At Union State Bank, providing exceptional customer service is more than a goal, it is an ongoing commitment. That commitment recently took center stage through a companywide focus on phone etiquette training, designed to strengthen customer interactions and ensure a consistently high level of service across all locations.
"In many ways, banks offer similar products," said Tara Woods, Corporate Trainer for Union State Bank. "What truly sets us apart is the experience we create. It's the personalized service, the relationships we build, and the expertise our team brings to each interaction that keeps our customers coming back and trusting us with their financial needs."
The initiative began during an all-employee celebration and training event held on April 29, where staff worked together to develop service standards that reflect the bank's values and commitment to customer care.
"We made a focused effort to enhance and bring consistency to the level of service our customers receive over the phone," Woods explained. "These standards weren't just handed down, they were thoughtfully developed by our staff. From there, we implemented the standards, supported our team with coaching and practice, and added a fun layer of accountability through testing and incentives."
According to USB Customer Service Representative Kim Robinson, the effort is ultimately about making customers feel valued.
"We want our customers to know they are very important to us and we value the relationship they have with USB," Robinson said. "When you bank with USB, we want you to tangibly feel the difference."
The focus on phone etiquette is especially important in today's increasingly automated world. While technology offers convenience, many customers still want the reassurance that comes from speaking with a knowledgeable person who genuinely cares about helping them.
"Automation is incredibly helpful, especially for quick, everyday tasks," Woods said. "But when something isn't straightforward, or when a customer simply needs reassurance or guidance, there's no substitute for a real conversation with someone who cares. Our people are, and always will be, at the heart of what we do."
The results of the training have already been impressive. Mystery shopping evaluations were held for all staff, with each person being shopped three times over a six-week period. During that time, staff demonstrated measurable improvement in their performance.
"I couldn't be prouder of our team," Woods said. "The results were incredible. In just a few short weeks, our average score jumped from 82% to 93%. That kind of growth speaks volumes, not just about their effort, but about their commitment to providing an exceptional experience every single time."
Beyond improved scores, bank leadership believes the program is helping reinforce a positive culture of learning and recognition. Robinson noted that customer service successes often go unnoticed, making it especially meaningful to celebrate employees who go above and beyond. Woods echoed that sentiment, adding that Union State Bank's team continues to embrace opportunities for both personal and professional growth.
As Union State Bank looks to the future, the focus remains the same, investing in employees, strengthening relationships, and continuously finding ways to deliver better banking experiences.