Ally Bank Speeds Customer-Oriented Process Using Salesforce CRM

Challenge

• Ally Bank—GMAC Financial Services’ online consumer bank —required a customer service and workflow solution to streamline its outsourced operations and illuminate its call center data.
• An existing tool did not provide insight into the status of customer calls.
• Reports and benchmarks were difficult to produce.
• A manual process forced management to rely on its reps to ensure calls were routed to the appropriate people.

Solution

• Following a vendor evaluation, Ally Bank selected Salesforce CRM Professional Edition for its dashboards, reporting, and intelligent routing capabilities.
• With a culture that values customer satisfaction not only at the time of purchase but well beyond, the Bank placed its confidence in salesforce.com’s implementation and support teams.
• In three months, Ally Bank deployed Salesforce CRM for service and support to 200 users across headquarters, two call centers, and its financial services partner.
• Integration through the company’s core operation system provides nightly feeds that ensure reps have access to customers’ call histories.
• If for some reason a customer fails the online account open process, a case automatically gets routed to a call center rep who then contacts that customer directly.
• Based on assignment rules and case types, calls are dealt with appropriately; escalation rules generate email alerts for quick issue resolution.
• The company customized Salesforce CRM to create different menus and case sub-types to meet specific process needs; a customized field is used to access the data feed.

Results

• Management gains greater control over its third-party call center and financial services partner.
• The company can intelligently analyze data with reporting that provides a clearer picture of customer issues and opportunities.
• Calls that previously failed to get logged are now tracked as leads to be targeted for future marketing campaigns.
• A user-friendly and intuitive system takes the guesswork out of where to input data, where to route calls, and how to access information.
• Reps are empowered to be more proactive and customer-focused.