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