Branding Your Online Banking Support Team

Texas Bank & Trust has smartly packaged its team of online and mobile banking support specialists with their own brand.

It’s called T3.

Formed back in 2011, T3 is the brand Texas Bank & Trust created for its tech support division. Today there are six on the T3 team: three E-Banking Support Specialists, one E-Banking Cash Management Relationship Specialist, one E-Banking Data Processing Specialist, and one E-Banking Team Leader.

texas_bank_and_trust_team_group_shotThe T3 slogan: “Support to the Third Tier.”

The group’s mission is to assist customers with the wide range of e-services provided by the bank:

  • Online banking/bill pay
  • Mobile banking
  • Mobile photo deposit
  • eStatements
  • Online account opening
  • Online mortgage loan applications

To spur adoption and drive utilization of these digital services, the $2 billion institution created a strategic suite of online support tools for customers, something they’ve dubbed the TBT Financial Library. The online library includes a series of online demo videos, a massive glossary of banking terminology, and a huge collection of FAQs (one of the biggest ever seen by The Financial Brand).

Both the videos and FAQs can be used by T3 staff when working with customers who have tech support questions. If someone pings the bank via email or social media channels, a T3 team member can send the appropriate links back to them. Or if a customer calls for help because they can’t figure out the bill pay system, the demo videos can be used for a live walk-through with a T3 staffer.

texas_bank_and_trust_t3_chatThe sprawling FAQ section, which already boasts over 150+ questions and answers, is constantly growing. As T3 technicians continue working with customers, more and more common issues are added to the list of FAQs.

Getting a hold of a T3 service specialist isn’t difficult. The T3 team provides support via live online chat six days a week during business hours. Customers can send a message via a secure email web form. There’s even a direct phone number for the T3 tech support desk.

Texas Bank & Trust has invested heavily in the T3 concept. The T3 brand is sprinkled liberally throughout the bank’s website. They are frequently stars of social media posts. They make public appearances. They have, in effect, become a team of spokespeople representing the entire organization — brand ambassadors in the truest sense.

In fact, the T3 team’s celebrity status is such that the Texas Bank & Trust is sending the group on a year-long “World Tour,” visiting each of the bank’s 13 branches.




The bank posts brief introductions to T3 team members on its Facebook page, with links to profile pages back on the bank’s corporate website


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