Case Study: Financial Services-Community Bank-Marketing Cloud/Customer 360

Enabling a 360 Degree View of the Customer: financial services community bank salesforce

financial services bank salesforce

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financial services bank salesforce

Use Case:

The Bank is a 135 year old bank which has the feel of a local community bank but can offer enterprise-level banking services to its customers and business clients.

“The Tectonic team showed strong knowledge of the SFMC platform. They listened to our specific needs and use cases and crafted a customized and creative approach to meet our needs. They were reliable and communicative throughout the entire project.”
Chief Marketing Officer

PROBLEM:

Issues with Marketing Cloud subscriber identification
Disconnected customer data, unable to personalize communications
Marketing had to go through IT for all asks/automations/changes/ data pulls, creating delays in marketing campaigns
Web sign-up forms were going into multiple platforms

SOLUTION:

Tectonic designed & implemented a “Customer 360” data structure in Marketing Cloud which allows the bank’s marketing team to segment customers based on account details over multiple accounts
Coded the dynamic AMPscript necessary to personalize customer emails based on details such as branch locations & who the branch manager is
Custom API endpoint that saves data directly into Marketing Cloud

RESULTS:

Created a better relationship with customers because it enabled the bank to offer more products such as business banking, loans & CODs to customers who may only be using a single banking service.
Trained client on platform best practices
Configuration of Web sign-up forms to go directly into Marketing Cloud.