Modern campaign management solution for Credit Agricole Bank
Data Force Group has implemented a state-of-the-art campaign management solution for Credit Agricole Bank Polska S.A., enabling real-time personalisation of offers addressed to the bank's customers.
- Our task was to provide a system that, in the blink of an eye, selects and displays a personalised offer for the bank's customer based on their behavioural profile and history of interaction with the bank, taking into account events that took place during the use of the CA24 Mobile application and CA24 eBank online banking, explains Pawel Szulakowski, Chief Executive Officer of Data Force Group.
The solution, which is based on HCL Unica Interact software (HCLSoftware) and Data Force Group's proprietary products, can use data provided in realtime as well as batch mode. These, supplemented with historical knowledge and current customer activities, allow the creation of effective real-time interactions.
- Thanks to the system provided by the Data Force Group, within a few, at most a few tens of milliseconds, we can analyse the situation of a given customer, their behaviour and select the appropriate product and decide which variant of communication to present. The tool allows for flexible modification of the business strategy, thanks to which we can quickly and effectively respond to the changing environment and customers' expectations, adds Jakub Jurdziak, responsible for the CRM area in the bank. The software can also take into account the history of contacts with a given customer, synchronisation with the batch module or the bank's other systems, and even geolocalisation.
The automation of many activities that used to be the responsibility of specialised agencies or analytical companies makes it possible to arrive with an offer that is strictly personalised and corresponds to the needs of a specific customer.
- To put it simply: instead of a general offer addressed to everyone, the customer receives a tailor-made product tailored to their current needs," reveals Paweł Szulakowski. The programme can also be used to integrate with other contact channels. Thanks to the efficient system and effective analytical tools, even the most complex campaign can be planned and executed - taking into account, for example, social media, e-mail, websites, video services, mobile and stationary devices.
Preparing such a sophisticated solution requires time and the right infrastructure. - The implementation of the software that works with e-banking took around four months, while integration work with the mobile application took longer, nearly nine months. Taking into account the complexity of business requirements and adjusting them to the available functionalities - this was quite a short period of time, explains Paweł Szulakowski.
Solutions of a similar class were also implemented by Data Force Group specialists for Liberty Global (including in Poland, for the UPC brand) and Getin Noble Bank.
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