The lobby was standing room only outside the second-floor hall of the Hilton Garden Inn. Attendees made introductions and enjoyed a complementary Wild Rose Ponerosa Gose alongside a delicious spread of post-work appetizers. The hall was a buzz as guests wondered if the voice of ATB would match the brand persona when met face to face. What does the CEO of a Bank really know about Marketing?
But once in the presentation area, it was evident that there were more than marketers in the room. Tables had been bought up by in town and out of province businesses and they ran the gamut from corporations to agencies to additional financial institutions. All in attendance for possibly the last opportunity to be in a room with the CEO who is “…Breaking the Bank.”
Balance at the Bank
Banking is typically viewed as a commodity, placing it “somewhere between bottled water and soap”, Dave Mowat said in his opening remarks during the sold out CMA event, that was set up more like a fireside chat with Adam Rozenhart, ATB’s Director, Social Media Strategy, than a formal presentation. When Dave joined ATB 11 years ago, he knew he had to tackle the difficult task of differentiating his product, so he led ATB to prioritize culture and brand; convinced it would pay off in an industry heavily measured on the bottom line. The results? ATB has grown to assets of over $50 billion and has gone from a Bank to a Brand.
Platforms Built on Insights
As you can imagine, the financial industry relies heavily on data, so that’s where the brand journey began. “The number one insight was that banks don’t listen, that we’re a black hole”, said Dave. This insight drove the transformative culture change at ATB that manifested from the inside – out. The brand platform, ATB Listens, was launched internally a year before it hit the market. Dave, who is also ATB’s “Chief Storyteller” wanted to know that what they were telling their customers would be replicated in the service experience. Three pillars were created to help cultivate the change. Firstly, everyone would wear name tags. As Dave put it quite succinctly, “any conversation with someone’s name in it, is a better conversation”. Secondly, the team would be present in meetings – phones down, actively listening. And finally, ATB would commit to returning phone calls within 24 hours.
Walk the Walk
Being committed to the pillars and devoted to truly listening, Dave was not exempt from answering emails, phone calls, and tweets. “It’s like being on a diet, your either on it, or your off it.” he joked. Laughter broke out in the audience as Dave told story after story of his own personal interactions with customers. He explained how the key to changing culture and aligning customer experience to your brand, is empowering your employees. He spoke at length about how organizations always say we want people to follow the rules, but what we really need is for those individuals to feel supported to make a call that creates the right outcome for the customer. Perhaps unexpected from a banker, Mr. Mowat claimed that companies have become too beige, afraid to stand for something. For ATB, they did not want to hide being the rules, they wanted a culture where they could listen, and create the right outcome for the customer.
Radio Silence
After all that listening, Dave will step down as CEO and the beloved brand voice of ATB at the end of June. If you’ve had the pleasure of hearing him talk, it’s easy to imagine all the ways that Dave will continue to disrupt and contribute to the Alberta community. From the four-legged community of Dogs with Wings providing independence for Albertans with disabilities, to the Stars Air Ambulance that will be raising funds for a new fleet. High and low, Dave’s commitment to culture and community will be a legacy that Albertans will recall as a sustainable and successful.
Another incredible event by the Calgary Marketing Association, hosted with the generous support Platinum Sponsor VOVIA and Silver Sponsor Canada Post.
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About the Author – Jenelle Peterson
Jenelle Peterson, BComm MBA is a Marketing Strategy & Business Development Consultant and a board member with the Calgary Marketing Association. Jenelle’s passion for technology, design, and innovation has given her opportunities to work both on client and agency side in a variety of industries including, Oil & Gas, IT, Education, Health Care, and Consumer Goods. She loves the outdoors, making bad art, and all things Sci-Fi. Follow @petersonjenelle