The data strategy at Citizens Bank takes “know your customer” to another level, as Beth Johnson, chief marketing officer and head of virtual channels, explains in this video.
Using what it calls a “data intelligence center,” Citizens arms the customer service representatives in its contact centers with information about callers, with the goal being to facilitate an offer tailored to that individual.
“We see that our contact center reps that offer the best advice actually get the highest net-promoter scores,” Johnson says. “That’s been very effective for us.”
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