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OHIO LEGACY BANK
Taking Customer Communications to a New Level
A $200 million-asset financial institution headquartered in Wooster, Ohio, Ohio
Legacy Bank provides comprehensive retail and commercial banking services.
When the bank was preparing to introduce a new allowable overdraft product, it turned
to Optria. “We wanted software that would manage the process of communicating this
new offering to our clients,” says Senior Vice President and Chief Deposit Officer,
Derek Williams. “Optria's Communiqué product is significantly
simplifying this effort for us, especially in that our core accounting is being
processed through an ASP, and Optria is able to utilize our existing output as input
to our new customer correspondence.”
In implementing Communiqué, however, the bank’s objectives
go far beyond its new product offering. “We’re beginning to aggressively look at
all our notices and communications,” says Williams. “For instance, if we’re sending
out a dormant account notice or a loan payment notice, we want to drive that through
Communiqué. If you communicate with your clients in
a professional manner, with more of a letter type format than a standard notice,
thanking them for their business and enhancing the communications just a little,
their attention level is higher because you’ve gone a step beyond what a lot of
financial institutions are doing.” Communiqué also
allows the bank to present a consistent brand across all its client communications.
Besides upgrading the level of communications, Ohio Legacy can now include marketing
messages to its clients. “When we’re sending out a notice for insufficient funds,
for example,” says Williams, “we can include information about online banking and
free bill payment.”
Another key advantage, Williams notes, is that the bank can coordinate all client
touch points in its marketing campaigns. If it is targeting growing money market
accounts, it normally coordinates messages on its posters, marquees, newspapers
ads, and website, but now it can easily include messages about money market accounts
in all of its routine communications with clients. “Optria’s Communiqué
gives us the flexibility to change those messages on an as-needed basis,”
says Williams.
According to Williams, Optria’s exclusive focus on the financial services industry
has paid significant dividends. “They had some really helpful suggestions for further
applications, beyond just notices and letters, for marketing to our clients,” he
says, “including direct mail and other kinds of messaging. Obviously Optria’s people
have done a lot of work in the industry, and they understand banking products and
services, how banks are profitable, and what they need to do to be successful in
growing their core business.” |
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