First Tennessee Bank

Winning new business online with streamlined customer journeys across all devices

Published on 9 Sep 2014

We have a major website redesign underway, and IBM Digital Analytics will be instrumental in our approach to designing the new platform.

First Tennessee Bank


Deployment country
United States


Founded in 1864 and headquartered in Memphis, Tennessee, FTB is a leading financial services company. With total assets of USD26 billion and serving more than 460,000 households across the State, the bank offers a range of retail banking services including checking accounts, mortgages and insurance.

Business need
To achieve its goal of doubling annual sales of online accounts by 2019, First Tennessee Bank (FTB) needed to give customers a smoother journey through the account sign-up process – but how?

FTB implemented IBM® Digital Analytics to capture, monitor and analyze real-world customer behavior on its website and mobile app, and identify opportunities for improving the user experience.

More user-friendly online and mobile journeys drive more customers to complete the account sign-up process. Ongoing monitoring helps to continuously assess and improve the user experience.


IBM products and services that were used in this case study.

IBM SPSS Modeler, Cognos Business Intelligence, Unica Campaign, Unica Detect, Unica Interact, IBM SPSS Statistics, IBM Digital Analytics, IBM Campaign, IBM Interact

IBM Digital Analytics, Cognos Business Intelligence, SPSS Modeler, SPSS Statistics, FSS: Banking - Front Office Optimization - Customer Insight, FSS: Banking - Front Office - Multi-Channel Transformation, , Mobile, Web Services, Business Intelligence, , , , , ,

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