Given the historic nature of the banking industry, many organizations within the vertical are locked into a brand tradition that is decades, often even centuries old. This is part of what makes Ally bank unique; built from the ground up in 2008, Ally (then GMAC) was able to examine the pain points created by these antiquated processes and form an identity that sought to navigate them in a way that put the customer first.
Join Ally Bank CMO Andrea Riley as she shares with attendees the story, strategy, and CX initiatives behind the bank that continues to disrupt the banking industry in the interest of creating a better experience for its members.
- How Ally has used its smaller size to its advantage, providing customers with a different, more personal communication tone when compared to larger banks
- The importance of authenticity when building internal CX alignment from the ground up
- The challenge of data analytics, especially personalization, when faced with the “problem” of a rapidly growing customer base