E*TRADE FINANCIAL Banks On Salesforce CRM to Drive Efficient Lead Management and Streamline Sales Operations

Challenge

• E*TRADE FINANCIAL, a global provider of financial services, needed a lead management tool to standardize processes across multiple sales teams in the U.S., Europe, and Hong Kong. The company wanted to deliver a unified service experience to customers across multiple businesses globally, including its E*TRADE’s stock plan management business.
• As an online financial services company, E*TRADE required a Web-based solution that would seamlessly integrate and align with its business.
• Reporting generated from a backend data warehouse precluded sales from easily accessing important metrics.
• Security, reliability, and quick time-to-market were vital criteria.

Solution

• Subsequent to a buy vs. build evaluation, the company chose salesforce.com’s Salesforce CRM Enterprise Edition for its ability to report on metrics that were relevant to a variety of sales teams.
• E*TRADE deployed Salesforce CRM Service to provide a consolidated view of its customers’ relationship with the firm for its stock plan management and service recovery business units.
• The company uses Salesforce CRM Service to allow the company’s stock plan management customers to create service requests, check on the status of those requests, and easily seek resolutions to questions.
• E*TRADE used Force.com pages to create a completely tailored interface designed to fits its business processes and increase representative productivity.
• The company deployed Web-based campaign management tools and an integrated interface to ensure a seamless user experience in a phased rollout across its global sales groups.

Results

• With greater visibility into customer issues across departments, the company now quickly addresses challenges and delivers a higher level of service. By automating processes and eliminating redundancies, representative productivity has increased.
• Deployment of Salesforce CRM Service resulted in a decrease in call volume from stock plan management customers by allowing them to create service requests, check on the status of those requests, and easily seek resolutions to questions.
• Quick time-to-market with dedicated training resulted in a successful rollout and high adoption rate.
• A more defined lead and case management process helps E*TRADE standardize operations across a diverse global sales force.
• Tracking features, access controls, and best-in-class security help compliance with strict customer privacy practices.
• Data mining and reporting capabilities allows management to more easily measure productivity, track resolution timeframes and identify customer pain points.