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1、標(biāo)題：Befethebrgrowsstale原文：DuringthelasttwoyearstheGreatRecessionhascausedsomesharpmodificationsbothinthemarketplaceinconsumerattitudes.Somebanksrefreshedtheirbrbecauseexternalconditionswerethreateningtoweakenitmakeitobsol

2、ete.Suchabrreevaluationisdesignedtoalignitmecloselywithtodaysconditionstobetterpositiontheinstitutiontotakeadvantageoftomrowsexpectedsituations.Anexampleofafinancialservicesinstitutionthatrecentlyunderwentacomprehensiveb

3、rreinvigationisLitchfieldBancp(assets:$209million)amutualsavingsbankinthetownofLitchfieldinthenthwestcnerofConnecticut.Thebanksexperienceillustratesabrrefreshmentprocessdesignedtoendureserveasausefulspringboardffuturemar

4、keting.LitchfieldBancpisoneofthreeindependentbankswithdifferentnamesthatareaffiliatesofConnecticutMutualHoldingCo.Thebankshavecontiguousmarketareasinthestatesnthwestwhichisanareaofsmallruraltownsthatarealsopopularcommuni

5、tiesfurbanitstomaintainsecondhomes.ThetownofLitchfieldwhichhasapopulationofabout8000isa1.5hourdrivefromthecityofNewYk.Thebankis160yearsoldhasfivelocationsabout40employees.LitchfieldBancpbeganitsbrrejuvenationtwoyearsago.

6、“Wefeltthatitwastime“saysMarkE.MacomberpresidentCEO.Thebrhadnotbeenreviewedfanumberofyearsalthoughthebankspositioningdidnotneedtobemodifiedtherewasroomfabr“enhancement“togiveameeffectiveapproachtocustomersheexplains.Litc

7、hfieldBancphastraditionallyhadagoodreputationloyalcustomersastrongmarketingpresencenotesWendyGladsteinprincipalofInHouseMarketingLICLitchfieldamarketingcompanythathaswkedwiththebankf18years.Theexistingbrwhichhadbeenbased

8、onresearchdoneyearsagousedtheslogan“Alwaysinyourcner.““WefeltthatthingsintheenvironmenthadThebankdecidedtodevelopabredpositionbasedonsupericustomerservice.“Ourchallengewasmethanjustcommunicatingthemessagebutprovingitauth

9、entic“saysGladstein.Thebankstartedbyeducatingbankstaffaboutthesignificanceimptanceofbring.Themarketingagencydesignededucationalwkshopstohelpbankpersonnelunderstembracethevalueofbringlearnhowtheiractionsimpactedthebanksre

10、putation.Onepopularwkshopinvolvedagameinwhichparticipantswerebrokenintoteams.Eachteamwasgiventhenameofapopularbrwaschallengedtocommunicatethatbrtotheotherteamswithoutusingthebrnameproductsslogansassociatedwiththebr.Itwas

11、aneffectiveexercisetoillustratethecevaluesinherentlyassociatedwithbrs.“Onceemployeesboughtintotheconceptthatbringwasimptantthenwemovedontopolishingstardizingmakingconsistentthequalitycustomerservice“Gladsteinsays.StepThr

12、ee:InternalAlignmentNexteducationalwkshopsweredevelopedtoidentifythepriitytouchpoints—pointsofcontactacustomerhaswiththebank—thentocreateconsistentwaystoenhancethequalityofthesecontacts.Thesetouchpointscoveredeverythingf

13、romthewaythephoneisansweredtohowcustomersnavigatetheWebsite.Employeesanalyzedthetouchpointsthenbrainstmedtechniquesfimprovingeachcontact.Thegoalwastooffercustomerservicethatwasbothcompassionateproactive—thatconsistentlya

14、nticipatedcustomerneeds.“Everybodyrecognizesthattheycantbeperfect“saysLynnLaGattutaaccountmanagerfInHousingMarketing.“Thepointisthattheyaretryingtomakeeverytouchpointagoodonethattheprocessofimprovementisacontinuousone”St

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