Marketing Idea: Using Senior Gatekeepers To Increase Your Business and Customer Service

A savings and loan in southern Florida has hit on a novel idea to save time for its customer service representatives.

They have hired, on a part-time basis, a retired banker to answer repeat callers, or calls from depositors known as "super seniors." This retired banker is called the 'gatekeeper.'

There are elderly customers who telephone regularly, sometimes with the same questions about their statement or account, sometimes with different questions.

And, unfortunately, they take up a considerable amount of the customer service representative's time.

If they are recognized as a "repeat caller" or a "super senior", they are politely transferred to the 'gatekeeper', or their name and number is taken, and the 'gatekeeper' returns the call, settling the problem and answering any remaining questions.

In special instances, the 'gatekeeper' will even take a ride out to the customer's home to resolve the problem.

When not occupied on the telephone or visiting customers, the 'gatekeeper' greets customers, giving them personal attention, and attends some community functions, representing the financial institution.

Copyright © 1990 Bankers' Hotline. Originally appeared in Bankers' Hotline, Vol. 1, No. 6, 7/90