CREDIT AGRICOLE - Video Mindmap

1: Speaker & Role
- 1.1 - Jakub — Personal introduction
  - 0:00 — Name, Wrocław, father of three, runner, classic-car daily driver, Tech Tribe Leader
- 1.2 - Work philosophy — reliability metaphor
  - 0:21 — Late-80s station wagon: not flashy/fast, but reliable — same mindset for marketing/CRM/team
2: Credit Agricole Overview
- 2.1 - Bank footprint & scale
  - 2:49 — In Poland since 2001; ~2.3M customers; ~400 branches; ~4,000 employees
- 2.2 - What defines them
  - 3:02 — Strong in consumer finance, but relationships — not products — define the bank
- 2.3 - Positioning in the digital economy
  - 3:30 — Avoid adding noise; aim to be a safe harbor — trust is harder to earn
3: CRM Tribe — Structure & Way of Working
- 3.1 - Team & scope
  - 4:17 — ~60 people across analytics, campaign management, martech development
- 3.2 - Biz + IT in one room
  - 4:33 — Co-located design/build of journeys; shared priorities → faster delivery
- 3.3 - Why integration matters
  - 5:16 — Split teams slow everything; only way forward is close, common-purpose work
- 3.4 - Efficiency of collaboration
  - 5:55 — Siloed = long waits; integrated tribe iterates and ships fast
4: Jakub’s Path & Growth
- 4.1 - Career journey
  - 6:26 — Risk → IT → last 10 years in marketing
- 4.2 - From 4-person pod to trusted org
  - 6:38 — Started with 4; efficiency/results built trust → expanded responsibilities
5: Operating Tempo
- 5.1 - Match business speed
  - 7:05 — Products/offers need CRM support from day one
- 5.2 - How integration enables agility
  - 7:26 — Biz+IT together → adapt in days/weeks, not months
6: Leadership & Team Philosophy
- 6.1 - Empower, don’t control
  - 8:08 — Listen, anticipate, support; let people decide and run
7: Automation & Tools
- 7.1 - Focus on business, not tools
  - 8:21 — Martech frees focus from tech constraints
- 7.2 - Platform impact
  - 9:05 — Good tools buy back time for decisions
- 7.3 - AI perspective
  - 9:14 — Agentic AI helps teams work better/faster for customers
8: Real-Time Relevance
- 8.1 - Scale of campaigns
  - 9:25 — 60+ real-time campaigns in UNICA Interact
- 8.2 - Orchestration pipeline
  - 9:54 — Capture signals → decide → react instantly
- 8.3 - Examples of real-time context
  - 10:15 — Scooter rental → accidental insurance; airport login → travel insurance
  - 11:25 — Shopping at partner store → instant discount
  - 11:53 — App abandonment → reminder; human follow-up if needed
  - 12:11 — Money transfer flow → pre-send savings/investment offer
- 8.4 - Why it works
  - 12:33 — Timing + context + intent = relevance and performance
9: Scaling Messages & the CRM “Brain”
- 9.1 - From hundreds to 10k
  - 13:05 — Only manageable with AI support at scale
- 9.2 - AI decisioning
  - 15:01 — Offer, channel, tone chosen per customer in the moment
- 9.3 - Multi-dimensional personalization
  - 16:45 — Purpose + product parameters + moment + profile + life context
- 9.4 - Same moment, different needs
  - 17:19 — Transfer moment: info vs education vs loan vs savings offers
10: Trust, Privacy & Tone
- 10.1 - Data value exchange
  - 18:07 — Acceptance when timing/offer adds value; anticipating needs helps
- 10.2 - Regulation & ethics
  - 18:43 — Privacy and feedback are table stakes in banking
- 10.3 - Style of communication
  - 19:01 — Not social media tone; stable, precise, reliable communication
- 10.4 - Trust vs attention
  - 20:28 — Don’t chase attention; build trust with intelligence, not intrusion
- 10.5 - What customers remember
  - 20:53 — Not systems/stacks — how we make them feel
11: Data, Profiles & UNICA
- 11.1 - Right signals matter
  - 19:33 — Select data that makes communication meaningful
- 11.2 - Hyper-profile
  - 27:42 — Thousands of traits in CRM; hundreds for strict real-time; continuously enriched
- 11.3 - UNICA scale
  - 29:22 — 700+ flows orchestrating communications across 20+ channels
12: Real-Time Domains
- 12.1 - Streaming signals
  - 23:28 — Capture core-system signals; decide message/channel/structure in real time
- 12.2 - Mobile app runtime
  - 24:14 — CRM session at login; personalized banners/buttons/Discount Club by profile & behavior
13: Business Impact
- 13.1 - Event-driven lift
  - 25:46 — Event-driven 3–5x more effective than profile-based
- 13.2 - Advisors benefit
  - 27:02 — Easier to explain event context than opaque ML predictions
14: North Star & Trust
- 14.1 - Scale with precision
  - 21:53 — Scale what works — in service of precision
- 14.2 - North Star
  - 22:20 — Get the best from data to deliver the best to customers
- 14.3 - Why customers stay
  - 22:33 — Precision, timing, honesty, consistency, trust
15: UNICA & Future Needs
- 15.1 - What UNICA enables
  - 29:35 — Flexible, business-configurable, easy integration, centralized processes, consistent cross-channel
- 15.2 - Wishlist for UNICA+
  - 21:24 — Faster learning, better automation/testing, easier UX, multi-element journeys