Technology Exchange Case Studies Centralizing the Customer Experience: Lessons from Fifth Third Bank’s Marketing Transformation

Centralizing the Customer Experience: Lessons from Fifth Third Bank’s Marketing Transformation

Thursday November 8, 2018 | 10:15 AM - 11:00 AM

Sponsor Name: NewsCred

Speaker: Shannon Paul, Vice President, Brand Content and Social Media Engagement, Fifth Third Bank

The case for delivering a powerful, unified customer experience is clear. But many marketing organizations struggle to break down long-established silos and create a system of governance and effective processes for developing effective marketing content. Fifth Third Bank was experiencing the common challenges of a lack of common brand identity across business units, duplicative efforts in creating and developing content, and inconsistent customer experience across digital channels. It needed an enterprise-wide content strategy across multiple lines of business and a solution to find efficiencies in content planning, development, and measurement.

The presentation will cover:

  • The benefits of a consolidated, efficient approach to content.
  • How Fifth Third Bank developed & operationalized a well-governed center of excellence content planning model
  • Best practices for breaking down marketing silos & centralizing the content lifecycle (ideation to measurement)