Česká spořitelna (part of the Erste Group)
"Thanks to the marketing transformation, we have switched to personalized communication with clients and increased the efficiency of our team. The consolidation of five tools into one allows us to respond more quickly to client needs.“
Lukáš Pudil
PERSONALISATION TRIBE LEAD / DIRECTOR
What did the transformation of B2C marketing at Česká spořitelna bring?
In 2020, Česká spořitelna (ČSAS) joined Erste Group’s long-term strategy, focused on transforming the approach to customer relationships from product sales to maintaining clients’ financial health. Historically, ČSAS used five different applications to communicate with clients.
The new strategy created new requirements for the future marketing of ČSAS, including the elimination of one-time communications, minimizing irrelevant communication, and simplifying a complex IT ecosystem.
How did the implementation of Salesforce Marketing Cloud and Interaction Studio help?
Fast delivery in 7 months
Consolidation of 5 tools into 1 platform
Shift in mindset to a customer-centric bank
"We wanted a Czech team to ensure a smooth integration process. I must say that our collaboration with Enehano has been exceptional.“
Lukáš Pudil
PERSONALISATION TRIBE LEAD / DIRECTOR
The greatest benefits of digital transformation
Transition to omnichannel communication
The bank moved away from isolated campaigns in favor of interconnected customer journeys. The new strategy sensitively responds to client activities across communication channels.
Change in communication strategy
Campaigns now offer relevant products to specific clients, support financial well-being, and contribute to the bank’s growth.
Improvement of customer experience
Personalized approach and relevant offers lead to a significant improvement in the overall user experience.
Availability of customer journey creation
The transition to Salesforce simplified campaign and customer journey creation, democratized the platform, and reduced the involvement of IT specialists.
Adoption of the new system
Easier and more intuitive use of the new system contributes to the positive perception of the new work environment. The adoption of the tool was supported by regular user workshops and the Salesforce Trailhead portal.
Significant reduction in operating costs
The consolidation of five different tools into a single integrated platform reduced operating costs. It also enabled faster and more efficient campaign preparation, optimized resource utilization, and lowered IT infrastructure costs.
Real-time web personalization
The implementation of Salesforce Personalisation Studio enabled detailed website personalization and the linking of client activities with customer journeys.
Improvement of security infrastructure
The project emphasized security aspects in the banking environment and the cloud, with successful approval from the Czech National Bank and the use of the BYOK (Bring Your Own Key) feature.
Broader talent recruitment.
The modern platform facilitates talent recruitment for the marketing department through an innovative approach and the use of cutting-edge technologies.
About Česká spořitelna (part of the Erste Group)
Česká spořitelna is the largest bank in the Czech Republic, providing financial services to approximately 4.5 million clients. The bank’s strategy is to use digitalization and innovative technologies to improve the financial health of its clients. ČSAS is part of Erste Group, which operates in Central and Eastern Europe with its headquarters in Vienna.
Headquarters
Prague
Industry
Banking
Number of Employees
9 829
Annual revenue
49,9 billions CZK
Website
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Consultation with the expert
Martin Havelka
Business Unit Leader
