The Associated Bank way: where customers lead, we follow

Andrew Harmening, President & CEO, Associated Bank

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Banking has changed dramatically over the past decade, but at Associated Bank, one principle remains constant: the customer is the North Star. Every decision, every innovation, begins with understanding what matters most to the people and businesses the bank serves.

 

At the core of Associated Bank’s culture are four values: listen then act; a relentless focus on people; achieving together; and a winning spirit. That mindset begins by listening to customers and those the bank serves. Through customer surveys, digital tools and structured interviews, Associated Bank gathers deep insights into current and future needs to design a banking experience that matches its customers and communities.

 

Listening is not a one-time action but an ongoing rhythm. Associated’s expert data analysts translate feedback into action, collaborating across the organisation for a cohesive and unified vision that leads to enhanced product offerings, a reimagined account-opening experience, upgraded digital platforms and more customer-centred marketing strategies.

 

Customers don’t just get products – they receive trusted guidance tailored to their goals, whether they’re planning for the future, managing daily finances or expanding a business. Associated Bank’s ability to truly understand the needs of individuals and organisations has earned it long-standing customer loyalty and consistent recognition for customer satisfaction.

 

These efforts have delivered results. Associated Bank has shifted to sustained growth and now holds one of the highest Net Promoter Scores in banking, an industry-respected measure that reflects loyalty, satisfaction and customer advocacy.

 

Associated Bank primarily serves Wisconsin, Illinois, Minnesota and Missouri, with key markets in Green Bay, Milwaukee, Madison, Chicago, St Louis and Minneapolis. As capabilities expand, so does the institution’s potential to grow beyond its core footprint – always grounded in the belief that the customer comes first.

 

As the traditional banking landscape evolves, facing increased competition from fintech companies, Associated Bank continues to adapt. With a focus on speed, data, expertise and innovation, backed by the stability of a physical institution, the bank is well-positioned to lead in the years ahead.

 

Associated Bank exemplifies what it means to be a modern, relationship-driven financial institution – one that doesn’t just do business in a community but actively contributes to its success.

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Associated Bank, N.A. is an Equal Housing Lender, Equal Opportunity Lender and Member FDIC. For more information, visit associatedbank.com