CFSB Client Journey
Challenge
Community Financial Services Bank (CFSB) was looking to grow their business by targeting new regions to gain new clients and cross-sell their suite of services to existing customers. But before they could take actionable steps to do that, they needed to understand the customer journey and how to best allocate their resources across that journey.
Solution
To give CFSB the insights for successful growth and resource allocation, Icon created two customer journey maps: new customers and cross-selling existing customers. After an in-depth workshop with the CFSB marketing and customer service teams, as well as interviews with current customers, the team was able to identify where CFSB should be focusing efforts and where there was opportunity for growth with both existing and potential customers.
Results
The Icon customer journey assessment found that CFSB was putting many resources and efforts into the awareness stage with little effort put toward the consideration stage. Because the larger community was aware of CFSB and their capabilities, Icon recommended trackable educational content like blogs, paid social, and paid search to speak to customers across the journey. Additional recommendations included geofencing around community events, YouTube tutorials, and workshops to educate customers on how to use their online banking service.
Icon Marketing Communications
At Icon, we believe in a smarter way. We’ve developed a proven path that revolves around presenting compelling content and strategic execution at all stages of the considered purchase funnel for B2C, B2B, and DTC. Our omnichannel approach takes data from your consideration and decision-stage buyers to create effective marketing...
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