ABA Marketing Conference Highlights: The Many Aspects of Connecting with Customers

By Bielski, Lauren | ABA Banking Journal, December 2006 | Go to article overview

ABA Marketing Conference Highlights: The Many Aspects of Connecting with Customers


Bielski, Lauren, ABA Banking Journal


Reaching the customer was, unsurprisingly, a dominant theme at the ABA Marketing Conference in September. What made the message distinct, however, were the particulars offered about getting that increasingly difficult job done.

Comments made at various sessions illuminated distinct aspects of the requirements. At the official opening, Steve Adubato, broadcaster, author, and Rutgers professor, talked about improving inter-office and customer communication, referencing themes from his new book, Speak from the Heart: Be Yourself and Get Results. Best known among cable news addicts as a frequent talking head on values subjects and political scenarios, Adubato at the ABA venue stuck to motivational themes.

If his amiable message could be summed up, it might be this: don't get too hung up on Power Point presentations, complex talking-point memos, or other tools and practices of "corporate presentation." Instead, think first about what you really mean and say it simply, honestly, and, with the appropriate emotional tone. Polling the audience for their views on communication, and testing them about what channels they prefer to "deliver bad news," Adubato joked the crowd into accepting this simple fact: if you can sense phoniness or a lack of punch or true belief at a mile, why wouldn't your customers and colleagues be able to also?

While the communications expert didn't insinuate that mastery of the more official aspects of professionalism don't count, he did say that we tend to get overly involved with media, and this tends to obscure our message. How does this relate to reaching customers? Simply put, customers can tell when communications aren't authentic so what begins with the corporate culture you create ultimately shows itself in customer-facing messaging.

Authenticity takes on other forms, including competence. Steve Stevenson, executive vice-president, sales and marketing, Bank of Agriculture and Commerce, Stockton, Calif., took the oft discussed theme of "Customer Loyalty: the Difference Quality Makes," and gave it new staying power by outlining the details of a customer-focused company. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

ABA Marketing Conference Highlights: The Many Aspects of Connecting with Customers
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Author Advanced search

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.