Zita Normann
Ostsächsische Sparkasse Dresden
As part of an exciting collaboration with the German Sparkassenstiftung and our project partner Farm Credit Armenia (FCA), I had the opportunity to spend two weeks in Yerevan, the capital of Armenia. My task was to support the modernization of the existing customer acquisition processes. What I experienced there was far more than just a professional assignment – the combination of intensive collaboration and fascinating cultural insights made the trip an unforgettable experience.
Work on site – new approaches to customer acquisition
Together with the FCA team, we developed a process model for prioritising customer acquisition. Our focus was on innovative marketing strategies and the digitalisation of processes. Our colleagues at FCA were very interested in our methods at Sparkasse and showed great commitment to adopting some of our approaches and adapting them to their local needs. Ideas emerged for further collaboration in 2026, such as additional site visits or potential training visits in Dresden. The willingness to learn new things and grow together was evident everywhere and confirmed to me how valuable an exchange of best practices between international partners can be.
Impressions from Yerevan – hospitality and a relaxed atmosphere
Yerevan immediately impressed me with its blend of historical depth and modern vibrancy. The city feels safe and clean; the streets are well maintained and convey how proud the residents are of their city. I was particularly impressed by how warm and friendly the people were: when I couldn’t find a taxi at 2.30 am in the middle of the night, a friendly passer-by immediately helped me find a solution. Everywhere I went, I encountered hospitality – doors were opened for me, conversations began with a smile, and the relaxed, easy-going atmosphere made me feel welcome straight away.
I noticed that the Armenians take their work seriously, though not in the hectic way we are used to in Germany. Every idea is valued, and every opportunity to learn from one another is seen as a chance. This respectful approach fostered a very positive exchange, during which I was able to learn a great deal about local perspectives and working culture.
Conclusion – Professional and cultural aspects go hand in hand
The collaboration with FCA was not only productive but also served as an example of how important it is to involve international partners in the development process. The positive impressions I gained of the city and the open and helpful nature of the people as well as the opportunity to work together on specific tasks left a deep impression on me.
I would like to thank the German Sparkassenstiftung, the team at Farm Credit Armenia and all my colleagues who made this exchange possible. The insights gained will continue to influence our future projects, and I look forward to further developing the partnership in the future – whether professionally or personally, as Armenia has shown me how much one can learn from other cultures.