On this episode of Brand Anatomy, Briefing director Jeremy Goldman sits down with Ashley Ross, Bank of America’s head of customer experience (CX). Hear how the bank pivoted its service model during the pandemic, leveraged technology and personalization to better serve its customers, improved the ROI of CX—and how customer feedback helped Bank of America build a stronger brand.

Watch the eMarketer Tech-Talk Webinar featuring Malay Sapra, strategy consultant at Kibo Personalization, powered by Monetate and Certona, to hear how the world’s best retailers, like Reebok, Ralph Lauren, and Bed Bath & Beyond convert more holiday shoppers.

Improving marketing personalization is another key way for CMOs to improve ROI. Personalization is playing a greater role in helping brands secure repeat buyers—60% of respondents to a Segment survey said they’d be likely to become a repeat buyer after a personalized shopping experience in 2021, up from 44% in 2017.

No other channel can match the power of email marketing when it comes to return on investment (ROI), according to research from Litmus.

Personalization is key to maximizing ROI on PFM tools, and here, Plum could use its AI capabilities to offer insights into individual users’ investment decisions, such as the environmental impact of their portfolio.

Many organizations are not as far along with high-ROI features of email marketing, such as personalization, as they ought to be. Email is also underbudgeted. With many organizations struggling as a result of the pandemic, brands would be wise to cut elsewhere, given how great an ROI email marketing offers.

But for 46% of US B2B marketers from the Demand Gen Report survey, the biggest ABM-related challenge was getting both sales and marketing working together—ranking above proving ROI and doing personalization at scale.

While email may not be changing as rapidly as some other digital disciplines, it evolves nevertheless. Gone are the days when a best-in-class marketer could rely on batch-and-blast techniques, where 100% of a brand’s email distribution list received emails that were 100% identical. Opportunities abound particularly in the realms of personalization and testing.