Otkritie Bank increased digital sales thanks to Rubbles solution

2022: Rubbles Customer Insight Implementation

In just four months, Otkritie Bank increased sales of its own and partner products for retail clients in a mobile bank by 6% due to increased personalization of client communications. It was also possible to increase the involvement of the audience: a third of users are more willing to respond to offers from the bank that correspond to their life situation. The implementation of the Rubbles Customer Insight customer value management platform (CVM platform) helped to achieve such results, which allows you to automate the launch of marketing campaigns and customize them to the requests and preferences of bank customers. The bank announced this on December 27, 2022.

Artificial intelligence embedded in the Rubbles Customer Insight platform, based on impersonal data on transactional activity, product portfolio and social profile of the client, determines and predicts his life situations. Using this information, the bank can adapt its communications to the current needs of a particular client and offer the most relevant products and services for it. For example, if a client has recently issued a mortgage, the bank will offer him a cash loan for the repair of the apartment. Customers with children will be interested in information on children's payments and current promotional offers in specialized stores.

With Rubbles technologies, we can use an array of unique data not only for analysis, but also for smart promotion of our products, maximum efficiency of communication with customers. This has a positive effect on customer experience and on our business performance, "said Anastasia Belchenko, Managing Director of the Otkritie Bank's Digital Product and Platform Development Department.

The Rubbles Customer Insight platform uses ML approaches to segment audiences and includes a large set of tools for advanced analytics, in particular to automate AB tests and predict target action uplifts. In addition, it allows you to easily integrate the results of ML models into marketing campaigns and quickly adjust them based on automatic feedback analysis. This starts the process of continuous improvement of client communications. Thanks to this, Otkritie Bank was able to increase sales of retail products in digital channels in such a short time and increase customer loyalty, "said Dmitry Makeev, CVM Product Director at Rubbles.