![]() Under the banner of “Making customers money-confident”, TSB joined forces with Adobe to break down marketing silos and replace disjointed campaigns with unified experiences that put customers at the center. A 10-day SLA to create new email templates made it virtually impossible for marketers to deliver personalized communications to customers in real time, and it quickly became a major bottleneck in one of the bank’s most effective and economical sales channels. The lag between each of these steps was 24 hours, which meant latency of three to nine days from the moment TSB collected customer data, to being able to action that information.Īs for email marketing, TSB previously relied on a third party to create and send emails to its customers. To process this data, they then had to move it into an IT layer, then into a series of servers and files, and finally to TSB’s database. Teams could only source unstructured information in the bank’s data warehouse, giving them limited visibility into customers’ behavior on different channels. ![]() TSB was also limited in the types of data it could use to inform its customer experiences. Upon receiving a customer request, it would take between three and five days for the bank to process the question and respond. TSB’s transformation was not without its challenges, one being that there were too many steps and silos in its data workflows. Head of Digital Marketing and Personalization, TSB Banking experiences for an omnichannel world “Working with Adobe, we set out to flip the financial sector’s product-focused sales model on its head and turn TSB’s marketing into a true customer-centric operation.” And with Customer Data Platforms on the rise, TSB wanted to lead the charge among UK banks in adopting a more unified and responsive approach to delivering personalization at scale. The ability to collect, analyze, and draw insight from customer data in real-time across channels was a top priority. To that end, TSB partnered with Adobe in 2018 to transform its omnichannel offering. “Combined with unmatched levels of personalization, that makes our value proposition difficult to beat.” “While large legacy players struggle to modernize in-line with customers’ needs, and digital-only banks can be limited in the types of services they can deliver, we offer the best of both worlds,” says Kavin Mistry, Head of Digital Marketing and Personalization at TSB. TSB’s customer-centric strategy sets it apart from most UK banks. Marrying a heritage that stretches back over 200 years with a modern banking platform, TSB offers a full range of financial services, including current and savings accounts, loans and mortgages, and insurance. TSB is one of the UK’s most trusted retail banks, serving more than five million customers across the country. Omnichannel banking centered around customers
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