Eaton Community Bank

Systems Conversion Campaign

THE CHALLENGE

Eaton Community Bank recently underwent a core systems conversion designed to significantly enhance its technological capabilities in order to better serve its customers. In addition, the Bank consolidated several products and rolled out new electronic services for its customers. The Bank needed to ensure that its customers were aware of the transition, inform them about how the conversion would affect their accounts, and provide reassurance that the change would improve the overall customer experience.

THE GOAL

The goal of the initiative was to position the conversion as a significant enhancement to the overall customer experience and to drastically improve the electronic services of the Bank to better serve its customers and community.

APPROACH

Eaton Community Bank engaged Galapagos to develop a strategy and communications plan that would not only provide informative and transparent communication to its customers but also allow for a seamless customer experience before, during, and after the conversion.

Galapagos developed a three-phase communications approach that would position the bank as innovative, smart, and transparent - without overwhelming or confusing its customers with the multiple changes.

For success, the strategy and communications had to:

  • Drive awareness

  • Communicate the benefit of the new platform to the customer

  • Communicate the benefits of the consolidated products

  • Provide clear actionable steps for the customer

  • Reassure the customer that the bank is there to help

  • Position the bank as taking action to stay current with changing times and deliver a great customer experience

  • Position the change as a reminder to the customer why they chose to work with the bank

As a result, Galapagos developed a communications package that consisted of the initiative announcement letter(s), postcard (s), landing page(s), social media, and conversion booklet detailing the benefits of the transition while reassuring the customer that the Bank is available to help with any questions or issues.

The Bank successfully transitioned its customers to the new, enhanced core systems and product consolidation with minimal interruption to customer transactions, ultimately providing a better banking experience. In addition, the Bank now has a more adaptable and competitive platform to help achieve its strategic growth goals well into the future.