If you live in the U.S. hurricane zone, the memories of the summer of 2005 are still all too fresh. That's why it's great to see Gulfport, Mississippi-based Hancock Bank take a proactive approach to storm season with its "storm readiness" plan released in a June 1 press release (here).*
While normally, your disaster planning efforts rate no more than a deep link on your website, Gulf Coast residents need more prominent reassurances. Hancock does a great job reassuring customers in its press release covering these four areas of storm preparation:
- Designated certain branches "lighthouse branches — beacons to safety." These branches stay open as long as possible and re-open as soon as possible. Emergency procedures for employee communications, food, shelter, back-up power, and fuel are detailed.
- Offsite backup for its website and online banking so there will be "virtually no downtime."
- Data center precautions, including safeguards at its main center, dubbed "the fortress," plus plans for emergency off-site backup.
- ATM system procedures and priorities in the event of a prolonged emergency.
Analysis
Overall, this is a good press release and sound plan, especially the concept of "lighthouse branches" which play off the company's logo and branding. It should receive good play in the local media.
However, I couldn't find this info anywhere on the bank's website, other than the press release buried in Investor Relations. This time of year there should be a prominent link to the bank's plan on the homepage or at least in the personal banking section. If you were looking for a new bank in the Gulf area, this would help your decision.
And financial institutions should do even more by making online banking and electronic communications prominent in the disaster plan. Here are eight additional ideas. While, some would require product development, they are relatively minor projects. Financial institution benefits are in italics.
- Create a "customer communication plan" that send emails or text messages to customers to keep them informed of developments with branch, ATM, and online banking outages.
Helps bump up online banking and email registrations. - Remind customers how important it is to have up-to-date email addresses and cell phone numbers on file.
Helps improve your delivery rate on marketing and
service messages. - Since customers may not have power, they may need to rely on mobile phones for information. And since waiting on hold uses up precious phone charge time, create a call-back plan for emergencies. Customers would call or text the bank requesting a call back on their mobile.
Helps differentiate you from the competition. - Create an "open branch & ATM" query. Customers could send a text message requesting a list (with address, phone number) of all open branches and ATMs.
Again, differentiates you from the competition.
And if ever needed, will help create lifetime customers. - Let customers use designated branches to charge phones or laptops in the event of widespread power outage.
More differentiation and customer advocacy. - Develop a blog that can be used to keep customers apprised of any changes to banking services. Several employees should be prepared to update the blog through mobile phones if power was out. And at least one person should have access to a satellite phone so they can remotely post updates to the blog (perhaps working with someone outside the disaster zone, who can do the actual typing/posting).
Another great relationship builder. - The Web-based branch finder should include a search for "lighthouse branches."
Expose your impressive disaster preparations to
prospective new customers. - Refer customers to disaster preparation website resources for so they can put together household stockpiles and family communication plans.
More customer advocacy, not to mention the "right" thing to do.
*Full disclosure: We have done some website evaluation work in the past for Hancock Bank.