2 min read
For over two years, we've had the privilege to work closely with one of the largest banks in the Nordics to support their ambition of delivering a great customer experience. As a bank whose strategy is firmly centred on providing exceptional service at every touchpoint, the bank partnered with us to modernise their marketing automation capabilities and build a robust foundation for long-term growth and customer satisfaction.
Starting point: Building the foundation for customer-centric growth
The bank set out to modernise its marketing automation and create a strong foundation for personalised customer engagement, with the ultimate goal of continuously enhancing an already strong customer experience that remains at the centre of everything they do. The move to the Adobe Experience Platform required a well-thought-out transition, balancing the need for business continuity while onboarding a technically very different platform. Collaboration and a solution-oriented mindset were key throughout the process, with Columbia Road supporting them in bringing business and development teams together for a smooth and efficient transformation.
This transformation journey took place in the context of the bank's broader ambition: to deliver a hyper-adapted digital banking experience tailored to each customer's needs. With this strategic direction, the bank has made significant progress in increasing customer satisfaction. Over the past seven years, satisfaction scores have risen significantly, with double-digit improvements reported across both personal and business banking segments.
Our approach: Enabling seamless collaboration and strategic execution
The bank set out to ensure that Adobe's solution aligned with its business and technical needs. Working closely with the client and Adobe, Columbia Road helped streamline collaboration. The team oversaw the migration of key marketing automation elements for both personal and business banking; data, emails, in-app messages, advisor prompts and SMS, ensuring a seamless transition.
One of the key challenges was bridging the client's structured, siloed organisation. Columbia Road played a pivotal role in facilitating collaboration between IT and business teams, ensuring alignment and an efficient implementation process. Rather than focusing on hands-on technical execution, Columbia Road provided strategic project management expertise, enabling the bank to adopt a scalable and effective marketing automation solution without ever disrupting business continuity.
Impact: Scaling personalisation while ensuring business continuity
The partnership has enabled the Nordic's leading bank to implement and optimise marketing automation across multiple customer touchpoints successfully. Key achievements include:
- A phased and strategic migration to Adobe Experience Platform in just 1,5 years, an exceptionally swift timeline given the size, complexity, and regulatory environment of a major financial institution like the top Nordic bank.
- The first marketing campaign was launched early in the transition, allowing the Nordic banking leader to maintain momentum and continuously deliver value while scaling up and completing the full migration
- Omnichannel personalisation at scale, reaching millions of customers across online bank, mobile apps, email, social media and SMS
- Migration of complex data needs and enforcement of a new use case-based process for data requirements, all while maintaining uninterrupted business operations
- Stronger cross-team collaboration, breaking down silos and fostering efficiency between IT and business teams
Project highlights
- Seamless migration of multiple communication formats, including SMS, emails, and in-app messages
- Strategic project management that bridged the gap between business goals and technical implementation
- A foundation laid for future scaling, with the Adobe platform enabling real-time data capabilities and broader channel integration
Looking ahead: Scaling innovation and personalisation for the future
The collaboration between the leading Nordic bank and Columbia Road continues, with ongoing support and optimisation to enhance their data and marketing automation capabilities further. With the scalability of the Adobe platform and real-time online data enablement, the bank is well-positioned to onboard additional business units, expand communication channels, and refine its approach to hyper-personalised, digitally adaptive customer engagement.