OP Financial meets customer needs with omnichannel engagement
Transforming customer interactions through real-time, personalized recommendations.
always-on next best actions created
legacy systems replaced
actions optimized using AI
The Business Issue
OP Financial Group is Finland’s largest financial services group. Owned by its members, it’s a cooperative made up of more than 100 banks across the country. With more than 2.1 million owner-customers and 13,000 employees, the group offers a wide range of financial services, including retail and corporate banking, insurance, wealth management, and investment services.
When they set out to transform their customer engagement strategy, OP Financial Group faced several complexities. They needed to shift from traditional marketing methods to a more predictive and personalized approach.
Integrating multiple channels and decommissioning outdated systems to create a seamless, omnichannel customer experience posed a significant technical challenge. The goal was to predict customer needs accurately and offer the right recommendations at the right time across various touchpoints. The team would also need to continuously learn and adapt to the new system while managing old processes.
The Solution
To address these challenges, OP Financial Group implemented Pega Customer Decision Hub. The journey began with a clear vision to predict customer needs. To do so, they embarked on a comprehensive journey that involved multiple strategic steps:
- Cultural change: At the start of the project, OP Financial Group focused on gaining acceptance from team leads and key stakeholders. This involved extensive communication and roadshows to align everyone with the vision of a customer-centric marketing approach.
- An omnichannel approach: OP Financial Group integrated Pega Customer Decision Hub across seven channels, including their OP Mobile App, website, secure inbox, SMS, email, and branch interactions. This integration allowed for real-time decisioning and consistent messaging across all touchpoints.
- Data-driven processes: By centralizing their data management and employing advanced analytics, OP Financial Group was able to transition from traditional marketing automation to a more dynamic, data-centric approach. They started to use their inbound data to power outbound marketing. OP Financial Group is now using data to deliver personalized recommendations and offers at the right moment and through the right channels.
- A broad content library: Recognizing that personalized engagement requires a rich repository of content, they focused on creating a wide array of marketing assets tailored to various customer segments and interactions. This comprehensive content library enables OP Financial Group to deliver highly relevant and engaging messages by dynamically matching the right content with the right customer at the right time with adaptive AI.
The project kicked off with the integration of the OP Mobile App as the first live channel within four months. Over time, additional channels including website, secure inbox, SMS, email, and branch-related systems were integrated. The team focused on always-on actions, with 80% running through arbitration using adaptive models.
The Results
OP Financial Group is using Customer Decision Hub to deliver context-aware, personalized interactions at the right time. Real-time decisioning enables more effective engagement, while consistent messaging across inbound and outbound channels is building trust and loyalty among customers. With over 250 always-on actions live and seven integrated channels, OP Financial Group has been able to predict customer needs and offer personalized recommendations across various touchpoints. The OP Mobile App, with 1.6 million monthly active users and 55 million monthly sign-ins, has become a key platform for customer engagement.
OP Financial Group also scaled new processes effectively with a phased implementation and continuous learning approach. The team has been able to adapt to new concepts and functionalities, ensuring the continuous evolution of their customer engagement strategy.
Key outcomes
- 250 always-on next best actions created
- 7 channels integrated
- 3 legacy systems replaced with one centralized decisioning engine
- 80% of the marketing actions selected and optimized in real-time using adaptive AI
- Centralized governance model enabling more efficient collaboration and decision-making
Decisioning done in real time.
“We broke down the vision into the key capabilities that we would need. And that was the one-to-one real-time, decisioning. So we searched all the vendors that we could find that could reasonably provide something in this area. In the end, we chose Pega Customer Decision Hub.”