Digitalised, data-driven and customer-oriented marketing automation
Implementation of Salesforce Marketing Cloud and Interaction Studio in RBI's MarTech stack at Raiffeisen Bank International.
At a glance.
- 01The challenge Digitisation and personalisation of the customer approach in advertising and CRM
- 02Our approach Holistic approach, fast implementation and close collaboration with the client
- 03The result Successful implementation of Salesforce Marketing Cloud and Interaction Studio in RBI's MarTech Stack
Sector
- Financial services
Disciplines
- Strategy and consulting
- Project management (agile workflow)
- User experience & design
- Technical implementation and configuration
- Testing
- Training
Year
- since 2020
Tech Stack
- Salesforce Marketing Cloud
- Interaction Studio
Services
- Implementation and configuration of Salesforce Marketing Cloud and Interaction Studio
- Full service
- Digital Strategy
The challenge
Raiffeisen Bank International (RBI) is fully committed to digitalisation, personalisation and customer centricity. Therefore, it shifted its communication in advertising and CRM to data-driven omnichannel communication. For this project, Salesforce Marketing Cloud and Interaction Studio were selected and implemented in RBI's MarTech stack. This enables customer-centric marketing automation to be delivered at scale.
Through strategically orchestrating marketing, communication and technology, RBI established themselves as an industry-wide trendsetter in a very short time.
The project
With agile and collaborative teamwork and methodologies, we supported RBI in integrating Salesforce Marketing Cloud and Interaction Studio into the RBI MarTech and data landscape.
RBI professionals are working in agile teams with our experts to implement the solution into RBI’s ecosystem of network banks.
The project is running in several CEE countries. The network banks involved benefit from our extensive knowledge of digital marketing tools and their integration into complex technical architectures. In this way, we create the ideal context to meet RBI's requirements together as one team.
The key is a holistic approach that goes far beyond the pure technical implementation of the tools, we design the technical marketing technology architecture, we help to create the data strategy, we design use cases together with regional experts, we configure the tools and train the employees in the network who work with the tools to create the best result for RBI. Through our strategic team, we activate digital marketing, technology and creative expertise and set up agile reviews to ensure alignment with the strategic objective defined for RBI.
Igor Sopcak, Project-Owner, Leiter Retail Customer Engagement Tribe RBI
"We started implementing Salesforce less than a year ago and thanks to the excellent collaboration we were able to communicate with our customers through selected channels in four network banks in just a few weeks. Merkle's experts fit perfectly into our agile team and add a lot of value to RBI and its network banks every day. The cooperation and the transfer of business know-how work on a very professional level."
