Associated Bank (NYSE:ASB) showcased recent national recognition for its customer service centers with big game ad broadcasts in several major Wisconsin markets as well as Minneapolis/St. Paul.

The customer service-themed ad is both satirical and humorous.  It reinforces consumer expectations for the type of superior customer service available from customer care employees at Associated’s two Wisconsin service centers. The broadcast ad also extends Associated’s “Challenge Your Bank” multi-media campaign which debuted in late 2014. The campaign encourages consumers to challenge their banks for better service, products and practices.

“The season’s preeminent football game provided the perfect opportunity to celebrate the outstanding work of our customer care colleagues and demonstrates that Associated Bank provides a better banking experience,” said Christopher Piotrowski, Associated executive vice president and chief marketing officer.  “The must-watch game allowed us to join in the creative frenzy surrounding national TV ads with our innovative spot that reflects our commitment to quality customer experiences.”

According to Piotrowski, consumers who have ever experienced less-than-optimal restaurant service found that the commercial had a unique twist.

The ads aired on several stations broadcasting the big game including WJDT in Milwaukee, WFRV in Green Bay, WEAU in Eau Claire, WSAW in Wausau, WKBT in La Crosse, and WISC in Madison. In the greater Minneapolis area, the spot ran during the WCCO broadcast of the game.

The broadcast ads on Sunday’s game served as the kick-off to a larger campaign that will also incorporate print, digital and social media messaging.

Associated’s 120 customer care employees are located at operation centers in Green Bay and Stevens Point, WI.

“In our research, many financial services contact centers of our scale outsource all or portions of their operations to other companies, and the customer service representatives who answer the phone are at times located off-shore,” said Jennifer Fox, senior vice president/Customer Care Contact Center operations manager. “We’re very proud that our 24/7/365 next-generation operations are located in our three-state footprint. We are truly local and available anytime our customers need us.”

The Associated operations also distinguish themselves from most call centers as they serve customers from multiple lines of business on a 24/7/365 basis, according to Fox. Other areas where Associated customer care is nationally recognized include:

  • Timeliness in resolving issues

  • Representative knowledge and courtesy

  • Concern for customers’ circumstances

  • Clarity of information provided

  • First-contact resolution