“Salesforce is the lifeline of our sales team. Nothing gets done without it.”

ShareBuilder aligns company with Sales and Service Clouds

ShareBuilder, an online brokerage subsidiary of ING Bank, needed a CRM and customer service tool to help make investing easy, affordable, and accessible for both beginning and experienced investors
Two distinct areas of the company—ShareBuilder Securities Corporation and ShareBuilder 401k—wanted an integrated system to more effectively leverage CRM to align sales, marketing, reporting, and product development efforts
The inside sales team for the ShareBuilder 401k division manages large volumes of inbound prospects each day so an automated solution that helps rank and prioritize leads based on sales team interactions as well as the actual Web content consumed by prospects was essential
A legacy Talisma solution used by the customer service team lacked the ability to run reports on customer contact behavior and was too expensive and inefficient—Associates needed to access a series of screens and windows to resolve a single case

ShareBuilder 401k and ShareBuilder Securities Corporation selected Salesforce CRM Unlimited Edition
Marketing campaigns are measured through Salesforce CRM to track which channels and campaigns are most efficient for driving qualified leads and closes
Reports and dashboards track and monitor leads, lead stages, open leads, number of closes, sales team activity, and more to adjust demand generation as needed
The accounting group runs reports from Salesforce CRM using post-sale data uploaded weekly to process payments to partners like Costco

Service Cloud

After a successful Sales Cloud implementation, ShareBuilder Securities Corporation’s customer service team deployed the Service Cloud in less than 4 months with help from Bluewolf for over 150 end users.
Integrated support and compliance databases and developed consolidated dashboards within the Service Cloud
Customized the case object to capture the reasons for a customer contact and items discussed during a customer call, making it possible to quickly run detailed reports that can be shared with the rest of the company
Created workflows that automatically track complaints by scanning emails for keywords

Three custom tabs—Assets Under Management, AEs, and Tracker (a mashup that tracks the install process)—align Salesforce CRM with the way ShareBuilder 401k does business
Incorporated real-time customer trade data by using an iFrame on a Force.com (Visualforce) page, making Salesforce the single repository of all customer information
One user is learning to develop custom apps with Force.com; Associates attend the local user group to stay on top of new features

ShareBuilder 401k improved sales per rep by 67% since deploying and optimizing Salesforce CRM processes
The sales team has more relevant conversations with the most engaged prospects, which are now easily identified
Boosts in sales productivity are attributed to targeted marketing and a near-real-time, dynamic lead-scoring engine
The company views its use of Salesforce CRM as one of its competitive advantages

Rollout to customer service team was completed ahead of schedule and under budget
Lower monthly cost compared to the previous Talisma solution
Better company intelligence thanks to a new ability to quickly analyze customer contacts and identify complaints, which weren’t tracked by the previous system
Product and Marketing departments gain new insights into customer behavior with robust reporting and analytics
Compliance and support now exist in a single user-friendly system
Increased Associate efficiency thanks to an integrated tool for reviewing account level and customer information— 85 agents now manage 40,000–50,000 calls per months
An intuitive user interface means users who needed 2 weeks of training on the prior solution can now use Salesforce without any formal training
System can quickly and seamlessly accommodate the 1.2 million ShareBuilder Customers and gives visibility into overlapping customers with ING DIRECT for a cohesive customer experience