Wharton Impact Client Successes Accelerating Growth through Customer Centricity: SunTrust Educating Financial Leaders for a Rapidly Changing Industry: ABA Stonier Achieving Global Growth in Financial Services: CTBC Bank Accelerated Development for High-Potential Talents: Siam Cement Group Agility in Tough Times: Santander Cultivating Relationship-Driven Wealth Management Leaders: Citi Driving Innovation and Profits: The Philips Octagon Program Estée Lauder: The Impact of Deep Faculty Engagement Seeding the Next Generation of Leaders: FINRA Knowledge for Innovation and Sustainability: The Royal DSM Program Merck Global Human Health Executive Development Program Strengthening Social-Oriented Leaders: Women’s World Banking (WWB) Turning Local Managers into Global Leaders: Braskem Turning Finance Managers into Strategic Business Partners Research Centers Online Learning Lifelong Learning for Wharton Alumni Accelerating Growth through Customer Centricity: The SunTrust Program The Challenge How does a 128-year-old major financial institution reinvent itself for a high-tech, customer-centric world? How does it seize new opportunities in martech (marketing data analytics) to expand its customer base and grow the business? That was the challenge facing SunTrust Bank, one of the 10 largest banks by deposits in the U.S., with 1,400 branches across 11 states and a national presence with consumer lending, corporate and investment banking, commercial banking, and commercial real estate. The Goals SunTrust sought a global-brand executive education partner that could offer the perfect blend of academic thought leadership and real-world business expertise. In addition, the firm desired a learning solution truly customized for their unique needs: one that would serve as the ideal complement to their evolving business strategies. Download Client Success Profile PDF Download PDF It takes every function in the organization to drive growth, and it was important for us to provide cross-functional teams with the common language of an analytical approach to do that together. We needed a program customized to address our distinct business challenges and that would deliver tangible results. Wharton tailored a program to our specific needs that resonated with leaders from across the organization. The Wharton team was very client centric, and we could feel it. It was a pleasure to work with them.” Susan JohnsonChief Marketing Officer, SunTrust Banks The Solution SunTrust chose Wharton as its learning partner based on its world-class expertise in both marketing and finance. After extensive discussions with SunTrust leaders, Wharton created a program that incorporated SunTrust-specific examples and spoke directly to the bank’s marketing needs. The two powerhouse brands came together for a program titled Wharton Series on Advanced Strategies in Digital Marketing and Analytics. Two 2-day modules covered essential topics: Module 1: Customer Centricity Competitive marketing strategy Customer centricity Silo-busting for effective collaboration Module 2: Digital Marketing Digital advertising and marketing Web analytics An additional session, delivered virtually, tackled the critical subject of technology evolution and its impact on the banking industry. Attendees included both senior marketing leaders and leaders from other parts of the organization, including analytics, strategy, data, and the major business units. SunTrust and Wharton had determined that this arrangement would enable a wide range of departments to become familiar with the latest digital marketing advances. Thus, executives would better understand the value of new approaches initiated by the marketing team. Moreover, the blended participant group would help “bust silos” by improving cross-departmental dialogue. A Balancing Act: The Customer Centricity Simulation A special feature of the program was the hands-on Customer Centricity Simulation. Participants found themselves responsible for a theoretical business, trying to drive growth with limited resources. They were faced with tough tradeoffs: Do you spend more on branding? Distribution? Product quality? The simulation delivered a deeper understanding of the decisions a marketing department has to make when striving for customer centricity. Would you like to learn more? To find out how Wharton Executive Education can help your company achieve its own customized solution, please contact Alyssa Greco Stahl, Director, Client Relations — Custom Programs, +1.215.746.8093 or email@example.com.