Case Study: adPharos Enables Heritage Bank to Drive Customer Acquisition and Ensure Business Continuity through Online Account Opening Application

Overview

adPharos, a leading digital marketing agency, collaborated with Heritage Bank in the spring of 2018 to develop an online application for opening new accounts on their website. The successful implementation of the online application, which went live in October 2018, resulted in thousands of processed applications with a 30% approval rate. This led to a significant influx of new customers for Heritage Bank. Additionally, the online application proved crucial during the COVID-19 pandemic, allowing Heritage Bank to continue growing while many other banks faced closures.

Objectives

• Create a user-friendly online application to streamline the process of opening new accounts.
• Increase customer acquisition by attracting new customers through the online application.
• Ensure business continuity and growth during unforeseen circumstances like the COVID-19 pandemic.

Challenges

Heritage Bank faced the challenge of improving the account opening process to attract and acquire new customers efficiently. They also needed to establish resilience and adaptability to external disruptions, such as the COVID-19 pandemic.

Strategies and Implementation

adPharos implemented a comprehensive approach to achieve Heritage Bank’s objectives:

1. Requirements Gathering and Design: adPharos worked closely with Heritage Bank to understand their account opening requirements and design preferences. They developed a user-friendly online application that simplified the process and provided a seamless experience for potential customers.
2. Development and Testing: Leveraging their expertise in web development, adPharos built the online account opening application for Heritage Bank. Rigorous testing was conducted to ensure the application’s functionality, security, and compatibility across devices and browsers.
3. User Experience Optimization: adPharos focused on optimizing the user experience of the online application. They employed intuitive design elements, clear instructions, and error-prevention techniques to enhance usability and minimize user friction during the account opening process.
4. Marketing and Promotion: adPharos collaborated with Heritage Bank to develop a marketing strategy to promote the online account opening application. This included targeted digital marketing campaigns, search engine optimization (SEO) techniques, and cross-channel promotion to attract potential customers to the application.

Results

adPharos’ implementation of the online account opening application for Heritage Bank yielded significant outcomes:

• Increased Customer Acquisition: The online application facilitated a seamless account opening process, resulting in a significant influx of new customers for Heritage Bank. Thousands of applications were processed, with a 30% approval rate, leading to substantial customer acquisition and growth for the bank.
• Business Continuity during the COVID-19 Pandemic: Having the online account opening application in place before the pandemic proved crucial for Heritage Bank. While many other banks had to close their physical locations temporarily, Heritage Bank could continue acquiring new customers and ensuring business continuity through its online channel.
• Improved Efficiency and Customer Experience: The user-friendly design and optimized user experience of the online application enhanced customer satisfaction and reduced friction during the account opening process. Customers appreciated the convenience and ease of opening accounts online, resulting in a positive brand perception for Heritage Bank.

Conclusion

adPharos’ successful collaboration with Heritage Bank in creating an online account opening application enabled the bank to drive customer acquisition, improve efficiency, and ensure business continuity during the COVID-19 pandemic. Implementing a user-friendly application streamlined the account opening process, attracting thousands of new customers and contributing to the bank’s growth.

Heritage Bank’s proactive approach, facilitated by adPharos’ web development and digital marketing expertise, positioned them as an innovative and customer-centric institution. The availability of the online application during the pandemic gave Heritage Bank a competitive advantage, allowing them to continue expanding their customer base while maintaining safety and convenience for both staff and customers.

The collaboration between adPharos and Heritage Bank exemplifies the agency’s commitment to providing comprehensive digital solutions that drive tangible results, support business growth, and ensure resilience in challenging circumstances.