Deliver Personalized Experiences

The Challenge

The marketing department at Aruba Bank expressed their eagerness to extract more value from their content platform and prioritizing marketing technology projects, encompassing Data, Analytics & Reporting, Marketing Automation, and Voice of Customer (VoC). Their constant reliance on IT teams and manual processes when accessing fundamental campaign and customer data proved a significant annoyance. Any delays and snags in tech support, when presented with uncomplicated queries, could cost the marketing team weeks or even months of optimization time, translating into an unproductive use of technical staff resources.

Objectives Identified with the Aruba Bank Team

• Gain insight into the present and potential customer data set.
• Utilize this data to drive growth strategies.
• Accumulate customer feedback to enhance understanding of the customer and to craft optimal customer experiences (CX).
• Plan, automate, and distribute personalized marketing messages across various platforms, including the web, mobile, apps, email, and social media.

It was determined that the ideal solution would enhance customer experiences and amplify the impact of the Marketing department by placing the customer at the heart of the bank's operations. The efficient allocation of time and resources would be streamlined across the appropriate departments, enabling the delivery of personalized and relevant customer journeys at the most opportune moments.

The Solution

The content and data strategies of Aruba Bank’s website were restructured to better align with the customer's needs while providing Aruba with the ability to analyze customer behavior and respond accordingly. We guided and worked in tandem with stakeholders through each stage of the process, empowering them to independently continue working on site optimization following the conclusion of our involvement. The priorities were appropriately defined for both Tech and Marketing efforts to enable each department to take ownership of their respective data and analytics, ensuring a consistent return on investment for the entire bank.

The Content Alignment & Data Enablement project consisted of four key initiatives, each one designed to build on the last:

• Analyze the current customer data stored in Aruba Bank's technological structure and assess its utilization.
• Monitor the efficiency of Aruba Bank's Sales and Marketing initiatives.
• Leverage data-informed analysis to evaluate and enhance the customer experience by establishing a comprehensive view of the customer.
• Optimize the influence on Sales, Customer Service, Risk, and IT teams and provide them with continued assistance.

The Outcome

Finalizing the four core initiatives under the Data Enablement project optimized data precision across the bank's marketing technology platforms. This created an effective reporting structure that underpins all teams across Aruba Bank. With a growing number of consumers gravitating towards digital banking, Aruba Bank is equipped to monitor these extensive digital engagements in a precise manner. Customized sales and service campaigns are rendered today, which are grounded in unified and dependable data and analytics, thereby ensuring exceptional customer experiences across all channels.

This project was a joint endeavor involving the Marketing, Sales, and IT departments, as well as several other verticals. By bridging processes and streamlining optimization between previously isolated teams, Aruba Bank has delivered a remarkable holistic customer experience, leveraging precise data from critical marketing touchpoints. Leaders spanning all departments can now access the data and benefit from its circulation across the entire organization.