Citizens Success Story

Challenge

Citizens, like most financial services companies, creates advertising materials to promote their offerings, as well as a large amount of non-advertising content such as service messages, alerts, and disclosures. The challenge is that most of these pieces need to be reviewed by members of marketing, legal, and risk teams. One of the biggest challenges Citizens faced was the lengthy review times for the content they produced.

“We sometimes had six different people reviewing a simple document. It took 12 days to get through marketing reviews before even getting to legal and compliance. It was mind-boggling.? – Kathly Greene, Business System Analyst at Citizens

With tasks set up for every step of a project, some projects required up to 50 individual tasks to be completed before the content was approved. Additionally, the team was requiring everyone to review and approve each piece of content, regardless of its complexity or regulatory risk. This led to review cycles lasting 14 to 16 business days.

Citizens used Aprimo Productivity Management to streamline the production of promotional materials, allowing their teams to spend less time on administrative tasks and more time focusing on delivering impressive customer experiences.

Solution

Aprimo Productivity Management

Aprimo Productivity Management has enabled Citizens to automate multi-step workflows while keeping task completion, such as content uploads and reviews, all within one system to maintain audit trail integrity. With Aprimo, content reviews are always completed in the correct sequence by the appropriate stakeholders. Intelligent routing ensures that legal and risk teams no longer need to check if a review is required every time new content is created. The built-in scoring model guarantees that only the right content reaches the right reviewer at the right time.

Results

Because Aprimo has simplified and automated what were once tedious workflows, everyone across the company—from creative to marketers to compliance—can stop doing work about work and get back to doing the work that matters.

Citizens now has a powerful, one-stop shop for managing planning, financials, and project workflows. Aprimo has empowered Citizens to:

• Reduced cycle times from 14-16 business days to 4-6 business days
• Reduced legal review workload by 76%
• Brought annual reviews down by 2,000

With the power to intelligently automate workflows, the team has streamlined reviews across the board, making the process smoother not only for marketing but also for the legal and risk teams. Aprimo has also made auditing significantly easier for the team.

“When an auditor asks for details about our checking campaign in a particular quarter, I can pull that information up and give them a clean list of all the activities.“- Kathy Greene, Business System Analyst at Citizens

About Citizens

Citizens Financial Group, Inc. is one of the nation’s oldest and largest financial institutions, offering a broad range of retail and commercial banking products and services—banking, lending, savings, wealth management, and more—to individuals, small businesses, middle-market companies, and large corporations.