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DEPLOYMENT CHECKLIST
Salesforce
for Banksdeployment checklist
DEPLOYMENT CHECKLIST
2 | Salesforce Deployment Checklist for Banks
INTRODUCTIONThe idea of an enterprise-wide deployment of Salesforce for a retail or
commercial bank can be a daunting task. When you think about all of the
sales and customer care agents the implementation will impact, it’s not
hard to see why. While there’s no denying that this type of implementation
is a significant undertaking, the appropriate planning
can make the process measurably smoother.
Whether your bank is implementing Sales Cloud, Service Cloud, Community
Cloud or a custom architecture, there are key processes you should work out
ahead of time in order to simplify the implementation.
This document will outline the core processes and functions involved in a
typical implementation at a high level as well as some of the architectural
aspects and useful guiding principles to keep in mind. Ultimately,
this information should inspire ideas and concepts for either a new
implementation or enhancements to an existing installation.
CONTENTS
2 Introduction
3 Sales Cloud
4 Service Cloud
5 Community Cloud
6 Custom Architecture
7 Conclusion
Example of a reference banking data model within Salesforce.com
DEPLOYMENT CHECKLIST
3 | Salesforce Deployment Checklist for Banks
SALES CLOUDWhether it’s a financial manager, a loan officer or even a bank
teller who is encouraged to recommend basic products to
customers, many people within the banking environment
have sales responsibilities to some extent. Some of the core
functions within the realm of sales processes for banks
include lead and referral management, customer and contact
management and product and opportunity management.
Lead and Referral Management
Lead and referral management is one of the most
critical business processes for retail banks. Most large
banks will have hundreds of physical branch locations
run by thousands of employees and visited by thousands
of customers each day. All of these employees and
customers have relationships with other individuals
in the community. By tapping into these relationships,
your bank can bring in a steady stream of incoming
leads and referrals simply by word of mouth.
Using Salesforce, your bank can encourage these
employees and customers to “refer a friend” by adding
a lead referral form to your website or corporate intranet.
You can then funnel these referrals through the typical
marketing approval and qualification process as well as
the sales opportunity process.
Customer and Contact Management
Proper customer and contact management can help
create a true 360-degree view of all customer activities,
financial accounts, transactions, relationships, corporate
hierarchy (in the case of commercial banking) and more in
one easy to view and access location.
With this type of 360-degree view in place, tellers can pull
up John Smith’s overview in Salesforce in order to see all
recent transactions and account information, such as the
fact that he owns a checking account and auto loan with
the bank, that he has had a recent overdraft fee and that
he has submitted complaints or inquiries to the customer
care organization. Tellers can then use this information
to provide a much better and more targeted customer
experience during any interactions.
Opportunity and Product Management
Opportunity and product management can help your
bank manage its entire set of financial product offerings
in a hierarchical format (example below) and track
short term and long term sales opportunities with both
prospects and existing customers.
Examples of Customer 360 Reporting and Activity Timelines
Overview of Example Product Hierarchy
DEPLOYMENT CHECKLIST
4 | Salesforce Deployment Checklist for Banks
Opportunity management in Salesforce allows for internal
sales teams to collaborate on deals and track commissions
and revenue splits, all associated products, the probability
of closure and critical dates related to deals. This process
incorporates the application process for accounts (e.g. the
data required to open a checking account or mortgage loan)
and all of the due diligence, data collection, compliance/
AML/KYC and onboarding of new accounts. This entire
workflow and approval process can be implemented within
Salesforce with out of the box workflows and page layouts.
Additionally, with Salesforce’s easy-to-use reporting
functions, you can make it simple for users to report on
this data. For example, you can empower managers to
report on leads generated, pipelines by product/rep/date/
territory/branch, active customer relationships, financial
accounts owned and more.
SERVICE CLOUDBeyond sales enablement, customer service is often
another major component of Salesforce implementations
for banks. This implementation focuses on Service Cloud
and the customer care department, which typically
consists of a contact center that handles inquiries and
complaints from multiple brands and branches that come
in via a variety of different channels, including phone,
email, web, social and more.
A typical Service Cloud implementation includes business
processes for case management, knowledge/solution
management and various account maintenance functions.
Case Management
Case management provides the ability to track customer
communication history from beginning to end as well as
resolutions and escalations of customer inquiries, requests
and complaints. Think of a case as a mini project managed
by customer care agents.
Using predefined functionality in Salesforce, you can set up
case sourcing in a variety of ways. Sources can include:
• Web requests with Web2Case functionality:
Automatically routes cases to support reps based
on various assignment criteria, such as product line,
territory, branch, etc.
• Emails into a generic support location (e.g. support@
mybank.com) with Email2Case functionality: Allows
support agents to manage all email communications
directly from the case.
• Telephone with CTI Telephony integration: Provides
critical functionality such as inbound/outbound calling,
screen pop to customer records, activity logging,
standard telephony routing and transfers.
• Live chat capability on an external website with Live
Agent functionality: Provides skill-based routing,
knowledge article recommendations, supervisor
monitoring, quick text and more.
• Mobile video chat with Salesforce SOS: Allows
customers using a mobile app to request to video
chat with an agent to engage on a more personal level.
• Manually entry via direct communication
with the customer.
Service Cloud also includes the ability to track case response
and resolution times against agreed upon Support Level
Agreements (SLAs) to easily determine what needs to be
escalated and if you’re falling behind on any critical metrics.
Knowledge Management
Knowledge Management provides the ability to showcase
private and public articles as well as solutions to common
issues faced by customers and support agents. For
example, your customer care department might receive
a lot of calls from customers inquiring about overdraft
fees. With Salesforce Knowledge, you can create an article
entitled “How to address overdraft fees” with a list of
DEPLOYMENT CHECKLIST
5 | Salesforce Deployment Checklist for Banks
appropriate questions to ask and solutions to
recommend to customers. You can then set Salesforce
to auto-suggest this article to agents as they create cases
related to overdraft fees. This functionality should help
agents communicate with customers better and answer
their questions more efficiently.
Account Maintenance
Account maintenance is arguably one of the most useful
aspects of Service Cloud for banks. Examples of account
maintenance functions include:
• Balance inquiries
• One-time and recurring funds
transfers between accounts
• Account payments
• Bill pay setup
• Fraud reporting
• Stop payments
• Address updates
• New card enrollment
• Any other standard banking functions.
Generally, these critical functions are performed in other
enterprise financial systems, such as FIS, and users need to
work on separate screens with different user experiences
to manage this data. With Salesforce, you can use custom
Visualforce screens or out of the box page layouts to create
these maintenance functions, have them interact with other
financial systems and transfer the data back and forth as
needed. It’s worthwhile to analyze the most requested
functions and follow the 80/20 rule to determine what to
implement directly in the CRM and what to leave in existing
systems. No one wants to rebuild a system like FIS entirely in
Salesforce, but replacing certain functions can be very useful
in helping support agents solve customer issues quickly.
COMMUNITY CLOUDEmpowering sales reps and customer care agents to
provide stellar service to customers and prospects is
great, but what if you could also empower customers to
answer many of their questions and perform account
maintenance on their own? With Salesforce Community
Cloud, you can enhance the customer experience by
providing external web access to prospective clients and
existing customers directly from your website.
While it’s a given that your bank will have a customer-
facing website, what’s not as common is integrating your
website with your CRM system. However, you can make
this a reality with Community Cloud. Your bank can create
communities for a number of purposes, for example
to expose bank rates information to show prospective
customers the current CD and savings rates per division,
to provide external-facing enrollment forms for checkings/
savings accounts and loans or to provide an easy way for
customers to contact a branch manager with questions
about specific products.
Plus, you can brand your communities to match
corporate design standards and to meet “pixel
perfect” UI/UX requirements.
Example of an Account Maintenance function implemented in Salesforce.com
Example of a multi-page loan application wizard in a Customer Community
DEPLOYMENT CHECKLIST
6 | Salesforce Deployment Checklist for Banks
Some other common community use cases for banks include:
• Deposit/credit account summaries
• Loan application multi-page wizards
• Documentation submission screens
• Rates calculators
• Bill payment
• Rewards and loyalty programs
• Account payments
• Find an ATM/Branch
• Submit a complaint
• Review transactions
The diagram below provides a high level example of a
typical bank’s customer community configuration.
CUSTOM ARCHITECTUREArchitecting a tightly integrated banking CRM solution into
all of the various backend systems that might be involved
is not a simple tasks. Typically, the best way to do this is
to implement the functionality and architecture in stages
in order to expose users to key capabilities slowly, giving
them time to truly adopt and love the application.
With an overall banking strategy, there are many topics that
need to be addressed, such as Middleware (ESBs vs. ETL),
integration patterns (Batch vs Real-Time vs. Near Real-
Time), technologies (APIs vs. Flat Files vs. Web Services, etc.)
and more. These topics require a much deeper dive and
discussion with a Salesforce Technical Architect, but the
diagram below provides a high level overview of a reference
architecture that focuses on integration with a financial
system, such as FIS, single sign on capabilities, telephony
integration, encryption capabilities, BI reporting and use
of an Enterprise Data Warehouse. This architecture is
very common among banks.
In addition to the architectural discussions, mobile
access by sales and service users is always a critical
requirement to provide secure access to customer
data on the go. With Salesforce1 Mobile, this
requirement is always satisfied by default.
Example Bank’s customer community sitemap
Example of a reference architecture for a Banking implementation of Salesforce.com
Example of sales functionality exposed via Salesforce1 Mobile
DEPLOYMENT CHECKLIST
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3525 Piedmont RoadBuilding 8, Suite 710Atlanta, GA 30305
FIND OUT WHAT CLOUD SHERPAS CAN DO FOR YOU
Our focus is on helping organizations meet all their cloud needs, including running business applications
like messaging, collaboration and CRM in the cloud, developing custom cloud solutions using platforms and
infrastructure as a service and integrating existing cloud solutions with other clouds and business systems.
Let us help you leverage the cloud. Contact your sales representative or visit us online at
www.cloudsherpas.com or 888-260-7660.
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CONCLUSIONUnderstanding and planning for requirements like
these ahead of time can help make your bank’s
Salesforce implementation a much smoother
and more successful experience.
Working with an experienced partner like Cloud Sherpas
who has extensive expertise in both the banking industry
and the Salesforce ecosystem can help you better grasp
these concepts and accelerate your time to market.
At Cloud Sherpas, we understand the many complexities
that are associated with introducing new technologies
and business processes at banks, and we’ve developed
through these challenges.
Our Banking Industry Framework is pre-populated with
best practices and covers all implementation requirements
from assessment and design to integration, deployment
and ongoing support. This dedicated, vertical solution
aims to accelerate the adoption and implementation of
Salesforce while ensuring the end solution meets all of your
technology, process and security requirements.