The familiar blue and green Wachovia waves around Atlanta are heading into the sunset, to be replaced by the red and gold of Wells Fargo and its iconic stagecoach emblem.
Georgia is the largest Wachovia market to change over to Wells Fargo. Bank officials say the changeover, in the works for nearly two years, will be smooth.
Monday morning, branches in metro Atlanta will be completely rebranded. The Wachovia name, which entered the state in 1985 when the it acquired First National Bank of Atlanta/First Atlanta, will be gone. The Wells Fargo name has already changed atop the bank’s Atlantic Station tower, and its new sign, the largest in the company, will be lighted for the first time Tuesday night.
As Atlanta regional president, Jerome Byers leads Wells Fargo & Co.’s effort to ensure the transition goes off without a hitch.
Byers talked with The Atlanta Journal-Constitution last week to discuss the merger and its effect on customers:
Q: What changes can people expect in the branches?
A: The people and service will stay the same. The other part of the conversion, along with signs and branding, is technology. Our team members have been telling our customers for the past few weeks about the new systems.
The speed (of service) will probably not be quite as fast as they’re accustomed to.
Q: A sort of breaking-in period?
A: There will probably be a little longer wait times until we get the systems down pat. We’ve spent hours and hours training our team members over the past 60 to 90 days.
Q: What new products will customers see?
A: You will see an increased offering of multiple options around your checking accounts. Wells Fargo is in 86 different lines of business. We’ve launched some of the (new) insurance products, but we will be offering more.
Q: Do you plan to add branches in the market?
A: There won’t be any decrease in branches that’s for sure. Over the next 18 to 24 months—I’ll never say never about adding, but we won’t be decreasing. We’ll be strategic with any additions.
Q: What have you done to make sure customers know about the changes? Will you be doing any marketing to customers?
A: We’ve been working with our customers since June to make sure they know.
We’re going to do a good amount of branding. We’ve been giving them cards (inside branches) over the past few weeks educating them about Wells Fargo (and service changes). In this market, people know Wachovia, they know what to expect.
We’ll be doing more advertising with billboards around the city. We’ll be doing more advertising and in perhaps some surprising ways.
Wells Fargo will also do more in terms in community involvement.
Q: In what way?
A: Our approach is our people are our value-add and service is our biggest revenue driver. We’re one of Atlanta’s largest employers. You will see us in force in the community and in dollars given.
Our community support through United Way raised more than $600,000 last year.
We do more through volunteer hours and our giving. This year it’s over $850,000 in one of the toughest years I can remember. That’s an intrinsic value to have with a company brings to this market.
Q: What permanent changes can customers expect inside branches?
A: Our approach was to first identify senior management and next to find people to work in the stores. We started that process more than a year ago.
There will be a lot more specialists versus the generalists at Wachovia. They will find specialists in small business, wealth management, private banking.
There will be managers with decision making (power) in the branch.
Q: On hiring, how many new employees have been hired? How many more will be?
A: We initially said 200 bankers in the Atlanta area; we’re at 300 in our Atlanta stores. That’s very visible, and over time you will see that increase even more.
If you look in our stores, it looks like there are a lot of people with lots of activity. We’ve been adding really good jobs in a market and at a time the market needs to see jobs added.
Q: What questions have customers had about the merger?
A: Many customers are concerned (about accounts). Our account numbers aren’t changing; we’re a safe and sound institution and our accounts are okay. We invite you to come in and see the stores.
We’ve already converted in the overlap markets. We’re not testing new technology … you’re accounts will be okay.
Q: What else should customers keep in mind?
A: The one thing I want to assure customers, people want to know what happens to my banker.
The people in the store are staying the same. We might add more people, that part has taken place. Wachovia has been a brand and entity that has had an impact on metro Atlanta and Georgia.
Wells Fargo senior management understand the legacy of Wachovia an the things that made Wachovia great we’re not letting go. Service is at the forefront of what we do here.
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