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CRM transformation — five years in. A few reflections.
When we began the digital transformation of our Retail business, CRM was one of the core strategic bets — foundational to all three domains of our strategy: acquire, engage, and monetize.
For those who have led transformation in banking, the complexity is well known: changing how people work, breaking silos, making data usable in real time, and aligning teams around one view of the customer.
At the heart of this is a central, state-of-the-art CRM — the core of how the digital bank with a human touch operates. It keeps us context-aware in every interaction and delivers the kind of experience customers increasingly expect when interacting through mobile.
Today, it’s part of how we operate — with measurable impact for customers and teams.
A few weeks ago, I shared more in an interview.
Iryna Arzner, Jalal Douame, Igor Sopcak, Mariia Komissarova, Mathias Fanschek, Petro Merkulov, Matthias Dekan
Good morning, Andre, Good morning. So today we celebrate the fifth year anniversary of the CRM transformation. What reflections do you have on the on the journey? Well, it has been remarkable journey. I think five years ago in our general bank transformation, we had to make few bets. So transformation of CRM was one of the biggest one. And I'm very happy that we made this bet. In what way the CRM transfer transformation influenced the overall retail strategy. As you know, we have retail strategy consisting of three pillar acquire, engage and monetize the CRM transformation and the CRM functionality that we have developed is uniquely touching all three of them. Especially important for us was speed. So the fact that we have a central platform, central technology allowed us to scale very fast and the results have come. So we see that 2 plus product. Our flagship GPU for CRM has improved by 33. If we talk about contextual offers. It jumped 6 times over this five years. So it's a, it's a unique, I would say result, it's a remarkable result. And it's no wonder that we are now also cited by by some renowned agencies like Gartner or Harvard Business Review for such achievement. In one of your recent communication, you talked about the need to embrace the culture of rapid experimentation. Why? And why now? Yeah, why now? Let's start with, uh, with by now, I think now we in our development we came to the point where we, thanks to already made progress in the CRM. And in analytical part, we understand the client much better. So now we can really turn our insights, the clients insights into actions into something that we can deliver to the client. But generally, why? Is because the demands of the clients are evolving and if we want to be competitive we need to be more personal and to achieve the excellence on every step you have to run a lot of experiments and thanks God we now can do it both technically and analytically. So as we look ahead, what are your key priorities for the next three years? Very clear. Number one priority is we call it digital commerce. It means to turn our mobile as into the selling into the stores. And this is the actually the ultimate test to what extent the banking is transformed into the digit. And I'm very proud that the first rollouts of the digital commerce means linking of the mobile app with the CRM tools. In few of our markets they prove. A remarkable uplift in sales. So I'm very much looking forward. For our team to scale it. Across the whole group and to show results that will impress everyone. Another big thing which is. Not to be. Missed, of course, is the AI O ultimately, to what extent we will be successful in bringing AI. Into the digital channel will also define us long term as the leaders on the market. Thank you very much, Andreas Brave, Heisen Bank International. Make it happen.
Proud to have contributed to this transformation from the early days. In today’s digital world, CRM success in banking is as much about changing mindsets and ways of working as it is about technology. Five years on, we’ve built a strong foundation that’s already changing how we engage, and I’m excited for the next steps that will unlock even greater value for customers and teams.
Head of digital banking and conversational AI| Expert in Personalization, CRM, Digital Transformation, and Driving Growth through Data and Business Transformation
Head of Customer Engagement Platforms&Products at Raiffeisen Bank International AG
2moProud to have contributed to this transformation from the early days. In today’s digital world, CRM success in banking is as much about changing mindsets and ways of working as it is about technology. Five years on, we’ve built a strong foundation that’s already changing how we engage, and I’m excited for the next steps that will unlock even greater value for customers and teams.