ABA Banking Journal
No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
SUBSCRIBE
ABA Banking Journal
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive
No Result
View All Result
No Result
View All Result
ADVERTISEMENT
Home Retail and Marketing

Post-Merger Communications

January 26, 2018
Reading Time: 3 mins read

By Hillary Kelbick

Make post-merger communications planning a top priority.

If you’re in charge of communications for an upcoming bank merger, most of your planning—along with 100% of your angst—will probably be focused on managing the conversion of your customers to their new accounts and services. That’s only natural.

But it’s what happens in the days post-conversion, after customers have migrated to their new accounts and the first statements have arrived, that may matter most in the long-term success of your acquisition. Let me explain why.

Delivering on your promises.

Smart legally-required conversion communications often provide not just key change information, but also some much-needed reassurance, a believable dose of optimism, and an introduction to your key brand promises—all without overwhelming your new customers.

Congratulations! Your good work will earn you a honeymoon period—a 30- to 90-day window after conversion where your new audience gets to decide whether all the commitments you’ve made can be believed. This is your moment of truth. And it is proper post-merger planning that will encourage your customers to decide in your favor. Here are a few strategies for your consideration:

  1. Identify and target your at-risk customer segments.

If your goal is 100% retention, you’ll need to make sure that every customer group sees a clear benefit from your merger during this initial time period. However, some of your new customers may be experiencing a fee increase or other negative impact. That’s when you want to find a special offer that you can make to them—a reduced loan rate, an exclusive savings bonus rate, or anything that will make them feel like they’re getting something of value from their new bank. It can make a world of difference.

  1. Cross-sell your new customers a checking account.

Nothing promotes customer loyalty and longevity better than a solid checking relationship. During this honeymoon period, when customers tend to re-evaluate account choices, you have a perfect opportunity to cross-sell checking to those who use another bank for these services. If your branch network is bigger thanks to your acquisition, you can use geo-targeting to identify prime prospects who now have convenient new branches close by (still a critical selling point for most checking customers).

  1. Reach out before fee waivers expire.

In many acquisitions, fees are waived temporarily to give customers time to make account and balance adjustments. As the waiver end-date approaches, it’s always wise to follow up with a reminder, especially to those whose balance levels indicate a potentially negative impact. Always encourage conversation with a banker to identify the best solutions for each customer.

  1. Give your bankers the tools to communicate effectively.

A warm welcoming letter from a banker, perhaps with a recap of contact information to have on hand, can mean a lot to new customers. Give your bankers some letter and email templates they can use, as well as talking points that reprise some of the key brand attributes, which bankers can reinforce and validate on a more personal level.

Remember, in any merger, engineering a smooth transition is only part of the job. What happens after, in those first few crucial months, is where the rubber meets the road. So make sure you close the loop on the promises you made at conversion with the right kinds of follow-up communications. You’ll build a more loyal group of new customers as a result.

Hillary Kelbick is president of MKP communications inc., a New York based agency specializing in financial services marketing and merger communications. [email protected].

ADVERTISEMENT
Tags: Customer communicationsMergers and acquisitions
ShareTweetPin

Related Posts

Is deepfake technology shifting the gold standard of authentication?

Will fraud prevention ever be autonomous?

Technology
June 17, 2025

Anti-fraud systems are learning to anticipate fraud rather than merely react to it. Better anticipatory abilities inch systems closer to full automation.

Podcast: Old National’s Jim Ryan on the things that really matter

Podcast: Old National’s Jim Ryan on the things that really matter

ABA Banking Journal Podcast
June 12, 2025

Jim Ryan has led Old National Bank to 250% asset growth. On the podcast, the ABA American Bankers Council chair discusses the bank's growing profile and footprint, his views on deposit insurance reform and the experience of leading...

Bank community engagement: Yes, you can help bank veterans

Bank community engagement: Yes, you can help bank veterans

Retail and Marketing
June 9, 2025

AMBA partners with the ABA Foundation to recruit banks to provide our nation’s veterans access to safe, reliable and flexible financial products and services.

FHFA finalizes strategic plan for 2022-2026

Marketing Money Podcast: Why leadership matters more than likes

Retail and Marketing
June 6, 2025

For bank marketers, the value of being strategic is great.

Looking for trouble?

Podcast: What bankers need to know about ‘First Amendment audits’

ABA Banking Journal Podcast
June 5, 2025

"First Amendment auditors" have long tried to provoke public officials into stopping them from recording in public settings. Now, some auditors are targeting banks.

ABA: Proposed quality control rule for AVMs would overburden banks

Bank survey: Uncertainty weighing on prospective homebuyers

Community Banking
June 4, 2025

Roughly 60% of current homeowners and prospective homebuyers are uncertain whether now is a good time to buy a home, up from 48% two years ago, according to a recent survey by Bank of America.

NEWSBYTES

ABA DataBank: Planned/announced office conversions spike

June 20, 2025

OCC releases mortgage performance report for Q1 2025

June 20, 2025

Justice Department seizes millions of dollars linked to alleged crypto investment scams

June 20, 2025

SPONSORED CONTENT

AI Compliance and Regulation: What Financial Institutions Need to Know

Unlocking Deposit Growth: How Financial Institutions Can Activate Data for Precision Cross-Sell

June 1, 2025
Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

Choosing the Right Account Opening Platform: 10 Key Considerations for Long-Term Success

April 25, 2025
Outsourcing: Getting to Go/No-Go

Outsourcing: Getting to Go/No-Go

April 5, 2025
Six Payments Trends Driving the Future of Transactions

Six Payments Trends Driving the Future of Transactions

March 15, 2025

PODCASTS

Podcast: Staying close to clients amid tariff-driven volatility

June 18, 2025

Podcast: Old National’s Jim Ryan on the things that really matter

June 12, 2025

Podcast: What bankers need to know about ‘First Amendment audits’

June 5, 2025
ADVERTISEMENT

American Bankers Association
1333 New Hampshire Ave NW
Washington, DC 20036
1-800-BANKERS (800-226-5377)
www.aba.com
About ABA
Privacy Policy
Contact ABA

ABA Banking Journal
About ABA Banking Journal
Media Kit
Advertising
Subscribe

© 2025 American Bankers Association. All rights reserved.

No Result
View All Result
  • Topics
    • Ag Banking
    • Commercial Lending
    • Community Banking
    • Compliance and Risk
    • Cybersecurity
    • Economy
    • Human Resources
    • Insurance
    • Legal
    • Mortgage
    • Mutual Funds
    • Payments
    • Policy
    • Retail and Marketing
    • Tax and Accounting
    • Technology
    • Wealth Management
  • Newsbytes
  • Podcasts
  • Magazine
    • Subscribe
    • Advertise
    • Magazine Archive
    • Newsletter Archive
    • Podcast Archive
    • Sponsored Content Archive

© 2025 American Bankers Association. All rights reserved.