Ep 33 – Competing on Customer Experience with Joann Marsili
Community banks must focus on what they do best: connecting with customers and building their brand. It’s easy to look around the corner and see what everyone else, especially megabanks, is doing, but resist the urge. Focus on what your customers need instead.
In this episode, Chris and Dan interview Joann Marsili, CFMP, and EVP, Chief Marketing, and Digital Experience Officer of Fidelity Bank in Leominster, Massachusetts. We dive deep into the differences between customer experience and customer service – and how to create a cohesive experience across all your platforms (ATMs, call center, branch, app, online). Your clients want to share their experiences to help your community bank better serve their needs, so give them a line to do that. Listen for tips on how.
● The difference, and similarities, between marketing and customer experience
● Why you have to do both digital and physical marketing
● Why community banks need to focus on their own brand
● How to connect with the voice of your customers
● How technology can create a better customer experience
● How to create feedback loops at your bank
Joann Marsili, CFMP, is the Executive Vice President, Chief Marketing, and Digital Experience Officer of Fidelity Bank in Leominster, Massachusetts.
With nearly 20 years of banking experience, Joann Marsili’s expertise lies within her ability to successfully align marketing vision with sales execution. Over the years, that means creating strategic relevancy by working to transform the banking environment digitally.
In her current role, she is working to bridge the gap between physical and digital client experiences while helping to build an organization poised to take on the future.
As brand steward, Joann has created and managed programming that helped result in her previous bank being recognized for its client experience. It was named one of Forbes’s “Best-In-State Banks” twice, voted “Best Bank” 8 times by regional newspapers, and, while early adoption of social media, was named “Top 50 Community Banks in Social Media” for two years in a row by the Independent Community Bankers Association (ICBA).
Joann takes the time to give back, providing time, talent, and treasure to local, regional, and national causes. Today, she serves on the Board of Directors for Meals on Wheels, NEPA, and has been a part of its fundraising committee since 2015. She’s also been appointed for a second time to the Lackawanna County, PA Commission for Women, serves on the Finance Committee of the Maternal and Family Health Services of Northeast PA, and sits on the Advisory Board for the Marketing Steering Committee at the University of Scranton.
Joann is an Advisory Board Member for the American Bankers Association (ABA) School of Bank Marketing and Management, where she’s been an instructor for the “Return on Investment” course since 2016. She graduated from the ABA School of Bank Marketing and proudly maintains her Certified Financial Marketing Professional designation.
She received her undergraduate degree in Broadcast/Speech Communications from Penn State University and her Masters in Business Administration from Wilkes University.