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DEPLOYMENT CHECKLIST

Salesforce

for Banksdeployment 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



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



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



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



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


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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

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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.

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