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  5. Commonwealth Bank: Personalized Engagement at Scale

Commonwealth Bank: Personalized Engagement at Scale

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14 April 2020
Bob Meara

Winner of 2020 Celent Model Bank Award for Customer Engagement

Abstract

CommBank’s Customer Engagement Engine (CEE) program facilitated a shift away from product and campaign-based marketing to deliver customer journeys powered by data insights applied in real time and at scale. Every customer engagement triggers a call into the CEE, which renders a “next best conversation” recommendation in 150 to 300 milliseconds.

Through CEE, CommBank has transformed the way it manages customer relationships, creating a truly unique capability with hundreds of AI Adaptive Models (ADMs) scanning huge data sets spanning customer demographics, behaviours and product holdings to ensure that CommBank has the right conversation with the right customer at the right time, in the right channel.

See all 2020 Celent Model Bank winners here.

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