Headquartered in Tasmania, MyState Bank positions itself as "the human way to bank," offering products and services that help you manage your money, your way. Laura Chatwin, Senior Manager of Customer Marketing at MyState Bank, is tasked with deepening customer relationships through targeted marketing efforts. 

Upon joining the customer marketing team, Chatwin inherited a highly outdated CRM system. The system's limitations included the inability to perform email automations, a cumbersome interface for creating email templates, and a lack of integration with customer data. “It was really clunky and hard to use. Even building email templates was quite challenging and required HTML skills, which my team didn’t have,” Chatwin recalled. This resulted in a time-consuming, manual process where data had to be requested from a separate team and uploaded manually. The process hindered the customer marketing team's efficiency and responsiveness. 

MyState Bank implemented Acoustic to address these challenges, choosing the customer engagement platform for its cost-effectiveness, minimal integration requirements, and low dependency on technical resources. This decision allowed the customer marketing team to become more self-sufficient, significantly reducing the reliance on their technology team, which was already occupied with other projects. 

Post-implementation, MyState Bank saw immediate benefits. They successfully launched an onboarding journey that encouraged customers to take the next-best step, such as downloading the bank's app, funding their accounts, and setting up digital wallets. This initiative achieved a 76% engagement rate, but that’s not all according to Chatwin. “We have seen some uplift in terms of our early funding from our customers around that first 30 days, which we believe is due to having those onboarding journeys implemented,” she says. 

However, her proudest accomplishment with Acoustic is staff satisfaction. “We’re able to self-serve from a data point of view, build queries, and we’ve had a 70% reduction in data requests, which is fantastic,” she says. The ability to take back control of their marketing also led to a dramatic increase in efficiency, cutting down email request turnaround time from 1-2 days to just 1-2 hours. Additionally, they doubled the number of email campaigns delivered in the past year compared to the previous year. 

Acoustic has transformed MyState Bank's customer marketing capabilities, empowering the team to independently manage campaigns and data, which resulted in improved customer engagement and operational efficiency. Looking ahead, Chatwin is excited to explore the full potential of Acoustic to further enhance her marketing strategies and continue delivering on MyState Bank’s promise of human-centered banking.