Pega Community Forum - Citadele Banka Success Story - Hyperpersonalization: Citadele´s journey from Decision to Implementation

Citadele Banka, a digital challenger bank in the Baltic region, embarked on a transformative journey to shift from a traditional banking model to a digital-centric approach. Recognizing the crucial role of Customer Decision Hub (CDH) capabilities, the bank initiated a strategic transition. This session highlights the initial strategy of implementing the CDH platform across three critical dimensions: channels, products, and team. However, following the launch of the first Minimum Viable Product (MVP), a comprehensive retrospective was conducted, leading to significant adjustments in the system's implementation. The presentation will share key insights and lessons learned from this transformative process.