Driving digital transformation through strategy and organizational enablement for a prominent Italian bank
STORY
A regional Italian Bank began repositioning its brand as a national bank in 2014. A digital strategy and organization enablement project was identified as crucial to support this transformation.
The challenge was to develop a new digital platform, digital communication strategy and governance model in line with regulations. This would prove critical to drive customer acquisition and maintain customer retention.
SOLUTION
Ogilvy Consulting conducted a channel audit and customer segmentation, and built customer journeys and personas, which informed a new brand strategy.
We developed a digital presence for key new product propositions, targeting Young Families and SMEs.
Ogilvy Consulting carried out an IT assessment, defined a development roadmap, and established a cross-functional governance model.
We then rolled out a robust Content program and social presence that provided Customer Care.
Our Client soon became the # 1 bank in Italy for engagement, with an increase in brand awareness from 25% to 56% add a 10% customer acquisition lift.
