Bank Enlists Expert Team for Winning Acquisition and Retention Strategies
After more than a decade of success with the Consumer Liquidity EngineTM, Legend Bank’s Chief Retail Officer Toni Lucky turned once again to CSI’s Velocity Solutions team for strategies to reward loyal account holders and fuel word-of-mouth growth.
The Invitation Checking® System (ICS) provided a structured referral program that aligned perfectly with Legend’s community-driven approach. The bank also implemented My Rewards® Premium Cards (MRPC) to provide additional account holder benefits, drive engagement and further differentiate itself
from competitors.
Approach
Legend used the thorough training, marketing materials and industry expertise that ICS provided to maximize its success. A key driver of the program’s success has been its Chief Fun Agents (CFAs). These designated employees champion the program by organizing branch contests and bringing creative energy to the initiative, making it an exciting, service-driven effort rather than a traditional sales push.
Similarly, the bank issued MRPCs to employees so they could enjoy, experience and communicate the many perks of the tiered debit rewards, including prescription savings, roadside assistance and buyers protection.
Results
“I’ve been so excited that we went with ICS,” Lucky said. “We really wanted to find an easy program to work with and a way to reward our account holders for bringing others to the bank.”
So far, ICS-referred account holders have stayed an average of 7.3 years, had an average balance of $4,889 and an average lifetime value of $3,177. Revenue from debit card users continues to grow, requiring the bank to create a new segment of “very heavy” users (41+ swipes/month).
The tiered debit rewards card, meanwhile, has become a standout value-add for account holders that no other community banks in the area offer.
The Value of a Trusted Partner
During the pandemic, as Legend Bank evaluated its list of vendors to identify cost-savings opportunities, its CEO made a firm decision: “We’re not messing with our Velocity programs — this is the best partner we have!”
In Conclusion
Legend Bank’s use of ICS and MRPC have been key in driving engagement, loyalty and steady revenue growth. By shifting the focus from sales to service, employees have enjoyed promoting the benefits of ICS and MRPC to account holders.
Additionally, the partnership continues to thrive. “What I enjoy most is the people we work with,” Lucky said. “I know that I can count on them to do everything to help our bank succeed and that they’ll always be there for us.”