There was a lot to takeaway from Dreamforce this year, but for advisors in the financial services industry, the Financial Services Keynote should have your full attention. If you missed it live, you can always catch a replay on Salesforce Plus here.
Salesforce has been innovating in the financial services industry since launching Financial Services Cloud (FSC) as their first-ever industry cloud solution eight years ago. Just this year, Salesforce was recognized as a technology leader in The Forrester Wave™ for its, “robust marketing engine, extended developer network, exhaustive app ecosystem, and learning platform aggregate into a customer 360 platform that includes the financial services cloud for retail banking, insurance, and wealth management.”
If you have been considering making the switch to Financial Services Cloud, here are the most important things to know.
Only 18% of customers agree that their wealth advisor anticipates their needs.
And only 25% said that they felt their advisor was invested in their financial well-being. It’s clear, if personalization is key – customers in the financial services industry are expecting more from the companies that serve them. Dreamforce speaker, Shree Reddy, SVP and Head of Consumer Banking for Pentagon Federal Credit Union, described their approach to customer experiences and personalization as, “ on-the-glass experiences (that are digital), beneath-the-glass experiences (that are operational, back of house, not automated), and above-the-glass experiences (that are life events, things that are happening).”
He emphasized the importance of considering all the experiences that your customer has, and leveraging them to draw your customers in to interact. They call this practice digital empathy, and consider it their core personalization and customer experience strategy. Does your organization have a strategy for delivering across the customer experience?
The best-in-class technology solution keeps getting better.
There’s a reason that Financial Services Cloud (FSC) is used by the top financial institutions in the world. It’s a best-in-class, highly tailored solution that helps advisors do more for their customers. With the Einstein AI enhancements announced this year, using FSC to surface important customer data and automate personalized interactions has never been easier. The keynote included many exciting product announcements, such as:
- 20+ Calculated Insights, out-of-the-box and connected between Financial Services Cloud and Data Cloud, providing a central view of the customer.
- Financial Plans and advanced Goals types like:
- Lightweight Goals (to keep track of all milestones important to your customer)
- Complex Financial Plans for Wealth Advisors (with third-party integrations coming soon!)
What does that mean? Here’s a look at what a record might look like for a bank customer, in the enhanced Financial Services Cloud with Einstein Assistance.
One of the standout differences of Financial Service Cloud (FSC) is the Salesforce ecosystem of products that help organizations achieve personalized customer interactions at-scale. With Marketing Cloud Engagement for Financial Services Cloud, create segmented audiences and set-up emails to deploy multi-touch customer journeys across key moments and interactions.
Bank customer that just opened a checking account? Introduce them to your organization through a series of curated touch points and personalized engagements.
In addition to Marketing Cloud, Data Cloud is another tool that financial organizations are using to put their customers into a central view. With Data Cloud, harmonize data from any product, solution or legacy technology system to create a unified data profile for every customer. Did I mention, Data Cloud is currently free for up to 10,000 unified records? Read more about that here.
The future is possible, and it’s (largely) automated, with Financial Services Cloud. Ready to get started? Shoot us a note at email@example.com.