Agile-Inspired Customer Experience Transformation with Human Centered Design Approach to Modern Marketing


Modern marketers are almost constantly undergoing some form of transformation at their organization. It’s no secret that organizations today need to adapt or fail, and organizational transformation requires a methodical, consistent approach over time. As marketing, and business in general, focuses on empathizing with the consumer, agile operating models and human-centered design principles are applied by leading organizations to support customer-centric initiatives across the business. These initiatives are often led by marketing, who is responsible for most of the “conversations” or messaging seen by each prospect and customer. In today’s podcast, global director of integrated production Audrea Laffely shares her experience and insight leading an agile-inspired customer experience initiative at a major financial services institution.

Guest: Audrea Laffely

Audrea currently serves as Director of Integrated Production for a global, fortune-500 financial services company. Audrea is an experienced marketing producer and has spent the last 18 months shepherding her team and adjacent areas of the business through a major customer experience transformation.

Host: Veronica Bright

Veronica Bright is a solution architect at Zee Jay Digital. Specializing in marketing resource and digital asset management, Veronica delivers thoughtful, functional solutions for enterprise clients. Veronica believes that technology design starts and ends with the people who use it, and strives to put people first in every solution she builds.