Associated Bank (Associated) operates under the guiding principle of being the “Champion of You.” Every choice and investment made is inspired by customer feedback and aims to strengthen their financial health and simplify their financial lives. The bank’s ranking as #1 for Retail Banking Customer Satisfaction in the Upper Midwest Region by J.D. Power* is a testament to its success in traditional banking and innovative practices that enhance customer satisfaction.
Known for balancing big-bank strength with local-bank charm, Associated combines innovation with a human touch. Think of them as the Goldilocks of banking: not too big to meet the distinct needs of local communities nor too small to fall behind in innovation.
“For us, innovation means blending the best of both worlds: embracing digital advancements while retaining human connections,” says Michael Tischer, Director of Channel Innovation & Design at Associated. “Our goal is to offer a digital banking platform that champions customers throughout every stage of their financial journey. We’re doing this by providing access to a diverse array of products that meets customers where they are in their lives, with the flexibility to adapt to each customer’s unique preferences over time.”
*Associated Bank received the highest score in the Upper Midwest Region in the J.D.Power 2024 U.S. Retail Banking Satisfaction Study of customers’ satisfaction with their primary bank. Visit jdpower.com/ awards for more details.
Redefining Banking through Innovation
Associated is the largest Wisconsin-based bank and has expanded its footprint to service over 100 communities throughout Wisconsin, Illinois, and Minnesota. This growth is partly due to a continuous pursuit of innovation and the redefinition of banking to best serve its customers.
In 2021, Associated embarked on a strategic plan focused on digital innovation, investing over $40 million in technology, tools, and talent. This focus has resulted in double-digit increases in customer acquisition rates, double-digit decreases in customer attrition rates, and multi-year highs in digital banking customer satisfaction.
For example, the launch of a cloud-based digital banking platform in September 2022 has provided a seamless digital experience with 99.9% uptime. Associated has rolled out 11 major upgrades to the platform and has already secured multiple industry recognitions for its digitally focused banking solutions.
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Champion of You: Innovation Guided by Customer Feedback
Associated is committed to listening to its customers to inform action. The demand for an intuitive, easy-to-use digital banking experience has led the bank to develop a platform that features personalization for each customer’s unique financial journey. Associated’s digital experience empowers customers to understand their finances by offering tools for budgeting and proactive recommendations based on spending activities.
“Our vision for innovation is centered on providing an exceptional customer experience across every touchpoint,” Tischer adds. “Whether you’re in a branch, using our app, or speaking with our support team, we’re committed to delivering the same high-quality service every time.”
With an eye on the future, the bank is exploring generative AI to improve customer support and is implementing a “spiderweb” customer journey that seamlessly integrates different banking products and services.
Associated’s innovation strategy isn’t just about technology—it’s about people. By uplifting colleagues and communities, the bank creates a culture that supports both internal and external growth. As such, they are dedicated to building an inclusive workplace culture where colleagues feel valued, respected, and encouraged to share ideas. This supportive environment contributes to a sense of community that extends beyond the workplace. In fact, Associated colleagues complete more than 55,000 hours of volunteering each year. This human-centered approach to innovation positions Associated as a leader in delivering financial solutions that are effective and community-focused.
Making Banking Better for Everyone
Associated’s journey is driven by a commitment to innovation, human connection, and community engagement. With this approach, and by continuing to balance big-bank resources with local-bank relationships, Associated can stay flexible and adapt to the constantly changing world of banking, all while keeping its main goal in mind: making it better for everyone.
Associated Bank does not charge a fee to download our digital applications; however, transactional fees may apply. Carrier message and data rates may apply; check your carrier’s plan for details. Visit AssociatedBank.com/disclosures for Terms and Conditions for your service.
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