Adobe and Accenture have gathered a panel of financial industry experts to discuss the topic of personalization at scale in financial services. Each clip below highlights a different challenge, solution, or conversation in how the industry addresses people, processes, and organizational structures regarding personalization at scale. In this series of videos, we explore how our partners and industry experts have advanced their digital initiatives to get to a higher degree of personalization.
Christopher Young
Senior Director, Industry Strategy
Adobe
Giles Richardson
EVP, Head of Personalization
Wells Fargo Bank
Joaquim Vilella Gallart
Director Industry Strategy, Adobe
(Formerly SVP, Marketing Technology, City National Bank)
Amy Mcilwain
Financial Services
Adobe Business Group
Accenture
Bridget Esposito
VP, Group Creative Director
Prudential Financial
20:22Introduction to Personalization and Data
Financial services providers must manage data intricacies for regulatory compliance. The panel discusses how to get started with personalization by using data readily available to organizations—avoiding delays for perfect datasets that may hinder business progress.
23:37Data, Content, and Creatives
Data has become essential to the creative process. The panel discusses how to connect data and teams across functions to bolster personalization, meet content demands, and diversify the types of conversations organizations can have with customers.
20:00Personalization and Your Teams
Personalization requires a clear roadmap prior to implementation. The panel outlines how to start small with expert coaches that can spread processes throughout your organization for success and executive buy-in. Democratizing data access is key to effective personalization strategies.
24:51Operating Models and Ownership of Personalization
To deliver a superior customer experience, organizations need to lay out a prioritization framework with organization-wide buy-in. The panel discusses the different components of personalization and their dedicated owners. The panel hammers down the idea of starting with available data, then iterating on processes to improve personalization.
32:42The Organizational Mindest Shift
To achieve the full potential of personalization, organizations must employ a customer-centric mindset and gain executive adoption. The panel highlights challenges in one-to-one personalization, emphasizing the importance of real-time data. They also discuss the benefit of assessing current-state technology prior to diving into the personalization.