Rosselkhoznadzor continues to develop a comprehensive customer experience management system for legal entities. The project to consolidate marketing communications on the CM Ocean platform of the Russian vendor Data Sapience has been completed. This is stated in the message of the bank.
The project was implemented with the support of the GlowByte integrator team. As a result of the implementation, RSHB increased the number of CRM campaigns launched by 50% without staff expansion, and the effectiveness of cross-sales increased by 30% due to a personalized approach and the use of artificial intelligence models.
Previously, RSHB operated two independent systems — classical and advisory, each with its own data showcase and a set of integrated channels. As part of the project, both systems are integrated into a single platform based on the CM Ocean solution, which made it possible to unify communication management processes at all stages of the client's life cycle: from attracting to preventing outflow.
The single platform covers all channels of interaction with the client: contact center, client managers, DBO (push notifications, stories, pop-ups, placements), e-mail, SMS, website. Combining data storefronts and communication channels has automated the launch of regular scheduled campaigns, and a single status response model has simplified the collection and analysis of statistics, allowing advanced analytics and improved campaign effectiveness.
Campaigns are based on a personal approach: artificial intelligence models are used to select the preferred communication channel with the client, select cross-sales and predict churn based on data on transactional activity, the history of behavior in digital channels and the results of previous communications.
The launch of the CM Ocean Policy module has automated the control of the contact policy. The Bank has been given the opportunity to set flexible rules for cooling periods between communications in the context of the communication channel, type of campaign, product, and customer lifecycle.
The CM Ocean platform is included in the register of domestic software and is fully deployed in the RSHB infrastructure. The application programming interfaces (APIs) of all components ensure that new communication channels are ready to connect.
JSC Rosselkhoznadzor (RSHB, TIN 7725114488) was established in March 2000 to serve agricultural enterprises. Over 1.5 thousand branches operate in all regions of the country, including more than half in small towns and rural settlements. The bank has representative offices in Belarus, Kazakhstan, Tajikistan, Azerbaijan and Armenia.
