AI-driven personalization improves advisor outreach
Česká spořitelnaDatabricks Data + AI Platform · Unity Catalog · Delta Lake +2
Ceska sporitelna, part of Erste Group, built Persona 360 on the Databricks Data + AI Platform to combine transactional, call center and digital data into deterministic and probabilistic client insights for branch advisors, using Unity Catalog, Feature Store and Lakeflow Jobs. Approximately 32% of branch advisors clicked on their personalized tips, half of advisor calls enhanced by personalized tips resulted in a personal meeting, and the bank gained 1,000 new client meetings within the first three months.
Overview
Ceska sporitelna, part of Erste Group, built Persona 360 on the Databricks Data + AI Platform to combine transactional, call center and digital data into deterministic and probabilistic client insights for branch advisors, using Unity Catalog, Feature Store and Lakeflow Jobs. Approximately 32% of branch advisors clicked on their personalized tips, half of advisor calls enhanced by personalized tips resulted in a personal meeting, and the bank gained 1,000 new client meetings within the first three months.
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Inspect the highlighted sourceThe challenge
Access to data was scattered among multiple teams using different tools (Oracle DB, Cloudera, Kafka), with no efficient way to leverage all data sources simultaneously. Manually analyzing each client's transaction history to decipher their current requirements, life circumstances and preferences became untenable, leading to increased workloads for branch advisors and lower conversion rates from outgoing calls due to generic conversation openers.
The solution
A joint team of data scientists from Česká Spořitelna and DataSentics, an Eviden business, built the custom product Persona 360 on the Databricks Data + AI Platform, deployed on Azure. The platform combined transactional, call center and digital data using Delta, Unity Catalog, Repos, Lakeflow Jobs, Feature Store, Dashboards and Alerts to produce deterministic and probabilistic client insights, channeled into the existing CRM system for branch advisors.
Reported business value
≈32% of branch advisors clicked on their personalized tips, 50% of advisor calls enhanced by personalized tips resulted in a personal meeting (with another 27% resulting in a follow-up call), and the alerts drove 1,000 new personal client meetings within the first three months.
Sources
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