ProCredit Bank

ProCredit Bank is a German development-oriented bank with a strong presence across Eastern and South-Eastern Europe, dedicated to supporting micro, small and medium-sized enterprises, as well as individual customers. 

The bank is recognized for its long-term approach to responsible banking and continuous investment in innovation, making digital transformation a key pillar of its business strategy.

Alongside its strong commitment to responsible banking, ProCredit continuously invests in digitalization and enhancing the customer experience. Through the adoption of modern technologies and innovative digital solutions, the bank strives to provide its customers with simpler, faster and more efficient financial services tailored to the needs of modern businesses and everyday life.

For ProCredit Bank, this project represented a strategic investment in the future and reflected the bank's forward-looking approach to digital transformation.

Rather than allowing new processes to evolve across multiple disconnected tools and optimizing them later, the bank chose to establish a solid technological and process foundation, one that would support the long-term growth of its retail business while delivering a consistent and efficient customer experience.

Through a formal RFP process, ProCredit Bank sought an implementation partner to deliver a CRM solution to support the development of its retail banking segment and customer operations in the local market. At that time, the bank had no existing CRM solution in place, meaning the project was not about migrating from a legacy system or optimizing existing processes, but rather about establishing them from the ground up.

The increased focus on developing and expanding the retail segment represented an important step in the bank’s continued growth, with particular emphasis on expanding its customer base through online services, process digitalization, and an enhanced customer experience.

As part of the digital transformation the bank began back in 2014, selecting the best customer relationship management platform was a logical next step. The bank’s vision was to establish a central platform for managing customer relationships and digitalize the entire sales process, from the initial customer request, through all sales activities, to contract signing.

During the evaluation process, multiple CRM platforms and implementation partners were considered. Ultimately, the bank selected Salesforce for the breadth of capabilities it provides across sales, marketing and customer service, and chose Kameleon Solutions as its local implementation partner.

The project marked the first locally delivered Salesforce implementation in the Serbian banking sector, setting a new benchmark for digital transformation projects in the local financial services industry.

Our extensive experience in highly regulated industries, particularly insurance, together with our Salesforce expertise, provided the foundation for delivering a project of this complexity.

The project was delivered between June 2024 and June 2025 through four clearly defined MVP phases. The first phase of development was completed in just three months, providing the bank with the key functionalities needed to take its retail business to the next level and continue its digitalization.

Discovery Phase & Project Approach

The implementation began with a comprehensive discovery phase aimed at gaining a detailed understanding of the bank's business requirements and defining the future operating model for its retail business.

During the initial workshops, we jointly identified the processes, functionalities and data that would be included within the CRM platform, as well as those that would remain outside its scope. This was followed by business process mapping and the definition of the future operating model.

Once the initial discovery phase was completed, the project was divided into four MVP phases. 

The first two phases focused on establishing sales processes, while the third and fourth phases were dedicated to marketing automation and customer communication management. In addition to the central discovery process covering the entire project scope, detailed workshops were conducted before the start of each phase, providing a deeper dive into specific processes, functionalities and integrations.

Establishing the Sales Process in Salesforce

Salesforce Sales Cloud was implemented as the central platform for managing retail sales, enabling the bank to establish a unified process for customer relationship management, sales activities and opportunity management.

The solution enables users with a unified 360-degree customer view, including information on products, transactions, sales opportunities and previous interactions. Separate sales processes were designed for current accounts, savings products and loan products, supported by personalized offer generation through dedicated loan and savings calculators.

One of the most significant aspects of the project was the development of a centralized calculation engine for loan and savings products.

While the calculators are available to end customers through the bank's website, the entire business logic, including installment calculations, interest rates and repayment schedules, is executed within the platform. The same calculation engine is also used by advisors in bank branches, ensuring complete consistency of offers across all sales channels.

A particularly complex part of the implementation involved the integrated credit assessment process. Salesforce became the central platform for submitting applications, collecting documentation and managing the loan approval process. Through multiple integrations, the system gathers data from various sources, including the Credit Bureau, risk assessment systems and other relevant databases, supporting the decision-making process by consolidating all information required for credit evaluation.

For the online contact center, a CTI integration was also implemented, making telephony an integral part of the sales process. Requests submitted through digital channels and phone calls are initially qualified by the online center before being assigned to advisors in bank branches for further processing.

Marketing Automation & Customer Communication Management

In parallel with the implementation of sales processes, a separate project team worked on the implementation of Salesforce Marketing Cloud.

The implementation was organized around specific marketing campaigns and customer journeys that the bank planned to introduce. For each campaign, objectives, customer segments, communication channels and automated customer journey scenarios were defined.

Integrations with email, SMS and Viber channels were implemented, enabling centralized and personalized customer communication across multiple channels.

At the same time, an advanced framework for consent management, customer segmentation and customer categorization was established to support marketing, sales and reporting activities.

In addition to campaign automation, significant attention was given to building reporting and analytical capabilities, enabling the bank to monitor campaign performance and make data-driven decisions.

Integrations & a Unified Digital Platform

One of the key objectives of the project was to connect the platform with the bank's existing technology ecosystem. Throughout the implementation, numerous bidirectional integrations were delivered with the core banking system, enabling the exchange of customer, product and transaction data.

One of the key objectives of the project was to connect the platform with the bank's existing technology ecosystem. Throughout the implementation, numerous bidirectional integrations with the core banking system were delivered, enabling the exchange of customer, product and transaction data.

Key integrations included connecting the Salesforce platform with the core banking system, the bank's website, internet and mobile banking platforms, CTI telephony, as well as email, SMS and Viber communication channels. Salesforce was also integrated with the credit assessment system and services provided by the National Bank of Serbia, including the ePlata system and other regulatory services.

As a result, Salesforce became the central platform connecting sales, marketing and operational processes through a unified data ecosystem.

Tailored User Experience & Training

The solution was designed to support the needs of five different user groups:

• the online contact center,

• branch advisors,

• branch managers,

• the marketing team, and

• administrative users responsible for system configuration, calculator management, reporting and advanced analytics.

Dedicated applications, access levels and user permissions were created for each user group, tailored to their day-to-day responsibilities and business needs.

Following implementation, a comprehensive training program was delivered for both end users and advanced administrators responsible for system configuration, reporting and ongoing platform development. Particular focus was placed on enabling the marketing team to independently create and manage customer journeys and campaigns within Salesforce Marketing Cloud.

Following the successful go-live, our collaboration continued through ongoing platform enhancements, optimization activities and continuous support.

Through the implementation of Salesforce, ProCredit Bank achieved significant business improvements that transformed the way its sales, marketing and operational processes are managed.

360° Customer View & Single Source of Truth

Salesforce became the central platform for managing customer data, sales activities and marketing processes. A unified 360-degree customer view was established, bringing together information on products, transactions, sales opportunities, customer requests and interaction history in one place.

As a result, the bank gained a reliable and consistent source of data, enabling better decision-making, more efficient collaboration across teams and an improved customer experience.

A Unified Omnichannel Process for All Customer Requests

For the first time, all customer requests submitted through the bank's website, telephone and other digital channels were consolidated into a single qualification and processing workflow. By centralizing request management, information silos across different systems and teams were eliminated, while complete visibility of every request was ensured from submission through to completion. This enabled the bank to establish a consistent omnichannel approach and significantly improve control over the entire sales process.

Zero Lost Customer Requests:

All requests submitted through the website, telephone and other digital channels are now managed within a single process, providing complete visibility from initial submission to final resolution.

Standardized Loan & Savings Calculators

Loan and savings calculators, which had previously been maintained across multiple spreadsheets and calculation models, were centralized within the Salesforce platform. This established a single calculation logic across all sales channels, simplified change management and provided greater control over the offer generation process.

Reliable, Fully Digitalized Credit Assessment Process

One of the project's most significant achievements was the introduction of a fully digitalized income verification process. Through integration with relevant government systems, the automatic exchange of officially reported income data was enabled, improving the reliability of the credit assessment process while significantly reducing the potential for fraud and document manipulation.

At the same time, an integrated credit assessment process was established, combining document collection, data exchange with external systems and customer creditworthiness evaluation into a single end-to-end workflow.

Centralized Marketing Automation & Customer Communication

Through the implementation of Salesforce Marketing Cloud, the bank gained a centralized solution for planning, executing and monitoring marketing activities. Integrations with email, SMS and Viber enabled automated campaign execution and personalized customer journeys, while providing complete control over customer communications across all marketing channels.

At the same time, processes for consent management, customer segmentation and targeted campaign management were established, enabling more relevant and personalized communication with different customer groups.

CTI Integration for the Online Contact Center

By integrating telephony with the Salesforce platform, the processing of requests received through phone and digital channels was significantly improved. The online contact center gained the ability to qualify and distribute requests more efficiently, while collaboration between the contact center and branch advisors was standardized through a unified workflow and complete visibility into all customer-related activities.

Advanced Analytics & Data-Driven Decision Making

Through customized dashboards and reports, different user groups gained access to relevant business information in real time. This improved visibility into sales and marketing performance, enabled more effective performance monitoring and established a solid foundation for data-driven decision-making.

As a greenfield project, the bank had the opportunity to take its retail business to the next level in line with its long-term vision, further digitalize key processes, and enhance customer satisfaction, without the constraints of existing CRM systems and legacy processes.

Through the implementation of the Salesforce platform, ProCredit Bank established a strong foundation for the development of a modern retail banking business.

Instead of relying on disconnected systems and manual processes, the bank gained a unified digital platform that brings together sales, marketing, customer communication and key business processes within a single CRM ecosystem. That way, Salesforce became the operational backbone of the bank's retail business.

Centralized data, standardized processes and integrations with existing banking systems enabled an organized, scalable and digitally driven way of working, resulting in greater operational efficiency, improved collaboration across teams and a better customer experience. At the same time, the implementation laid the foundation for the continuous improvement of business processes and the development of new digital services.

The successful delivery of the project established a long-term relationship between ProCredit Bank Serbia and Kameleon Solutions, built on mutual trust, close collaboration and a shared commitment to continuous innovation. 

Following the implementation, our collaboration continued through ongoing maintenance, optimization and continuous development of the Salesforce platform, while the next phase of the partnership focuses on extending the CRM solution to the bank's SME business segment.