Few industries have witnessed a digital revolution that parallels financial services. Over the last couple of decades, physical bank branches have morphed into smartphone apps and paper checks have evolved into instant electronic transfers. Staying at the leading edge of digital innovation and establishing deeper and tighter customer relationships is no longer an option. It’s the baseline for doing business.
Not all banking experiences are created equal, however. CIBC recognized that it’s critical to deliver a more personalized and relevant experience to both consumers and businesses. In an era when people are bombarded with irrelevant ads and too much trivial information, the company desired to take personalization to a new and better level.
The challenge was magnified by the bank’s desire to simultaneously prepare for the end of third-party online cookies. “We wanted to drive engagement and deepen existing relationships by better anticipating customer needs,” says Peter Papageorgiou, Senior Manager, Audiences at CIBC. “Our goal is to deliver highly customized experiences both online and through in-person interactions and direct targeting.”
CIBC turned to an Adobe technology framework that supports a highly orchestrated customer journey. This included Adobe Experience Manager, Adobe Audience Manager, Adobe Target and Adobe Analytics. Although the project required a realignment of teams and resources, the bank is now better equipped to address the digital needs of customers—and the expectations of the marketplace. CIBC can use and reuse content far more efficiently and engage with customers within a consent-driven first-party data model.