As Bell has grown and banking has become more high-tech, our board chairman, Richard Solberg, says personal customer service is even more important. Find out the unique way we celebrate our love for our customers every February.
Our customers have a lot of reasons they love their bank.
For Bob Rosemore of Wahpeton, N.D., it’s because he “feels more like a person than a number.”
Leanne Meis of Fergus Falls, Minn., says, “When you walk in the door, it feels like you’re visiting a bunch of friends.”
And Barb Larson of Fargo loves Bell because our bankers “always have smiles on their faces, and they’re a lot of fun.”
We love our customers, too. In fact, every year, the week of Valentine’s Day is LOCBUTN (pronounced “lock-button”) Week at Bell. LOCBUTN stands for “loving our customers by using their name.” It’s a simple concept, but one customers notice.
“The branches I frequent the most know me by name,” remarks Tanya Bale of Fargo. “It’s just an infectious friendliness.”
Our customers genuinely love their bank, and Richard Solberg, our board chairman, says they need to feel that love back.
“Maybe the reason they say they love the bank is they feel loved,” he notes. “One way we show that is by using our customers’ names. We’ve used the quote that one of the sweetest sounds someone can hear is their own name. There’s a friendliness, a warmth about it when your name is used.”
Richard Kadry, a retired Bell executive, originally came up with the LOCBUTN acronym as a way to remind employees to consistently use customers’ names. There are also heart stickers on employees’ phones to give the same reminder. And it seems to be working. Kadry retired in 2001, and it impresses him when he goes into a bank branch and the employees still call him by name.
“That makes me feel good,” he says. “It makes me feel important, and I think that’s how Bell’s customers feel.”
As the bank has grown from one location to more than 20, and banking has become more high-tech, personal customer service is even more important.
“Business in general is becoming less personal,” Solberg comments. “The warmer we can make our bank feel, the better.”