State Street Global Advisors ( SSGA ) is no stranger to shifting winds in the asset management sector . The organization ’ s parent company , State Street Corporation , is one of the world ’ s largest financial institutions . With increasing competition and demand for personalized content across each of its global practices , the investment management arm saw the opportunity to reimagine its digital experience to unify its global presence and more efficiently deliver localized content .

Creating a Customer-Centric Digital Experience Platform — and an Operating Model to Support It In collaboration with long-time partner IBM iX , SSGA sought to more deeply understand their users ’ needs across all points of digital engagement and build a world-class , frictionless experience to delight their customers . Anchored by several key guiding principles — such as moving from reactive engagement to proactive , enabling self-service , and leveraging data to better understand and refine the journey — SSGA and IBM iX set out to build not only an integrated digital platform to support their needs , but also establish and grow the right content capabilities and digital centers of excellence to support it in order to really drive measurable business value and ROI for the firm .

Taking a design-led and human-centered approach , the team built a unified global digital experience platform ( DXP ) that would be customizable by region , language and investor types , complemented by a marketing data platform ( MDP ) to surface personalized content with a 360 ° customer view .

IBM iX built the multi-site system on Adobe Experience Manager , replacing multiple custom legacy systems that were costly to manage and led to disparate experiences . The new platform on AEM 6.3 Content Management System has a simplified and standardized design that leverages a responsive grid , seamless integration , with minimum customizations . To facilitate internal adoption of AEM , IBM iX also created a dynamic set of templates for SSGA ’ s marketing managers grounded in user-centric design principles to streamline the content delivery process . IBM iX also built a digital asset library and designed a governance model to reinforce brand consistency and efficiency across State Street ’ s digital ecosystem .

Accelerated Adoption Delivers Accelerated Impact Since launching the platform , transitioning operations and training core teams with the support of IBM iX , SSGA has realized significant savings . Enabled by the Adobe Experience Cloud suite of applications , SSGA is now making more data-driven decisions , and can easily view how customers are interacting with their content , unveiling what information is most valuable to clients . Nearly 150 websites have been launched since the transformation , delivering a more consistent global experience in 22 + countries in more than ten languages , serving the needs of institutional users ( wealth managers ), intermediaries ( brokers ), ETF retailers and individuals . SSGA has also seen a 3.6X improvement in content accessibility with integration services through Akamai , as well as improved customer satisfaction .

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