“Focus on minimizing customer anxiety about the changes.
Simplify the perception of the process of converting their accounts. Ensure each customer feels special—and respect the
institution that they originally selected. Ensure every communications has an easy-to-find way to get more information
or ask questions. Provide multiple channels for disseminating
information, questions and follow-up.”
Assuming the time from the merger announcement to the
actual conversion is at least a few months, another jointly
signed letter should be sent out six to eight weeks later. This
second communication can include a brochure listing the
answers to frequently asked questions such as “Can I continue
to use my existing checks?” or “Will I need a new password
for bill pay?” This mailing will help take some of the pressure
off branch personnel and call center staff.
“Developing a mailing package that was attractively designed and well-received by our newest customers was critical
because our goal was to make a good first impression,” says
Old account and new account
Once the conversion is scheduled, the communications plan
should include the “major communication” that must be
received 30 days prior to the big day, explains Hall. “This
mailing has to be very detailed so that customers will know
exactly what will happen with their accounts.”
The current product name of each account should be listed
along with the new name of the account post-conversion. If
the account numbers are changing, the old and new numbers
should be listed as well.
Surviving a Merger or Acquisition
Mergers and acquisitions are in the news quite often these days
and it appears they will not be slowing down anytime soon.
Sometimes, there is advanced warning about a possible merger or
acquisition in the form of rumors so that staff can be somewhat
prepared for the announcement and potential changes. Other
times, they come as a complete surprise.
So many thoughts run through employees’ minds—and
most of them are negative. The big question is “Will I have a
job when all is said and done?”
As more organizations contemplate merger and acquisi-
tion activity, marketers and other employees need to prepare
themselves for change. Here are six tips to help manage a career
amid a merger or acquisition:
m;Build and maintain your network. “Stay in touch
with everybody,” both professional and socially. Check to
see if your employer has an alumni network, its own or on
m;Boost your value in the company. Go above and
beyond your job description. Be visible, be essential and be a
contributor. Promote your capabilities and accomplishments.
m;If things slow down, use the time wisely. Often
during a merger or acquisition, there is less work responsibili-
ties. Go to networking events, research potential employers. If
possible, try to get introduced to people from the acquiring
m;Keep a positive attitude. Not an easy task but vital to
getting through tough times. Being negative will reduce your
chances greatly of being retained. Don’t be a complainer; be
perceived as a team player.
m;Know the players. It is not always as it seems on paper
who the “winners and losers” will be. Try to get accurate
information on which departments and executives will be
really in charge after the merger and learn their priorities.
m;Prepare a contingency plan. Be prepared for the worst
and have a backup plan in place.
Communications opportunities to newly acquired customers
don’t end with a successful conversion.
Dear Valued Customer,
The merger of United Bank and Rockville Bank is now complete, but the best is yet to come. Soon, you
will have access to an enhanced menu of products and services, more convenient ways to bank, and an
extended branch and ATM network, along with the same level of personal service and commitment to
community you have come to expect. As we work on transferring your accounts to our new data system,
there are some important things you need to know to make the transition to the new United seamless:
• All United Bank and Rockville Bank offices will be closed over the weekend of conversion,
October 11-13, while the systems changes are being made.
• On October 14, all branches will re-open and all Rockville Bank branches will open under the
United Bank name.
• Any changes and enhancements to the terms and conditions of your accounts (deposit and loan)
will become effective on October 14.
• In most cases, your United Bank Personal Banking Officer will become a United Bank
You will find more detailed information on what you can expect during transition in the enclosed
“Welcome Kit,” which includes:
• Account Information Summary: A listing of your current United Bank accounts, along with the
name of your new United Bank accounts. We have attempted to match your existing account to
the new United Bank account that is the most similar. In some cases, your accounts will not have
• Products and Services Guide: Learn more about all the benefits of banking at the new United in
this special resource that lists complete details about all of the new United Bank accounts and
services, including answers to frequently asked questions, product descriptions, a list of 50+
United Bank locations, and more.
• Disclosures: Learn about account-related fees and service charges, policies, and terms and
conditions of your accounts. Please retain these documents for your records.
*****************AU TO**5-DIGI T 01001
John A. Sample
P.O. Box 308
56 Main St
Ellington, C T 06029-0308
September 8, 2014
95 Elm Street, P.O. Box 9020
This is the cover letter
that was included in
the mail package with
a conversion guide
used by United Bank
(assets: $5 billion),
Dena Hall, Regional
Officer, United Bank,