Certain changes at banks and financial institutions are required to be communicated to customers and to the public. Often what satisfies the regulatory requirement falls short of meeting the customer experience. For example, our client, South Shore Bank was updating their branch lobby hours on Saturdays. From a compliance perspective the Bank has a regulatory requirement to post the changes within the impacted branches and to their website. To ensure minimal disruption with their clients the Bank chose to take communicate this change on a larger scale and leveraged an integrated campaign including in branch communications, a mailing to their customers, a dedicated landing page, and social media.
Communicate a change in the Bank’s branch hours in a way that will meet the regulatory requirement but also improve the client experience to minimize disruption to how they [their client’s] bank.
South Shore Bank was making a change to their in-person banking hours on Saturdays. The catch was that the change was impacting some branches and not others. Therefore it was important to communicate which branches were being impacted and which branches were keeping hours on Saturday.
To ensure minimal client disruption while meeting the regulatory requirement to communicate changes in hours, BKM Marketing worked with South Shore Bank to develop an integrated communication strategy leveraging multiple channels to communicate the change. Communication to clients began 45-days before the change took place and communication continued after the change period to reenforce where and how clients could continue to bank on Saturdays.
The communications highlighted which banking locations were maintaining their full service Saturday hours. In addition the mail piece and in-branch signage highlighted the alternate ways clients could continue banking on Saturdays including online, mobile, at ATMs, and through the Bank’s Face2Face® Virtual Teller Service.
The following integrated channels were leveraged to communicate the change in banking hours:
EXPERIENCE A DIFFERENT LEVEL OF PARTNERSHIP WITH SEASONED DIRECT MARKETING EXPERTS.
75 SGT. WILLIAM B. TERRY DRIVE
HINGHAM MA 02043