams that drive results without pushing harder.