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These are competitive times, with banks and nonbanks all going after the same customers. Community banks still have an edge — you're still small and local enough to really know your customers. If you can keep your staff and your marketing programs focused on good customer relationships, your competition can't touch you.
The Sheshunoff Community Bank Marketing Manual helps you do a better job at all this, and more. It's a clear, step-by-step guide to a comprehensive marketing program that makes your customers and your profitability the focus of the entire bank, so every interaction a customer has with your bank will be a good one. The key is offering good service, communicating well with your customers and your staff, and offering the right products. You also want to be sure you're making decisions based on what keeps your bank efficient and profitable, not just reacting to what other institutions may be doing.
The manual offers new ideas for helping you provide quality customer service and the right products that fit your customer's needs, thereby providing more customer satisfaction and increased profits. The manual includes:
William J. Carner, Ph.D. , is an Adjunct Professor of Marketing at the University of Missouri-Columbia. He also was founder of the marketing consulting firm, Carner & Associates, Ltd., which produced the Bancpen Reports, used by more than 2,500 financial institutions nationwide. He has more than 20 years of experience in the financial services industry and has done consulting work for such firms as R. L. Polk, Motorola, Arthur Anderson, Arthur D. Little, and McKinsey and Company.
Prior to the current position, he was Director of the Business Foundations Program and a senior lecturer in marketing at the University of Texas at Austin where he won various teaching awards, including the AMA’s Marketing Professor of the Year and the Hank and Mary Harkins Foundation Award for Effective Teaching in Large Undergraduate Classes. In addition to the University of Texas at Austin and the University of Missouri, Dr. Carner has taught marketing at St. Edward’s University and Missouri State University. He also taught bank management at the University of Missouri. He has been on the faculty of industry schools for the Independent Bankers Association, Missouri Banker’s Association, and the Community Bankers Association of Pennsylvania.
Carner received his AB in economics from Drury University and his MBA in finance and Ph.D. in marketing from the University of Missouri-Columbia. He has completed both the Prochnow Graduate School of Banking and the Bank Marketing Association’s Graduate School of Bank Marketing at the University of Wisconsin-Madison and the Financial Institutions Marketing Association’s Graduate School of Thrift Marketing at the University of Virginia. Dr. Carner’s articles and analyses have appeared in such publications as The Wall Street Journal, The Journal of Retail Banking, Bank News, Pension Management, and Bank Marketing Magazine. See all works by Dr. Carner