Turning Data into Deeper Customer Conversations: A Community Bank's Journey
Senior Vice President and Chief Information Officer, Orrstown Bank
Director, Account Services, Race Data USA
In response to the decline of high-touch personal banking relationships, data-driven marketing (i.e., using data to identify and act on customer engagement opportunities) can enable Community Banks to again differentiate their customer experience from larger regional and national banks. Small banks, however, typically lack the necessary expertise, resources, budget, and scale to build comprehensive solutions themselves. This session will present a strategy for Community Banks to get in the game and start generating value from their customer data, including a case study of an initial implementation with Orrstown Bank and a path to grow into more sophisticated banking customer analytics.