UBB Increased Lead-Generated Business by 20% and Automated 100+ Customer Journeys with Bloomreach

Enhancing Customer Engagement Through System Integration

United Bulgarian Bank Mobile remains at the core of the Bank’s digital transformation and uplifts both the bank-assurance model and customer experience by providing access to banking, insurance, investment, and pension products and services. Following the finalization of their integration with former KBC Bank Bulgaria, UBB Mobile now serves over 900,000 unique users, representing over 20% of Bulgaria’s active population. An internal survey found that 90% of UBB’s mobile banking app users are satisfied with the service.

UBB’s digital interactions are significant, with 95% of customer interactions occurring online, and 96% of payments being made through digital channels. The digital assistant, Kate, has become an increasingly valuable tool, with 71% of UBB Mobile users interacting with her. One in five proactive messages from Kate leads to requests for a product or a service. Kate has achieved 57% autonomy, handling customer inquiries independently with the ability to provide relevant answers. Their digital assistant continues to learn, enhancing its AI capabilities and delivering more personalized user journeys.

UBB embarked on a mission to enhance customer engagement. They aimed to integrate their product offerings with internal systems for both reactive and proactive user interactions. They sought to gain deeper insights into the customer journey to improve these interactions further.

The first step was to implement and configure a notification tool for mobile apps, which soon expanded to include a wider array of communication channels, including web, email, push notifications, and in-app banners. This expansion aimed to improve lead management and streamline digital sales processes.

To advance their digitalization transformation, UBB chose to implement Bloomreach, a platform designed for integrated communication and marketing automation. UBB aimed to enhance their lead management platform to drive digital sales and support their broader transformation efforts. They required a vendor capable of integrating Bloomreach seamlessly into their existing infrastructure, with a focus on delivering a solution that offers omni-channel capabilities and has a proven track record of success. The initial plan focused on deploying a notification engine, with plans to expand into additional channels and use-case implementations.

To build an end-to-end lead management system on a single platform, UBB partnered with Adastra. Our role was to create a communication hub equipped with features like prioritization, channel routing, and templating to facilitate omni-channel communication and automate marketing strategies. The overarching goal was to transform UBB’s approach to customer interaction and service delivery. They aimed for 360° view of their customers. This would enable proactive, automated engagement through personalized communications and offers, setting a new benchmark for customer service in the banking sector.

Streamlining Customer Engagement Across Channels: From Setup to a Communication Hub

The client initiated the project by developing a comprehensive matrix detailing all relevant touchpoints with their clients. Utilizing Bloomreach, they were able to gather data on their digital activities across multiple channels, enabling them to create tailored communication strategies and targeted push notifications. Bloomreach’s ability to monitor customer behavior across various channels and devices, leveraging cookies and visitors, enables the creation of personalized marketing campaigns. Additionally, Bloomreach offers a 360° customer view, allowing marketers to focus on content creation rather than managing the logistics of campaign execution.

This project was broken up into three phases:

1. Establishing the Foundation
2. Expansion and Integration
3. Realizing the Full Potential

Phase 1: Establishing the Foundation

In this initial phase, Adastra developed a comprehensive matrix outlining relevant touchpoints and message types for UBB, which set the stage for targeted and effective communication strategies. A key milestone of this phase was the implementation of the notification engine, involving both the platform setup and the integration of a mobile software development kit (SDK) into the application.

This phase also introduced a push notification pricing strategy, aimed at transitioning some existing SMS/Viber messages to push notifications, marking a shift towards more cost-effective messaging solutions.

Additionally, we established a pilot phase for campaign management with a primary focus on outbound communication, including event-based and batch processes. This represented the initial steps towards automating the client’s journey process, aiming for more streamlined and efficient customer interactions.

Phase 2: Expansion and Integration

With the foundation in place, Phase 2 expanded by implementing additional use cases and communication channels, while integrating the client’s existing CRM system. This was a critical step for incorporating contact center interactions and BNW staff involvement, ensuring the preservation of vital human touchpoints.

During this phase, we introduced a web optimization platform, improving web personalization and online lead-capturing capabilities. The transition from campaign management to a digital journey funnel manager signified a shift towards a more holistic approach to customer engagement, enabling the addition of new client journeys and further refining the customer experience.

Phase 3: Realizing the Full Potential

The final phase focused on real-time push messages, enhancing customer communication. The full implementation of the digital journey manager, alongside the completion of the communication hub, brought together contact history and content management into a cohesive system.

This phase culminated in the orchestration of omnichannel communication, integrating secure and unsecure chatbot/voice bot functionalities, and achieving a seamless and integrated customer experience across all touchpoints. The successful completion of this phase represented the realization of a comprehensive, omnichannel approach to customer interaction, setting a new standard for personalized and efficient communication. Additionally, Bloomreach was integrated with the bank’s digital assistant, Kate, to deliver real-time support to digital clients.

UBB Elevates Customer Engagement and Optimizes Marketing with Adastra’s Expert Guidance

Throughout the project, UBB identified and addressed key customer interactions. By implementing a fully GDPR-compliant engagement platform, Adastra helped UBB improve their customer experience with targeted communications and personalized content. With Adastra’s support, UBB efficiently leveraged their marketing budget to align with their specific business goals.

Following the completion of the project, UBB achieved the following benefits:

• 60 million push notifications sent in one year
• A 360°customer view within Bloomreach.
• An automated segmentation process.
• Proactive customer interactions, replacing reactive ones.
• Enhanced customer experience through targeted communications and personalized content.
• A fully GDPR-compliant engagement platform.