The future focus driving the ANZ marketing transformation
ANZ’s recent overhaul of its marketing division has been designed to drive marketing further up the value chain and to ensure capability is geared towards technological innovation, head of customer centricity and capability, Kate Young has told Mumbrella.
Young, head of customer centricity and capability, said the sweeping changes enable the business to better “get under the hood” of its customers and be able to show and think about ways the bank can be helpful – especially amid the current economic environment.
ANZ Bank head of customer centricity and capability Kate Young
WOW…… there’s a couple of big conversations in here. Marketing is about the activities of customer engagement and communication, but product is about CX and UX. So the idea of decentralising marketing, only to rebuild connections and hierarchy in the pursuit of being “Agile” feels incredibly circuitous. Surely a better approach would have been the promotion of what Jared Spool calls Infused UX Design? Building capabilities and competencies in cross-functional teams, establishing design libraries and tool coherence, and building strong customer advocates within each team.
I am consistently frustrated by this idea that Agile is a process. It isn’t. It’s a philosophy of iteration and adaptation. There can’t be gaps in this, unless you’re talking about gaps that don’t align with executive pressures to operate in a traditional rather than Lean business approach. Agile says that sometimes you will fail, and failure informs future successes. Traditional business says failure informs firing an executive so make sure you dilute responsibility.
Will be interested to see the outcome of these changes at ANZ. Should I expect to start seeing more nuanced and targeted ads in my feeds?