Playbook

Turning Account Holders into Engaged Relationships

Navigating 4 Phases of the Journey

Playbook

Navigating 4 Phases of the Journey

Far too often, banks and credit unions focus almost exclusively on new account holder acquisition and cross-selling.
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This approach can be problematic. Institutions that focus on the beginning and the end of the customer lifecycles are ignoring the critical middle stages that ultimately determine long-term success.
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It’s important to recognize that the process for achieving primary financial institution status is a multi-step journey with four stages:

Account Opening
Welcome & Opt-In
Product & Service Utilization
Relationship Growth

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