What We Did
At the time, the current state of Wells Fargo’s content was designed to educate customers about Wells Fargo’s products, rather than provide holistic financial health education. And the gap in connecting with customers, new and existing was growing.
Develop an enterprise plan for content, where the future state of content will be customer-centric by design and deepen the engagement between customers and Wells Fargo.
Delivery of a customer-first content strategy for the enterprise with a re-engineered operating model to drive coordination and collaboration across Wells Fargo’s federated business model.
The Enterprise content strategy is the first step in a shift towards participatory marketing, wherein, customer engagement is driven through personalized and advocacy:
- The segment is at the center of the design process
- Measurement is integrated across channels
- The operating model enables collaboration
- Distribution plans are embedded within the customer journey