Creating a content management strategy to reach new customers while leveraging common transactional systems

Background

The Royal Bank of Canada had undertaken a re-branding strategy that aimed to create life-long relationships with both their existing and potential customers. In doing so, they realized that they would need to redefine their online presence in order to support this initiative. Cyberplex was engaged to enhance the online customer experience and deepen the customer relationship by re-structuring the site’s content design.

The Challenge

The existing technology and content couldn’t support an alternate categorization and navigation based on life events. Content across the different areas of Personal and Commercial Banking Products was duplicated and led to higher development, operating and maintenance costs. Furthermore, the existing environment needed to be re-architected prior to integrating a true content management solution.

The Solution

Cyberplex worked with Royal Bank to develop a technology and content strategy that maximized impact to new customers:

• Developed the foundation of content organization and technology to migrate to personalization and content management
• Integrated life events and defined the mapping between products and life events
• Created an architecture that allowed for multiple business units and customer segments to access unique content but leverage the same transaction systems