What happens when two of the oldest, most established legacy banks in the country merge their operations? After all, technologically speaking, even the most sophisticated companies often struggle when implementing another business’s tech stack into their organizations. I spoke with Karen Rogers-Robinson, Assistant Vice President and Digital Marketing Automation Platform Specialist for Truist Bank, about how Truist - the result of a merger between SunTrust and BB&T banks - has been able to make that transition, as well as the effect it has had on the new bank’s marketing endeavors.
Over the course of this episode of Hidden Layers, Rogers-Robinson and I discuss the difficulties of integrating two established brands, particularly as it relates to customer interactions. Customers of one bank might be accustomed to a particular style of communication, while other customers might expect a more sophisticated, hands-on experience. However, as Rogers-Robinson notes, most people are comfortable at this point with using some kind of technology to manage their accounts, whether they are uploading checks via smartphone or researching mortgages from their laptops.
We also touch upon what marketers should look for in an email marketing platform, as well as how Truist uses the tools at its disposal to map out the customer journey and better respond to its users’ needs.