About
Nobody will ever be closer to an eCommerce champion as Intesa Sanpaolo
Innovation presentation
As Italy's largest bank, we've undertaken a path to make our vision come true: reach a X3 (2023 vs 2020) in digital sales and change our business and distribution model forever.
A 3-year transformational program, encompassing a new MadTech platform, innovative ways of working and digital marketing expertise as-a-service.
We shaped an INTERNATIONAL BENCHMARK to discover how self digital sales champions excel on the upper sales funnel management: digital champions have an operating model that stands out for innovative ways of working supported by the latest and best of breed MadTech tools.
These two levers have a direct impact on the process of self digital sales campaign creation and management.
To close the gap with the best players, we designed a 3-year-program based on four "AI- Sales" (Artificial Intelligence Sales) services:
1. NEW DIGITAL MARKETING PLATFORM AS A SERVICE
Combination of Marketing & Advertising tools to guarantee personalization at scale, industrialization and automation of commercial leads and time-to-market reduction
2. DIGITAL MARKETING SERVICES
Enhancement of vertical skills for an effective management of the MadTech tools
3. WAYS OF WORKING
Ensuring greater cooperation among offices (including Compliance), workflow streamlining and shared access to performance data
4. AI SALES STUDIO
Centralized and cross-stream governance of the Project
This will help us reach digital sales leadership at European level in three years.
Uniqueness of the project
Financial products make people’s dreams come true. From finding your family house to start up a company. Many people need a financial solution.
But finding proper financial means is not always easy.
A bank needs to speak the same language of people and make sure messages are extremely tailored. Customers look for timely and personalized answers that can change their lives. This gets tougher with digital interaction. This program aims at making the bank closer to its customers’ deeper needs.
We’re imagining and delivering digital interactions that let customers live hyper-personalized experiences. We infuse a human flavor into all digital touch-points and activate dynamic experiences that reflect deeper customer needs and behaviors. But we are also changing the employee experience. By introducing new ways of working that enhance internal collaboration and give access to a brand-new world of expertise, we enable our employees to take their skill set to the next level.
