Banner Bank is a Pacific Northwest financial institution with more than 100 locations in three states. With Washington roots dating back to 1890, it offers personal and community banking, commercial banking, and real estate lending, among other financial services. Well known for meeting client needs and focusing on overall customer experience, in 2012 and 2013 Banner Bank was ranked with the “Highest Customer Satisfaction in Retail Banking in the Northwest Region” by an independent international research firm.
In late 2013, however, customer surveys and interviews, as well as third-party audits and reviews, indicated a vast difference between offline (in-branch locations) and online experiences. In addition, updating the Bannerbank.com site was painful for the internal team because of the outdated and hard-to-use legacy platform. The goal was to offer all stakeholders—internal and external—an exceptional website experience.
“Bannerbank.com is our flagship branch. It’s where anyone will go to learn more about our company or to find out whether we’re the right bank for them,” says Dianne Larsen, Senior Vice President of Marketing.
Digital vision and brand experience support the entire customer lifecycle
The long-term vision for the site is to offer a seamless brand experience for existing customers, as well as prospects, across the entire customer lifecycle. Designing the site to live up to the high standards of customer satisfaction in Banner Bank’s values, Connective DX took an outside-in approach to the user experience, going beyond just resolving pain points in the current system and truly addressing customers’ needs in a meaningful way.
Connective DX stood out as truly understanding our customer experience problem and our business goals. They were instrumental in helping us evolve to a more unified experience and to make a real difference to our clients.
Dianne larsenSenior Vice President of Marketing, Banner Bank
Foundational work included organizational alignment on Banner Bank’s digital vision followed by primary customer research to establish three brand experience principles—local, personal, and trusted—which guided all decisions regarding content, personalization, functionality, and design.
Personalization and geo-location help bring experience principles to life
These principles were woven into all aspects of the initiative, in an effort to better connect with the customer. We maximized the ability to personalize the content, so local, relevant content now shines through when the customer can use it most.
More than using geo-location to simply find a local branch, aspects of Sitecore’s DMS take personalization a step further, placing customer testimonials—and helpful branch employee content—in targeted, useful areas.
The user experience highlights content and tells the stories of local people—real Banner Bank customers—to make the experience more personal. Localized Banner Bank employee stories will follow, as this transparency into the actual people who make up the Banner Bank experience inherently engenders trust in the brand.
Extending the brand experience across the entire digital platform
The majority of transaction experience are hosted on a plethora of third-party linked applications. This added complexity to crafting a seamless experience, so additional focus was put on those points of integration, from both technical and user experience standpoints.
Behind the scenes magic optimizes content management and site performance
From an operational perspective, one of the biggest wins for Banner Bank with the new platform is around quantifiable measurement. With new KPIs and analytics dashboards Banner Bank can now track site performance and marketing campaign success, enabling data-informed testing and optimization of content, personalization, messaging, and conversion paths.
Bannerbank.com is a beautiful, easy-to-use, well-thought-out, fully responsive site. The new site allows Banner Bank to connect with their customers in a more authentic way. The online presence now reflects the brand experience and values that Banner Bank's customers experience in the branch, and the preliminary data is in: Customers are engaging much more with the new site, as shown by pre- and post-launch engagement analytics.
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