Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.
A little over three years ago, Mercer’s then consumer marketing leader and now customer chief, Cambell Holt, plus financial services operations and technology leader, Terry Godfrey, embarked on a program of work to transform the way the financial services company engages with customers.
Mercer’s Customer Transformation strategy involved three core technology projects. The first was around digital, and involved replacing public websites and digital platforms in order to provide personalised and contextualised experiences that are digitally enabled.
The second was customer management, and saw the organisation invest significant dollars into Salesforce One Platform. The third piece in the puzzle was changing the nature of marketing, and to help, Mercer invested in Salesforce Marketing Cloud.
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