“Using Force.com builder, we were able to augment and extend the solution so that it became more than simply a way to manage customers. By integrating multiple functions with open visibility into detailed account histories, we’re able to interact with customers on an elevated level—and that only bodes well for our business.”


— Penson GHCO

Trading Firm Penson GHCO Streamlines Customer Support Operations with Salesforce CRM

Challenge

  • Penson GHCO, a registered futures commission merchant and broker-dealer, needed a mature CRM solution to streamline processes across its customer support group.
  • The customer support group had outgrown its haphazard system of spreadsheets and ineffective third-party CRM tools. 
  • Because Penson GHCO hosts trading software on 18 different platforms, it did not want to add another server to its maxed-out server room.
  • With four to five business change requests being made per week, the company needed a solution that could accommodate quick and easy customizations.
  • Any new CRM system also needed to be cost-effective and provide a clear view into customer histories.

Solution

  • After evaluating Access and Siebel On Demand, Penson GHCO selected Salesforce CRM for its easy-to-navigate Web interface, simple customizability, and service and support features that accelerate customer case resolution.
  • In two months, the company implemented Salesforce CRM Professional Edition to 37 users in London and New York, with Microsoft Outlook integration; the company later upgraded to Salesforce CRM Unlimited Edition.
  • Penson GHCO integrated an internal commission-building system with Salesforce CRM contract information.
  • Dashboards allow the company to track account openings and closings conducted by outside business development consultants and generate real-time reports.
  • Case assignment and case escalation automate the distribution of cases to the appropriate support reps.
  • With Force.com builder, Penson GHCO weaves custom apps for license tracking, billing, Web site administration, and outside contracts into the Salesforce CRM solution; inherent flexibility enables multiple customizations on the fly.

Results

  • By consolidating customer information on one universal Web-based platform, Penson GHCO has streamlined its customer support operations.
  • Management buy-in spurs user adoption, resulting in greater efficiencies and enhanced customer service.
  • Salesforce CRM’s cloud-computing, multitenant delivery model maximizes ROI and prevents overburdening IT resources.
  • The once paper-based customer support department has been transformed into a paperless operation.
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Penson GHCO

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