It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.
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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