Co-op Financial Services

CO-OP Financial Services

Role: Interim CMO

TRANSFORMING THE LARGEST ATM AND SECOND LARGEST BRANCHING NETWORK IN THE US

OVERVIEW

Financial Services are experiencing widespread digital disruption. While CO-OP Financial Services was the leading technology and service provider for credit unions in the United States in 2016, strong digital contenders from established institutions, startups and outside enterprises started to decrease profitability and the future outlook for this legacy company.

An Interim CMO was placed in their leadership team to focus on business transformations and its connection to strategy and overall organization, digitization, content, and media engagement. This included changing marketing strategy and execution within three months, aligning Sales, Product and Marketing into one revenue-generation unit, incorporating a digital sales enablement program, operations adjustment, digital culture development and, above all else, a focus on customer experience as the primary driver of change.

Throughout this engagement, NPS scores improved by 40%, leads increased by 30%, conversions by 15% and contract cancellations declined by 65%. After a two-year engagement, CO-OP now has a solid digital platform and culture foundation with strong experience and will continue their digital transformation journey with an in-house team.

Co-op Financial Services
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