During the CUNA Governmental Affairs Conference, I stayed at the Embassy Suites by Hilton. When I checked in and went up to my room, the keycard unlocked my door, but the swing bar door guard was locked from the inside. I also noticed an empty beer glass outside the door. Was the room already occupied?
I went back to the front desk and they immediately issued me a new room and everything was acceptable. Later that evening, after drop-ins to the Old Ebbitt Grill, Brassier Beck and Marriott Marquis, I returned to my room to find a small basket of goodies. For just five minutes of inconvenience, the Embassy Suites made an unexpected impression. And here I am, writing about it.
When we make personal or professional decisions, we seek to validate our choices. Testimonials are proof. They support our perceptions, behaviors and ideas about the brands we interact with.
How are you using testimonials to back your speed, your friendliness, your consistency and your remarkable experiences?
Too few credit unions and community banks ask for testimonials. Don’t hesitate. Ask for them on Twitter, Facebook, on your blog, on your website and in person. Question how your organization addresses objections and provides deep, powerful experiences.
When you ask, encourage specifics. You’ll notice that in my testimonial above I didn’t just say, “the Embassy Suites provides remarkable service.” Consumer reviews that are real and not fake are much more impactful.
Take things one step further and get a short video testimonial. Passionate people sharing their stories are memorable. Great stories get retold. A short video is like talking to someone face-to-face, which brings authenticity and compassion to the conversation. A video testimonial can be used within your branch and on your website, social media, company events and more.
Instead of customers or members, begin building brand ambassadors.
Frank Allgood has more than 15 years of experience in every facet of public information and marketing communications. As Relationships & Results Leader for Your Marketing Co., he is responsible for strategic brand experiences and marketing initiatives for credit unions and community banks across the country. For branding or rebranding projects, call 864.326.8740 or email firstname.lastname@example.org.