Personalized client experiences driven by empathy, customer data and a best-in-class Mar Tech stack.
Objective
Deliver a positive client experience (CX) during a bank system conversion.
Challenge
A merger between two industry-leading banks offered a unique opportunity to better serve the financial needs of their customers.
But the merger also created a forced change on an often apathetic customer. Understandably, customers are annoyed with bank mergers and often don’t read conversion communications. This makes for a bumpy transition to the start of a new relationship.
Insight
Three key takeaways from customer research leading up to the system conversion included:
Don’t bug me until I want you to bug me
Change is rarely a welcome guest
Customers want to feel in control
Solution
Using empathy, customer data and a best-in-class Mar Tech (Marketing Technology) stack, the bank built a personalized website for each customer, which meant they only received information relevant to their banking relationship.
As a result, each customer gained control during a forced time of change and was able to build trust with their new bank. In kind, the bank minimized conversion day impact and retained customers.
Hello:
Before signing in, customers were greeted with general information about the merger, including key dates, inspiring content and other marketing messages.
Personalization – piece by piece
Once a customer signed in, they saw a dynamic, real-time view of their personal migration journey.
#1 / Personal welcome message: Job number one was to make the customer feel right at home from the start. That’s why the page begins with a personalized welcome message.
#2 / Contact information: The next step was to have customers confirm their contact information. Keeping customers informed of important updates in a timely fashion is foundational to a successful transition.
#3 / What’s next: The welcome page was designed to elevate important, time-sensitive information. Through a blend of data and technology, customers were able to see what was changing about their accounts without burdening them with irrelevant changes.
#4 / Listening: Our brand action starts with listening. That’s why it was built into the experience at every touchpoint.
Throughout the experience, customers were prompted to be active participants in the process to prepare for conversion.
The process both helped the customer feel in control of the upcoming change and served as another quality check of the transitioning information.
When thank-yous are in order:
And, of course, each customer received a personalized thank-you when the task at hand was completed.
Results
As a result of the personalized website, along with other dedicated conversion tactics, the system conversion was declared one of the most successful in the company’s history.
Demands on personnel and channels were lower than prior conversions and, most importantly, clients using the personalized websites experienced less disruption and an easier transition to the new systems.