The world's best customer experience: Sber has 5 iCXA awards
Sber has received 5 awards at the prestigious International Customer Experience Awards (iCXA) in the field of customer experience. The award recognizes organizations that are trendsetters in using technology to improve customer service. The competition is annually attended by the largest companies from several dozen countries, and the jury includes the world's leading experts in the field of customer experience.
SberNBA (Next Best Action) won the Customers at the Heart of Everything nomination. This is a new stage in the development of the x-sell business (cross-selling), connecting the client's needs with the capabilities of Sberbank's products and services. SberNBA provides the calculation of personal offers, communication at the relevant moment in time at each stage of the customer's life journey (Customer Journey), maximizing the long-term value of cooperation with the client (Customer Life-Time Value). The solution is built on a modern stack of open source tools that provide the required level of technological and business readiness to transform Sberbank's B2C product line.
In the nomination Customers at the Heart of Everything, Sberbank's project “Supporting the Ecosystem and a Single Customer Path” was also recognized. The experts of the award highly appreciated the work of the network of contact centers of the bank and companies of the Sberbank ecosystem. At the moment, contact centers use a wide pool of innovations, including speech recognition and synthesis technologies, voice identification, processing of large amounts of data, which provides a single customer path regardless of which channel the customer has applied to Sberbank. During the development of the function of a single contact center for the ecosystem, it was possible to abandon a large number of external solutions. Now clients can get support of the same high quality for all financial and non-financial products of Sberbank.
In the Best Use of Insight and Feedback nomination, the Individual Communication Policy project won a bronze award. It is an API service at SberNBA that analyzes customers' digital fingerprints and tendencies in order to tailor the frequency of advertisements to them individually. It also takes into account the mutual influence of ecosystem and bank products and services in order to differentiate over time proposals that influence each other. This allows you to build a single timeline for all communications in the daily campaigning process.
In the Best Digital Transformation nomination, the bronze award was given to the Center for Corporate Solutions (CCR) of Sberbank. Over the past year, the CDC has made a qualitative breakthrough in improving the efficiency of contact center managers through data analysis using artificial intelligence. For this purpose, digital traces of the daily work of the CCR managers were collected. As a result, today performance forecasts are made on an ongoing basis and help to accurately measure employee performance.
In the Contact Center nomination, bronze was also awarded to the Sberbank Corporate Solutions Center. The jury highly appreciated the experience of servicing corporate clients, which is unique for the banking industry. Currently, the contact center operates in a 24/7 format, serving 3 million corporate clients, as well as bank employees working with legal entities. It is concentrated in 7 cities, has about 4,700 employees and has its own development center. Since 2019, CCR has been advising clients on B2B products from the Sberbank ecosystem.
“I want to thank all our clients. It was for their sake that Sberbank transformed into a high-tech client-centric company. For their sake, he applies the best technologies on the market, many of which he develops from scratch on his own, including using artificial intelligence. Each of our technology, product release, innovation is aimed at providing even better service to our customers and creating the same WOW effect that creates a strong emotional connection with a favorite brand in a person. And, of course, a special thank you to the jury of the iCXA award for a careful study of Sberbank's products and services and a high assessment of our work, “said Alexander Vedyakhin, First Deputy Chairman of the Board of Sberbank.
Sberbank receives several awards at once in various nominations of the iCXA award not the first year.