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One multinational financial firm’s customer experience transformation

Timely, tailored messaging is essential to building strong customer relationships. When a global financial services firm experienced significant delays in their email marketing processes, they turned to Fusion for help.
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Challenges

Inefficient processes
Each step of the email process had to be developed, reviewed, and approved several times by numerous, siloed departments with minimal collaboration between teams.
Lack of standardized workflows
The company created each email from scratch. This lack of standardization and formatting slowed down the creation process as well as the review and approval processes.
Multiple outdated systems
The financial firm was relying on unintegrated, outdated systems to produce their emails rather than an automated workflow.

 

Solution

Our goal

 

Determine the cause of delays

We needed to gain a clear and accurate understanding of how the company engaged with customers, what role marketing automation played, and their current platforms and processes. We also wanted to get clarity into the obstacles and challenges that were slowing down their efforts. 

Our solution

 

  • Conducted extensive interviews with stakeholders across the internal email marketing process
  • Analyzed the process from inception to creation, review, platform and delivery workflow through Salesforce
  • Analyzed internal documents and platform specifications to identify patterns and needs
  • Mapped out systems and procedures to visualize areas of opportunities

Our goal

 

Recommend a system to increase efficiency

With an assessment in place and seeing the obstacles that reduced speed in their email marketing, our recommendations went beyond tactical execution. We defined the need for standardizing email formats, integrating or reducing systems, and implementing marketing automation. Our team also shared opportunities for collaboration among siloed teams. 

 

Our solution

 

  • Streamlined delivery by leveraging current platforms
  • Aligned skills with responsibilities
  • Created a design pattern library and templates to streamline processes
  • Utilized a content and digital asset management repository to reduce content duplication 

Outcomes

Improved customer communications and experiences

With a highly detailed current-state assessment and a viable roadmap, our client has the tools needed to act upon prioritized recommendations. More importantly, they can set the pace of action to ensure optimal results while improving both internal efficiency and customer experience. 

faster email communication
Reduced email process from months to fewer than 10 days
improved interdepartmental communication
Opened communications between siloed departments
email marketing roadmap
Developed roadmap to increase email marketing efficiency and improve CX

Impact

By streamlining their email and marketing processes and removing barriers between department communications, our client has significantly reduced their marketing timeline. Now, they can send important and timely information to their prospective and existing clients which allows them to nurture relationships and improve the customer experience. This results in improved customer retention, which is key to their continued success. 

 

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