Our Work: Eastern Bank OLB Conversion

Client: Eastern Bank


Challenge:

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. 

Solution:

BKM Marketing recommended the following customer communication cadence:

  • Email: Increased email frequency to four drops to better prepare online banking customers for the migration. 
  • Direct Mail: Added two direct mail touch points which coincided with and supported the email communications. 
  • In-Branch Materials: Implemented in-branch communications to help promote and raise awareness of the new online banking platform, including signage and Take Ones.
  • Online Hub: Landing page enhancements created an online hub experience, including details of what to expect and when, and FAQs about the new platform.
  • Enhanced Employee Education and Training: All in-branch and call center employees were provided with training and enhanced scripts to more effectively answer any customer questions. 
Results:

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