Banking: Digital Marketing Transformation based on a comprehensive audit

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Supporting the
C-suite in the digital transformation of marketing & product

The Business Challenge

A country's largest bank has embarked on a ground-up transformation of their digital marketing strategy,  covering 2 mobile apps and the desktop web experience. There was an articulated need for a transformation roadmap to be developed to meet their goals, based on identification of fresh business opportunities and grounded in detailed strategic audits of their existing go-to-market strategy.

Solution

We recognised the need to help the client define a vision and roadmap for transformation, guided by data-driven insights that could be presented for board-level justification and approval.
 

To provide the base for a holistic approach to meeting their desire for business impact, we proposed an Audit and Strategy methodology.

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We conceived 5 workstream audits to robustly cover the elements of the strategy, while delivering on the bank’s emphasis on actionable recommendations for the C-suite, the product team and marketing team.

Implementation

GrowthOps Touchpoint360 Dashboard - Robust prioritisation and Roadmapping
To ensure the best chance for effective execution, we used our enterprise-grade tool to sequence and prioritize our recommendations, while helping the bank allocate roles and responsibilities in a phased approach.

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Data-Driven Recommendations
The 5 workstreams produced over 80 recommendations across 4 elements of digital transformation framework. Our Touchpoint360 dashboard guided granular  next steps to take advantage of these opportunities.

Proof-of-Concept

The robustness and efficacy of our recommendations were put to a final test with a 3-phase campaign comprising:

 

  • An audit of the client’s existing digital assets by our creative, experience and social teams.
     

  • Strategic recommendations for optimising those assets.
     

  • A campaign to lead the strategy into implementation and validate our recommended best practices.

Growth Results

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Our recommendations, based on a comprehensive audit, were well received and were distributed across the client’s organization within just 1 month.

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Key experience recommendations from the customer experience workstream have already been integrated into the bank’s best practices and gone live on the mobile app.

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In the project presentation to the bank president, GrowthOps was singled out as the new benchmark for vendor solution robustness, thoroughness, and ability to seamlessly integrate multiple solutions.