In the com­pet­i­tive bank­ing indus­try, ser­vice is a key dif­fer­en­tia­tor as cus­tomers demand greater flex­i­bil­ity and the abil­ity to trans­act in the time, place, and man­ner best suited to them. For Sun Trust Banks, Inc., that has led to a thor­ough, data-driven effort to opti­mize and per­son­al­ize each cus­tomer inter­ac­tion through its dig­i­tal channels.

To bet­ter under­stand cus­tomer needs and behav­iors, Sun Trust turned to Adobe Mar­ket­ing Cloud. By ana­lyz­ing inter­ac­tions, Sun Trust deter­mines which online fea­tures cus­tomers use and how eas­ily they find infor­ma­tion. For instance, Adobe Site­Cat­a­lyst in Adobe Mar­ket­ing Cloud revealed that clients often left the online bank­ing site because of dif­fi­culty with pass­word resets. By adjust­ing the process, the num­ber of dropouts decreased. So did the num­ber of calls to cus­tomer service.

Sun Trust also uses Adobe Test&Target to opti­mize con­tent to deliver more per­son­al­ized ser­vices. “We want to set our­selves apart by offer­ing bet­ter ser­vice,” says David Wright, vice-president of dig­i­tal ana­lyt­ics at Sun Trust. “For us, this means find­ing a way to con­tin­u­ally refine our clients’ online experiences.”

By com­bin­ing Adobe Test&Target with Adobe Site­Cat­a­lyst, Sun Trust found that a par­tic­u­lar prod­uct page yielded credit card appli­ca­tions lower than expected. By test­ing whether the call to action was effec­tive, Sun Trust made appro­pri­ate changes and improved con­ver­sions by 47%.

Sun Trust also used Test&Target to help iden­tify spe­cific audi­ences. Rather than dis­play the same con­tent for all cus­tomers, Sun Trust sent one mes­sage to poten­tial cus­tomers (e.g., how to open a check­ing account), and another to exist­ing cus­tomers (e.g., sign­ing up for online bill pay or credit cards). “By cus­tomiz­ing ban­ner images and mea­sur­ing the most effec­tive cam­paign,” Wright says, “we saw a 50% lift in the click-through rate.”

Learn more about how Sun Trust is using Adobe Mar­ket­ing Cloud solu­tions by click­ing here.

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