KQ Article

The flight was crowded. The departing and destination airports were chaos. She connects with the driver outside baggage claim, falling into the back seat on the last leg of her business trip.

As the airport recedes, a deafening silence greets the woman in the hired car. The radio is off, the windows up. The driver says nothing.

The turn signal eventually interrupts the quiet. This clicking initially annoys the woman, but her irritation soon softens into a feeling of tranquil familiarity.

The sound takes her back to childhood. She’s in the back seat of her grandparents’ car. The radio is off and the blinker dominates the space — that warm, safe space in the company of her grandparents.

The woman smiles and relaxes for the first time that day. She thanks the driver and tips him a little extra at the hotel, enjoying a sense of peace she hasn’t felt for too long.

We’re all aware of the impact of music on an experience. But we often think less about the ability of other sounds to take us back to events that make us feel secure and content. These are the very emotions we hope to evoke with our brands as financial institutions.

“You’re making a statement every time your bank makes a sound,” says Jeff Stephens in the November 2007 issue of ABA Bank Marketing. Since branches are relatively quiet environments, any sound you introduce presents an opportunity to shape the customer experience in your favor. For example, Stephens says, if you want to promote yourself as eco-friendly, consider adding some chirping birds and other subtle outdoor noises.

What sounds greet customers or members at your branches? Are they intentional, or are you missing an opportunity to connect and differentiate? Capitalize on the power of the auditory, by introducing sounds that reinforce what makes you unique.

_{© 2012 Deluxe Enterprise Operations, Inc.}