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  5. 2018 Model Bank Winner for Customer Engagement: Commonwealth Bank of Australia

2018 Model Bank Winner for Customer Engagement: Commonwealth Bank of Australia

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24 April 2018
Bob Meara

Abstract

Celent recognizes Commonwealth Bank of Australia as the 2018 Model Bank: Customer Engagement for their Customer Engagement Engine (CEE).

CBA’s program facilitated a shift away from the product and campaign-based marketing to deliver customer journeys powered by data insights applied in real time and at scale. Every customer engagement — whether online, mobile, call centre, ATM, or branch — triggers a call into the CEE, which renders a “next best conversation” recommendation in 150 to 300 milliseconds.

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