Case Study: Associated Bank achieves real-time VoC insights and a 6-point lending score boost with InMoment

Associated Bank Sees Measurable Results with Holistic VoC Program

Associated Bank, a leading Midwest bank with 200+ locations, wanted to modernize a limited Voice of Customer (VoC) program that relied on three surveys and six-week-old data. The CX team aimed to create a centralized, real-time VoC program to capture feedback across channels and eliminate siloed insights so they could act quickly to improve customer experiences.

Partnering with InMoment, they completed a CX assessment, updated three surveys and launched seven new transactional surveys across Branch, Lending, Digital and Customer Care, implemented real-time dashboards, text analytics, closed-loop case management and True Driver Analysis. In under a year they rolled out four major consumer channels with 10 surveys, cut feedback latency from six weeks to real-time, enabled follow-ups to retain at-risk customers, and achieved a 6-percentage-point lift in overall lending experience with improved scores across every channel by year two.

Associated Bank

Irene Hogan

Senior Vice President and Director of Customer Experience