MEMBER BANKS ACROSS THE U.S.
LIFT IN CUSTOMER PROFILE MATCHING
OF ADDRESSES CLEANSED USING AI
HTLF’s geographically diverse group of member banks are located across the midwest, southwest, and western regions of the United States—each with its own core systems for customer data. HTLF is moving away from being account-centric to being customer-centric which takes time, and it also takes the right technologies. When Patrick Terry became director of enterprise data management at HTLF, he set out to improve the bank’s retail and commercial customer profiling capabilities. He understood that master data management (MDM) was the answer to help HTLF become customer obsessed and bridge the customer data silos that existed within the bank.
“I’m passionate about applying data and technology solutions so we can get a complete view of our customers and provide them with personalized service,” he says. “To understand our customers and be able to view their households and profiles the same way across our member banks and different lines of business, we needed a single source of truth—not only for our retail banking customers, but also for our more complex commercial customers that have multiple relationships within our member banks.”
Because the 11 member banks used different core systems, compiling a single source of truth for customer data was time consuming for the data management team, and the manual processes were challenging to scale. For instance, it was not unusual for customer addresses to become outdated, causing a significant percentage of customer mail to be returned. This resulted in higher costs, limited marketing reach, and missed opportunities to personalize connections with customers.
Establishing a combined ID to create a full picture of retail and commercial customer profiles
To establish a more accurate view of retail and commercial customers, all supporting data about each customer from various systems had to be tied to a single profile representing either a customer household or banking relationship. Working with Huron Consulting Group, an Informatica Platinum System Integrator, Terry and his team deployed Informatica Customer 360 to master its customer data.
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