Financial Marketing and Cross Selling Blog
AnchorBank Announces Customer Education Based Marketing System
AnchorBank has announced a new cross selling marketing system that uses a customer education approach to generate sales leads for all their products and services, including investments and insurance.
“While earning more revenue per customer is very important to us, even more important is how we go about it,” says Christopher Boyce, Managing Officer. “We decided on a marketing process that is based on customer education. By taking this approach, we will build stronger relationships, by making it easier for our customers to come to us for more of their financial needs.”
“The marketing system combines online content, marketing collateral, and employee training into a unified process,” says Stewart Rose, President of Truebridge Financial Marketing, whose company provides this customized turnkey marketing system to financial institutions. “It makes it much easier for AnchorBank to generate sales leads from all of the points of customer contact – in the branches, through the mail, and from their website. And they do it in a way that their customers appreciate.”
The marketing system works in two ways. An online AnchorBank Financial Answer Center provides customers with answers that help them make more informed decisions about many aspects of their financial life, at home, at work, in retirement, or running their business. Customers find easy access to pages that showcase the individual at AnchorBank that can provide personal help and allows online customers to ask for more information, to receive a call, or to set up an appointment. The Financial Answer Center can be accessed via AnchorBank’s website at http://anchorbank.com
The marketing system also provides frontline branch employees with tools that make it easy for them to generate dialogues, help customers recognize their needs, and set up sales appointments on the spot. “Our branch employees welcome this approach. It’s very comfortable for them because the associated marketing collateral triggers customers to ask for help and the employees know they are really doing the customer a favor by steering them to the right person.”
About AnchorBank
Founded in 1919, AnchorBank is one of the state’s largest financial institutions with more than 60 locations throughout Wisconsin. AnchorBank, fsb is a wholly-owned subsidiary of Anchor BanCorp Wisconsin Inc. Anchor BanCorp’s stock is traded on the over-the-counter market under the NASDAQ symbol ABCW.
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