UniCredit S.p.A.

Customer experience management solution with advanced analytics used to deliver first-class web services

Published on 05-Dec-2013

"We can now see what is really happening on every page of our website, giving us near-real-time insight into what really matters—the customer experience." - Gabriele Rosati, head of Interaction Design for Internet and Mobile

Customer:
UniCredit S.p.A.

Industry:
Banking

Deployment country:
Italy

Solution:
EMM - Customer Experience Management, Smarter Commerce, Smarter Planet

IBM Business Partner:
BitBang Slr

Overview

Based in Milan, UniCredit S.p.A. is one of Europe’s leading commercial banks, operating in 22 European countries with approximately 155,000 employees and more than 9,200 branches.

Business need:
To improve online service and sales, the bank sought a way to proactively diagnose and address site problems.

Solution:
The bank deployed a digital customer experience management solution that allows employees to view recorded user sessions capturing visitors’ page-by-page, browser-level experiences. The solution also uses complex algorithms to identify potential user struggles and delivers near-real-time data that is used to better predict how issues can affect the business.

Benefits:
UniCredit boosted the conversion rate for its online loan application by 30 percent and increased online sales by more than 5 percent.

Case Study

Based in Milan, UniCredit S.p.A. is one of Europe’s leading commercial banks, operating in 22 European countries with approximately 155,000 employees and more than 9,200 branches.

The Opportunity
Offering first-class customer service is a top strategic priority for UniCredit S.p.A., a global bank based in Milan. However, customers often reported usability issues with the bank’s external website. To improve online service and sales, the bank sought a way to proactively diagnose and address site problems.

What Makes It Smarter
The bank deployed a digital customer experience management solution that allows employees to view recorded user sessions capturing visitors’ page-by-page, browser-level experiences. The solution also uses complex algorithms to identify potential user struggles and delivers near-real-time data that is used to better predict how issues can affect the business.

Real Business Results
Taking advantage of near-real-time recordings and data, UniCredit boosted the conversion rate for its online loan application by 30 percent and increased online sales by more than 5 percent. In addition, faster problem identification and resolution helped the bank double the number of users who successfully completed online applications. Web designers and marketers also use the insights to better understand the behaviors of the approximately one million people who visit the bank’s Italian website each month. In one case, the bank improved the clickthrough rate for an online offer for a new banking account from 54 to 62 percent by giving some checkboxes more prominence in the design.

For More Information
Please contact your IBM representative or IBM Business Partner. Visit us at ibm.com/tealeaf.

To learn more about UniCredit S.p.A., visit https://www.unicreditgroup.eu.

Products and services used

IBM products and services that were used in this case study.

Software:
Tealeaf CX, Tealeaf cxView, Tealeaf cxImpact

Legal Information

© Copyright IBM Corporation 2013 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States of America October 2013 IBM, the IBM logo, ibm.com and Tealeaf are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data discussed herein is presented as derived under specific operating conditions. Actual results may vary. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.