Use of digital banking products increases customer retention because they are “sticky” services (online banking, mobile banking and bill payment). This bank wanted to drive more adoption of these products and services as a component of a more proactive retention program.
FI Works designed a campaign to target existing customers and increase the use of the bank’s digital banking products and services. The campaign would be executed by banker outreach on the frontline. The goal was for this type of campaign to be repeatable and to frequently generate calling lists for bankers to work on during lull times in their day.
Frontline bankers made use of outbound calling and emails to the customers that were identified as likely to adopt digital banking channels. The campaign produced a 25% response rate and the bankers were thrilled with the success of their outreach. The details of the campaign are outlined below: