New-York tribune., 1918-05-12
Putting the Human
Note in Ordinary
Banking Relations
Chicago Banker Makes Plea for
Warmer Feeling Toward
Clients
Especial Correspondencc)


CHICAGO, May 11.-Bankers are fast
becoming aware that they are merely
human beings who deal with money.
Progressive bankers are now trying to
create an atmosphere of warmth and
friendlness around their business re-
latons, instead of austerity and cold
ness.
The new idea in banking is to treat
clients more as business associates
than recipients of favors. The tendency
is frankly to let borrowers understand
that the banking institution is profiting
by the transaction, and is glad to make
we'll secured loans.
Adventures in Advertising
Adventures in advertising are synip-
tomato of the new attitude. When
savings banks ventured into the field
of publicity few years ago, old fash
ioned banking folk feared that public
confidence would be shaken. 1t was
contended that it would make the pub
lie suspicious TO advertise for their
money. The fallacy of this conservatism
was revealed by experience, and now
the soundest banks of the country regu
larly advertise.
One Of the foremost exponents of
the belief that banker should be just
as kind and human and sympathetic to
his clients as the merchant should be
to his customers is John j. Mitchell,
president of the Illinois Trust and Saw
ings Bank, one of Chicago's most hu-
manized banking institutions. Mr..
Mitchell, always available for inter
views himself, encourages his clients
to meet personally with the heads of
the departments of his bank,
In explaining the philosophy of more
humanized banks, Mr.. Mitchell said:
"To me a smile or hank shake or
pleasant recognition on the part of men
you first meet in bank is the institu-
tion's biggest asset. / have studied 1t
closely and know it's value. My constant
preachment to the officers and men,
from Office boys up, has been to culti-
vate the public, cultivate not only to
secure business for our bank, but to
help in the great campaign of creating
more friendly relations between the
public and corporations. AS every busi-
ness man knows, corporations and par
ticularly banks are handicapped by the
old time prejudice against concerns that
handle, big money or deal in big busi-
ness. 1t is to dissipate this prejudice
as much as we can that banks above all
should continuously strive.
Appreciate Value of Good Will
"1t has been hard work to awaken
bankers and convince them of the
errors of their ways in dealing with the
public, but think that those engaged
in this line of business endeavor nova
days are thoroughly awake TO the value
OF human warmth and friendliness in
dealing with the public. In the past
and eyeing people at distance, wait
ing always for the outsider or the Gus
4 toner to advance. This is all wrong.
The banker is the one that should make
the advance and make himself an in
ducing factor to better business rela-
tions. Not only do the bankers and
customers profit, but the feeling spreads
and the business world generally is
benefited.
"a savings institution particularly
should get down to earth in dealing
with its customers. A majority of the
savings depositors are those of COM
paratively light earnings and they need
sympathy and guidance. Not only does
this apply in their business, but in
many ways that only those close to in
stitutions see. We pick our men with
the idea to some extent of their sympa-
thetic natures. Many of the boxes in
our safe deposits are held by widows
and old persons and people to whom
sorrow has struck often and hard, per-
sons who have had comparatively no
business experience and who must be
handled like children. These people get
into our banks with their tales of woe
and with messages of cheer Many of
them appear to sort of wait until they
get to these institutions to talk or air
their private affairs, apparently feeling
a trust and confidence in the people
they give their money to that is not
shared by those in other lines of busi-
ness"