Core conversions in financial services are high-stakes events. They’re often compared to a major home renovation: ultimately beneficial, but disruptive while in progress. With core conversions affecting customers directly, how a financial institution communicates both internally and externally can make the difference between a smooth transition and customer frustration. Creative content that informs, reassures, and even excites customers is essential.
The Core Conversion Challenge: Easing Customer Concerns
Why are core conversions so challenging? We know that a core conversion disrupts established routines, which can unsettle customers. People rely on familiarity in banking; they want to know their services will work as expected.
This is why creativity within how you communicate about these changes is so critical to accomplishing the best outcomes. Creative content bridges the gap between current systems and what’s coming. Through clear, engaging communication, institutions can build trust, ease anxieties, and even foster excitement.
Empowering Your Team as Brand Advocates
Often overlooked, internal communication is undoubtedly crucial during a core conversion. Employees interact directly with customers; if they’re uninformed, they can inadvertently pass on that uncertainty. Employees become well-informed advocates through internal communications like CEO messages or interactive town halls. A team that understands the conversion timeline and benefits is better positioned to answer customer questions confidently and to create a positive narrative.
Building Transparency and Hype
Social media is the go-to for real-time information and interaction. During a core conversion, it’s a valuable platform to shape perceptions. Find ways to make the process feel transparent. Some concepts that have worked for our banks include sharing behind-the-scenes content, lighthearted posts, or even countdowns to build anticipation and keep people in-the-know.
Empowering your marketing team to address real-time questions or concerns on social media channels goes a long way in alleviating anxiety, as well.
Personalized Communication via Email
Emails are invaluable during a core conversion, allowing institutions to target specific customer segments. Not every customer needs the same level of detail, so segmentation ensures each group receives relevant information.
For example, your business customers may need information on specific business products you provide while consumer customers benefit from more general updates. Institutions can foster anticipation rather than anxiety by keeping emails positive and focused on benefits.
Your Website as the Information Hub
During a core conversion, your website serves as the primary source of truth. Do you have a dedicated FAQ page that can serve to address concerns? A well-constructed landing page on your site can scale customer service by reducing individual inquiries and keeping people informed.
Creative Content Builds Lasting Trust
Core conversions are about more than upgrading systems; they’re about enhancing the customer experience. Creative content is essential for making customers feel informed, valued, and included in the process.
Ignoring it isn’t just a missed opportunity; it’s a risk to customer loyalty. Those who feel supported through this transition are far more likely to stay with your bank. With thoughtful communication, institutions can turn a challenging period into an opportunity for growth, connection, and shared success.
Ready to make your core conversion a seamless experience? Contact The Twiggs Group today and let us help you craft a creative communication strategy that keeps your customers engaged every step of the way.