Do an accounting of all marketing materials that discuss fees and ensure they explain the value behind those services, not simply the terms. And consider consumers’ view on fee fairness; structuring your fee schedule to weight fees people consider fair can remove the impression customers are being nickel-and-dimed across their relationship with you.

Think through your institution’s value proposition and how it relates to your customers' mindset and sensitivities around money. Be attuned to how they interact with you and the specific value you provide to them.

Publicize every opportunity for customers to avoid or reduce their fee burden, proactively helping them manage or limit fees. That could include a webpage and/or an email blast highlighting the most commonly paid fees and tips for how to avoid them. Proactively alert customers of upcoming charges, giving customers time to react to and potentially avoid the charge.

Implement a customer listening program that includes understanding sentiments around fees, especially among valuable, large-deposit customers who might be an attrition risk. Help your customers feel heard and take the opportunity to improve the perception of your bank.

Consider rebranding the entire concept of a “fee.” By reframing (and renaming) the conversation, you can better communicate the outstanding value your bank provides your customers — and reinforce the idea and benefits of banking as a service. At the same time, explain to your clients and prospects the services their fees pay for, such as access to their money through bill pay, debit cards, ATMs, etc., as well as security features like FDIC protection, fraud monitoring, zero liability credit cards and more. Plus, they get in-person tellers and phone representatives. Humanize the support that’s included in the service.