Get Creative: Why Thoughtfully Crafted Content Matters During Core Conversions
Core conversions affect the systems that customers rely on daily. Creativity and communication are at the heart of success when bank resources and customer satisfaction can be somewhat strained.
By Allyson Twiggs, Founder of The Twiggs Group
Two words that can strike fear into even the most seasoned community banker: core conversion. These high-stakes events are often compared to major home renovations — like redoing a kitchen, it’s disruptive and messy while in progress, but ultimately transformative and rewarding. Core conversions affect the systems that customers rely on daily, making clear, effective communication an essential element of success.
In the decade since founding The Twiggs Group, I’ve embraced a guiding mantra: banking should enhance lives, not interrupt them. In today’s world, where customer experience is as critical as the products themselves, this kind of thinking is essential for success.
This is why creativity and communication is imperative during a core conversion. Those things are at the heart of success when bank resources and customer satisfaction can be somewhat strained. The process isn’t just about informing your audience; it’s about building trust, easing anxieties — and even creating excitement about the changes ahead.
Core Conversions: The Disruption Customers Fear
If it’s akin to a home renovation on the banking side, core conversions can feel like the financial equivalent of an earthquake for customers. Imagine logging into your bank account to find an unfamiliar interface or receiving a notice about changes you don’t fully understand. When it comes to the tools people use to pay bills, save for the future, and make important daily purchases, any disruption can be unsettling — even frightening. The ground moves beneath your feet.
Left unaddressed, this fear and confusion can quickly escalate into frustration and a loss of trust. Poor communication during this period risks eroding relationships with your customers, who may question whether they should remain with your institution.
But this is where creative content shines. A thoughtful, well-crafted message delivered with clarity and empathy can reassure customers that their bank is in control, their money is secure, and the changes will ultimately benefit them. It’s not just about conveying information in a broadcast manner; it’s about inspiring confidence and maintaining trust during uncertainty and stress.
The Power of Creativity in Communication
The key to effective communication during a core conversion lies in creativity. Generic, jargon-filled updates simply won’t cut it. While technical language might work in the boardroom, it alienates modern audiences who expect clarity, relevance, and engagement.
Customers need content that meets them where they are. It should be personalized, sound relatable, and be easy to understand. Attention spans are shrinking, yet the expectation for communication to achieve results is expanding.
Messaging should be clear and accessible to everyone. Creative content serves as a bridge between your bank’s operational shifts and your customers’ everyday lives.
After going through the process with our clients, we’ve found that some proven strategies include:
- Strategic Transparency: Use social media to provide behind-the-scenes updates, share countdowns to the launch, or post lighthearted messages to humanize the process. Transparency builds trust.
- Tailored Messaging: Segment your audience and deliver personalized emails addressing their concerns. High-value clients may need more direct communication, such as personal calls or concierge-style updates.
- Dynamic FAQs: Your website should serve as a central hub for information, featuring a visually engaging FAQ page that answers common concerns in plain, reassuring language.
Admittedly, while much of this focus is on the customer, we cannot ignore the people on your business’s front lines: your employees. Consider how internal communication supports customer awareness and communication as part of a content strategy.
Empowering Employees as Brand Advocates
When you think of brand advocacy, your mind probably goes to high-follower Instagram influencers. However, your most powerful brand advocates for banking are already on your payroll.
We’ve seen firsthand the deer-in-headlights look that employees have when learning about the changes to come. The stress of a core conversion doesn’t just affect customers; it ripples through your team as well. Employees on the front lines, especially those in customer service roles, often bear the brunt of customer concerns and confusion. This makes internal communication just as important as external messaging.
Learn more:
- Surprise, Delight, Stand Out: The Power of Subversive Marketing
- How Regional Credit Unions Can Win the Personalization Race
- Can GenAI Restore the ‘Humanity’ in Banking that Digital Has Removed?
Your employees are your most powerful brand advocates, but they can only play that role effectively if they understand the conversion themselves. Regular updates, interactive town halls with leadership, and clear timelines empower your team to handle customer inquiries with confidence and poise.
When employees understand the "why" behind the conversion and feel supported, they can help turn potential frustration into satisfaction. A knowledgeable, prepared team inspires trust and reinforces the message that the bank is in control.
Building Anticipation and Trust
Where do you get your news? If you’re like many adults in the US, you probably read something on social media to feel informed. Social media platforms are invaluable tools for engaging customers in real time during a core conversion. Beyond transparency, consider using these channels to build anticipation or even a sense of levity. Share fun countdowns, behind-the-scenes content, or short videos explaining the benefits of the changes.
While the algorithm handles audience communication on the social side, consider other places your audience already is and meet them there: enter email marketing.
You can ensure that everyone gets the right level of detail through audience or customer segmentation via email. The most common question customers might ask is, "What’s in it for me?" Your email outreach should strive to answer that question.
Post-Conversion: The Opportunity for Growth
Once the conversion is complete, the work doesn’t end; it evolves. We know that customers will continue asking questions or seeking information even after specific dates and deadlines have passed. Post-conversion communication is an opportunity to reinforce customer trust and excitement about the updated systems. Highlight the new features and benefits in a way that makes customers feel valued and included.
Creative campaigns can help maintain momentum. From customer testimonials to interactive tutorials, showing customers how the changes improve their experience will solidify their loyalty and engagement.
Creative Content Builds Loyalty
Within the stress and anxiety surrounding a core conversion, there is opportunity to build stronger relationships and lasting trust with customers. But that’s only when banks prioritize thoughtful, creative communication.
By easing anxieties, fostering transparency, and empowering employees, institutions can turn what might have been a stressful period into a moment of connection and growth. Bonus: Customers who feel informed and valued are far more likely to stay with their bank long after the conversion is complete.
At The Twiggs Group, we specialize in guiding financial institutions through every stage of a core conversion, from pre-launch strategy to post-launch engagement. With the right mindset, a touch of humor, and a strong partner by your side, your bank can emerge from a core conversion stronger than ever.
