If you wanted to build a bank from scratch, where would you begin? How would you determine your branding, products, and services in addition to platforms and marketing strategies? What would be your guiding principle, and how would you stay true to it each step of the way? Citizens Access, a new digital bank, had the opportunity to explore, develop a strategy, and succeed in addressing each of these big questions.
This on-demand webinar, which was originally presented at the 2019 Merkle Summit explores how Citizens Access was challenged to build a better, simpler, direct digital bank from scratch – in 9-months. During the presentation, Kristine Mollerus – Head of Marketing & Customer Experience for Citizens Access, will discuss how to harness and apply data and insights in strategic ways to:
Build a picture of their desired audience
Understand their audience relationship and interactions