SALESFORCE ACCOMPANIES ATM IN THE PROCESS OF STRENGTHENING CUSTOMER RELATIONSHIPS

Place, 14 July 2025 — Salesforce (NYSE: CRM), the global leader in AI CRM, supports Bancomat S.p.A., the protagonist of the Italian payment system, in its strategic and digital transformation, aimed at strengthening the direct link with the end customer through innovative technologies and a new vision of engagement.

Bancomat is facing a crucial phase of rebranding, with the unification of its two main products, the PagoBancomat physical card and the Bancomat Pay digital app, into a single identity: Bancomat. A change that goes far beyond the visual aspect: at the center of the project is the desire to stimulate knowledge, trust and the use of the payment app by consumers, making it the main access point to the company's services.

To give substance to this objective, Bancomat chose Salesforce as a technology provider, adopting advanced solutions to build a continuous and relevant relationship with its audience.

“The collaboration with Salesforce represents a major strategic investment for BANCOMAT, a substantial change of pace in our ability to manage marketing automation and strengthen the relationship with users,” says Matteo Valenti, Chief Product Officer at BANCOMAT. “Thanks to a scalable technological ecosystem, based on real-time data and intelligent solutions, we will be able to activate targeted customer engagement initiatives and encourage the active adoption of our services.”

The project stands out for its integrated and scalable approach, based on concrete, high-value use cases. First of all, the creation of a unique customer view through the integration of data from banking systems, enabled by Data Cloud. This procedure allows Bancomat to overcome the structural limit of the distance with the end customer, valuing data in real time, ensuring compliance and security. On these bases they are grafted personalized communication paths activated by Marketing Cloud, which use the channels most relevant to the target (email, SMS, push notifications, WhatsApp) and accompany the customer at every stage of the relationship.

In addition, to anticipate the needs of users, propose targeted offers and encourage the active use of the ATM app, Salesforce's Artificial Intelligence plays a key role within the ecosystem, which is supported by real-time monitoring of the performance of both campaigns and the application. This approach allows for continuous adjustments based on the data collected.

“The project created for Bancomat represents a concrete example of how technology can enable Italian companies to undertake ambitious and valuable digital transformation paths, confirming our commitment to supporting innovation and the growth of the excellence of our business fabric.” declares Mirko Spinelli, Regional Vice President Small & Medium Business at Salesforce Italia.

What made the difference, determining the choice of Salesforce, was the platform's ability to fluidly manage external data to facilitate a high scalability of the initiative in the long term.

”We are proud to contribute to the evolution of a historic brand like Bancomat”, declares Vanessa Fortezza, Country General Manager of Salesforce Italia. ”This collaboration shows how AI, CRM and customer-centric vision can become strategic levers to build a new relationship model, capable of generating lasting value for both customers and business”.

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