SHIFT · US
Synchrony pivots from product-centric to journey-centric operating model, unlocking dormant data value
Synchrony ($120B assets) reorganized from siloed product lines (private-label credit cards) to integrated customer-journey design, enabling cross-sell and deeper relationship monetization using existing customer data.
WHY IT MATTERS
Organizational restructuring enables higher NPS, reduced churn, and improved marketing ROI; pattern emerging across large consumer BFSI—legacy data silos are now liability unless firms reorganize around journeys.
Source: Tearsheet · 2026-08-06