Join us Oct. 26-28 in Newport Beach for the Digiday Media Buying Summit
“Everyone talks about being client-centric,” said Citi Ventures head Vanessa Colella.
That may be true, but banks are only now starting to put people in charge of quality control.
A number of PwC’s financial services clients have begun making a real shift from just talking about the customer experience to making it a step in some decision making processes. (PwC declined to identify any of them.) The shift is similar to that of technology leaders, who after moving up to the C-suite has become more of a centralized authority in order to bring consistency to the technology decisions that take place across all businesses.
“Historically [experience strategy] has been the purview of design groups or marketing organizations that was embedded into everyone’s job,” said David Schiff, a principal at PwC whose practices focuses on digital and customer-driven transformations. “There’s a much greater sense of responsibility and accountability now starting at the top and driving all the way through.”
More in Marketing
Brands turn to content series and Jimi Hendrix to improve AI search performance
Guitar brand Fender and amp-maker Marshall both recently launched content series aimed, in part, at improving their visibility in AI search answers. It’s part of a greater pattern.
Inside Dentsu’s plan to make entertainment a part of every brand’s budget
Why Dentsu thinks entertainment is the next agency account up for grabs.
Ikea’s CMO sees LLMs as the newest place a brand has to hold its line
LLMs have widened the brand. Ikea’s CMO thinks the basics still hold.