With a focus on customer engagement and experience, the financial institution wanted to train its workforce to ensure digital permeates every aspect of the business.
With over 1.8 million customers, #AIB is a financial institution that serves personal, business, and corporate customers. With a focus on customer engagement and experience, the bank wanted to train its workforce to ensure digital permeates every aspect of the business.
“What I mean by that is we are marketing now in a digital age, so instead of bringing in a digital team or having people with digital in their title, digital should be at the center of everything we do.”
The challenge for the financial institution was that while some employees were up-to-date with digital, there was no consistency of knowledge. Cognisant of the ever-changing digital environment and expectations of customers, AIB’s senior staff were keen for all marketers to be effective online.
“We operate in financial services, but a lot of the team have a very diverse set of backgrounds. What we really needed was consistency so that the team and we were confident that there was a competence around digital and we could spend most of our time thinking about truly understanding our customers,” stated Doyle.
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00:10 : Mark Doyle Segment
01:10 : Roisin Glynn Segment
01:56 : Digital Consumption
02:22 : Analytics
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