At the forefront of financial technology, Elena Budnik, the founder and CEO of PapaFinance, has consistently driven innovation in customer experience and business growth. With a vision to transform how financial services interact with their customers, Elena has positioned PapaFinance as a leader in personalised and data-driven solutions.
In this exclusive interview, we delve into how EVA Marketing 360, a cutting-edge CRM platform, has revolutionised PapaFinance’s operations. From predictive analytics to personalised campaigns, Elena shares insights into the strategies that have enabled PapaFinance to achieve remarkable success in meeting the needs of over 20,000 entrepreneurs annually.
Elena, what was the main motivation for integrating EVA Marketing 360 into PapaFinance’s business processes?
In the financial services sector, customer experience is the key to success. At a certain stage of development, we faced serious challenges. Our company annually processes more than 20 thousand applications from entrepreneurs, and it was important for us to establish personalised interaction with each client. However, the existing tools did not allow us to work effectively with the database: there was not enough flexibility in analysis, personalization and forecasting. We realised that we needed a CRM that not only automates processes, but also helps predict customer needs, set up personalized interactions and manage the full transaction cycle. EVA Marketing 360 combined key functions: from segmentation and predictive analytics to automation of communications and integration with the company’s internal systems. This was the solution that allowed us to reach a new level of customer service and increase sales.
Why is this important? In today’s environment, personalisation and speed of decision-making play a key role. Businesses that can predict customer behavior win in a competitive market.
How has EVA Marketing 360 CRM changed PapaFinance’s approach to working with clients?
– It has revolutionised our approach to customer interaction. We have implemented five strategies that completely cover the customer lifecycle:
- Attracting new customers. We have combined data from different sources, which allowed us to create personalised campaigns for the target audience. The system selects the optimal communication channels, and analytical models help evaluate the effectiveness of campaigns in real time.
- Upselling. We launch information campaigns that teach customers how to use products effectively, as well as cross-selling. For example, the system predicts the likelihood of ordering new products or missing payments, which allows us to proactively interact with customers.о позволяет проактивно взаимодействовать с клиентами.
- Portfolio stimulation. Our goal is to increase the LTV (Lifetime Value) of customers. We use tools such as increasing the credit line, risk-oriented and demand-oriented pricing. The platform selects the best channel and time for interaction, increasing the likelihood of successful contact.
- Proactive retention. Here we work to prevent churn. Analytical models help identify customers who are at risk and launch personalized measures to retain them.
- Win Back. This strategy is aimed at reactivating “sleeping” customers. EVA analyzes their past activity, finds suitable products and launches campaigns to return them to the active base.
Each of the strategies is built on the principles of machine learning, which makes them flexible and adaptive to changing market conditions.
What makes EVA Marketing 360 a unique tool for modern business?
– The platform is based on innovations that provide a real competitive advantage. EVA uses artificial intelligence and machine learning to analyze data, automate routine processes, and create personalized scenarios.
For example, GigaChat, a built-in conversational AI, allows you to process customer requests in real time, offer relevant solutions, and build a dialogue that is sensitive to context. This is not just automation – it is the creation of “human” interaction using technology.
Another advantage is predictive analytics. Algorithms predict the likelihood of repeat purchases, churn, and other key metrics, helping businesses stay one step ahead.
Traditional CRMs are limited in their capabilities. EVA gives businesses tools that allow them not only to manage data, but to use it for strategic growth.
Can you share a specific example of a successful campaign implemented with EVA Marketing 360?
– One of the most striking examples was a campaign to stimulate repeat sales. We decided to use the database of existing customers to offer them new products.
EVA analyzed the data, divided customers into segments and created personalized offers for each of them. For example, for customers with a high credit rating, it offered an increase in the limit, and for those who used our services for more than a year, cross-selling on preferential terms.
The automation of the campaign included choosing the right time and channel of communication. As a result, we increased the number of repeat sales by 35% in just two weeks. Moreover, the system provided analytics that allowed us to improve further campaigns.
This is an example of how the use of data and innovative tools can significantly improve business efficiency.
How does EVA Marketing 360 contribute to the long-term growth of PapaFinance?– EVA helps us do more with less. It allows us to effectively manage large volumes of data, segment customers and predict their behavior. This means that we can offer customers what they really need at the moment when it matters.
Integrating EVA has also increased our operational efficiency: automation has reduced the time spent on routine processes, and predictive analytics has improved the quality of decisions made.
For business, this means the ability to optimize marketing budgets, increase customer satisfaction and increase their loyalty. In the context of increasing competition, such solutions are becoming indispensable. We see that thanks to EVA, our customers come back again and again, and their satisfaction is growing.
Conclusion:
Innovative solutions such as EVA Marketing 360 open up new horizons for customer experience management. They allow not only to analyze data, but also to build strategies based on it that meet the challenges of the modern market. PapaFinance demonstrates how technologies can be growth drivers and tools for achieving ambitious goals.
