ATB Goes ALL IN! MRIA Alberta Luncheon Event

What do you do when your CEO says your existing research programs offer insights into how we currently conduct business and what we need is information that will transform the banking experience for Albertans?  Well, you take the risk and turn traditional ways of doing research on its head!

In multi-media presentation, Tawnya Crerar, Director, Client and Marketing Research from ATB Financial and Anne Coulter from RSG will demonstrate how new thinking helped to strengthen ATB’s position in the marketplace.

Learn the details about how ATB’s research was transformed:

Financial institutions have traditionally relied on focus groups and traditional surveys, customer satisfaction studies, and lots of tracking. And there is nothing wrong with that.  Counting is an important exercise for understanding what your customers are thinking and what your competitors are doing.  But sometimes it’s not enough.  ATB had lots of that information but it needed different thinking if it was going to succeed in a global banking environment as a local company taking on five titans and financial technology disruptors. It was time to step out its comfort zone and do something different.

• Focus groups were replaced with mind model labs designed to understand the unconscious programme for banking, and the identification of crisis moments that could be turned into opportunities.
• A custom-recruited online banking village was created for 8 weeks to explore what it was like to be a bank customer.
• A model of consumer behaviour was created to leverage emotional messaging with practical offers for acquisition and retention.

Customer needs were understood at the emotional and unconscious level.  Transactional processes became opportunities for transformational experiences.

Using psychoanalytics, digital ethnography, and discrete choice modelling, ATB Financial was able to meet the challenge of its CEO to increase acquisition and retention. And it did not use a rating scale, a direct question, or traditional survey to arrive at its transformative view of the customer and the revamping of its hiring practices.  These innovative approaches helped ATB to better understand the forces that created the mental model for banking with ATB.
Key points that will be covered:
(1) How meeting unconscious needs of consumers transformed the way ATB did business

(2) How understanding the way consumers think is more important than what they think

(3) How ATB used discrete choice modelling to optimize its retention and acquisition numbers

(4) How love letters and break up letters helped executives to make banking more emotional and less transactional

(5) How ATB rolled out its strategy to re-orient its 5000+ employees to say yes and go all in for the customer

About the Speakers

Anne Coulter, managing director, rsg

Anne uses sophisticated and advanced analytic models to help clients solve complex problems.  She is an expert in choice-based segmentation and discrete choice modeling, and uses rsg’s innovative qualitative solutions to ground the statistics in real consumer experiences. Her session will illustrate how leading edge quantitative marries well with  psychology to produce more effective models of human behavior.  A dedicated Bayesian, she favours research approaches that result in probability outcomes rather than reported survey responses.

Prior to joining rsg, Anne was a partner in Coulter/Renken, where she developed new market research tools for virtual environments.  These new methodologies took advantage of advances in data collection and statistical analysis.  In particular, she created applications using virtual reality techniques that were used to develop statistical models for forecasting new product introductions, develop pricing strategies, create line optimization and delisting strategies, measure the impact of POS and estimate MROI.
Tawnya Crerar, CMRP, Director, Client & Marketing Research, ATB Financial

Tawnya began her marketing research career in Toronto after graduating from Cape Breton University with her BBA.  She started her career in pharmaceutical research, followed by CPG, Financial, Telecom, and B-2-B.  After spending almost a decade in Toronto, she moved to Alberta and took on marketing research leadership roles within the Technology and Financial industries.  She loves working for ATB and leads what she calls “the best in-house research team in Canada”.

*Light lunch provided, advanced registration is required*

EDMONTON

Date: Wednesday, March 30, 2016
Time: 11:30 a.m. – 1:00 p.m
Location: University of Alberta, Edmonton Health Clinic Authority, 11405 – 87 Avenue, Room ECHA 1 498 (Health Sciences LRT station is right outside the building)
Price: MRIA Members – $10, Non-members – $15, Students – Free
Registration: Through the MRIA Portal

Visit the MRIA Alberta Chapter for more information on this and other upcoming events: http://mria-arim.ca/chapters/alberta-chapter/alberta-chapter-events