Customer Success Story
Reinvigorating Waning Debit Card Activity with Targeted Outreach
HOW ALPINE BANK CREATED AN IMPACTFUL INCREASE IN DEBIT CARD TRANSACTIONS USING MERIDIANLINK ENGAGE
Headquarters: Glenwood Springs, CO
Branch locations: 40
Members: 170,000+
Managed Assets: $6.3B+
The Challenge
REENGAGING UNDERPERFORMING DEBIT CARD USERS
Through its Loyalty Debit Card program, Alpine Bank donates ten cents to select local nonprofits and organizations each time customers use their cards. Having recently processed the bank’s customer data through MeridianLink® Engage—the marketing automation solution from MeridianLink®— staff identified a valuable insight: there was a segment of Loyalty Debit Card customers who were underperforming in comparison with the rest of Alpine Bank’s customer base. Staff needed to develop a plan to improve this segment’s engagement and, by extension, boost revenue.
The Solution
MeridianLink Engage
MeridianLink Engage helped the bank swiftly develop an action plan to reengage the underperforming group, including a targeted campaign encouraging those flagged customers to increase their debit card usage during a specified in-market period
WHY ALPINE BANK CHOSE MERIDIANLINK ENGAGE
Simplified campaign
execution with timesaving,
accurate automations
Data-driven insights providing
recommended actions &
real-time impact tracking
Fully customizable
campaigns to fit unique
marketing goals and budgets
The Results
INCREASED TRANSACTIONS WITH A SUSTAINED IMPACT
Using MeridianLink Engage, Alpine Bank was able to implement targeted outreach to flagged customers with minimal strain on employee resources and full involvement in the campaign’s creation. The campaign included A/B testing to determine the most impactful approach: one sub-segment received messaging reminding them of the bank’s commitment to charitable endeavors and the Loyalty Debit Card program’s benefits to the local community; the other sub-segment received promotional messaging in which Alpine Bank pledged an additional donation on behalf of Loyalty Debit Card customers who used their card a certain number of times within an in-market period.
During the in-market period, both customer subsegments made 20% more transactions with their debit cards, and the impact from this period gave a sustained 10% boost, on average, to transaction volume lasting three months after the campaign ended. Following this success, Alpine Bank has continued running campaigns through MeridianLink Engage, including weekly onboarding campaigns for new Loyalty Debit Card customers.
