GMAC Bank Speeds Customer-Oriented Process Using Salesforce

“In 20 some-odd years in corporate America, where one gets jaded about no implementation going well or off without a hitch, this was probably the one that came closest to coming off without a hitch. Salesforce takes the guesswork out of reps’ hands and ensures cases always go to the right people. Our reps are free to be more customer-oriented, and our process speeds along.”


Challenge
  • GMAC 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, GMAC Bank selected Salesforce 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, GMAC Bank deployed Salesforce 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 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
 
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