Big Changes, Middle Bank
Case Study: Middletown Valley Bank (“MVB”) and Community Heritage Financial
THE CHALLENGE
MVB was about to make some big changes to benefit their customers, but they feared that their customers wouldn’t understand them.
During the depths of a pandemic, MVB released a new, modern, user-friendly, digital banking system. Simultaneously, they simplified their robust account structure to adjust for their recent growth and new branches. Although these updates would show big benefits to customers, any miscommunication could spark confusion, frustration and the opposite experience that what MVB tries so hard to protect.
THE SOLUTION
We clarified MVB’s messaging, keeping their promise of providing “Absolutely Exceptional Experiences.”
We worked closely with a strategic team inside the bank to evaluate the account structure and the digital banking rollout. With user research and industry comparative analysis, we recommended account naming schemes, outlined communication timelines, and wrote copy for printed and email messaging. To list it out:
User research
Industry research and comparative analysis
Communication planning (distribution and frequency)
Design planning
Copywriting
Each customer received a customized welcome packet for their account type, announcing the new name (if applicable), key benefits, pricing, and changes (if any).
THE RESULTS
Our personal goal was to have zero calls to the Customer Care Team on the first day of launch.
Unfortunately, changes always result in some questions. However, while customers had questions, there were zero complaints. Many customers were pleased at the clarity and over-communication of the messaging, which will reaffirmed the lasting impression of “Absolutely Exceptional Experiences.”
“Whenever I’m trying to figure something out, I just call Katie. I know she and Nick will help sort it out!”
- Cody Hill, Middletown Valley Bank