Venue

The Crowne Plaza
Times Square Manhattan
1605 Broadway
New York, NY 10019

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Thursday, December 5, 2013

2:00 p.m. - 2:45 p.m.

BUILDING A MARKETING PLATFORM, STARTING WITH THE CUSTOMER JOURNEY

Michele Elrod, EVP, Head of Marketing, REGIONS FINANCIAL
Leigh Anne Kelley, Senior Vice President of Database and Direct Marketing, REGIONS FINANCIAL CORPORATION

This session will cover how to take a customer centric approach to marketing transformation; integrating experiential design, analytics and technology development, while driving collaboration across channels and functional teams.

-Create an understanding of the customer experience - and the future state of that experience which will address opportunities to delight.

-Use research to validate the customer experience and mapping that experience to facilitate data, systems and analytics transformation.

-Create a common language within a company for understanding the customer journey and the desired marketing, sales and service transformation

-How to organizationally approach building collaboration across numerous channels, functional teams and marketing

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