TCF is a national bank holding company that provides retail and commercial banking services with 425 branches in Minnesota, Illinois, Michigan, Colorado, Wisconsin, Indiana, Arizona and South Dakota. TCF, through its subsidiaries, also conducts commercial leasing and equipment finance business in all 50 states, commercial inventory finance business in the U.S. and Canada, and indirect auto finance business in over 40 states.
Following difficult times for all financial institutions, executive management at TCF Bank realized the need to develop a Brand Strategy that aligned with their new Business Strategy, which included the introduction of new products and services into the marketplace. We were engaged to lead their executive team in understanding how customers perceive the TCF Bank brand today, and in determining how we want customers to relate to the brand in the future.
We began by mining significant existing quantitative research and, in turn, fielding qualitative research across all markets to understand how customers related to TCF Bank and other financial institutions. We then determined the target customer, based on insights into their underlying needs and motivations. Lastly, we created an emotionally based Brand Promise that was believable, compelling and distinct that could drive growth consistent with their new Business Strategy.
We then led over 160 people from all areas of the organization through implementation workshops to ensure they understood the Brand Strategy and had direct input into creating the desired future customer experience.
Next, we managed an agency search and guided creative development for expressing the Brand Strategy into the marketplace. We then contributed to developing the company’s Mission, Vision and Values, and mapping the Customer Experience of the future.
Most recently, we were engaged to develop and manage qualitative research, including moderating, to help understand customers’ current perceptions about opening and using their checking account, and their preferences moving forward.
- Tom Jasper, Vice Chairman of Funding, Operations and Finance
- Earl Stratton, COO
- Mark Jeter, Managing Director of Branch Banking
- Mike Olson, Director of Finance
- Geoff Thomas, Managing Director of Customer Segments and Alternative Channels
- Jennifer Rohling, SVP, Director of Marketing
- Mark Goldman, SVP Director of Corporate Communications
- Karen Johanning, VP, Director of Transaction Product Management
- Kelly Robbert, Customer Experience Director