'High-touch' increases deposits. (Lincoln Financial Corp.'s Sterling Circle program): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on March 1, 1992. The length of the article is 1265 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Lincoln Financial Corp's Sterling Circle program uses a 'high-touch' approach to banking which employs personal relationship-building as the marketing strategy. The program was designed to be applicable to all Lincoln National Banks and its affiliates, and uses non-rate strategies that are targeted at Lincoln's savings-based affluent customers. Under the program, the services provided by bankers at Lincoln extend beyond the financial context wherein bankers seek to build and nurture friendships with customers. The success of the program is evident in the $350 million in deposits generated by the program in three years, exceededing the targeted $225 million. In keeping with its personalized orientation, the program continues to flourish through word of mouth.

Citation Details
Title: 'High-touch' increases deposits. (Lincoln Financial Corp.'s Sterling Circle program)
Author: Craig H., Jr. Berry
Publication:Bank Marketing (Magazine/Journal)
Date: March 1, 1992
Publisher: Bank Marketing Assn.
Volume: v24 Issue: n3 Page: p24(3)

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