Sallie Mae
Modernizing Customer-Centric Marketing in Student Lending
Sallie Mae had a desire to modernize their marketing capabilities and associated processes to scale with the evolving demands of their consumers. They had a goal of becoming customer-centric, which encompassed: increasing brand value and overall satisfaction with their customers, adopting a customer-centric approach to marketing, meeting their growth objectives, and increasing operational efficiencies. We did this by partnering with Sallie Mae technology, marketing, analytics, creative, and customer service teams.
WORK COMPLETED
Our team partnered with Sallie Mae by first running a current state assessment of their strategy, marketing operations, data management, insights, and connected experience platform through the lens of customer centricity to understand where strengths and weaknesses were present.
From there the team developed detailed use cases to address current pain points with the customer experience
This led to roadmaps developed for technology investment decisions, resourcing, as well as an operating model to provide a framework to drive evolution for the organization.
RESULTS
As a result Sallie Mae adopted many of the recommendations as part of their current state process, and are still working against the roadmap that was developed
SITUATION
Sallie Mae: Modernizing Customer-Centric Marketing
Conducted full marketing assessment and built tech, ops, and experience roadmaps to help Sallie Mae evolve into a customer-first organization.