Now, with a new Salesforce solution for business and commercial bankers, as well as new AI innovations and integrations, financial institutions can gain customer loyalty by delivering smarter and more connected experiences across every customer touchpoint.
For financial services institutions, customer relationships can be complex. That’s because each individual’s financial needs evolve throughout their personal and professional lives. A client who needs wealth management services today may need a loan to grow a small business tomorrow.
Today’s most popular AI-infused consumer apps are setting a new bar for digital experiences. Consequently, convenience has a growing influence on the choice of financial services providers.
New entrants are now lending billions of dollars per year in business loans. Consequently, legacy financial institutions are under immense pressure to adapt. However, decades of acquisitions and an explosion of data have created a fractured view of customers.
“The financial services industry is going through a massive convergence as disruptive new entrants are forcing financial institutions to reimagine the entire customer experience across every line of business,” said Rohit Mahna, SVP and GM of Financial Services at Salesforce. “With the new innovation in Financial Services Cloud, financial institutions can now deliver the experience that customers demand.”
Salesforce gives a unified view of the customer
Employees at financial institutions traditionally have had a fragmented view of their customer due to siloed and disconnected internal systems. Now, with Lightning-enabled features in Financial Services Cloud, they can unify the entire customer experience.
- Commercial Banking App. It gives relationship managers and product specialists a complete view of every customer’s business and commercial accounts. It also lets them identify the most profitable relationships and streamline the onboarding of new clients. In addition, a new record type and fields for profiling commercial banking services allow relationship managers to see them in the context of a customer’s profile. Finally, intelligent business referrals allow relationship managers to capture clients’ expressed interest in products and services and route referrals to the correct colleagues in any part of the bank — including other lines of business such as wealth management or retail banking — to unify the entire banking experience.
- Salesforce Surveys for Financial Services Cloud. They capture customer feedback with easy-to-build branded surveys for both personal and commercial customer interactions. Relationship managers can quickly view survey data within their client’s profile or create reports and dashboards and share customer insights internally. For example, a banker can automatically send a timely and customized customer satisfaction survey after a meeting and use the response data to adjust how they engage and deliver services in the future, helping build more personalized relationships