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With a new wave of digital-first banks entering the market, ANZ needed to review their digital customer experience and operations to ensure that they continued to deliver on the expectations of the country’s leading financial institution.
The Clemenger BBDO team set about building a future forward vision for ANZ that would allow them to modernise their marketing operations and digital customer experience.
This included how ANZ:
Connected with customers through personalised messaging channels.
Stored, managed and published digital marketing content.
Organised customer data for marketing and analysed the impact of their efforts.
Marketing, data and technology teams could continue to learn and adopt new ways of working around more modern technologies and data-driven strategies.
Clemenger BBDO were engaged to review the digital marketing operations capabilities of the organization and provide recommendations on how the organization could realise the benefits of new technology on offer.
The team reviewed content publishing workflows, the ability to deliver personalised communications to customers via SMS, in-App and e-mail, the ability to store and organise content assets and the ability to measure impact.
Over a 5+ year period the team have collaborated with ANZ to introduce a wide range of new capabilities.
This has included:
A new marketing automation solution (Adobe Campaign) to orchestrate and plan 1:1 comms.
A new content management system (Adobe Experience Manager) and Digital Asset Management capability (Adobe Assets) to better organize content and publish it to the web.
New analytics dashboards to better monitor performance.
New microservices to manage consents and preferences.
A new capability to deploy customized push notifications in the ANZ mobile app (via Atomic.io).
Setting up ANZ’s AU/NZ personalisation academy training programme to enable 1,000+ employees on how to better apply data-driven insights into their ways of working.
