Grupo Petersen | BBR - Brochure

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Developing the backbone for the

digitization of banking

Digital Transformation across Grupo Petersen’s four banks becomes a benchmark in strategy, activation, progress and growth for a plan simplifying customers’ interactions

Produced by Giuseppe Modenesi Interviewee Luciana della Croce, Chief Digital Officer for Grupo Petersen


Grupo Petersen


rupo Petersen

technology as a unique digital bank

is one of

model is deployed and becomes a


standard for complete management

most important

of simultaneous operations in the four


banks belonging to the group: Banco

What began in 1920 as an engineering

de Entre Ríos, Banco de San Juan,

and construction firm is currently

Banco de Santa Cruz and Banco de

diversified into more companies in the

Santa Fe.

agribusiness, finance -and fintech- and urban services sectors.

“This digital transformation is a benchmark in Latin America,

The corporation is comprised of the implying the deployment of a unique following companies: ASJ Servicios;

regional digital model in four banks

Banco Entre Ríos; Banco San Juan;

with more than 3,500 employees

Banco Santa Cruz; Banco Santa Fe;

scattered across five different places,”

Mantenimientos y Servicios; Petersen,

commented Luciana della Croce, Chief

Thiele & Cruz; Plus Pagos; Qualia;

Digital Officer for Grupo Petersen.

and Santa Sylvia. PROVEN EXPERIENCE IN DIGITIZING PROCESSES Digital Transformation across the

FOUR BRANDS UP TO A DIGITAL CHALLENGE Grupo Petersen took part in banking group’s banks is led by Luciana Della


and finance since the mid-1990s,

Croce, Chief Digital Officer, and her

and one of its current challenges is

more than 20-year experience working

developing a digital organizational

for global companies in strategic

culture by establishing digital

and tech consulting, with tenures

solutions along with cutting-edge

in IBM, Telefónica/Movistar and

May 2021


Grupo Petersen

¿Necesitas una mano para operar online?

Neoris (a CEMEX company), among

Salvador (Buenos Aires, Argentina)

others. Della Croce has thrusted

and earned a Master’s in International

digital transformation in different

Finance from IEAF (Spanish Institute

organizations by deploying innovative

of Financial Analysts), and a Master’s

technologies, ensuring business

in Telecommunications from the

growth within an environment under

Polytechnic University of Catalonia,

constant disruption.

besides other postgraduate studies

Della Croce graduated in Business

in Harvard University.

Management from Universidad del

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Grupo Petersen


A CLEARLY DEFINED STRATEGY The current digital transformation program being carried out at Grupo Petersen’s banks began its journey in 2020, and among its first premises considered an inward awareness program at each bank about what this initiative would mean. The group created a Digital area to lead the corporate digital strategy,

OMNICHANNEL EXPERIENCE THROUGH SIMPLIFIED PROCESSES Among the fundamental concepts of this transformation, it has been established to maintain unity and consistency in every channel with customer interaction, thus significantly improving customer experience and a timely arrival to the market for value-generating digital services and

whose main goal has been the creation products. These goals have been of a simple, innovative, omnichannel experience for the four banks’ more

accomplished through lean customer

than 2 million customers.

journeys through their involvement

A long-term three-year path was established in which deep, large-scale

methodology, with products released

projects were set for tech transition

in three to six-month periods,

with an organizational impact.

continuously evolving to keep bringing

Afterwards, the short- and mid-terms

value and significant improvements.

were planned, designed to be revised quarterly. “We want to obtain improved


with the banks, along with an MVP

“Being extreme, we should be able to solve 100% of customer’s needs in the digital mode, creating the

experiences based on solutions

possibility to be physically present

enabling flexibility, efficiency and

at the bank only during circumstances

scalable growth,” commented

that require so,” della Croce

the executive.

pointed out.

May 2021

Grupo Petersen


We want to obtain improved experiences based on solutions enabling flexibility, efficiency and scalable growth

- Luciana della Croce, Chief Digital Officer

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IMPORTANT THING That you should know about us is that we are only interested in working with clients and partners that enjoy working as a team.

Strategy & Consulting

Data & Analytics

Our "clients driven" mindset shapes our services

Media Buying


Supplier Profile CORPORATE DIGITAL STRATEGY Factoring technology and infrastructure as enablers, along with N u m b e r o f E m p l o ye e s : : 18

Ye a r E s t a b l i s h e d : A b r i l , 2 0 18

Industr y: M a r ke t i n g y P u b l i c i d a d

Main Ser vices: Consultoría y Estrategia en compra de medios digitales

Recent Projects: Acompañando la Madurez Digital de la estrategia de medios de Grupo Peter sen Junto Grupo Peter sen, uno de los principales actores financieros de la Argentina, estamos trabajando en la integración de diferentes plataformas dentro del suite de Google GMP para poder ejecutar estrategias de medios d a t a d r i ve n . M e d i a n t e e l a n á l i s i s d e l o s d a t o s de cada campaña buscamos encontrar a las audiencias ideales para cada producto o solución, tanto entre clientes como no clientes. Ponemos el foco en la medición de los principales puntos de contacto, atribuyendo a cada canal su apor te dentro del funnel d e c o n ve r s i ó n f i n a l . Y c o n e l a n á l i s i s d e l o s principales KPI desarrollamos la estrategia de compra de medios y audiencias que mejores resultados de negocio nos ofrezcan.

talent development and incorporation and the spread of organizational culture transformation toward digitalization, strategy execution answers to these three pillars: • Digital solutions and services design: these were designed prioritizing the adoption of simple and easy experiences by optimizing the customer’s digital journey. Every pain point was eliminated, considering the adoption of a multichannel strategy with modern, modular architecture based in APIs, platform integration and solutions for managing the new, omnichannel digital banking for the group, which includes: a new home screen in banks’ websites, apps for home banking, mobile banking, digital onboarding, bank websites, content management, conversational banking and social media, among

P r e s i d e n t /C E O : H e r n á n Va l e n z a , M a n a g i n g D i r e c to r

other apps.

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Grupo Petersen


We implemented chatbots with virtual assistants for any kind of device

bringing automation to more than 500 possible intents for all of our banks Leandro González, Portfolio Manager and Project Management Officer


May 2021

Grupo Petersen

“We implemented a conversational bank solution -chatbots- with virtual


our customers. · Big Data and Advanced Analytics:

assistants based on AI and machine

These resources help us in decision-

learning for any kind of device,

making based on data aligned with AI,

bringing automation to more than 500

which can be monitored in real time,

possible intents for all of our banks.

obtaining useful insights from models

Our chatbot is ‘La Mano’, a character

and from predictive and cognitive

displayed as a robotic hand,” stated

use cases. We have developed more

Leandro González, Portfolio Manager

than 50 use cases for the financial

and Project Management Officer for

industry, deploying these same cases

Grupo Petersen.

in our four banks and managing

• Digital Marketing: our strategies’

different ad campaigns with specific

main goal was obtaining new

microsegmentation for each customer.

customers, profiting and capitalizing

We rely on an industry-unique model

from existing customers, increasing

from DataWarehouse which we have

web views through SEO and SEM,

boosted with Bigdata advanced

incorporation of social media resources, real-time bidding, advanced analytics, social media monitoring, messages, as well as

tech, adding a significant volume of unstructured data in real time from multiple sources.

We are working with the market’s best


practices in digital marketing with

practices were applied to each of the

support from digital agencies such

group’s four banks with a flexible,

as Digital Soul. We are deploying

modular and scalable architecture,

an omnichannel marketing strategy

accessible from any device to make

aiming to reach 1:1 personalization of

any transaction.

other digital strategies and contents.

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Meet Cyberbank

See the next-gen digital & core banking platform in action Request a demo

We have chosen the Cyberbank

and customization. In this first phase

solution from Technysis Digital

we are updating all of our Digital

Banking as an omnichannel platform

Retail Banking platform, scheduled

to bring cross support to every digital

to become fully operational in July

operation for the group’s four banks.

2021, and a second phase is already

This includes managing digital banking underway to update all of Digital for the four banks in the web and mobile versions, and also the 100%

Wholesale Banking. “In this digital transformation

digital onboarding which allows for

process we are following

online sales of products and services.

recommendations from Gartner

This great solution allows us to quickly and widely known market analysts, scale with four banks at once with

besides researching for the most

simplified models while still keeping

innovative solutions in every industry,”

off-limits to each bank’s local branding commented Daniel Miranda, Head of


May 2021


Supplier Profile CX, Digital Products and Channels for Number of Employees:: 1000 Year Established: 1995 Industry: Technology for banks and financial institutions Main Services: Provider of next-generation digital banking platforms Recent Projects: Banco Original is a full-service digital bank from Brazil that was implemented from scratch in only 14 months using Cyberbank, Technisys Core and Digital platform, as backbone. With Cyberbank, every interaction in the bank is digital, from customers to employees, partners and stakeholders, and the Banco Original team can create new products in record time.The bank has been growing fast and scaling linearly in the cloud. Today it has more than 6 million customers. Brightside by ATB is a canadian leading regional bank. The Technisys Cyberbank platform offers ATB extreme flexibility to create and deliver tailored financial products, dynamically, whether to a large segment of customers or to a segment of one. With Technisys, the Brightside by ATB team has access to a cloud-native and API-centric end-to-end digital architecture that not only delivers tailored financial products at the speed of commerce, but also enables the digital bank to scale services to hundreds (or millions) of customers, securely. Ultimately delivering endless digital possibilities to meet ever-changing customer behaviors today and tomorrow. The integration of the Technisys platform into Rellevate enables the american bank to deliver a mobile first digital customer experience that was developed in just four months. With Cyberbank, Technisys´ next generation digital banking platform, Rellevate created an innovative digital banking account for hourly workers and launched a digital account with Interest, Pay any-day and E-transfer. Also, enables them to integrate with Visa DSP, Sutton Bank, Payveris and Centurylink. Cyberbank API powered digital ecosystem allows the bank to quickly meet the needs of customers today and in the future. Technisys enabled Banco Falabella to deliver a true omnichannel in five countries in Latam. With Cyberbank Digital, Banco Falabella were able to launch a comprehensive digital banking experience for every touchpoint, implemented with mobile, web, kiosk and human assisted interactions. The minimal time to market for continuous delivery sent Falabella to the leaders’ scoreboard and now they have more than 8 million customers in the region. CEO/President: Miguel Santos, CEO and Co-founder

Grupo Petersen. “Everything we do is fourfold, which requires additional complexity. Four leading brands of regional banks must be managed around each brand’s individual, regional traits,” explained Nicolás Sanín, Head of Digital Marketing for Grupo Petersen. In the same way, the banks interact with other Grupo Petersen brands by creating strategic partnerships in digital offer, communications and businesswise. THE ASJ FINTECH The ASJ Servicios fintech collaborates with Grupo Petersen’s banks and with the financial industry in disrupting traditional payment methods, easing access to payments and collections for businesses and legal persons in a simple, digital and transparent way. ASJ began in 2013 as a collection company looking to decompress transactions from the group’s bank locations, its network currently relies on more than 1,200 payment terminals.


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Grupo Petersen


L. to R.: Daniel M i randa, Head of CX, D igital Products and Channels; Leand ro Dan iel Gon zá lez, Po r t fol io Manage r and Project Management Of f ice r ; Luciana del la Croce, Ch ief D ig ital Of f ice r ; Leona rdo Acosta, Head of Big Data and Advanced Ana ly tics and Ma r tí n Nasci mbene, Ch ief D ig ita l Ma r keti ng Of f ice r

A digital ecosystem allowing multiple payments with deposits or

users and 4,000 affiliated businesses. “We are very excited about this, we

checks through a mobile phone, debit/ are engaged in conversations with credit cards or a bank account has

other provinces in order to replicate

been developed since 2018.

this very capable model for citizens

In early 2021, ASJ created a digital wallet for the Santa Fe province,

Murad, General Manager for

creating discount and reimbursement

ASJ Servicios.

partnerships to motivate customers


and business,” declared Alberto

Besides the four banks from Grupo

to use it. Along with Banco Santa Fe,

Petersen, the technology and systems

in less than three months the digital

offered by ASJ Services are also

wallet system recorded purchases

used by Banco de Córdoba, Banco

near $11 million between 200,000

Corrientes, Banco Macro, Banco

May 2021


Grupo Petersen

T h e s t r a t e g y, a c t i v a t i o n a n d f o l l o w - u p t o t h e d i g i t a l m o d e l i m p l e m e n t e d i n G r u p o Pete r s e n’s b a n k s i s a b e n c h m a r k fo r t h e c o n t i n e n t

Neuquén and by FCA Compañía

were also developed. Each strategy

Financiera, among other institutions.

has been aligned with service provided at the banks’ locations and customer

DRIVING USERS TOWARD DIGITIZED BANKING Due to the banks’ large segment of retirees among its customers, a strategy to help them migrate toward digital banking was developed. This strategy is designed to help individuals requiring special assistance to get to know and learn how to use these new channels. Strategies to drive other customer segments to digital banking

support networks. “We are working on a plan that results in as few pain points as possible, which leads to solving any transaction digitally in its entirety,” della Croce remarked. COVID19, DIGITAL TRANSFORMATION’S MAJOR ACCELERATOR The adoption of digital platforms

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Grupo Petersen


increased exponentially due to

constant changes,” noted

the pandemic. What was originally

Martín Nascimbene, Chief Digital

planned to be finally executed

Marketing Officer.

gradually after two years ended up happening in three months, with web traffic increasing fivefold in the banks’

ENABLING CSR DIGITALLY Grupo Petersen’s commitment to

websites, reaching an average of 5

its surrounding communities is carried

million visits per month.

through four foundations engaging

On its behalf, chatbot conversations increased by 700%, solving

actively in continual outreach efforts. In 2020, a learning campus was

approximately 400,000 monthly

created, supported by an LMS

queries. And social media interactions

(learning management system)

and queries were 20 times the

platform, linking different players

average, establishing these as the

in society offering educational

main channels during the pandemic.

opportunities with known specialists

“Transaction volumes doubled, resulting in about 50 million monthly transactions through home and

and personalities promoting collaboration. “Efforts in education, culture and

mobile banking. Digital channel

local development are carried out

users increased by 20% in just

through our foundations. Programs

three months. Artificial Intelligence

are promoted considering each

algorithms allowed us to answer in real community’s context and needs. Tech time as we faced new situations and


May 2021

innovation is part of every action for

Grupo Petersen


In this digital transformation process we are following recommendations from widely known market analysts, besides

researching for the most innovative solutions - Daniel Miranda, Head of CX, Digital Products and Channels

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Grupo Petersen


social investment in education,” declared

By mid-2021 the entire upgrading for

Cecilia Hancevic, Head of Fundaciones

retail banking will be completed for the four

Grupo Petersen.

banks. This same process will be completed in 2022 for wholesale banking used by

A FUTURE WITH EASIER TRANSACTIONS The omnichannel vision and improvement


businesses and SMEs. “The use of Artificial Intelligence must

of user experience are permanent goals

be understood with a ‘cross’ focus of

along with continual updating for digital

support and efficiency through the entire

banking, digital payment methods and

organization and its processes,” declared

app development.

Leonardo Acosta, Head of Big Data and

May 2021


Grupo Petersen

Four leading brands of regional banks must be managed off-limits from each brand’s individual, regional traits - Nicolás Sanín, Head of Digital Marketing

Advanced Analytics. The roadmap for Grupo Petersen is planned for one to three years with designated periods for AI incorporation


in processes with the most value such


as CX, digital channels, Big Data, digital marketing, advertising campaigns and sales, considering feedback as a key factor to know and improve user experience. “The banking industry has a great opportunity to accelerate mobile app development, a trend dominated by startups and fintechs capable of developing

INDUSTRIY: Agribusiness, finance -and fintech- and urban services sectors


APIs which currently surround traditional banking,” finalized Luciana Della Croce, Chief Digital Officer for Grupo Petersen.

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