How achieved a 6x Higher Conversion Rate

About Home Credit Bank Kazakhstan: Home Credit Bank Kazakhstan is part of the international investment group PPF, which operates in 25 countries across Europe, Asia and North America. The bank has served the Kazakhstan market since 2005 and offers closed-end loans, savings accounts, cards and other banking services to more than 5 million customers. It is one of the leaders in consumer finance in Kazakhstan, with over 186 branches and 683 terminals.

The Challenge: Customers expect banks to act like trusted financial advisors, not product pushers. Home Credit Bank Kazakhstan wanted to understand each customer's context, intent and expectations at any moment, and then deliver the most valuable offer at once.

The bank already had strong experience in cross-selling. It ran outbound campaigns through telemarketing, push notifications and SMS. It started with a simple follow-up campaign based on customer actions during the loan application, built as a minimum viable product with the technology it had. After a two-month pilot, conversion rates rose.

Then two problems appeared. Communication was arriving with a delay of around two hours, and the timing mattered. The bank also saw that event-based campaigns converted better than cold calls, but its internal solution took about one month to launch a campaign.

The bank needed an easy-to-plug-in solution for interaction management and journey orchestration that fit its existing infrastructure and raised the number of event-based campaigns.

The bank set four objectives.

Hyper-personalized experiences. Offer the right product with the right message at the right time.

Faster time to market. Shorten the gap between spotting a customer need and offering a solution.

Lower cost, higher conversion. Make communication more efficient and reduce cost per contact.

A more data-driven approach. Use customer feedback and lifecycle events to inform customers at the right moment.

Why Home Credit Bank Kazakhstan Chose Evam: The bank wanted a partner that could deploy campaigns as fast as possible. Evam integrated with the bank's current CRM architecture with simple installation and no heavy rework.

Deployment took as little as three days for a simple campaign with a single data source, and up to seven days for a complex one. Evam is low-code, integrates with a wide range of technologies and lets business users build scenarios with drag and drop.

The Solution: Evam works as an actor-based journey orchestrator. It senses what customers do, analyzes it and acts, so the bank could design, deploy and run event-based campaigns and connect them into journeys.

One example scenario shows how it works. The bank makes a standard outbound call and offers a product. The call audio is transcribed to text. The Evam campaign reads the transcript and analyzes key words. If the customer showed no interest, an instant follow-up sends a retention offer that matches the needs found in the analysis.

The Results: The effects were visible right after launch. Conversion rates for closed-end loan products rose up to six times compared with conventional outbound broadcast communication. Across all event-based campaigns launched through Evam, conversion rose three times on average.

The bank also used Evam campaigns to reactivate its dormant portfolio, with a 36% increase in the activation of inactive customers. It launched operational campaigns that collect customer feedback and notify customers about upcoming lifecycle events.

Today the bank runs 50 active campaigns, integrates 20 source channels and processes up to 1 million events a day.

"It's pretty cool to see how fast our product ideas become real and get to our customers when they actually need them. Evam isn't just a great tool for making sales, it also helps other businesses in the banking sector be more efficient and respond right away to different things happening with their customers."

Alfiya Khussainova, Director of Customer Value Management and Cross-Selling Processes Department, Home Credit Bank Kazakhstan