Our client is one of Mexico’s largest banks, offering loan, credit, savings, and banking services. It also operates in several countries in Latin America.
The client decided to move further on their digital transformation to provide their clients personalized, unified and well-connected experiences. It has looked to serve broader populations of customers underserved by traditional banking services on its market. Additionally,, many of its customers don’t have desktop or laptop computers, but most have smartphones. In order to execute a strategy to optimize experiences, the company needed to coordinate every touch point across web, mobile, email and call centers and centrally manage digital assets. The bank decided to improve its analytics, testing and data collection to define accurately their audience segments and deliver personalized content to them.
Regarding its current situation, it was key to deliver the same digital experiences in every channel and specially, on smartphone banking. This considered both, digital and physical channels, as their ATM’s. Additionally, develop an analytics and data strategy that could allow them to obtain better results regarding audiences management and real-time custom interactions with its target customers.
Several challenges were identified.
- Their marketing teams couldn’t create multi-channel experiences quickly.
- Internal teams and external agency partners shared digital assets via email, web-based file hosting services, and flash drives, which delayed content development.
- Digital marketers frequently had to manually resize and reformat web content to deliver it in different channels.
- Build segments and optimize data collection and usage to improve personalization across every channel.