内容来源：https://aibusiness.com/agentic-ai/creatio-redefining-crm-financial-institutions

内容总结：

【美国波士顿电】 在生成式人工智能技术浪潮席卷全球之际，企业如何选择合适的技术伙伴与落地场景成为关键。近日，美国新英格兰地区两家银行——科德角合作银行与阿维迪亚银行——分享了他们从行业巨头Salesforce转向由波士顿初创企业Creatio提供的AI原生客户关系管理平台的决定，揭示了当前AI应用市场的一个重要趋势：除了技术实力，供应商能否提供深度个性化服务与低门槛工具正变得愈发重要。

科德角合作银行副总裁肯·廷格尔坦言，尽管Salesforce在CRM市场占据主导地位，但其庞大的体量可能导致对个别客户个性化需求的响应不足。而Creatio则提供了“量身定制”的解决方案，让银行感觉“其声音能被倾听”。阿维迪亚银行首席信息官约翰·奥康纳也指出，Salesforce的合作伙伴网络虽然庞大，但有时反而使支持力度难以保证，且其AI解决方案（如与微软Copilot的整合）对银行而言应用复杂、成本高昂。

“无代码”技术成为关键吸引力

两家银行均强调，Creatio平台集成的“无代码”AI技术是其核心吸引力所在。该技术显著降低了使用AI的门槛，使业务人员无需深厚的技术背景也能参与应用构建与自动化流程设计。奥康纳表示，“无代码可能是最大的卖点”，该行正计划将生成式AI整合到数据战略中，并用于赋能客服助理。廷格尔同样认为，无代码技术让他能够“无需掌握专业术语或经验即可参与其中”。

初创企业的竞争之道：贴近客户与解决实际痛点

面对AI技术的飞速迭代，Creatio的策略是紧密贴合客户需求，帮助其在纷繁的技术选项中做出明智决策。公司高管强调，其核心优势在于“真诚关怀”的企业文化和致力于通过AI自动化创造实际价值。例如，对于阿维迪亚银行，当前最紧迫的AI应用场景是处理每月数千通的客户电话，预计八成查询可由AI客服代理高效处理，在提升服务速度的同时优化成本。

尽管获得了客户的肯定并展现出发展势头，作为市场挑战者的Creatio仍需在知名度与资源方面与甲骨文、HubSpot等老牌厂商竞争。然而，两家银行的转型案例表明，在快速演进的AI市场中，能够提供灵活、经济且注重个性化合作体验的供应商，正赢得越来越多企业的青睐。

（本文由Google Cloud赞助提供）

中文翻译：

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如何选择首个生成式AI应用场景
要启动生成式AI项目，首先应关注能够提升人类信息交互体验的领域。

两家新英格兰地区的银行从Salesforce转向Creatio，这一转变凸显了企业高管所说的供应商与客户间个性化关系的重要性。

波士顿——在肯·廷格尔就任科德角合作银行第一副总裁兼商业智能经理之前，他已有七年客户体验管理系统的工作经验，尤其熟悉Salesforce无处不在的CRM平台。他原计划继续使用Salesforce，最初并未考虑其他选项。但当总部位于波士顿的AI原生CRM及业务流程管理供应商Creatio联系他时，廷格尔改变了主意。

"这个团队最打动我的是，他们提供的更像是量身定制的解决方案，而非面向全球的标准化产品，"廷格尔在9月18日Creatio无代码日大会期间接受AI Business采访时表示。在他看来，Salesforce规模过于庞大，已主导CRM市场，导致这家CRM和CX巨头难以实现个性化服务。

廷格尔认为，选择Creatio能让银行获得更多话语权。"在金融服务业乃至科技领域日新月异的今天，我们能在谈判桌上发声至关重要。这种快速变化使得行业难以保持连贯性，"他解释道。

科德角合作银行在Salesforce等大型供应商与Creatio等较小供应商之间抉择时对个性化的需求，反映了快速发展的AI市场的新动态。在AI竞赛中胜出的供应商不仅需要尖端技术，还需能与企业客户紧密合作以确定最佳应用方案。

对2014年以Bpm'online Ltd.之名成立的Creatio而言，个性化既是文化也是技术战略。"我们组织的核心原则是真诚关怀，"Creatio首席战略与转型官贾森·奥尔科夫斯基受访时表示，"这引起了许多客户的共鸣。或许他们同样致力于服务自己的客户，或在与其他大型供应商合作时遭遇过闭门羹。"

个性化挑战也是商业银行Avidia从Salesforce转向Creatio的原因之一。Avidia银行首席信息官兼高级副总裁约翰·奥康纳指出，Salesforce的合作伙伴网络虽然广泛，但意味着供应商可能不太重视小客户。"签约后合作效果充满不确定性，"他表示。最终Avidia因成本因素及Creatio的CRM平台内置无代码AI技术而转型。

奥康纳强调AI技术已成为CRM必备功能。尽管Salesforce长期拥有Einstein AI平台，但近年推广的微软Copilot AI系统对该行而言使用难度和成本更高。"无代码技术才是最大卖点，"他透露一年前该行还难以设想生成式AI的应用场景，如今正将生成式AI纳入数据战略，计划用于赋能客服助手。"未来几年AI将全面集成，承担银行家所有工作。我们并非退缩放弃Salesforce，而是凭借更优的团队和流程向前迈进。"

廷格尔也指出无代码技术对科德角合作银行极具吸引力："它让我无需掌握专业术语或技术经验就能参与系统建设。"据奥尔科夫斯基介绍，Creatio的无代码方案使用户能构建自动化应用，同时简化企业应用维护——"长期维护正是用户痛点所在"，解决这一难题是Creatio保持竞争力的关键。

但在AI技术飞速发展的市场中，仅解决单一痛点远远不够。为此Creatio坚持贴近客户，助其做出明智选择。"行业飞速发展，但企业和决策者需要时间理解如何理性决策，"Creatio首席增长官安迪·多夫甘表示。他补充道Creatio专注于创造价值的AI自动化："企业可以构建各种AI代理，但必须明确应用AI的目的及其如何简化工作流程。"

对Avidia银行而言，当前最紧迫的AI应用场景是电话渠道。"我们月均处理数千通电话，其中80%可由AI代理处理，"奥康纳说，"这不仅节省人力成本，还能加速客户服务，实现双赢。"

尽管获得客户赞誉且发展势头良好，Creatio仍面临与甲骨文、HubSpot和Zendesk等成熟巨头的竞争，市场知名度也存在差距。Salesforce对此拒绝置评。

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英文来源：

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Two New England banks switched from Salesforce to Creatio, highlighting what executives say is the importance of personalized relationships between vendor and customer.
BOSTON -- Before Ken Tingle started working as the first vice president and business intelligence manager at The Cooperative Bank of Cape Cod, he had already spent seven years working with customer experience management systems. He was particularly familiar with Salesforce's ubiquitous CRM platform.
He was certain that he would stay with Salesforce and did not at first consider other options.
However, when a representative from AI-native CRM and business process management vendor Creatio -- which is based in Boston -- contacted him, Tingle changed his mind.
"What impressed me about the group, overall, was that it really was more of a tailored, custom-crafted solution, versus something that was more globally oriented," Tingle said in an interview with AI Business during Creatio's No-Code Day conference on Sept. 18.
The way Tingle saw it, Salesforce had grown so big, to the point where it had come to dominate the CRM market, that personalization had become difficult for the CRM and CX giant.
With Creatio, Tingle said it felt like the bank's voice would be heard.
"We're going to be able to have a say at the table, which is super important in an industry -- not only financial services but even on the tech side -- that is moving so rapidly that it's hard to find any sort of consistency or voice," he said.
The need for personalization that The Cooperative Bank of Cape Cod experienced when choosing between a big CRM vendor such as Salesforce or a smaller vendor like Creatio reflects an emerging dynamic in the fast-moving AI market. The vendors that succeed in the AI race could include not just those with the fanciest tools but also those that can work most closely with enterprise customers to determine the best applications.
For Creatio, founded in 2014 as Bpm'online Ltd., personalization is both a culture and a technology strategy.
"We have this kind of core central tenet to our organization around genuine care," Jason Olkowski, Creatio's chief strategy and transformation officer, said in an interview. "That really connects with a lot of customers. Maybe they're passionate the same way about their customers or have found themselves locked out when trying to deal with some of the big players out there."
The personalization challenge is also one of reasons why commercial bank Avidia switched from Salesforce to Creatio.
For example, while Salesforce's partner network is extensive and provides a lot of choice, it also means that the vendor might not have as big a stake in smaller customers, said John O'Connor, CIO and senior vice president at Avidia Bank, in an interview.
"It was like you sign a contract, and then maybe your partner network works out, maybe it doesn't," O'Connor said. However, Avidia Bank switched from Salesforce because of cost considerations and Creatio's no-code approach to AI technology within its CRM platform.
AI technology is now a must-have for CRMs, O'Connor said. He added that while Salesforce had long had its own Einstein AI platform, in recent years it has adopted and promoted Microsoft’s Copilot AI system, which was more challenging and expensive for the bank to use.
"Really, the no-code is probably the biggest selling point," he said, adding that a year ago, it was tough to visualize how the bank would use generative AI (GenAI) technology. The bank is now looking at implementing GenAI as part of its data strategy. It also plans to use it to power an assistant for customer service agents.
"It's going to be fully integrated over the next couple of years and do everything that bankers do now," O’Connor continued. "We weren't taking a step back, moving away from Salesforce; we were taking a step forward because we had better people and processes behind us.”
Tingle said no-code was also a big selling point for The Cooperative Bank of Cape Cod.
"It makes it feel like I can get involved without all of that technical jargon or experience necessary for you to get your foot through the door," he said.
Creatio's no-code approach enables users to build and automate applications. It also simplifies enterprise application maintenance, according to Olkowski
"That maintaining over time is where folks have felt tremendous pain," he said. He added that addressing this challenge is a way that Creatio has been able to stay competitive.
But addressing just one source of trouble is not enough in a market where AI technology and GenAI are moving so fast.
For this problem, Creatio tries to stay close to its customers so that they can make informed choices.
"The industry is going fast, but organizations and leaders need some time to understand how to reason and make those decisions," said Andie Dovgan, chief growth officer at Creatio. He added that Creatio is focused on AI automation that adds value. "You can build different agents and do different things, but I think it's important for any organization to understand why they apply AI and how it will make their life easier."
For Avidia, the most pressing use case for agentic AI is with its telephone channel.
"We have thousands of calls a month," O'Connor said. "Eighty percent of those calls can get addressed with agentic AI. Not only can they save the time we spend paying a human being, but they're going to provide customer service faster. So, the customer wins and we win."
Despite the praise it receives from its customers, and the momentum it is currently receiving, Creatio still faces the battle of competing against larger, established vendors such as Oracle, HubSpot and Zendesk. The vendor also faces not having as much visibility in the market.
Salesforce declined to comment.
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