Banking on Digital Growth
Banking on Digital Growth

Episode · 2 years ago

45) #DigitalGrowthJourneys: Creating Servant-Oriented Content w/ Lynne Jarman-Johnson


During the pandemic, we should ask our customers three questions:

  • How can we make sure you feel comfortable?
  • How can we help your neighbor?
  • How can we help your business partner?

Our goal is to bring those resources to everybody through our online content.

In this episode of Banking on Digital Growth, I talk with Lynne Jarman-Johnson, chief marketing officer at Consumers Credit Union, about how to create servant-oriented content.

Lynne and I discuss:

  • How to offer empathy through digital content
  • Why our best solutions are our simplest
  • What needs to happen right now for financial brands to make progress along their digital growth journeys

You can find this interview, and many more, by subscribing to Banking on Digital Growth on Apple Podcasts, on Spotify, or here.

There's very different feelings when people feel served versus feeling sold to You're Listening to Banking on Digital Growth with James Robert Ley Ah, podcast that empowers financial brand marketing, sales and leadership teams to maximize their digital growth potential by generating 10 times more loans and deposits. Today's episode is part of the digital growth Journeys. Siri's, where James Robert uncovers and Explorers some of the industry's biggest digital marketing and sales stories of success. Let's get into the show, Greetings and Hello, I am James Robert Ley and welcome to another episode of the Banking on digital growth podcast. Today's episode is part of the digital growth journey. Siri's and I'm excited to welcome Lynne German Johnson to the show because she has really such a great story to tell and a lot of apple in Apple insights based upon what? What's all going on right now in the world. So Lynn, you're the chief marketing officer at Consumers Credit Union. Welcome. It's good to have you. Thank you. So, so pleased to be here. It's nice to see a face. Yes, we're still we're still connecting with other people, even though we're kind of all on lock down, it seems like, but it's good. It's good to have this human connection. It's good to have this human interaction. My question to start things off is what's one thing that you're excited about and maybe even hopeful in the midst of all of this coronavirus, Covad 19, Chaos, confusion and really just the whole crisis as it stands. What's good? Thank you so much. You know, I think one of the things I'm most hopeful about is that we're all one, and we're all getting to become one here. All of a sudden, when a crisis hits, there is no levels of who's more important Now. We try to see that in the media, right? It pushes it out for you. But anybody who works in marketing or in any type of a service industry understands that that level changes drastically when we all need the same things, which is health and safety and being able to wake up in the morning and serve others. And so I truly am hopeful that that stays with us, that that the tools that we're learning to use right now, like we're doing a podcast that can reach so many people So we continue to use technical tools technology, but then also truly inspire ourselves to touch people in different ways and to understand we're all in this together and and really grow that journey together. You hit on something key and I wanna pause it and unpack this a little bit. You talked about the podcast that you're doing. You've got a jump start on this at consumers. You've been down this path...

...of content and really what we're seeing content is rooted in communication. Communication is going to be the key in the weeks and months to come. Tell me a little bit about what you're doing with this podcast and how some of that programming might change. You and I were talking before the programming for banking on digital growth was thrown out the window and were literally kind of just flying by the seat of our pants to create value for for other financial brands. But what are you doing with the podcast that consumers currently in the weights and months to come? Well, podcasting is one of our tools for communication, and we like to say bank how you want when you want, and right now, that has changed drastically, just like you said. You know, you said, Look at everything has been thrown out the window And where we may have been producing a podcast to talk about first time home buyers in the biggest crunch of home buying at at this time. That has gone to a different place right now. And we're very focused on helping people feel called helping our members feel calm, but also the community and then, most importantly, our business members that have mom and pop business shops. You know, how can we be a resource that gives education and outreach in a time where people are shutting down? Because that's what people feel you know? You and I probably both feel that on a day to day basis, we're not seeing the people that we normally see. Are we making sure that we're making those connections? So for us, it's intentionally asking that question so the content then become servant oriented. How can we serve a member? And the podcast is is a great example. We have been accused, which is a credit union executive society conference, and and some of the content is spot on because it's talking about banking differently. But right now our goal is to help. Help, really say Okay, The lobby may be closed in many businesses and in many banking institutions. But then how can you make sure that you have the confidence and trust to get your banking done? That has to be the first thing. How can we make sure that you feel comfortable? And then the second is how can we help your neighbor? How can we help your business partner if you have a business partner that is in any food industry? Right now, they are facing such drastic change in such a short amount of time. So our goal is to be able to bring those resource is to everybody not only through the podcast, but then through links after the podcast goes up on on the Web and then continuously helping it be a cross communication. It can't be just Hey, let's push everything out. It also has to be We're listening. How can we help you? You've mentioned a couple of key points that I was taking some notes. Notes on your communication...

...strategy is if I was distilled. This down to three parts is to provide clarity in this time of chaos. It's to provide calm amidst the confusion, and it's to provide hope in a time of crisis. So in knowing your back story a little bit, I think you guys were positioned so well to do so much good for the people in the community that you serve the small businesses in the communities that you serve because of one thing. And that is the credit union. Consumers crediting is built upon something mawr than just profits. But you've put purpose at the heart of all of your thinking and doing. And I know that not every financial brand is like that. I know that not every credit and things like that. Not every community banks like that. Can you talk about why? And purpose is maybe more important now than ever before. So, you know, when everything started happening with Kobe 19, there were two audiences that you thought of, actually three. And those audiences are the teammates that you work with alongside with every single day. The people that made you laugh that know all about your faults and your weaknesses and also your strength and those that will come together in a time of crisis to make things happen. Great for the members. Members are then our second audience. Those who you know. If they start Thio, feel that fear. There's feeling the same fear you are. You're not any different than anybody else. What is the difference is that Can you Can you rely on the trust that you built up up to now to make sure that we were all in this together and to say, Hey, we're here for you and together learn the steps that need to be taken and then the third community is community. It is those that are around that can help out that you never really realized could help out or those that think You know what? I maybe I need a different place to bank or I really do. I want to work at a credit union. Remember, recruiting still has to go on, so all of the things that you are normally used to feels like they're totally paused. But then, when you bring culture into it, that brings it back to where it all begins. And so for us it is servant leadership, and in marketing that means serving all those communities I just talked about. But then the really cool part is Just ask, How can I not? Well, we're not allowed to do that because, boy, we're hearing that a lot agree today we're not allowed. You're not allowed to go to this place. You're not allowed to touch cash, you know? How can we then say, Well, how can we? And together our team has always been centered around a culture that is hired on servant leadership so immediately that will happen. And that comes from our CEO kids night or all the way down. And every person that works with consumers, they have that culture mentality, too,... that part of it actually becomes easy. It's not easy, Thio, get there, right? You know, your it's always something you're working on. But once that happens in your synergize on helping it really turns the knob to fuel that fire of bringing people assistance and helping them get in, get out of a situation that maybe they were in that now just seems Oh, it's exasperated. Yeah, You know, you're speaking to some really practical elements here. What is the human condition and what I'm seeing play out in our study. We've We've been studying human behavior digitally for for almost two decades now, but this is almost unprecedented because of the speed at which this has been thrown upon us. So you got the internal culture, you got your internal team. That's your one audience. You got your external culture, your members, and then you've got your your communities. But two things. Fear of the unknown is probably driving us all a little crazy and fear of change. But then there's also been almost a period of loss like so we're gonna go through like, almost a morning, right? And when you look at what you guys have done, what you guys are doing, what you guys will do, how can you directly tap into the human condition to offer help and empathy digitally because there is no face to face right now. I can see you through zoom, but I still can't get in that face to face human interaction environment. I love the fact that the very moment that all of this started to happen, the first questions that we asked our who are already hurting that may need help right away. And so when you stop and you ask those questions first, that puts the human element in it versus saying, Oh, you know, let me get a list of the following people I have to connect to We've never been like that and we never will be. But the dis the digital component of it, that's difficulty and where I think there's been some huge aha moments is that we will offer for anyone who would like to go through the drive through the interactive teller So you will be able to see a face and I just today we produced a video where where are Teller? Katie said. I said, Hey, we asked her What was the number one question that made you laugh? And she said, Oh, someone asked me if I am Alexa and I say, Hey, Katie, and all of a sudden you show up And so I think part of it is that human component of showing us in our real lives. You know, we've got the majority of our workforce now is remote. We've got darling pictures of the dog, the pug dog that's helping a teller. Now imagine if you drive through a teller and you when you, you know, touch the screen, wash your hands,...

...of course. And then up pops a pug dog to say hello. You know that stuff that most people would say? Absolutely not. We cannot do that and yet were like, No, we are all in this and we just have to reach out to the way that connects to make you smile. Um, if it does, if you're smiling, you can turn a frown upside down, and you can at least tell someone feel better in that crisis mold in the other component about that is the digital digital component us working together. So zoom as an example or web or whatever you use. Don't be afraid, and I like to say, Oh my gosh, I'm not ready for prime time That means, you know my makeups. Not on. Don't be afraid at this juncture. If someone is calling you face timing, take the face time call, be riel and connect that way. Because otherwise I'm afraid, you know texting will be will overwhelm. I've seen such fun Snapchats from people who are my work friends, and it makes me just crack up. And that's what life's about, you know that's it is the human element. It is the human condition that I want financial brands to be mindful and of because if we lean too far into digital because there's really two sides of the equation, it's the digital experience. Plus the human experience. It's not one or the other. It's both working in conjuncture to create value because any time of crisis, Siri, Alexa, they're not gonna be the ones that are helping you at this moment. It's gonna be really life, flesh and blood. And we're using digital technology to bring to human beings together for good. I love your example of Zoom. It's been a recommendation that I've been making is Let's spin up, Zoom. You know, if your people are locked down, even if it's for lack of a better word, a financial therapy session just to give someone an ear toe, talk to just to give them somewhere that he'd get something off their chest. When you're looking at everything going on now, the speed at which is going on you mentioned simplicity as a possible cure. Possible anecdote and answer. Talk to me a little bit about simplicity at this moment of of complexity. Well, I think about what you teach this all the time. You say, you know, we can easily create that conflict that's look, for instance, on anything that we're working on. So if it's your phone that your mobile phone and you have it up and you can't find a button where you need to have that button, you know that's the time for us to to simplify what it is that we believe people are looking for at that time. What our members needing the most of it this time. So even in design, the simplicity of making it not be...

...three steps, but it's right there when you when you need it. So that might mean, as you just said, throwing out the content ideas for what we were going to do for the next three months and replacing them with great content that focuses on the need of what's going on in all of our lives that at this very moment on the second, the second component that I think that we don't think about is there's such a thing as social networking and we all know that were you know, we love to do it. We promote the things that we are passionate about, whether that be sales service. But then there's actual social servicing, and we have two very different groups and consumers that do that behind the scenes. So if someone is asking questions on the different tools that they use, we try to be able to answer those questions with compassion and empathy and listening and really make it so that people know that they have a voice somewhere. That's a simplistic way that instead of them thinking that we are immediately pushing sales were instead pushing service. How can we help you? And that might be a simple as looking. I want to know how to upload my dog of the day, and I didn't know how the link worked. Well, how can we serve you? There's very different feelings when people feel served versus feeling sold to, and right now, you know, Have you received a cold call on an email or even a phone call in the last few days? You kind of just shake your head and look and go. Uh, you just don't feel right. Technology has transformed our world, and Digital has changed the way consumers shop for and buy financial services forever. Now consumers make purchase decisions long before they walk into a branch if they walk into a branch at all. But your financial brand still wants to grow loans and deposits. We get it. Digital growth can feel confusing, frustrating and overwhelming for any financial brand marketing and sales leader. But it doesn't have thio because James Robert wrote the book that guides you every step of the way along your digital growth journey. Visit www dot digital growth dot com to get a preview of his best selling book, Banking on Digital Growth, or order a copy right Now for you and your team from Amazon. Inside you'll find a strategic marketing manifesto that was written to transform financial brands, and it is packed full of practical and proven insights. You can start using today to confidently generate 10 times more loans and deposits. Now back to the show. It's so out of touch. It's so cold. Um, I mean, you and I were talking even beforehand when everything kind of went downhill. Recently, we had Thio adjust my book launch because it's just the timing. It just didn't feel...

...right. And I thought, Think like emotional intelligence in today's digital world is really a strategic and competitive advantage for financial brands. It's something that I, I feel can be taught. But now is the time you even mentioned something here about, you know, simplifying the complex. I was speaking with Brian Lay from Alfa Rank, and we're talking about the point of cognitive load on thinking through critically the different steps of the digital consumer buying journey. Because even as everything is going on with cove in 19 coronavirus, banking is not stopping. People are looking for answers. They're looking for guidance. This is our time to shine and step up, right? And you know, no one is saying, Hey, don't buy a house right now, right? We're here to help you buy a house. Now the question becomes okay. And how can we simplify that process and make it so? It's easy and make it so. Hey, guess what? You might not even do anything until it's closing time. You're doing everything digitally. Everything with a fast app, your refinancing your house, which that is a huge you know, that might be a sale to some people. But I'll tell you, that is an absolute need for others. Right now, it isn't thought of as a sale. It's a service that needs to be done. So you're not hiding any of that. But you're taking the time to say, How can it be simple? If there's 1000 papers that have to be signed, you know, how can it be simple? And so what tools are you using? And if you don't have those tools, start researching now. Because I'll tell you, I don't think this world that we knew is going to come back the way we had it before. I just don't And I think we need to be ready to be okay with doing more digitally, but with heart. Oh, my gosh, I I think what you said is spot on the world that we knew will never be the same. Isn't that always the case? When we go through a period like this? There's ancient wisdom that tells a story of, you know, a group of tribal people who, you know, left oppression, and they were grumbling and griping like, Well, the old world used to be better, and they kept looking behind them and like, Well, why why are we here and and suffering? And no, it's it's mawr of what? It's the mindset of looking ahead into the future opportunities that could be created out of this, you know? And this is more of a personal question for you but mindset staying positive in this time because people are going to follow those and use the word calm before people are going to follow those that communicate calm. They communicate confidence. People are looking for courage. What are you doing right now, Personally, Just to take care of your yourself. Take care of your mind.

Well, we have a really big family, so our family has now spread out. I have two grandkids that are at our local gear s. So this is really the first time that my husband and I have been working together. He will be sometimes remote with me, and that's been delightful. But I immediately you're gonna laugh. I bought a putting green, and I would have put up a putting green in our condo because I just think we need activities as well as what we used to do, which we love going to downtown Grand Rapids and stopping at little, you know, locations, toe grab something to eat. Well, that we can't do that right now. So So our goal is to locally order foods from places we can. But then, you know, think of things that make us laugh Were big, huge game players. So we play cribbage all the time. I just saw on Twitter, and I love this that there's a chrome extension that allows you to play Netflix as a group. So, community, this is Yeah. You say this is the time we're gonna be on. We're gonna watch this movie and you all chat together and laugh together. And so my kids are all over the country and their quarantine too. So we're planning on a big movie popcorn night. We're kind of arguing over the movie right now, but, you know, you've just hit on a couple of key points. Take care of your physical well being. You talked about your putting green. You know, we've got all the gym's closed here in Houston, and I'm a runner so that I could do that outside. But my wife she's the one who's always at the gym and go into the classes. So when the gym's closed, that's like before everything else cause I was like, Let's go buy a weight set just some free weights so that we can stay active. I made a list for my kids to try to keep a daily routine from them now that schools were closed. They're trying to figure out what to do next. But I have them, you know, like writing letters to grand parents like physical letters. I have them doing some face timing so that they keep the social conditioning and your point about community. There's a platform that we've been recommending now for about the past year for financial brands to start building, and maybe that now is the time to do that. Start building digital community. That platform is called Mighty networks, so I highly recommend a financial brand thinking about how they can build a sense of digital community on the consumer side. On the business side, check out mighty networks because it can bring people together around ah, common purpose, as we were talking about before. Looking ahead now, over the next. Let's just keep keep, keep the timeline pretty close because there's still so much up in the air. Three months, six months, nine months. No more than a year from now, maybe the maybe the end of 2020. What do you think needs toe happen between now and then? For financial...

...brands to continue to make progress along their digital growth journey, I think you have to be ready to pivot. And, um, our focus is right now on helping people. If they have not yet learn how to download a mobile app, learn how to take a check with their phone, learn how to make sure that you can bank through a drive through and talk to a person if you'd like to. Change is not easy. For for many, we are blessed to have Ah, very forward thinking organization and our drive throughs are all interactive tellers now. So there isn't a place where you would go that you would have a different experience. And if they can also be a t m. So if people need cash, of course, I wish they could do that. So I think it's been thinking out. What is the new normal? If it's 3 to 6 to nine months when through the business appointments become business appointments that are to sell to showcase your services. Right now, business appointments are making sure that we're, you know, helping all of our businesses succeed when all of a sudden it could be that there's not someone walking in their door because it was a forced. You know, no one can walk in your door. Eso How can we be that that organization that helps tomorrow I'll be doing some face time live videos at retailers that are banking partners of ours to showcase. You can still do the following things to help that company succeed. The same is true for members. So for short term, 3 to 6 months is that. But then it's OK. When is it that you really see that there might be a need that a new service should be delivered to the marketplace because of the change that has happened? And are you thinking about that now? What's the what's the long term that makes it okay to turn on, For instance, all appointments for everybody. Everybody in the organization can have an appointment placed on their outlook calendar that could become a zoom, as we say right now versus right now, there's certain individuals that have it. So I think it's thinking intentionally, thoughtfully about what not only what people might need but also making those products and services different and unique to those individuals that need a different service than, let's say, a mortgage. Yeah, you mentioned a couple of key points that I think financial brands could consider to think about. It's one of the new services that are going to come out of this. I've been talking about this now for three or four years, um, the need to put together some type of we'll call it Consumer Coaching program. And then on the business side, it's almost like a business advisory platformer service, maybe even some type of. And this is...

...gonna be a to communicate the community level, but some type of like innovation incubator, because growth is gonna be on everyone's mind. You mentioned something that's kind of spurred a thought off the top of my head. Tell me about the restaurants or the little local places that you and your husband husband like to go way live in Grand Rapids on an area called Bridge Street in Bridge Street, has just has a fabulous reorganization, and it's just re energized. It's just beautiful. So you know, when you're walking down, down there's a butcher's union. There's new Holland Brewery. There's for tallies. There's all these tiny little places. There's some that have been there forever, like heels and anchor. And it's become a little place where people just half half, half pop pop, and it's right next door to downtown during rampant. So you just walk across the bridge, which some of you might even be able to see behind me. You walk across the bridge and you had into the into downtown where all of our major events happened. You know, we have, ah, a conference and an arena that are now filling the Big East. You know, the biggies air coming to Grand Rapids, Michigan, to the West Michigan. And when that happens and all of a sudden it stops, then you have to ask yourself, Okay, is for telling is still open so I could do take out how about uber eats? Who's doing that? Ask yourselves how you is there in Kalamazoo. This was amazing to me today. I saw a email that came out that said, Hey, buy a gift card, send a gift card and it's all the downtown local businesses that have are still open for business, but they can't have sit down anymore. And so they decided to buy a gift card sending gift card so I could literally send gift cards to my friends and say, Go get your take out dinner tonight. I mean, how fun it is that I love it and eso hearing you talk through a couple of thoughts popped in my head that I'm gonna probably have to, like, think through a little bit further because But I'm gonna share them with you first and foremost here. So they're kind of raw. But maybe you could apply some of this thinking through the credit union. And what I mean is, so you've got these small local restaurants they are still doing take out it sounds like, but you can't have anyone to come in mhm. What if you could provide some type of advisory around almost like the subscription economy and what I mean by that Panera, you know, they just launched there was eight or $9 a month. Unlimited coffee. That's the subscription model in and of itself. But if we look at this apply to the local business local restaurant level, these restaurants could sell. Maybe it's like the single, uh, single dinner plan. The couple dinner plan for two family dinner plan for four and in the normal tab for a person is, let's just say, $10. So they pre sell $50 of five...

...nights worth of dinners. They're getting revenue up front. It's on a subscription model on a weekly basis, so it's hitting someone's card, and it's creating a little bit of positive cash flow. They're able to then go and do more of like a prix fixe menu to where this is our Monday dinner. This is our Tuesday dinner, so it helps with cost control. That's gonna help them be more profitable and then for their servers and wait staff, depending upon what's going on with uber eats, their server and wait staff could become the delivery model s o kind of something to think when, when hearing you talk, isn't it? But it absolutely exciting to be able to think like that, that how can we survive when all of a sudden everything that we know has stopped. Our knowledge just stopped. And I think long term, the businesses that I know that will succeed are relationship based businesses. They're the ones that truly know their members and customers. They relate with them, and they also feel their pain and help ease their pain. That is not going to change, no matter what new tools come out to 60 digitally, that truly will be what, what works the best. But I think that the other component of success is how do we treat our colleagues? And how do we make sure that that the teammates that we work with, I understand the journey that you're on? If there is fear about what's going on with Kobe 19, there is deep fear about what's changing rapidly in digital growth. Whether there would have been Kobe 19 or not. The fear of I'm going to lose my job. Israel, there's gonna be a robot that takes over artificial intelligence is much smarter than me. Those fears don't go away. They don't And now that all of a sudden the service industry has been halted and there's a drastic change in how we're serving, I think it's now more than ever. The leaders of all of our organizations that really helped ease those fears and help our employees also understand, with digital growth becomes growth and you personally, there's so much that you'll be able to learn as long as you're open to do that. But bring everyone along with you in the journey itself. And I think we've got time right now to actually be able to do that. Yeah, you said it so well and so succinctly. Digital growth is a journey. It is a journey from good to great. It is a journey that must be centered around people both internally and externally. Lynn thank you so much for the conversation, the insights and sharing your own digital growth journey today. If anyone's listening and what's to connect with you, what's the best way for them to do that as a follow up?...

Well, I think it's easy. I'm on all social media is just at mojo CMO. That's M o J o CMO. Find me there. My phone number is always listed, my emails listed, and I'll be glad to connect. And thank you so much. This has been a delight. Thank you. So much for joining me on another episode of Banking on Digital Growth. Lynn Until next time Be Well, do good and wash your hands. Thank you for listening to another episode of Banking on Digital Growth with James Robert Ley. Like what you hear? Tell a friend about the podcast and leave us a review on Apple podcasts, Google Podcast or Spotify and subscribe while you're there to get even. Mawr Practical and proven Insights, visit www dot digital growth dot com to grab a preview of James Roberts bestselling book Banking on Digital Growth or order a copy right now for you and your team from Amazon. Inside, you'll find a strategic marketing and sales blueprint framed around 12 key areas of focus that empower you to confidently generate 10 times more loans and deposits until next time, be well and do good.

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