Flagstar Counts on Salesforce CRM Suite and Force.com to Achieve Velocity and Efficiency

Challenge

• Flagstar, one of the nation’s leading originators of residential mortgages, needed a CRM platform tailored for its sales team and capable of adapting quickly to keep pace with changes in the marketplace.
• The bank, which works with mortgage brokers and correspondents to originate home loans, wanted a CRM solution that is easy to use, provides detailed reporting on sales rep activities, and is flexible enough to administer without needing significant IT resources or expenditures.
• A leader in using technology to improve the customer experience, Flagstar wanted to align its internal processes with its vision and leverage technology to enhance its own sales operations.

Solution

• Flagstar chose the Salesforce CRM suite of applications and the Force.com platform over competitor products for the customization, ease-of-use and quick time to value for its wholesale sales team.
• With the help of Salesforce.com Consulting, Flagstar conducted a business assessment and deployed a beta solution in just 10 weeks; Salesforce CRM was ultimately rolled out to more than 300 users including account executives, sales support, consulting, advertising, management and more.
• Salesforce.com Training & Certification administrator workshops got managers up to speed quickly; Flagstar leveraged salesforce.com user training materials to develop its own customized versions to help drive high adoption rates.
• Flagstar upgraded to Salesforce CRM Unlimited Edition for mobile access, unlimited custom and AppExchange applications, and the Force.com sandbox. Salesforce.com Premier Support level (included with Unlimited Edition) allows Flagstar to get the most out of its investment.
• More than 600 dashboard components provide real time access to key business metrics and help drive high adoption rates.
• Using Force.com, Flagstar customized Salesforce CRM workflow management processes and created custom objects and tabs that allow account ownership changes and approvals to become fully automated.
• Force.com powers the integration of Salesforce CRM with four legacy systems, which keeps customer performance metrics up to date and in sync. Importing customer support tickets enables 360-degree customer views.
• With Salesforce CRM Marketing, Flagstar’s advertising team can create and send e-mail campaigns directly from within Salesforce CRM. Web-to-lead functionality automatically captures prospect information.
• The company installed Eloqua from the AppExchange for added marketing support.
• With a Salesforce CRM ideas community, Flagstar gathers feedback from employees and can better leverage their ideas and help to prioritize internal IT initiatives based on feedback from the front lines.
• Mobile access gives Flagstar reps anywhere, anytime access to customer data and reports from their BlackBerry devices. Thanks to Force.com-based customizations, full functionality and custom objects are available from the road.
• Integration with Lotus Notes helps reps manage customer communications and keep records up to date.

Results

• By choosing Salesforce CRM and Force.com, Flagstar rapidly deployed a fully featured CRM suite, highly tailored to its unique business process.
• A centralized repository for customer information and integrated internal systems gives Flagstar 360-degree customer views and better business visibility, enabling more in-depth business analysis and better decision- making.
• Accessing and inputting CRM data through BlackBerry devices helps Flagstar reps be more efficient so they can keep their fingers on the pulse of customer activity; overall data quality is also improved.
• Flagstar is using Force.com to develop additional applications that will bring together metrics from several departments to define costs and more accurately measure customer profitability.