In the financial sector, customer expectations are higher than ever before. In fact, one Salesforce survey found that 62% of customers would be willing to switch financial service providers in the event that they feel treated more as a number than an individual.
This is why providing personalized experiences is a must. However, companies working with data scattered across multiple disconnected systems may find it challenging to reach high levels of personalization.
To help bridge the gap between customer expectations and service delivery, join us for an in-depth look at how Salesforce Data Cloud can best be leveraged within the finance industry.
How is Data Cloud relevant to finance?
With the introduction of Data Cloud comes a new approach to addressing the critical need for a more seamless way of connecting and integrating customer data.
This includes interaction, behavioral, and transactional data across various systems — offering financial institutions a unified profile of each customer, along with real-time insights. This solution has the potential to transform the way financial services engage with their customers.
Data Cloud aids in the effort to ensure that interactions are not simply transactions but actually meaningful relationships.
Offering Dynamic Risk Management
Data Cloud can be a useful tool for risk management, providing financial institutions with an insightful view of their customers.
For instance, the system could potentially identify a change in financial behavior from a prospective client. Maybe said client exhibits a significant difference in spending habits. Data Cloud can promptly alert financial institutions of this change. Then, contact with the client can be made in a timely manner, in order to understand the reasons behind the detected behavior. The client’s financial challenges or goals are swiftly addressed by this proactive and personalized approach.
The ability to anticipate and address potential risks showcase the power of Salesforce Data Cloud for finance. It not only enhances risk management strategies but also highlights the commitment to providing tailored solutions that align with the individual customer’s needs.
Adding Marketing GPT the Mix
The capabilities of Data Cloud, used in tandem with those of Generative AI, enable financial marketers to automate personalized emails and swiftly create audience segments.
Let’s imagine a scenario where a bank identifies a segment of customers that consistently demonstrate an interest in environmentally conscious financial products. With Salesforce Data Cloud, the marketing team of that bank can easily create an audience segment of these eco-conscious investors. From there, the team can leverage Marketing GPT’s magic to help craft personalized email campaigns, offering insights into sustainable investment opportunities and providing educational content on the impact of sustainable financial choices.
This approach has the bank aligning its services with the values of its customers, while also guiding those customers on a tailored journey toward making environmentally responsible investment choices. It’s a real win-win situation: the customers receive personalized information that resonates with them, and the bank strengthens its position as a financial partner committed to fostering connections with its customers.
Beyond the Basics
Aside from the technical capacity of Salesforce Data Cloud, we must also consider how it addresses growing security and bandwidth concerns in the evolving financial sector.
Cloud-based security solutions safeguard financial systems and proactively detect and prevent cyber threats. Additionally, the Data Cloud platform provides the bandwidth and insights required to innovate — making way for new digital products and services like digital wallets and mobile banking apps that modern consumers crave.
One could argue that the most important feature of Data Cloud is its ability to unify data from diverse sources.
This allows financial organizations to segment customers effectively and monitor customer behavior closely. These insights are invaluable for personalizing services and developing products that hit the mark with the right customers at the right moments. This strategy is pivotal for increasing market share and customer retention. In fact, Salesforce found that just over half of surveyed customers cite their reason for potentially switching financial institutions as a desire for an enhanced digital experience.
The Final Word
All in all, Salesforce Data Cloud has the power to revolutionize the financial sector — as a unified and intelligent solution to bridge the gap between customer expectations and service delivery.
With its technical prowess, and a commitment to improving the overall customer experience, Data Cloud is poised to reshape how financial institutions engage with and surprise their customers in the digital age.
