Accenture: Experience of Consent — Turning Market Forces into Positive Customer Experience
Accenture's Jeannette Kocsis, CRM Strategy Lead, and Rob Fuller, Managing Director of Customer Data Orchestration, shared their thoughts on how consumer privacy impacts the marketing game.
They emphasized the importance of viewing stricter privacy laws, cookie depreciation, and Apple iOS 15 not as an obstacle but as an opportunity to build trust with customers.
"To put in terms of the consumer, it really comes down to, 'What matters to me, what's in it for me?'" Jeannette said. "And that ties back to consumer-centricity, and why we need to start to rethink how we're talking to consumers and how we're putting their needs first — that leads to trust."
First Hawaiian Bank: Measurable ROI on CDP Investment
We heard François Ascani, VP and Data Scientist at First Hawaiian Bank, discuss why a CDP is essential for any banking strategy.
It helps to deepen the understanding of the customer, allowing banks to move away from product-centricity and move toward becoming customer-centric. In addition, becoming more data-driven empowers stakeholders to have access to data which will enable them to serve the customer better — for example, offering certain products that the customer was sure to enjoy based on their banking portfolio.
François shared that with Amperity, they discovered that groups of customers who received personal banking calls saw a lift of 25% — in short, they were able to place value and a return on their investment on a call from a banker.