The Lost Art of the Personal Touch in Banking

A Day of Constant Connection with Almost No Contact

In the wake of many people being stuck at home in early 2020, technology has taken an evolutionary jump with regard to servicing and staying connected to clients and coworkers. I'm sure most of us start our days with a quick check of emails on our phones, followed by Teams or Slack messages and then any phone messages that may have been received while we slept. Hop in the car and make the return phone calls, more text messages or emails - via voice command, of course!!! Start the office computers and then jump on a video call; it’s much more efficient than walking down the hall and talking to someone in person, I've been told. More emails and messages from clients looking for updated accounting info and more video calls. Clients can now send wires from their computers with little to no need for banker involvement. Accounts can be opened online, and statements are available with the click of a mouse.

The day flies by, I forget to eat lunch, and I realize I've not actually spoken to anyone face-to-face. Many times, I found that I didn't speak to anyone with my actual voice, only by keyboard. My wife has scolded me for calling her without texting to ask if she has time to take a call first... 

When did all this happen?!!! Modern technology has allowed us to be connected to virtually anyone, anywhere, but I believe I'm not the only one who notices that we're losing a grip on "connection." 

What Relationship Banking Actually Requires

For over 30 years I've managed client accounts and relationships in commercial and specialty deposits banking. My responsibilities are to service my clients to the best of my ability, and to grow the business with new clients, who require the same high level of service. I identify areas of my business that need improvement and work with internal partners to develop the solutions to facilitate those improvements, and the cycle continues.

For the majority of my career, in order to successfully perform my duties, I NEEDED to interact with people IN PERSON. Meetings at a client's office, business lunches, seminars and networking events, and dinners were the greatest opportunities to meet and have a client or prospect become comfortable enough with our relationship to share their needs or concerns. I listen, and my clients see my reactions on my face immediately, silently letting them know that I hear them and understand their point of view.

Why a Five-Minute Phone Call Still Beats an Email

I feel we are becoming complacent with interactions limited to those via a keyboard, rather than actual human interactions or even a phone call. I've said to my associates that we can accomplish more in a five-minute phone call than an email can ever hope to do, and that an in-person meeting is the most effective way to show someone that they are worth your time and presence. I've heard that ‘nobody cares what you know until they know that you care’. There is no doubt that it takes in-person connection to convey our level of "care."

What the Research Says About the Human Touch in Banking

It turns out I am not the only one who feels this way. Accenture’s global banking consumer study of 49,000 people found that just 30% rate their main bank’s customer service as excellent, and that more than six in ten still go into a branch when they have a complicated problem to solve. Accenture’s own summary is that today’s digital channels are functionally correct but emotionally devoid. They complete the transaction without ever building the relationship.

The business banking side tells the same story. In J.D. Power's 2025 U.S. Small Business Banking Satisfaction Study, satisfaction with primary banks rose 11 points, driven by better communication and financial health support. Sixty-one percent of small businesses got financial advice from their bank that year, and 94% of them said it changed how they managed their money. For the specialized work my team does in 1031 exchange and escrow deposits, where a missed deadline can cost a client their tax deferral, that kind of responsiveness is not a nice-to-have. It is the product.

Clients Want Both: Digital Convenience and a Real Banker

We have clients that are in remote office spaces, often in different states or counties, and they love having the ability to self-service their banking relationships. We also have clients that do not want to open accounts online or send wires via the internet; instead, they call. We speak with them, ask them how they and their families are doing while we prepare account docs or wire requests.

I am happy to provide any available option to our clients and prospects to conduct their banking needs in any manner they choose, whatever way they want...but sometimes I miss the "old ways." So I call them, ask to visit or break bread and discuss anything they want, and it's those moments I always remember...and I know they do, too.

Let’s Talk, In Person If You Prefer