Garanti BBVA's Hyper-Personalized Experiences Across Channels

About Garanti BBVA: Garanti BBVA is one of Turkey's largest banks. It serves every banking segment, from retail, SME and corporate to private and investment banking, and it also runs pension, life insurance, leasing, factoring, brokerage and asset management businesses.

More than 13 million customers use the bank's mobile app as their main point of contact. Garanti BBVA Technology, the bank's technology arm, supports that experience. It handles software development, system management, security, data and project management, and it manages millions of online transactions around the clock.

The Challenge: Garanti BBVA wanted to go beyond customer expectations. To do that, it needed to turn data into contextually relevant, highly personalized experiences, and to do it fast.

Garanti BBVA Technology needed an easy-to-plug-in solution that could capture data and act on it as events happened. It also had to work as the primary campaign engine for interactions across the bank's systems.

The bank set four objectives.

Simplify the marketing stack. One engine that integrates into all systems and runs interactions as they happen.

Expand the customer portfolio. Identify non-customers and onboard them through digital channels.

Increase sales and unique offerings. Optimize inbound and outbound channels to deliver customer-centric offers.

Keep customers loyal and prevent churn. Take contextual action at the right time with hyper-personalized offers.

Behind these sat broader goals: better loyalty, more cross-selling and up-selling, higher collection ratios, and more triggered campaigns alongside traditional mass marketing. The bank also wanted to give customers a digital gateway without losing a personal, human touch across physical and digital touchpoints.

Why Garanti BBVA Chose Evam: Evam integrated with the bank's infrastructure and captured and processed data for instant action. Four strengths made the difference:

Fastest implementation and faster ROI. The team wanted value quickly.

High integrability. Evam connects with a wide range of technologies.

User-friendly scenario building. Business users build scenarios with drag and drop.

Low-code platform. It is built on a fast scenario processing engine.

The Solution: Evam collects each customer's interactions across channels. Its data processing engine updates with every event, so results stay current and accurate.

Business users draw customer journeys visually. A journey reacts to triggers from customer activity and responds at the right moment. It can sense what happens, and also what does not happen. Scenario building blocks cover positive, timed, recurring, negative and analytic conditions. Actions go out through push, e-mail, SMS and triggers to other systems, with no limit on the number of interactions.

The platform follows a sense, analyze and act method. That makes it suitable for complex business requirements and lets organizations process billions of customer data points in seconds.

Implementation: The Evam and Garanti BBVA Technology teams worked together. They implemented Evam Actions first, then the Enterprise Cache solution, and then activated the campaign scenarios.

In six weeks, Evam's data streaming engine was integrated into the bank's online and legacy systems. From that point the bank could process data as it arrived and build scenarios that deliver personalized experiences at critical moments. Business users stayed in control of the scenarios.

Results: The first scenario already made a difference. Garanti BBVA saw a significant boost in credit-based scenario sales, particularly through the mobile application.

The bank also gained a substantial increase in time-to-market and development speed. Teams could respond quickly to changing requests and adapt to the pace of campaign management.

Evam also acts as a decision engine that redirects customers to various digital assistants and tools. That supports the bank's goal of keeping experiences personal and human as it adds digital innovation.

Today the bank uses Evam beyond campaign management, for operational efficiency and better data collection. The numbers behind the program: 124 scenarios up and running, 52 modules integrated and 95 million events processed daily.

"Our highly customized use of Evam is only possible through the collaborative and dedicated partnership we've established. I believe this approach sets Evam apart from other players in the industry, and we're grateful for their ongoing support."

Erhan Hatem, Head of CRM and Customer Experience, Garanti BBVA Technology