But when the bank began adopting new technologies and offering cutting-edge banking products, it asked Elias/Savion to join as its full-service agency to share the story of a bank that had become much more to its customers.
So, when AmeriServ approached the agency about creating a new digital experience for customers, the approach was obvious. The idea of customer centricity is crucial in the financial industry. Banks must organize themselves around customers instead of products or channels to meet the evolving needs of the market.
AmeriServ and Elias/Savion used the four customer personas created during the “Banking for Life” branding process to organize the new website – Getting Started, Raising a Family, Planning Ahead, and Living the Dream. The website offers several entry points for each persona, including a dramatic image slider that showcases members of a single family at each life stage. There is also a feature box with iconography that exemplifies the personas and assigns appropriate product categories.
AmeriServ’s banking website is now the centerpiece of a digital customer experience that includes its Trust & Wealth Management division and subsidiary West Chester Capital Advisors. It’s a customer experience that serves custom, personalized content to users based on data-driven profiles.
Visit the website here: https://www.ameriserv.com