Digital revolution and technological innovation are accelerating the transformation of the financial services sector, opening the doors to unprecedented opportunities for both market players and consumers. In this constantly evolving landscape, UniCredit has stood out by launching an ambitious initiative that redefines the rules of the game: a qualitative leap in the world of CRM that goes beyond the operational realm to also embrace the analytical aspect.
With the “Salesforce Program,” UniCredit aims to radically transform the banking experience in its Italian branches. At the heart of this project is a cutting-edge integrated platform that surpasses traditional systems to elevate operational efficiency and customer satisfaction to unprecedented levels. The implementation of this program marked a decisive moment in UniCredit’s journey towards innovation, introducing revolutionary operational tools and an infrastructure ready for the key challenges of the sector.
“The Salesforce program is part of UniCredit’s digital revolution strategy to continue being a leader in technological innovation in the banking sector,” according to Areni Annalisa, Head of Client Strategies, UniCredit.
Among the most significant results is the launch of the Smart Cockpit: an innovative dashboard that offers operators a detailed and personalized overview of daily activities and the client portfolio, improving efficiency and reducing costs and development times thanks to the flexibility of the highly configurable features of the Salesforce platform.
With the new Client Info Sheet, UniCredit has unified key information into a single intuitive interface, speeding up processes and elevating the user experience to new heights of excellence.
The adoption of a co-design approach with end users, which values their active participation, has made it possible to develop tailor-made solutions that optimize operational efficiency and maximize customer satisfaction.
“The strategic partnership with Salesforce and PwC has enabled the development of a highly valuable digital platform for the commercial network, on which we will build the evolution of our omnichannel service model for customer satisfaction,” Gianluigi Pesce, Head of Client Intelligence, UniCredit, said.
The results are clear: over 300,000 appointments booked monthly, more than 150,000 Client Info Sheets consulted daily, about 1.5 million notices and deadlines managed daily, and an impressive amount of personalized interactions such as emails, SMS, and push notifications sent daily.
Thanks to the integration of Customer Engagement tools, UniCredit has enhanced customer interaction and engagement, delivering tailored commercial content based on individual behaviors for continuous optimization and personalization of the services offered.
The strategic partnership between UniCredit, Salesforce, and PwC Italy has played a key role in the success of the project, providing a solid foundation for the implementation and continuous improvement of the Program.
This collaboration has combined Salesforce’s experience and technology with UniCredit’s deep knowledge of the financial sector, supported by PwC Italy’s expertise and consulting in combining market know-how and successful use cases in applying technology to redesign sustainable business models and design valuable, relationship-centered experiences.
“Today, customers expect companies to recognize them in order to offer personalized financial services and a superior Customer Experience. The result of the collaboration between Salesforce and PwC has been the development of a platform that allows UniCredit network professionals to combine their financial expertise with a deep understanding of customers through precise data analysis, which simultaneously leads to a significant increase in operational efficiency,” according to Davide Balladori, Regional Vice President Salesforce Italia.
“Understanding customer needs and implementing new technologies are now two fundamental drivers to support digital and sustainable innovation in the sector. We are excited about the collaboration with UniCredit and Salesforce, which has enabled the development of a tailored solution that will optimize UniCredit’s customer experience through a platform capable of ensuring efficiency and effectiveness in customer interactions, bringing significant business benefits. This experience demonstrates that when forces, vision, and determination come together, ambitions can be transformed into tangible realities, creating lasting value for all stakeholders involved,” concludes Maddalena Carfora, Partner at PwC Italia.
