Turning modern data into meaningful moments.

Crédit Agricole Italia delivers real-time journeys that turn everyday banking into customer value.

15%

increase in first-purchase conversions through personalized journeys

20%

lift in cross-sell campaign effectiveness

30%

improvement in team productivity through streamlined workflows

Featured products:

Adobe Real-Time CDP

Adobe Journey Optimizer

Adobe Customer Journey Analytics

Adobe Workfront

Adobe Target

Adobe Professional Services

**Giacomo Lucchese**
Head of Digital and Physical Channels, Crédit Agricole Italia

Reimagining everyday banking relationships.

For millions of Italians, Crédit Agricole Italia is part of daily life. Customers check balances on a mobile app, meet trusted advisors in local branches, open their first accounts, and manage loans, cards, and long-term financial plans.

Serving customers at so many moments in their financial lives raises expectations. As engagement became more digital and more immediate, the bank faced a familiar challenge: how to deliver personalized, relevant experiences at scale while preserving trust and consistency.

Matteo Gianni, Head of CRM, saw enormous potential in the bank’s customer data, from transactional behavior to digital interactions. He also saw its limits. “We had strong data assets,” he says. “But we couldn’t activate them fast enough to keep pace with our customers’ real lives.”

From a technology perspective, Giacomo Lucchese, Head of Digital and Physical Channels, saw the same issue. The systems supporting customer engagement had been reliable for years, but they weren’t designed for real-time orchestration. “We knew where we wanted to go,” he says. “But the infrastructure wasn’t built for the speed modern banking now requires.”

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Creating a real-time foundation across digital and branch channels.

Crédit Agricole Italia began its transformation by unifying customer data and making it actionable across every interaction — not just for marketing, but for the full banking experience. Throughout this phase, Adobe Professional Services supported Crédit Agricole Italia with project strategy, planning, and implementation.

To begin, the bank established a single, scalable foundation for customer data and journey management built on Adobe Experience Platform. Signals from across the organization, including transactional activity, digital behavior, and engagement across mobile, web, and advisor-supported channels, now flow into a continuously updated customer profile.

Within that foundation, Adobe Real-Time CDP profiles stay fresh and responsive. When a customer completes a transaction, such as a high-value debit card purchase, that signal is immediately reflected in their profile alongside recent digital interactions and product usage.

Instead of relying on static segments refreshed once a month, teams now work with a living view of the customer that reflects what is happening in the moment.

“The freshness of data is everything,” says Lucchese. “In banking, relevance disappears very quickly if timing is off.”

This real-time foundation has become essential for a bank that serves customers across so many touchpoints, ensuring interactions remain coherent, timely, and aligned to actual needs.

**Matteo Gianni**
Head of CRM, Crédit Agricole Italia

From static campaigns to service-driven customer journeys.

With a unified view of the customer in place, Crédit Agricole Italia shifted away from traditional, one-size-fits-all campaigns and toward orchestrated customer journeys. Gianni’s team now designs and manages more than 150 customer journeys across acquisition, engagement, and retention with the help of Adobe Journey Optimizer. These journeys support customers as they open accounts, adopt new services, manage payments, and move fluidly across channels.

Because journeys are built directly on real-time data, they adapt automatically as customer behavior changes. For example, in the past, a customer might sign a mortgage at the beginning of the month and still receive promotional messages for that same product weeks later. The message was not wrong — it was simply late.

Today, journeys adapt automatically. When a customer makes a debit card purchase above a certain threshold, Crédit Agricole Italia can immediately offer the option to split the expense into installments. The message arrives through a timely in-app notification, right when the financial decision is most relevant.

“With Adobe, we can finally connect real-time data to real customer moments,” says Gianni. “It feels less like marketing and more like a helpful banking service because it’s based on what the customer has just done, not on outdated assumptions.”

Personalization that follows customers across channels.

For Crédit Agricole Italia, personalization is about continuity. For example, customers visiting the website see different banners and offers depending on whether they are researching a product for the first time or returning after a recent transaction. Customers feel recognized whether they are using the mobile app, visiting the website, or speaking with an advisor in a branch.

The bank tailors content, banners, and offers based on each customer’s specific journey using Adobe Target. This enables Crédit Agricole Italia to deliver digital experiences that remain consistent and complement conversations happening in physical locations.

Acquisition journeys are also being redesigned end to end. When a customer begins opening an account online but pauses partway through, that signal is captured immediately, allowing the bank to follow up with timely guidance that helps the customer complete the process instead of abandoning it. With the right consent in place, Crédit Agricole Italia can re-engage, offer guidance, answer questions, and help customers move forward at their own pace.

Turning journey insight into measurable banking outcomes.

As customer journeys became more dynamic, understanding their effectiveness became essential.

Crédit Agricole Italia now has visibility into how customers move across channels, from digital self-service to assisted interactions through Adobe Customer Journey Analytics. They can identify engagement patterns, friction points, and opportunities to improve experiences in near real time, based on real behavior.

That insight has helped Crédit Agricole Italia increase first-purchase conversions by 15%, particularly for self-service offers triggered by real-time behavior, such as customers activating installment options immediately after a debit card transaction. By responding to those same signals with relevant follow-up offers, Crédit Agricole Italia has also improved cross-sell campaign effectiveness by 20%, as customers are more likely to engage when offers align with immediate needs. Overall engagement is up 25%, and churn has decreased by 15%.

Transforming collaboration behind the scenes.

Delivering these experiences also required a new way of working. Crédit Agricole Italia replaced fragmented workflows built on spreadsheets, emails, and manual approvals with a more coordinated approach. Cross-functional teams across marketing, IT, compliance, privacy, and communications now collaborate through Adobe Workfront, which provides a shared system of record from journey design through deployment.

“Adobe Workfront gave us a shared language,” says Lucchese. “We now move from idea to execution with far more clarity and speed, because everyone is aligned from the start.”

Along the way, Adobe Ultimate Success provided ongoing strategic and technical guidance, helping Crédit Agricole Italia navigate complex integrations and regulatory considerations with confidence. With direct access to expertise and best practices, teams were able to resolve issues faster, stay aligned to long-term goals, and accelerate time to value. As a result, team productivity has increased by 30%.

Preparing Crédit Agricole Italia for the future of banking.

The first phase of the transformation went live in under six months, reinforcing confidence in both the technology foundation and the new way of working. What began as an effort to modernize systems has become a broader shift in how the bank listens, responds, and builds relationships with customers across digital and physical channels.

With a unified data and journey foundation in place, Crédit Agricole Italia is now positioned to keep evolving, adding new use cases, scaling personalization, and deepening customer relationships without rebuilding its core architecture.

“We’ve changed how we work across teams and channels, so every interaction feels more relevant, more timely, and more human,” says Lucchese. “Together with Adobe, we’re turning data into experiences that help us serve customers better, every day.”