CEC Bank has completed what it says is Romania’s first cloud-based CRM deployment in the banking sector, implementing Creatio’s platform across more than 1,000 branches and nearly 4,000 customer-facing employees as part of a broader digital transformation initiative.
The rollout supports the bank’s effort to shift from a product-focused operating model to a more customer-centric approach, creating a unified platform for customer interactions across the organization.
Founded in 1864, CEC Bank is Romania’s oldest banking institution and operates the country’s largest branch network. The state-owned bank serves more than 2 million customers and maintains a significant presence in agricultural lending, small and medium-sized business financing, and public-sector banking.
The CRM implementation is part of the bank’s multi-year “Smart Revolution” transformation program launched in 2020. CEC Bank selected Creatio after evaluating several CRM providers, citing platform flexibility, artificial intelligence capabilities, and long-term scalability.
The deployment was carried out alongside a modernization of the bank’s core banking infrastructure. Under the new architecture, Creatio serves as a central customer data platform, sharing information with core banking systems through real-time integrations.
Bank executives say the new system provides employees across branch operations, sales, and headquarters functions with a shared view of customer relationships and activity, helping improve coordination and service delivery.
With the operational platform now live, CEC Bank plans to focus on analytical and AI-driven capabilities designed to automate routine processes and provide relationship managers with more personalized customer insights.
“The operational efficiency impact of AI is clear. But the real prize is what comes next — using AI in the client management environment to truly personalize the customer relationship, to push the right insights to the right relationship manager at the right moment,” said Gabriel Pralea, Sales and Distribution Director and Transformation Program Business Director at CEC Bank.
The implementation also represents a milestone for Romania’s banking industry, demonstrating that cloud-based CRM platforms can meet the regulatory, security, and operational requirements of large financial institutions.
Creatio, headquartered in Boston, provides AI-enabled CRM and workflow automation software used by organizations in more than 100 countries. The company said the deployment positions CEC Bank to expand future AI-driven customer engagement and operational initiatives while maintaining a unified view of customer data across the enterprise.