cross-sell conversions
Salesforce for banking: a single customer view for a regional bank
Salesforce for banking made sense here because this regional bank kept loans, deposits and cards in separate systems, hiding the full customer from relationship managers. A single customer profile, automated follow-ups and branch manager dashboards lifted cross-sell conversions by 31%.
Illustrative example. Client details are anonymised and representative of the work we do.
- Industry
- Banking
- Services
- CRM Implementation Services + more
- Platforms
- Salesforce
- Duration
- 6 months
Where they started
Customer information sat in separate systems for loans, deposits and cards, so relationship managers could not see the full picture.
The approachWhat we changed
We implemented Salesforce with a single customer profile, automated follow-ups and built dashboards for branch managers.
What other businesses can take from this
Banks usually add products one at a time, and each product arrives with its own system. Loans, deposits and cards end up holding separate records of the same customer. A relationship manager discussing a deposit cannot see last month's loan enquiry, so cross-sell depends on memory and luck, and branch reports take days to assemble by hand.
What other financial firms can take from this is that cross-sell is a data problem before it is a sales problem. Once each relationship manager sees one profile, the right next product becomes obvious, and automated follow-ups make sure it is offered. Branch dashboards also cut report preparation time by 40%, giving managers time back for customers.
Banks, NBFCs and insurers with several product lines and a relationship-led sales model are the obvious candidates.
What moved
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