Case Study: American State Bank achieves 30% conversion from single- to multi-service households with DH Corporation's Touché Analyzer

Bank Has the “goodcents” to Successfully Convert Single-Service Households – with Help from Touché® Analyzer

American State Bank, a $2.4 billion community bank with 35 branches, faced a dual challenge: reduce the number of single‑service households and unify disparate branch sales and marketing efforts. To gain the customer intelligence needed, the bank turned to DH Corporation’s Touché Analyzer to segment customers, track behaviors, and identify high‑value cross‑sell opportunities.

Using DH Corporation’s Touché Analyzer, American State Bank ran a targeted “goodcents” campaign—mailings plus branch follow‑up calls—to convert single‑service checking customers with positive balances and high debit use. A pilot achieved a 36% conversion rate after calls; the program has since reached 4,600 households and driven a 30% conversion from single‑ to multi‑service relationships, with the average goodcents customer saving about $130 per year, while also securing stronger branch buy‑in and more efficient, measurable outreach.

American State Bank

Emily McKelvain

Sales Support Specialist