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The Net Promoter System Podcast – Customer Experience Insights from Loyalty Leaders
Episode 257: How do you earn the next banking customer's loyalty, one moment at a time? Focus on what customers choose, and why. According to John Finley, head of marketing, technology, and innovation at BMO, a bank operating across North America, customer loyalty shifts with context. His team takes signals—what customers say—and wires them back into the very next touch. They then test whether the micro-fix actually changes the next behavior. The goal is to earn the next choice—and the corresponding interaction. To make this happen, BMO runs targeted interventions wherever friction points show up. For example, "Customers who don't know who their banker is are much more likely to be a detractor," explains John. To address this, BMO will reintroduce the customer to their banker and then track whether that specific change moves the next response. It's a practical and simple playbook: close rapport gaps, personalize the next contact, and measure whether advocacy—not just willingness to recommend alone—drives ongoing loyalty. Guest: John Finley, Managing Director, Head of Marketing, Technology, & Innovation, BMO Host: Rob Markey, Partner, Bain & Company Give us feedback: Customer Confidential Podcast Feedback Send us a note: Contact Rob Time-Stamped Topics [00:03:00] Feeding survey input back into the next interaction [00:03:00] Use case on reintroducing the banker to close detractor risk [00:04:00] Causation vs. correlation: designing tests that read the next response [00:05:00] Post-acquisition noise: how integration affects signals [00:06:00] A multi-bank reality of how loyalty shifts according to the situation [00:07:00] Loyalty (the emotional) compared to retention (the behavioral) [00:09:00] Advocacy and "willing to recommend"; why formal referrals fall short [00:10:00] Don't chase more surveys; mine behavioral data to reap value Notable Quotes [05:00] "Customers who don't know who their banker is are much more likely to be a detractor." [06:00] "We're very much in test mode. … We're going to be able to measure how the interaction [customers] had influences the next time they provide us feedback." [08:00] "If somebody's willing to recommend, that's one thing. But if somebody's advocating strongly, it's that next step of loyalty."
Morning motivation to wake up on the right side of bed, it is a new opportunity to change your life. Start your day with a positive morning motivational speech. Wake up motivated to start your morning routine. Motivational speech by John Finley. — Learn More about this episode Premium Episode Released Weekly See Episode Description for details — Enjoy the full experience by upgrading your subscription on your platform of choice. Medium ($4.99 / month) - sign up here Substack ($2.92 / month) - sign up here Weykglobal.org ($2.99 / month) - sign up here — MORE FROM THE WEYK GLOBAL MEDIA NETWORK
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FOR LINKS to all our podcasts, visit the ORTHODOX CHRISTIAN TEACHING PODCAST DIRECTORY at the links below. You can also search ‘Orthodox Christian Teaching' in the Apple Podcasts or Spotify apps to find all our podcasts: ON APPLE PODCASTS APP: https://podcasts.apple.com/gb/podcast/orthodox-christian-teaching-podcast-directory/id1680765527ON SPOTIFY APP: https://open.spotify.com/show/1ALQ9YkJ0hhZ20GGZv7MH9?si=hVv_aqKtSrypyTLr1YZQIQ
FOR LINKS to all our podcasts, visit the ORTHODOX CHRISTIAN TEACHING PODCAST DIRECTORY at the links below. You can also search ‘Orthodox Christian Teaching' in the Apple Podcasts or Spotify apps to find all our podcasts: ON APPLE PODCASTS APP: https://podcasts.apple.com/gb/podcast/orthodox-christian-teaching-podcast-directory/id1680765527ON SPOTIFY APP: https://open.spotify.com/show/1ALQ9YkJ0hhZ20GGZv7MH9?si=hVv_aqKtSrypyTLr1YZQIQ
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