Eastern Bank sought to transition its 140,000 retail online banking customers to an upgraded online banking platform. The first wave, for which email was the only method of customer communications, resulted in nearly a 50% increase in customer call center volume. The callers were unaware of the upgrade and found that functionalities were missing that they were used to accessing. Eastern Bank engaged BKM Marketing improve the customer experience, including setting expectations ahead of the conversion, communicating benefits of the new platform, and minimizing the amount of customer questions about the change.
BKM Marketing recommended the following customer communication cadence:
The enhanced campaign starting in wave 2 yielded a 24% caller decrease from the first wave, in which email was the only method of communication. Additionally, customers who did call with questions in the second wave quickly recalled receiving advance communications about the migration.
“Basically the whole day was just less angry, the reps were so happy and we even had times when we had no queue at all.”
Heather Allen Call Center, Eastern Bank