Banking on Digital Growth
Banking on Digital Growth

Episode · 1 year 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 whenpeople feel served versus feeling sold to You're Listening to Banking on DigitalGrowth with James Robert Ley Ah, podcast that empowers financial brandmarketing, sales and leadership teams to maximize their digital growthpotential by generating 10 times more loans and deposits. Today's episode ispart of the digital growth Journeys. Siri's, where James Robert uncovers andExplorers some of the industry's biggest digital marketing and salesstories of success. Let's get into the show, Greetings and Hello, I am JamesRobert Ley and welcome to another episode of the Banking on digitalgrowth podcast. Today's episode is part of the digital growth journey. Siri'sand I'm excited to welcome Lynne German Johnson to the show because she hasreally such a great story to tell and a lot of apple in Apple insights basedupon what? What's all going on right now in the world. So Lynn, you're thechief marketing officer at Consumers Credit Union. Welcome. It's good tohave 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 ofall on lock down, it seems like, but it's good. It's good to have this humanconnection. It's good to have this human interaction. My question to startthings off is what's one thing that you're excited about and maybe evenhopeful in the midst of all of this coronavirus, Covad 19, Chaos, confusionand 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 allone, and we're all getting to become one here. All of a sudden, when acrisis hits, there is no levels of who's more important Now. We try to seethat in the media, right? It pushes it out for you. But anybody who works inmarketing or in any type of a service industry understands that that levelchanges drastically when we all need the same things, which is health andsafety and being able to wake up in the morning and serve others. And so Itruly am hopeful that that stays with us, that that the tools that we'relearning to use right now, like we're doing a podcast that can reach so manypeople So we continue to use technical tools technology, but then also trulyinspire ourselves to touch people in different ways and to understand we'reall in this together and and really grow that journey together. You hit onsomething key and I wanna pause it and unpack this a little bit. You talkedabout the podcast that you're doing. You've got a jump start on this atconsumers. You've been down this path...

...of content and really what we're seeingcontent is rooted in communication. Communication is going to be the key inthe weeks and months to come. Tell me a little bit about what you're doing withthis podcast and how some of that programming might change. You and Iwere talking before the programming for banking on digital growth was thrownout the window and were literally kind of just flying by the seat of our pantsto create value for for other financial brands. But what are you doing with thepodcast that consumers currently in the weights and months to come? Well,podcasting is one of our tools for communication, and we like to say bankhow you want when you want, and right now, that has changed drastically, justlike you said. You know, you said, Look at everything has been thrown out thewindow And where we may have been producing a podcast to talk about firsttime home buyers in the biggest crunch of home buying at at this time. Thathas gone to a different place right now. And we're very focused on helpingpeople feel called helping our members feel calm, but also the community andthen, most importantly, our business members that have mom and pop businessshops. You know, how can we be a resource that gives education andoutreach in a time where people are shutting down? Because that's whatpeople feel you know? You and I probably both feel that on a day to daybasis, we're not seeing the people that we normally see. Are we making surethat we're making those connections? So for us, it's intentionally asking thatquestion so the content then become servant oriented. How can we serve amember? And the podcast is is a great example. We have been accused, which isa credit union executive society conference, and and some of the contentis spot on because it's talking about banking differently. But right now ourgoal is to help. Help, really say Okay, The lobby may be closed in manybusinesses and in many banking institutions. But then how can you makesure that you have the confidence and trust to get your banking done? Thathas 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 yourbusiness 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 onlythrough the podcast, but then through links after the podcast goes up on onthe Web and then continuously helping it be a cross communication. It can'tbe just Hey, let's push everything out. It also has to be We're listening. Howcan we help you? You've mentioned a couple of key points that I was takingsome notes. Notes on your communication...

...strategy is if I was distilled. Thisdown to three parts is to provide clarity in this time of chaos. It's toprovide calm amidst the confusion, and it's to provide hope in a time ofcrisis. So in knowing your back story a little bit, I think you guys werepositioned so well to do so much good for the people in the community thatyou serve the small businesses in the communities that you serve because ofone thing. And that is the credit union. Consumers crediting is built uponsomething mawr than just profits. But you've put purpose at the heart of allof your thinking and doing. And I know that not every financial brand is likethat. I know that not every credit and things like that. Not every communitybanks like that. Can you talk about why? And purpose is maybe more important nowthan ever before. So, you know, when everything started happening with Kobe19, there were two audiences that you thought of, actually three. And thoseaudiences are the teammates that you work with alongside with every singleday. The people that made you laugh that know all about your faults andyour weaknesses and also your strength and those that will come together in atime of crisis to make things happen. Great for the members. Members are thenour 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 anybodyelse. What is the difference is that Can you Can you rely on the trust thatyou built up up to now to make sure that we were all in this together andto say, Hey, we're here for you and together learn the steps that need tobe taken and then the third community is community. It is those that arearound that can help out that you never really realized could help out or thosethat think You know what? I maybe I need a different place to bank or Ireally do. I want to work at a credit union. Remember, recruiting still hasto go on, so all of the things that you are normally used to feels like they'retotally paused. But then, when you bring culture into it, that brings itback to where it all begins. And so for us it is servant leadership, and inmarketing that means serving all those communities I just talked about. Butthen the really cool part is Just ask, How can I not? Well, we're not allowedto do that because, boy, we're hearing that a lot agree today we're notallowed. You're not allowed to go to this place. You're not allowed to touchcash, you know? How can we then say, Well, how can we? And together our teamhas always been centered around a culture that is hired on servantleadership so immediately that will happen. And that comes from our CEOkids night or all the way down. And every person that works with consumers,they have that culture mentality, too,... that part of it actually becomeseasy. It's not easy, Thio, get there, right? You know, your it's alwayssomething you're working on. But once that happens in your synergize onhelping it really turns the knob to fuel that fire of bringing peopleassistance and helping them get in, get out of a situation that maybe they werein that now just seems Oh, it's exasperated. Yeah, You know, you'respeaking to some really practical elements here. What is the humancondition and what I'm seeing play out in our study. We've We've been studyinghuman behavior digitally for for almost two decades now, but this is almostunprecedented because of the speed at which this has been thrown upon us. Soyou got the internal culture, you got your internal team. That's your oneaudience. You got your external culture, your members, and then you've got youryour communities. But two things. Fear of the unknown is probably driving usall a little crazy and fear of change. But then there's also been almost aperiod 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 youguys will do, how can you directly tap into the human condition to offer helpand empathy digitally because there is no face to face right now. I can seeyou through zoom, but I still can't get in that face to face human interactionenvironment. I love the fact that the very moment that all of this started tohappen, the first questions that we asked our who are already hurting thatmay need help right away. And so when you stop and you ask those questionsfirst, that puts the human element in it versus saying, Oh, you know, let meget a list of the following people I have to connect to We've never beenlike that and we never will be. But the dis the digital component of it, that'sdifficulty and where I think there's been some huge aha moments is that wewill offer for anyone who would like to go through the drive through theinteractive teller So you will be able to see a face and I just today weproduced a video where where are Teller? Katie said. I said, Hey, we asked herWhat 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 suddenyou show up And so I think part of it is that human component of showing usin our real lives. You know, we've got the majority of our workforce now isremote. We've got darling pictures of the dog, the pug dog that's helping ateller. Now imagine if you drive through a teller and you when you, youknow, touch the screen, wash your hands,...

...of course. And then up pops a pug dogto 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 toreach out to the way that connects to make you smile. Um, if it does, ifyou're smiling, you can turn a frown upside down, and you can at least tellsomeone feel better in that crisis mold in the other component about that isthe digital digital component us working together. So zoom as an exampleor 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 beafraid at this juncture. If someone is calling you face timing, take the facetime call, be riel and connect that way. Because otherwise I'm afraid, you knowtexting will be will overwhelm. I've seen such fun Snapchats from people whoare my work friends, and it makes me just crack up. And that's what life'sabout, you know that's it is the human element. It is the human condition thatI want financial brands to be mindful and of because if we lean too far intodigital because there's really two sides of the equation, it's the digitalexperience. Plus the human experience. It's not one or the other. It's bothworking 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 gonnabe really life, flesh and blood. And we're using digital technology to bringto human beings together for good. I love your example of Zoom. It's been arecommendation that I've been making is Let's spin up, Zoom. You know, if yourpeople are locked down, even if it's for lack of a better word, a financialtherapy session just to give someone an ear toe, talk to just to give themsomewhere that he'd get something off their chest. When you're looking ateverything going on now, the speed at which is going on you mentionedsimplicity as a possible cure. Possible anecdote and answer. Talk to me alittle bit about simplicity at this moment of of complexity. Well, I thinkabout what you teach this all the time. You say, you know, we can easily createthat conflict that's look, for instance, on anything that we're working on. Soif it's your phone that your mobile phone and you have it up and you can'tfind a button where you need to have that button, you know that's the timefor us to to simplify what it is that we believe people are looking for atthat 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 whenyou when you need it. So that might mean, as you just said, throwing outthe content ideas for what we were going to do for the next three monthsand replacing them with great content that focuses on the need of what'sgoing on in all of our lives that at this very moment on the second, thesecond component that I think that we don't think about is there's such athing as social networking and we all know that were you know, we love to doit. We promote the things that we are passionate about, whether that be salesservice. But then there's actual social servicing, and we have two verydifferent groups and consumers that do that behind the scenes. So if someoneis asking questions on the different tools that they use, we try to be ableto answer those questions with compassion and empathy and listeningand 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 immediatelypushing sales were instead pushing service. How can we help you? And thatmight 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'svery different feelings when people feel served versus feeling sold to, andright now, you know, Have you received a cold call on an email or even a phonecall 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 financialservices forever. Now consumers make purchase decisions long before theywalk into a branch if they walk into a branch at all. But your financial brandstill wants to grow loans and deposits. We get it. Digital growth can feelconfusing, frustrating and overwhelming for any financial brand marketing andsales leader. But it doesn't have thio because James Robert wrote the bookthat 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 teamfrom Amazon. Inside you'll find a strategic marketing manifesto that waswritten to transform financial brands, and it is packed full of practical andproven insights. You can start using today to confidently generate 10 timesmore loans and deposits. Now back to the show. It's so out of touch. It's socold. Um, I mean, you and I were talking even beforehand when everythingkind of went downhill. Recently, we had Thio adjust my book launch because it'sjust the timing. It just didn't feel...

...right. And I thought, Think likeemotional intelligence in today's digital world is really a strategic andcompetitive advantage for financial brands. It's something that I, I feelcan 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 AlfaRank, and we're talking about the point of cognitive load on thinking throughcritically the different steps of the digital consumer buying journey.Because even as everything is going on with cove in 19 coronavirus, banking isnot 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. Nowthe 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 anythinguntil it's closing time. You're doing everything digitally. Everything with afast app, your refinancing your house, which that is a huge you know, thatmight be a sale to some people. But I'll tell you, that is an absolute needfor others. Right now, it isn't thought of as a sale. It's a service that needsto 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 havethose tools, start researching now. Because I'll tell you, I don't thinkthis world that we knew is going to come back the way we had it before. Ijust don't And I think we need to be ready to be okay with doing moredigitally, but with heart. Oh, my gosh, I I think what you said is spot on theworld that we knew will never be the same. Isn't that always the case? Whenwe go through a period like this? There's ancient wisdom that tells astory 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 bebetter, and they kept looking behind them and like, Well, why why are wehere and and suffering? And no, it's it's mawr of what? It's the mindset oflooking ahead into the future opportunities that could be created outof this, you know? And this is more of a personal question for you but mindsetstaying positive in this time because people are going to follow those anduse the word calm before people are going to follow those that communicatecalm. They communicate confidence. People are looking for courage. Whatare you doing right now, Personally, Just to take care of your yourself.Take care of your mind.

Well, we have a really big family, soour family has now spread out. I have two grandkids that are at our localgear s. So this is really the first time that my husband and I have beenworking together. He will be sometimes remote with me, and that's beendelightful. 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 weneed activities as well as what we used to do, which we love going to downtownGrand Rapids and stopping at little, you know, locations, toe grab somethingto eat. Well, that we can't do that right now. So So our goal is to locallyorder foods from places we can. But then, you know, think of things thatmake us laugh Were big, huge game players. So we play cribbage all thetime. I just saw on Twitter, and I love this that there's a chrome extensionthat allows you to play Netflix as a group. So, community, this is Yeah. Yousay this is the time we're gonna be on. We're gonna watch this movie and youall chat together and laugh together. And so my kids are all over the countryand 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 justhit on a couple of key points. Take care of your physical well being. Youtalked about your putting green. You know, we've got all the gym's closedhere in Houston, and I'm a runner so that I could do that outside. But mywife she's the one who's always at the gym and go into the classes. So whenthe gym's closed, that's like before everything else cause I was like, Let'sgo buy a weight set just some free weights so that we can stay active. Imade a list for my kids to try to keep a daily routine from them now thatschools were closed. They're trying to figure out what to do next. But I havethem, you know, like writing letters to grand parents like physical letters. Ihave them doing some face timing so that they keep the social conditioningand your point about community. There's a platform that we've been recommendingnow for about the past year for financial brands to start building, andmaybe that now is the time to do that. Start building digital community. Thatplatform is called Mighty networks, so I highly recommend a financial brandthinking about how they can build a sense of digital community on theconsumer side. On the business side, check out mighty networks because itcan bring people together around ah, common purpose, as we were talkingabout before. Looking ahead now, over the next. Let's just keep keep, keepthe 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 themaybe the end of 2020. What do you think needs toe happenbetween now and then? For financial...

...brands to continue to make progressalong 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 yetlearn how to download a mobile app, learn how to take a check with theirphone, learn how to make sure that you can bank through a drive through andtalk to a person if you'd like to. Change is not easy. For for many, weare blessed to have Ah, very forward thinking organization and our drivethroughs are all interactive tellers now. So there isn't a place where youwould go that you would have a different experience. And if they canalso 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 tonine months when through the business appointments become businessappointments that are to sell to showcase your services. Right now,business appointments are making sure that we're, you know, helping all ofour businesses succeed when all of a sudden it could be that there's notsomeone walking in their door because it was a forced. You know, no one canwalk in your door. Eso How can we be that that organization that helpstomorrow I'll be doing some face time live videos at retailers that arebanking partners of ours to showcase. You can still do the following thingsto 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 thatthere might be a need that a new service should be delivered to themarketplace because of the change that has happened? And are you thinkingabout 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 theorganization can have an appointment placed on their outlook calendar thatcould become a zoom, as we say right now versus right now, there's certainindividuals that have it. So I think it's thinking intentionally,thoughtfully about what not only what people might need but also making thoseproducts and services different and unique to those individuals that need adifferent service than, let's say, a mortgage. Yeah, you mentioned a coupleof 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 beentalking about this now for three or four years, um, the need to puttogether some type of we'll call it Consumer Coaching program. And then onthe 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 communitylevel, but some type of like innovation incubator, because growth is gonna beon everyone's mind. You mentioned something that's kind of spurred athought off the top of my head. Tell me about the restaurants or the littlelocal places that you and your husband husband like to go way live in GrandRapids on an area called Bridge Street in Bridge Street, has just has afabulous reorganization, and it's just re energized. It's just beautiful. Soyou know, when you're walking down, down there's a butcher's union. There'snew Holland Brewery. There's for tallies. There's all these tiny littleplaces. 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 acrossthe bridge, which some of you might even be able to see behind me. You walkacross the bridge and you had into the into downtown where all of our majorevents happened. You know, we have, ah, a conference and an arena that are nowfilling 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 suddenit stops, then you have to ask yourself, Okay, is for telling is still open so Icould do take out how about uber eats? Who's doing that? Ask yourselves howyou is there in Kalamazoo. This was amazing to me today. I saw a email thatcame out that said, Hey, buy a gift card, send a gift card and it's all thedowntown local businesses that have are still open for business, but they can'thave sit down anymore. And so they decided to buy a gift card sending giftcard so I could literally send gift cards to my friends and say, Go getyour take out dinner tonight. I mean, how fun it is that I love it and esohearing you talk through a couple of thoughts popped in my head that I'mgonna probably have to, like, think through a little bit further becauseBut I'm gonna share them with you first and foremost here. So they're kind ofraw. 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 stilldoing take out it sounds like, but you can't have anyone to come in mhm. Whatif you could provide some type of advisory around almost like thesubscription economy and what I mean by that Panera, you know, they justlaunched there was eight or $9 a month. Unlimited coffee. That's thesubscription model in and of itself. But if we look at this apply to thelocal business local restaurant level, these restaurants could sell. Maybeit's like the single, uh, single dinner plan. The couple dinner plan for twofamily dinner plan for four and in the normal tab for a person is, let's justsay, $10. So they pre sell $50 of five...

...nights worth of dinners. They'regetting 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 positivecash flow. They're able to then go and do more of like a prix fixe menu towhere this is our Monday dinner. This is our Tuesday dinner, so it helps withcost control. That's gonna help them be more profitable and then for theirservers and wait staff, depending upon what's going on with uber eats, theirserver and wait staff could become the delivery model s o kind of something tothink when, when hearing you talk, isn't it? But it absolutely exciting tobe able to think like that, that how can we survive when all of a suddeneverything that we know has stopped. Our knowledge just stopped. And I thinklong term, the businesses that I know that will succeed are relationshipbased 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 theirpain. That is not going to change, no matter what new tools come out to 60digitally, that truly will be what, what works the best. But I think thatthe other component of success is how do we treat our colleagues? And how dowe make sure that that the teammates that we work with, I understand thejourney 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 losemy job. Israel, there's gonna be a robot that takes over artificialintelligence is much smarter than me. Those fears don't go away. They don'tAnd now that all of a sudden the service industry has been halted andthere's a drastic change in how we're serving, I think it's now more thanever. The leaders of all of our organizations that really helped easethose fears and help our employees also understand, with digital growth becomesgrowth and you personally, there's so much that you'll be able to learn aslong as you're open to do that. But bring everyone along with you in thejourney itself. And I think we've got time right now to actually be able todo that. Yeah, you said it so well and so succinctly. Digital growth is ajourney. It is a journey from good to great. It is a journey that must becentered around people both internally and externally. Lynn thank you so muchfor the conversation, the insights and sharing your own digital growth journeytoday. If anyone's listening and what's to connect with you, what's the bestway for them to do that as a follow up?...

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

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