OnBase: Smashing Sales and Marketing Misalignments Ep. 401 | Driving a Digital Transformation, but Keeping the Human Touch
Episode Summary
In today's rapidly evolving marketing landscape, the need for digital transformation in the financial services industry has become crucial. As customers increasingly expect seamless experiences, striking the right balance between digital and in-person services can be a challenge. In this episode, we discuss how Fifth Third Bank embraces digital transformations while prioritizing customer support and human interaction. Explore the role of marketing in driving successful digital transformations and creating impactful customer experiences.
About the Guest
Melissa is an executive vice president and chief marketing officer for Fifth Third Bancorp. She is responsible for ensuring a client-centered, digital-first approach to all areas of the Bank. She also oversees the Bank’s Enterprise Workplace Services and Corporate Communications organizations. Melissa joined Fifth Third in May 2016 and has been integral to the Bank’s transformation to thrive in the digital world. She has designed an integrated and seamless customer experience across the organization.
Key Takeaways
- A key part of balancing digital and in-person services is to ensure that customers feel supported throughout their journey without overly relying on digital or automated solutions.
- It’s important to combine meaningful conversations with quality data, insights, and integrations to help solve customer problems more effectively and point them to the right tools and solutions.
- Success in digital transformations requires understanding the "why," "how," and the people involved. Evaluate technology, processes, and people to make necessary adjustments and raise expectations based on customer experiences and the competitive landscape.
Quote
“It's not about marketing a product or hacking a product or service, it's about understanding those business’ needs, understanding those institutions’ needs and bringing them thought leadership, bringing them a great partnership.” – Melissa Stevens
Recommended Resources
Books:
Shout-out
Devika Mathrani - Chief Marketing & Communications Officer (CMO) at NewYork-Presbyterian Hospital
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