Magazine article ABA Bank Marketing

Anthony S. Abbate: Marketing Is the Key

Magazine article ABA Bank Marketing

Anthony S. Abbate: Marketing Is the Key

Article excerpt

Anthony S. Abbate, is president and chief executive officer of Interchange Bank, Saddle Brook, N.J., and its parent company, Interchange Financial Services Corp. Since joining the bank in 1980, he has expanded assets from $77 million to $1.3 billion. During that time, he has acquired a reputation as a champion of the community banking approach. Among other things, he has given his employees the power to do "whatever is necessary and proper" to ensure the highest level of customer satisfaction.

Q. What role does marketing play in today's community bank?

A: Marketing is everything. In older to position yourself, your company in the marketplace, sell your products and services and promote your brand, marketing is the medium in which to deliver it to all to your prospective customers. With all of the competition in the banking industry, you need to have a comprehensive, integrated marketing program that encompasses all areas of your business, from advertising to website to in-branch promotions to public relations--this helps you drive business to your branches.

We are competing with the small and large banks and have a unique offering to customers. In order for them to know that, we need to get our messages to them--marketing is the key to doing that.

Q. What do you mean when you say that you "empower your employees to do whatever is necessary and proper to guarantee the highest level of customer satisfaction?"

A: I mean that I validate the decisions every representative of our bank makes when dealing with the customer. …

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