Customer focus: content that educates

Customer focus: content that educates

Creating an amazing customer experience is something that all banks should be striving for. With all the competition, small business owners have a wealth of choice available. That’s why it’s important, when considering ways to improve your customer experience, to take a look at your content and ask yourself: is this providing an educational experience?

You see, when it comes to money, most small business owners are keen as mustard to learn how to manage their finances better. They’re in business to make money, and if their bank can provide them with content that helps them turn ideas into profits, improve cash flow and minimize debt, then they’re not only going to remain loyal customers but they’re going to tell others about the fantastic bank they’re with.

So what you can do to make sure that a large chunk of your small business content is not only useful, but educational?

  • Provide guides to accompany tools. It’s all very well giving your small business clients a custom-built cash flow forecast tool, but if they don’t know how to use it, a lot of it’s value goes out the window. When you publish the tool on the small business section of your website, make sure you also publish a guide that educates customers on how to use the tool.
  • Publish articles that focus on current financial events. For example, Brexit is bound to have an impact on U.S. small businesses. Do some research and provide an easy-to-understand analysis on how small business owners can expect to be impacted by the UK’s Brexit decision.
  • Make use of case studies. These are a win-win form of content. Not only is the small business owner who is the focus of the case study gaining some exposure, but other small business owners who read the case study will learn from their triumphs and mistakes.
  • Always offer support. Whether it’s a break-even calculator, a loan repayment calculator, a template for increasing profits or a sales forecast template, make sure there’s a link to your small business advisors so they can help with any queries your customers have about content.

These are just some of the ways that you can make sure your content is educational. It doesn’t all have to be like that – it’s often good to have light-hearted blogs that are more observational than informative – but it’s important to remember that, for the most part, your small business customers are accessing your content because they want to learn.

Remember too, that what the bank offers in terms of education doesn’t have to be restricted to content. For example, if a customer is looking to start a new business and has used the break-even calculator to work out if it’s feasible, offer to sit down with them and discuss the results. The same goes for a business plan; experienced small business advisors can review the plan and suggest improvements and modifications, all the while contributing to the customer’s small business knowledge.

Here at TSBC, we can offer a wide range of small business content that’s useful and educational. Contact us at to find out more.


Glen Senior
Glen Senior

CEO Glen Senior has been helping small businesses start and grow since 1989. Along the way, he has published 6 books on small business development and business planning, created training courses, built e-learning platforms, and developed Microsoft USA’s Small Business Plus program which was delivered into 9 countries. Since 2005 Glen has focused on the banking sector and has built up an extensive knowledge of how banks can engage with the small business segment. He has presented at a number of small business banking conferences and is sought out as an opinion leader in this space.