Private bankers worry about transition effect

A regional bank had recently merged with another to create a super-regional brand. Bankers were concerned that high-net-worth consumers at the private bank would have negative reactions during the transition process.

ACRC designed a four cell survey including commercial and private bank customers (CRM) and prospects (affluent and wealthy public) to assess which potential pain points were likely to be relationship-damaging, and which responses could marketers prepare ahead of time to proactively manage any issues that did arise.

The insights paved the way to the creation of a high-caliber of technical support, and an escalation plan between issues and resolutions. The research also revealed a lack of consumer awareness and preparedness for the transition which helped prepare the marketing team effectively prepare clients for a UX upgrade shortly after the merger.