Leading Farm Credit East through Transformational Change
Farm Credit East (FCE) has supported Northeast agriculture for more than 100 years. To position the financial cooperative for the future, leadership recognized the need to modernize key systems and processes without losing the local relationships and trust that define the Association. As FCE embarked on a period of transformational change – spanning financial services and data security initiatives – Meyocks partnered with the cooperative to ensure these changes were communicated clearly, consistently and with empathy – keeping employees and customers aligned every step of the way.
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99%Positive or neutral customer feedback
- Golden ARC de Excellence Award
- 1st Place Best of NAMA National
- 1st Place Best of NAMA Region 6
- Merit PRSA IA Award
Guiding Stakeholders Through Meaningful Change
Change is inevitable, but transformation is intentional. For Farm Credit East, upcoming changes impacted daily workflows, customer interactions, and long-standing processes across an eight-state region. Employee and customer survey research revealed:
- Employees wanted to understand why change was happening and how it would affect them.
- Customers valued FCE’s local, relationship-driven approach and needed reassurance it wasn’t going away.
FCE needed a communications strategy that would build confidence, minimize change fatigue and reinforce trust – while setting the tone for future transformation.
Clarity Builds Confidence
Primary research showed stakeholders craved clarity, consistency and context. Transformational communications needed to 1) explain the “why,” 2) connect changes to FCE’s mission and show how employees and customers fit into the bigger picture.
Progress Without Losing What Matters
There was opportunity to reframe change not as disruption, but rather as an evolution of the financial cooperative – reinforcing FCE’s commitment to agriculture, relationships, and its cooperative values remained constant, even as systems improved.
A Unified Narrative for Change
Meyocks helped FCE develop a master messaging playbook to guide all communications related to transformation. This ensured every touchpoint – internal and external – reinforced a shared story: forward-looking, customer-focused progress built on trust.
Proof That Trust Pays Off
Farm Credit East’s thoughtful approach to change delivered exceptional results:
- 99% positive or neutral customer feedback following the financial services transition (580 responses)
- 95% positive or neutral employee feedback following the security rollout (305 responses)
In today’s fast-paced world, intentional change is ongoing. As the Association continues to build on its foundation, the proactive communications strategy established a strong foundation for future change, demonstrating its ability to modernize while staying true to what customers value most.
-
99%Positive or neutral customer feedback
-
95%Positive or neutral employee feedback
Guiding Stakeholders Through Meaningful Change
Change is inevitable, but transformation is intentional. For Farm Credit East, upcoming changes impacted daily workflows, customer interactions, and long-standing processes across an eight-state region. Employee and customer survey research revealed:
- Employees wanted to understand why change was happening and how it would affect them.
- Customers valued FCE’s local, relationship-driven approach and needed reassurance it wasn’t going away.
FCE needed a communications strategy that would build confidence, minimize change fatigue and reinforce trust – while setting the tone for future transformation.
Clarity Builds Confidence
Primary research showed stakeholders craved clarity, consistency and context. Transformational communications needed to 1) explain the “why,” 2) connect changes to FCE’s mission and show how employees and customers fit into the bigger picture.
Progress Without Losing What Matters
There was opportunity to reframe change not as disruption, but rather as an evolution of the financial cooperative – reinforcing FCE’s commitment to agriculture, relationships, and its cooperative values remained constant, even as systems improved.
A Unified Narrative for Change
Meyocks helped FCE develop a master messaging playbook to guide all communications related to transformation. This ensured every touchpoint – internal and external – reinforced a shared story: forward-looking, customer-focused progress built on trust.
Proof That Trust Pays Off
Farm Credit East’s thoughtful approach to change delivered exceptional results:
- 99% positive or neutral customer feedback following the financial services transition (580 responses)
- 95% positive or neutral employee feedback following the security rollout (305 responses)
In today’s fast-paced world, intentional change is ongoing. As the Association continues to build on its foundation, the proactive communications strategy established a strong foundation for future change, demonstrating its ability to modernize while staying true to what customers value most.
-
99%Positive or neutral customer feedback
-
95%Positive or neutral employee feedback