Multi-Layered Customer Engagement Strategy Model Qorus-Infosys Finacle Banking Innovation Awards 2024

We believe that promoting products or campaigns to bulk lists of customers via outbound communications is no longer effective in today’s marketing environment. Customers receive dozens of notifications from different applications every day, so they are now only interacting with messages about things they are genuinely interested in or need.

As the largest private bank in Turkey, we have 15 million active customers and our priority is to provide every customer just what they need whenever they need it. Therefore, we have developed our “Multi-Layered Customer Engagement Strategy Model”. We believe that each breaking point in our customers’ life, such as getting married, starting a job, starting university or having a child, is a unique customer journey.

Thanks to our state-of-the-art MarTech stack, our customer journeys are fully automated and based on real time customer actions. Our marketing brain Pega Marketing and our contextual real time marketing genius Evam Actions takes the stage, utilizing Kafka data streaming platform and Cassandra database management system. Every unique customer journey consists of different stages, each associated with different “activities”, customer actions that are captured as real time events. In addition to real-time transactional events, we utilize NewGen real-time 1st party data such as location and 3rd party data such as Adform data to the extent that customer consents under GDPR allow us.

When a customer performs an activity, they are assigned to the relevant journey and to its relevant stage. Customers can progress from one stage to another only through their own real-time activities, which means they are engaged precisely when it's most relevant to their journey rather than following a predetermined timeline from the start.

In addition, if we believe that engaging in an activity by itself is insufficient for drawing conclusions about the customer's context, we use a scoring method where activities are individually scored and the customer is assigned to a journey or a stage only if the collective score is high enough. By this way, we increase the reliability of our model.