Jeb Cashin

But according to Jeb Cashin, vice president of marketing communications at Harland Clarke, some bankers assume they do not have time to use this research in ways that can boost acquisitions and growth.

"It takes just a few hours to get a snapshot of how consumers perceive your institution and to begin fine-tuning your marketing goals," he says. "Start on Monday, and by Friday you'll be on your way."

Cashin's "Five Day Plan" need not require a big budget or endless staff meetings. What it does entail is a willingness to dig around, ask questions and, most importantly, have an open mind.

Monday: Dust off past customer research

"Don't discount past research. It's a low-cost way to get thought-provoking information," Cashin says.
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"Look for trends over time," Cashin says.
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"Take the afternoon and become an anonymous shopper," Cashin says.
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Are you trying to appeal to everyone," asks Cashin, "or to a specific group, such as Hispanics or Gen-Y urban dwellers? Even more important, are you reaching out to the right consumers, based on your branch locations? "Young singles in the city choose their banks differently than do families in the suburbs," Cashin says.
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"What you are looking for is how many have written, say, 20 or more checks in those three months, versus just one or two," Cashin says.
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"The more you have, the less likely it is that consumers will see your institution as their advocate," Cashin says. "Make your offers clear and simple."
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"Over the coming months, there are three key steps you can take that eventually will help generate steady improvement in acquisitions and engagement," says Cashin.

Regularly re-evaluate your accountholders' behavior. Using the trends you have noted in your past research, set up quarterly, semi-annual or yearly customer surveys. "Establish your budget first," Cashin says.
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"Traditionally, service benchmarks have been about measuring teller wait time and website navigability and the like," Cashin says.
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"Spend money where you're most likely to get a return," Cashin advises.
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Jeb Cashin is vice president of marketing communications at Harland Clarke and associate editor of this newsletter. Previously he was vice president of consumer marketing. He has held roles in internet marketing, business development, and product marketing. Jeb has been serving the banking industry for 19 years. He can be reached at jeb.cashin@harlandclarke.com or 770-593-5608.

Jeb Cashin, Vice President, Consumer Marketing

And to find it, Jeb Cashin, vice president of marketing communications at Harland Clarke, suggests a five-day plan designed to help executives connect with their customers and fine-tune their marketing goals.
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Jeb Cashin is vice president of marketing communications at Harland Clarke. Previously he was vice president of consumer marketing. He has held roles in Internet marketing, business development and product marketing. He can be reached at jeb.cashin@harlandclarke.com or (770) 593-5608.