OTP Bank Transformed Engagement and Refocused Teams on High-Value Work with Salesforce and Agilcon
What a ride! OTP Bank Slovenia has come a long way in building intelligent, personalized, and compliant customer journeys — and we got a front-row seat to hear all about it from Barbara Veselko, Head of Business Analytics and CRM, Jasna Majhen, CRM Specialist, and our Marko Perme from Agilcon, who hosted the chat.
The Starting Line: Manual Campaigns and Scattered Data
As Barbara recalled, OTP’s CRM journey didn’t exactly start on “day one” — it was more like “day zero.” In the early days, they were running just a fraction of the campaigns they do now, with volumes increasing more than twentyfold since then. Data was scattered across systems, and some customer records were still tracked in Excel spreadsheets.
The real transformation began in 2019 with a basic marketing automation tool, but it really took off when the team received the green light to implement Salesforce Marketing Cloud.
Today? It’s a Different Story
OTP is now sending out campaigns across email, SMS, push, and even Viber. They’ve built automated journeys that respond to real customer behavior and preferences, running with little to no human touch once set up.
One highlight? An onboarding journey for bundle products where the customer gets up to six personalized emails, depending on what they already have, skipping irrelevant offers, and using Einstein Send Time Optimization to catch them at the right moment.
Data: From Chaos to Control
OTP now maintains a centralized, structured data model with approximately 250 customer data fields, which are fed into Salesforce every morning. This clarity and consistency are what allow them to personalize at scale.
“We started with basic product ownership, inflows, balances,” Barbara shared. “Today, we’re layering in transactional data and moving toward real-time personalization.”
Engagement That Clicks: Personalized Video Campaigns
Jasna wowed us with an example of a personalized video campaign that outperformed all expectations. It was tailored down to the product bundle, interest rate, and even the imagery in the video scenes. The result?
“Click-through rates were 4–5x higher than classic campaigns,” she said. “People rewatched the videos and engaged.”
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Cutting Costs and Improving Compliance
Marketing Cloud also helped OTP digitize their communication for regulatory reminders, such as expired IDs, by replacing expensive physical mail with automated, multichannel journeys. Result? A big drop in missing documentation and smoother AML compliance.
What’s Next? AI, Real-Time, and Web Personalization
They’re just getting started. Barbara shared that their next steps include:
- Integrating Personalization Studio to track and engage web users.
- Moving from D-1 to real-time data for smarter trigger-based offers (e.g., travel insurance right after a flight booking).
Planning for operational CRM to support sales and service with the same smart personalization.
Behind the Scenes: The Power of Teamwork
What’s the real secret to OTP’s success?
“Besides data, people are crucial,” Barbara said. “It has to be the right mix of marketing and technical skills — not hardcore IT, but enough to own the platform.”
The CRM & Analytics team now comprises four highly skilled members, collaborating closely with marketing, product, compliance, and IT security — all aligned through a clearly defined CRM governance manual.
A Word About Agilcon
And of course, none of this would have happened without a strong partner.
“Having Agilcon by our side made a huge difference — from helping us with the initial data model, to the speed of implementation, to day-to-day support,” Barbara noted. “They’re not just implementers. They’re true partners.”
From sending just a handful of emails to increasing campaign output by over 2,000%, OTP Bank’s journey proves that with the right data, team, and tools, banking customer experience (CX) can move from basic to exceptional.
This transformation didn’t happen overnight — or alone. With Salesforce at the core and Agilcon as their strategic partner, OTP was able to streamline operations, personalize communication at scale, and free up their team to focus on what really matters: delivering value to customers.
As the leading Salesforce consultancy in the Adriatic, Agilcon is trusted by top financial institutions across the region. With a 4.97/5 rating on AppExchange, deep banking expertise, and local presence in Ljubljana, Zagreb, and Belgrade, we speak your language and we understand your business.
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