Chrissy Oelke, an assistant vice president at Horicon Bank, has spearheaded an artificial intelligence-driven transformation at the Wisconsin community lender. With a focus on better understanding and engaging customers with the products and services they need, Oelke led a team in implementing AI-powered customer intelligence across the company’s lending, retail, and commercial banking segments. This modernized sales and marketing efforts at the $1.5 billion-asset bank.
Utilizing machine learning tools, Horicon Bank was able to leverage customer data to manage accounts more effectively and meet regulatory requirements. By studying customer habits and finances, the AI technology enabled the bank to assess the most useful products and services for each individual client. This approach has resulted in a significant increase in the bank’s share of wallet among existing customers through the identification of cross-sell opportunities and the development of a consistent, automated onboarding process.
Initially deployed within the lending arm of the bank, AI technology drove an uptick in loan application volumes and funded loans. Oelke then expanded the use of AI to lead a complete customer engagement transformation across Horicon, extending the technology to the retail and commercial banking businesses. This initiative has provided the bank with a 360-degree view of its customers’ behaviors and activities across all business units.
A graduate of the University of Wisconsin-Oshkosh with a major in marketing, Oelke has been with Horicon Bank for over 27 years. Drawing on her marketing background, data analysis skills, and passion for customer experience and engagement, Oelke continues to provide valuable insights impacting the bank’s strategic priorities. She is committed to developing her own knowledge and skills, as well as supporting her team and colleagues in their professional growth.