Adobe Campaign

This project allow us to use rich customer data to create, coordinate, and deliver dynamic campaigns that customers actually need through all the in/out bound Channels that the bank has to offer.

Innovation presentation

As part of our communication strategy, we have integrated Adobe Campaing in all our in/out bound channels (i.e. website, ATM, email, push, sms, telemarketing, regular mail, etc).

The main objective, is to offer 1on1 relevant communication to our clients based on their interests. – These interests will be obtained through any channel (i.e. online navigation, office queries, etc), offering the client a true Omnichannel communication.

At last, CaixaBank wanted to generate complex Customer Journeys to automate campaign/decision processes instead of generating one shot campaigns.

Uniqueness of the project

1. Having the 11 communication channels that the bank has integrated under a single tool that offers an Omnichannel experience to our customers.

2. Being able to generate 1to1 customer journeys that adapt based on our clients’ needs.

3. Being able to generate campaigns on real time based on customers actions (i.e. A payment with credit card on a gas station triggers a Push notification informing the client that can have a discount of 10% on gas if he/she goes to a specific gas station).

The Reason Behind

The bank realized that was executing many “one-shot” marketing campaigns without taking under consideration what the client wanted/needed. The entity was adding little value to our customers, there for a new approach was needed, targeted campaigns based on customer’s behavior /needs.

In addition, CaixaBank also wanted to improve the operational communication, being able to notify the clients in real time of events (i.e. Birthdays, pending sending documentation for a morgatge, etc).

Results

Since the implementation the CRO has bolstered in 18%. We expect to break even the investment in 1,5 years.