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Article Excerpt
You've probably seen the television ads. In one, a man walks into his neighborhood bank branch only to find that all it now contains is one huge machine designed to serve all his banking needs. But as he tries to utilize this "SuperATM" of sorts, he is mired in the symbolic red tape of dozens of laser beams, finding himself trapped and ultimately accomplishing nothing. The upshot of the commercial, and those of several other financial institutions competing to convey the same message, is that their bank is different from these other institutions that depersonalize their service and lose their connection with the customer.
So why this new emphasis on personal service?
Dale Gunther, president of the Bank of American Fork, notes, "There are a lot of changes in technology in all areas of our society. In the ways that they affect banking, there's an attempt to combine 'high-touch and high-tech,' recognizing that there's a desire on the part of our customers to have personal contact."
In the financial world, in particular, this heightened emphasis on personalized service seems to...
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