An American financial services company faced the challenge of harmonizing enterprise data across various business lines to create a comprehensive 360-degree customer view, and Persistent resolved these issues by implementing Salesforce Data Cloud, enabling advanced segmentation, performance analysis, and personalized marketing campaigns.
The Challenge
The client needed to harmonize enterprise data across their various lines of business to establish a 360-degree view of each customer. This would enable advanced segmentation and persona identification – the prerequisite to launching focused marketing campaigns. The challenge for Persistent was to resolve a range of deduplication and data householding issues and then migrate the bank’s data to a unified cloud-based platform with AI capabilities.
The Solution
To solve these challenges, Persistent implemented Salesforce Data Cloud. With Data Cloud, the client increased speed-to-market via audience segmentation, performance analysis, and campaign optimization. The client can use surveys for cross-sell and retention improvement, “next-best offer” recommendations, personalized customer journeys based on online behaviors and offers for customers at risk of leaving.
Data Cloud also saves the client time and cost savings with AI-powered insights, content generation, and journey automation. Using segmentation, the client can use optimization tools to recommend engagement tactics and quickly launch campaigns across multiple channels.
To further enhance the customer experience, the client leveraged data with Salesforce Marketing Cloud to personalize touchpoints across ads, email, mobile, web, loyalty programs, communications, and service cases.
Tableau was also used to provide advanced data visualization and analytics, further enhancing the insights gained from Data Cloud.
Additionally, Salesforce Financial Services Cloud was harnessed to address their industry-specific needs, ensuring a comprehensive and tailored approach to their operations.
The Outcome
- Increased Cross-Channel Journeys within 6 months of deployment.
- Improved Retention leading to a higher Net Prompter Score.
- Reduced Attrition with an increase in online account opening.
Products
- Salesforce Financial Services Cloud
- Salesforce Data Cloud
- Salesforce Marketing Cloud
- Tableau
