success-stories-omnichannel

Omnichannel Transformation for a Leading Financial Institution

Enabling Seamless Customer Experiences Across Web, Mobile, Call Center, and Branch Channels

-- 5 minutes read -- Posted on 15 May 2025
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  • Overview
  • Challenges
  • Objective
  • Solution
  • Impact

Overview

Our South Africa client is a leading financial institution specializing in personal loans and services, serving millions of customers across the country. With both physical branches and a strong digital presence, the client wanted to unify its customer experience across all touchpoints—web, mobile, call center, and in-branch—while maintaining personalization and compliance with regulatory standards.

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The Challenges

In an increasingly competitive lending landscape, customers expect seamless, personalized experiences across all channels.
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However, the client's existing digital ecosystem was siloed:
  • Website and mobile apps offered generic content.
  • Call center agents lacked customer context.
  • In-branch staff had limited visibility into digital interactions.
  • Fragmented customer data across systems.
  • Limited personalization on multi-digital platforms.
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The goal was to create an omnichannel engagement strategy that ensured continuity, personalization, and data consistency at every customer interaction point.

The Objective

To break down digital silos and enable a consistent, personalized omnichannel customer experience powered by a unified data infrastructure and real-time insights.

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The Solution

We implemented Sitecore XP as the central hub for customer experience management, enabling data-driven personalization, marketing automation, and real-time insights across channels.

Solution Process

PROCESS

Using Sitecore’s xConnect and Experience Database (xDB), we aggregated customer interaction data across channels website visits, loan application status, call center interactions, and in-branch consultations. This enabled the creation of 360° unified customer profiles that could be accessed by both marketing and service teams.

GTM played a crucial role in tracking, measurement, and personalization of content, which also allowed us to track customer events, page visits across all digital platforms.

Sitecore’s rules-based personalization enabled the client to:

  • Show personalized loan options based on device types and makers.
  • Tailor homepage content for returning users (e.g., “Continue Your Application”).
  • Offer targeted educational content based on customer lifecycle stage.

With Sitecore Marketing Automation, the client launched coordinated campaigns that spanned:

  • Email reminders to complete loan applications.
  • SMS updates synced with web interactions.
  • Branch appointment scheduling tied into the digital journey.

All campaigns were channel-aware, ensuring that users never received conflicting or redundant messages.

We integrated Sitecore with the client’s CRM and call center tools to surface real-time insights:

  • Call center agents could see the customer’s digital journey and tailor conversations accordingly.
  • Branch staff accessed interaction histories to provide faster, personalized service.
  • Sitecore XP: central customer experience management.
  • xConnect and xDB: unified interaction and profile data.
  • GTM:tracking, tagging, and event monitoring.
  • Sitecore Marketing Automation:omnichannel campaign coordination.
  • CRM Integration: personalized support at call center and branch level.

The Impact

With Sitecore, our client transformed from a channel-centric to a customer-centric organization. Key improvements included
Emilia Clarke
Unified customer profiles accessible to both marketing and service teams.
Emilia Clarke
Real-time insights enabled personalized service across call centres and branches.
Emilia Clarke
Personalized digital experiences across devices and customer lifecycle stages.
Emilia Clarke
Coordinated omnichannel campaigns that avoided redundant communication.
Emilia Clarke
Seamless integration of digital and in-person customer journeys.
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A scalable, compliant infrastructure for consistent and personalized engagement.

Conclusion

With Sitecore, our client has transformed from a channel-centric to a customer-centric organization, enabling a truly omnichannel experience. By unifying data, automating intelligent content delivery, and enabling seamless transitions between channels, Sitecore has empowered the client to meet customer expectations in a digital-first world.

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