I have just returned from our Forum For Marketing Leaders in San Francisco, and am now looking forward to being the host at Forrester's Forum For Marketing Leaders in London (May 13 - 14). Our analysts are excited to share with the European audience our latest Forrester thinking on brand-building in the post-campaign era and how to balance achieving business objectives whilst delivering highly contextual, real-time customer value. We will be joining forces with key industry keynote speakers such as Kristof Fahy, Chief Marketing Officer at William Hill, Amy Nelson-Bennett, President at Molton Brown Global, and Francesca Nieddu, Managing Director, CRM and Sales Planning, Intesa Sanpaulo.
As we make our final preparations for the event, I caught up with Francesca Nieddu from Intesa Sanpaulo about the marketing opportunities and challenges specific retail banking. Here's what she had to say:
Q: Retail banking marketers aren't typically known for being customer-centric as they tend to focus their marketing efforts around products. What was the biggest barrier you faced as you attempted to pivot?
The main challenge is to put ourselves in the customers' position and to feel what it is like to walk in their shoes! Once this shift is acknowledged as the core guideline, the entire pivot is much easier to accomplish. Not only our marketing team, but legal, compliance, security, as well as credit departments get a better understanding and are able to follow through on the mains points of the challenge. In fact, the firm as a whole will be redesigning its processes around our customers, rather than focus on products.Read more