Russian lender Sberbank has launched its new digital banking platform based on Backbase’s customer experience platform (CXP).

The new digital platform, created by merging 83 stand-alone, regional sites into one single digital experience, will enhance the overall user experience for local and global customers.

The introduction of Backbase CXP will enable the marketing and business teams at Sberbank to control their online marketing and online sales campaigns directly, without the need for IT support.

Sberbank senior vice president Nikita Volkov said: "The new platform makes the interaction with the site for our customers much more convenient. And by providing personalized offers that may interest users, we can improve the efficiency of our digital cross- and up-sell campaigns."

Backbase CEO Jouk Pleiter added: "Sberbank chose Backbase as the foundation for its new digital strategy and we couldn’t be more pleased with the outcome of this first project."