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Transforming Digital Banking: How Beyond Bank Built a More Personalized Customer Experience
In today’s digital landscape, delivering a seamless, customer-centric experience is more critical than ever. For Beyond Bank, a leading mutual bank with over 60 years of history, digital transformation was not just about modernizing their website—it was about bringing their relationship banking vision to life in the digital space. Partnering with Optimizely and digital agency Orchard, Beyond Bank set out to create a personalized, intuitive, and efficient online experience that would better serve their customers while aligning with their long-term business goals. This journey involved overcoming challenges, optimizing content, ensuring compliance, and embedding experimentation and personalization at the core of their digital strategy.
Meet Beyond Bank
Key Points
- As a product manager at Beyond Bank, Chris's primary focus is on the website, overseeing its design, development, and functionality.
- The role involves collaboration across multiple teams, including designers, developers, marketing, and customer support, with his primary responsibility to deliver and enhance digital experiences for customers.
Personalization & Experimentation: The future of Beyond Bank’s digital strategy
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Key Points
- Beyond Bank has operated as a mutual bank for over 60 years, prioritizing customer relationships over shareholders.
- Their recent digital transformation project lays the foundation for an ongoing optimization and Personalization program.
- They plan to embed Experimentation into their team’s processes, using Optimizely’s platform to refine and enhance the customer experience continuously.
Making every digital interaction personal
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Key Points
- Beyond Bank’s challenge was translating relationship banking into the digital space, ensuring customers get the same personalized experience online as they do in branches.
- By leveraging Optimizely’s Content Management System and ODP, Beyond Bank creates tailored digital experiences based on customer insights.
- Using data and customer behavior, they run targeted optimizations to validate what works, ensuring every interaction is meaningful and effective.
"The challenge for us was bringing that personalised experience to the digital platform."
Christopher Filosi, Beyond Bank
Personalization in practice: Using customer behavior to drive engagement
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Key Points
- Beyond Bank separate signals from experiences, identifying key customer behaviors (e.g., website interactions, whitepaper downloads, application form usage) to build meaningful segments.
- Once segments are defined, they design personalized experiences tailored to what those customer groups actually need.
- Their personalization strategy is data-driven and creative, combining behavioral insights with tailored content and experiences.
Optimizing a 60-Year legacy for the future
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Key Points
- The project wasn’t just about transformation—it was about optimizing 60 years of content into a streamlined, modern experience.
- The website redesign focused on efficiency, usability, and personalization, ensuring every page served a purpose.
- Compliance and security requirements pushed the team to create an even higher-quality experience, ensuring the best standards for customers.
"It's never something that we view as something that holds us back from anything. It just raises the bar in terms of the level of quality and the standard that we hold ourselves to."
Christopher Filosi, Beyond Bank
How a website redesign reduced support calls by 33%
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Key Points
- Support call volume has dropped by a third, meaning more customers successfully self-serve on the website.
- Product visibility has doubled, with more customers discovering product information through an improved and personalized site experience.
- These improvements contribute to a more sustainable business model, freeing up staff to focus on high-value conversations.
Testing, learning, and improving: A data-driven approach to UX
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Key Points
- The team used customer research to identify pain points, ensuring an evidence-based approach to digital transformation.
- Early testing and validation with customers helped refine the user experience before launch.
- A key success measure was reducing friction in the customer journey, making interactions more seamless.
- The approach led to a 35% increase in customer satisfaction, proving the impact of continuous optimization.
Stakeholder buy-in and collaboration: The secret to a smooth project
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Key Points
- Orchard’s expertise was essential – Beyond Bank partnered with digital agency Orchard, whose deep knowledge of Optimizely’s ecosystem was instrumental in delivering every aspect of the project.
- Stakeholder alignment was key – The team worked closely with internal stakeholders from the beginning, ensuring clear communication of goals and faster approvals.
- Collaboration drove success – A close-knit team culture, open communication, and quick problem-solving helped keep the project on track.
- Strong partnerships lead to better outcomes – By working effectively with both external and internal partners, Beyond Bank was able to execute a smooth and successful digital transformation.
Conclusion
Beyond Bank’s transformation wasn’t just about launching a new website—it was about building a foundation for continuous optimization and customer-focused innovation. By leveraging Optimizely’s platform, collaborating with expert partners like Orchard, and maintaining a strong commitment to personalization, Beyond Bank has already seen measurable success, from reduced support calls to increased customer engagement. More importantly, this transformation has set the stage for ongoing experimentation and refinement, ensuring that Beyond Bank continues to evolve alongside its customers' needs. Their journey is a testament to the power of collaboration, strategic vision, and a relentless focus on delivering the best possible customer experience.
