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Sandra Lazarević, Head of the PR and Marketing Communications Department at Banca Intesa

On Top of the Game

Banca Intesa is the largest bank in Serbia. It has built its leadership in product quality and innovation, top-level service and a business model centred around customer satisfaction

We wish to provide our clients with a customer experience that fully meets the demands of the digital age, as well as maintaining our leadership position on a highly competitive market.

You have started an all-embracing process of digital transformation in which you plan to inject over 65 million euros by year’s end in 2021. Are clients becoming more demanding?

– Consumers, in general, are growing increasingly sophisticated in their demands and their experience is becoming more global, enabling them to compare the quality of products and services regardless of their geographic, societal or cultural environment. Once you experience personalised and timely service, you are no longer prepared to compromise.

It is exactly this trend that inspired Banca Intesa to kick-start the modernisation of its entire banking platform in a move that will lay the foundations to build a strong and innovative bank for the future. In this way, we wish to provide our clients with a customer experience that fully meets the demands of the digital age, as well as maintaining our leadership position on a highly competitive market. 

Due to such an approach, we have become the first bank on the market to enable disbursement of cash loans and current account overdrafts via online applications with simple mobile token verification.

In parallel with the digitalisation process, we have launched a major network transformation programme that seeks to improve our service model and ultimately advance the customer experience.

To what extent does your communication strategy rely on social media and digital channels?

– Due to innovative and non-standard formats, digital communication channels have become an integral part of nearly every campaign of our bank. The growing complexity and number of digital channels allow us to make a precise segmentation of different target groups and create concise personalised messages tailored to each segment.

Aside from holding a top market spot in terms of key performance indicators, we also lead in terms of social media communication. With over 230,000 followers on Facebook, nearly 12,000 on Twitter, almost 10,000 on LinkedIn, 4,000 on Instagram and 3,000 on YouTube, we gather the largest online community in the Serbian banking sector.

Despite the ongoing trend of budget downsizing for traditional advertising in all industries, our communication channels are becoming more intricate and diverse than ever

Banca Intesa is the largest bank in Serbia. What do you think has been the key to your success – continuity, choice of communication channels or budget?

– Banca Intesa has built its leadership on product quality and innovation, top-level service and a business model that centres around customer satisfaction.

When it comes to communications, we strive to always be creative and new, but above all efficient, bearing in mind the rise in customer demands, on the one hand, and resource limitations, on the other. Given that customers no longer have the time or patience to watch and listen to content that is not in their specific focus, we are aware that all messages we create must be personalised and customised for each client segment, as well as being adjusted to the specific communication channel.

Despite the ongoing trend of budget downsizing for traditional advertising in all industries, our communication channels are becoming more intricate and diverse than ever. Like all other industries, banking is witnessing a shift from analogue to digital communication channels, enabling us to be even more resourceful and creative in the ways we reach our target groups, while being highly effective and always remaining on top of the game.

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