Partners
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
Finance
Grupo Petersen
G
rupo Petersen
technology as a unique digital bank
is one of
model is deployed and becomes a
Argentina’s
standard for complete management
most important
of simultaneous operations in the four
corporations.
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
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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
Finance
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
Finance
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
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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
Finance
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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THE MOST
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
Finance
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.
We b p a g e : digitalsoul.agency w w w.the b os tonb r.com
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Grupo Petersen
Finance
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
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May 2021
Grupo Petersen
“We implemented a conversational bank solution -chatbots- with virtual
Finance
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
SHARED SOLUTIONS AMONG FOUR ENTITIES The best UX and digital products
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
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May 2021
Finance
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.
Webpage: https://technisys.com
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Grupo Petersen
Finance
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
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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
Finance
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
Finance
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
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May 2021
innovation is part of every action for
Grupo Petersen
Finance
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
Finance
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
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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
Finance
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
FOUNDED:
in processes with the most value such
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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
WEBPAGE: www.grupopetersen.com.ar
APIs which currently surround traditional banking,” finalized Luciana Della Croce, Chief Digital Officer for Grupo Petersen.
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www.grupopetersen.com.ar ludellacroce@bancosanjuan.com