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Timely, tailored messaging is central to customer experience transformation, especially in the financial realm. In this case study, see how a high-profile, global financial services firm reimagined its email marketing to provide a smoother customer experience and improved marketing efficiency.


Upon examining current banking customer experience trends, one multinational financial services firm saw opportunities to improve their customer experience (CX) across the journey, including acquisition, onboarding, and renewal.

They wanted to be more purposeful about the relevance, frequency, and timeliness of emails from different departments, making sure to keep their emails and communications frequent but not disruptive. The goal was to ensure they were sending timely and relevant content to the right customers at the right time from the right channel. Achieving this would ultimately strengthen the banking customer experience, which would make customers more likely to engage, respond, and take action.

Having partnered with Fusion on various strategic initiatives for years, the company tapped us for assistance. Our mandate centered around boosting customer acquisition through improving the email marketing process. In order to support a considerable number of new products being introduced, our client needed to scale and target their acquisition email processes more effectively.


Our team began by conducting extensive interviews with stakeholders across their internal email marketing process, from inception to creation, review, platform, and delivery workflow, through Salesforce. We wanted to gain a clear and accurate understanding of:

  • The company’s strategy around how to engage customers
  • The role of marketing automation
  • The existing platforms and how well they support the type of engagement the client wants to have with its customers
  • Current processes, glitches, and challenges
We additionally pored through internal documents and platform specifications. Together, we used all this information to identify patterns and needs in the current banking customer experience. We then walked through the process, mapping the systems and procedures to visualize areas of opportunity.

Our assessment revealed that it took much more time than expected to send a marketing email. Collateral had to be created, reviewed, and approved by numerous departments, passed on to other departments, and then given a last review by marketing and a final department.

With an accurate picture of the current state, we collaborated with the client to deliver re-envisioned workflows and a roadmap of actionable recommendations. These recommendations fell into three categories: design and content, process and capabilities, and collaboration and governance.

Our recommendations went beyond the tactical execution of campaigns. Many suggestions focused on renovating internal processes — how the client gets things done, collaborates, strategizes, and engages the customer. We also defined a need for standardized, reusable email formats, integration or reduction of systems, implementation of marketing automation to create efficiencies, and more collaboration across siloed teams.


With the assessment complete, our client had a strong game plan in hand. They could act upon the prioritized recommendations at their own pace to dramatically improve both efficiency and the banking customer experience overall.

Removed barriers to increase speed to market
Removed barriers to increase speed to market
Delivered roadmap to greater efficiency, improved success
Delivered roadmap to greater efficiency, improved success
Opened communications between siloed groups
Opened communications between siloed groups

Get help boosting your banking customer experience

Want more information on how to improve customer experience in banking? Fusion has performed a number of CX case studies that provide us unique insight into enhancing financial institutions’ customer experience. Reach out to a Fusion expert today to learn how we can help you overcome CX challenges and develop strategies for improvement.

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