Consumers at the centre of personal banking
As banks and credit unions compete against bigger financial institutions, they must continuously refine their Customer Experience Management (CXM) strategies and improve how customers access accounts, manage funds, apply for loans and sign up for new services. With more than 400,000 members and $6 billion in assets, Delta Community Credit Union is committed to customer service excellence and consistently ranks among the top credit unions in the nation in member satisfaction — making it well-positioned to keep existing members happy and attract new ones.
“Delta Community was founded 80 years ago for Delta Air Lines employees and though we now serve the general public across the Atlanta metropolitan area, our mindset is still around serving people who are constantly on the go,” says Eve Nimkar, VP, Marketing & Communication at Delta Community. “That’s why digital experiences are so important. It’s also why we’re always looking to improve digitally and beyond.”
Knowing that members rely on the Credit Union for expert advice and relevant financial products, Delta Community saw an opportunity to deliver greater value to members by making marketing and communications more co-ordinated and personalised. In the past, the Credit Union’s campaign management was limited to an email tool that wasn’t integrated with enterprise data sources, so it was hard to pull member data into targeted campaigns. Plus, when marketers needed to set up automated trigger campaigns and notifications, they had to rely on IT for help.
Delta Community chose Adobe Campaign Standard, part of Adobe Marketing Cloud, as a true multichannel campaign management solution, empowering marketers to deliver cohesive, personalised experiences across email, direct mail, mobile apps and online banking.
“Adobe Campaign will help Delta Community maintain our competitiveness in a major market by making member experiences personalised and relevant — delivering the right message at the right time, everywhere our members engage with us,” says Nimkar.