Horicon Bank's AI Transformation: A Game Changer in Customer Engagement
Chrissy Oelke, an assistant vice president at Horicon Bank, led a significant artificial intelligence makeover at the Wisconsin-based community lender. Her mission? To understand and serve customers better with the products and services they truly need.
Implementing AI-Powered Intelligence
Oelke and her team introduced AI-driven customer intelligence across Horicon’s lending, retail, and commercial banking segments. This move aimed to modernize the bank's sales and marketing efforts. By using machine learning tools, the bank could effectively utilize customer data that it already needed to manage accounts and meet regulatory requirements.
Using AI allowed the bank to study customer habits and finances. This insight helped the bank provide the most suitable products and services for its clients. For example, if a customer frequently shows interest in mortgage loans, the bank can tailor its offerings to meet this specific need.
Increasing Customer Wallet Share
Horicon Bank saw substantial growth in its share of wallet among existing customers. They achieved this by identifying the best cross-sell opportunities and creating a consistent, automated onboarding process. The bank also used AI to capture the knowledge of retiring loan officers and bankers. This initiative ensured newer staff could identify and act on opportunities efficiently.
Success in Lending and Beyond
Initially, AI technology was deployed within Horicon’s lending division, leading to an increase in loan applications and funded loans. Oelke then expanded this technology throughout the entire bank’s retail and commercial banking operations. This led to a comprehensive 360-degree view of customer behaviors and activities across all business units.
Chrissy Oelke's Vision and Background
Chrissy Oelke graduated from the University of Wisconsin-Oshkosh, where she majored in marketing. She boasts over 27 years of experience at Horicon Bank and has previously held several marketing roles. Oelke said, "Using my marketing core, drive for data research and analysis, passion for customer experience and engagement — all result in providing valuable insights impacting strategic priorities."
Oelke continues, "I am passionate about everything I do and find joy by continuously developing my knowledge and skills, along with helping my team and fellow colleagues grow."
Conclusion
Chrissy Oelke's AI initiative has transformed Horicon Bank, enhancing customer engagement and optimizing services. With a solid commitment to innovation, Horicon Bank is not just keeping pace with the evolving banking landscape but leading it.
