GE Capital


"We’re connecting customers to GE Capital — and to each other — quickly, efficiently, and socially."

— Peter Hasslund
CIO of North America Leveraged Lending

An innovator in financial services transforms into a leader in software technology

Nothing succeeds like success. With more than 300,000 mid-market customers, GE Capital is becoming a software company by building its own apps and leveraging cloud technology to better connect with customers in whole new ways. GE Capital is leveraging Salesforce to enable the commercial transformation.

There is a pivotal shift in customers’ expectations. Today’s customers can interact with businesses, research offerings, or read reviews of a company at any time. Consumers have grown to expect real-time customized engagement from the people they do business with.

The common perception of a commercial lending company might be one that’s steeped in tradition — typically slower moving and more deliberate. Conversely, technology seems to move at supersonic speed. Teamed with Salesforce, GE Capital is quickly meeting the technological challenges head on. For example, by leveraging Salesforce technology, employees can access cross-business profiles of each individual customer.

Peter Hasslund, CIO of North America Leveraged Lending, noticed the benefits of utilizing Salesforce. “Through Salesforce, we can help our sales reps get access to the most up-to-date information. Salesforce enables us to quickly prototype our ideas and transform them into quick, usable solutions that solve immediate customer problems.”

“Salesforce is helping us adapt to an ever-changing technological world by allowing us to seamlessly integrate different technologies and channels into the cloud,” Hasslund explains. “Our markets are constantly evolving and we are faced with greater challenges; a more digitally savvy crowd, the growth of social media behavior analysis, and the sheer amount of data that is collected. Salesforce simplifies all this complexity and enables us to deliver the right solution to the customer.”

Marketing Cloud enables GE Capital to send targeted, relevant communications like transactional emails and newsletters to help keep each customer informed and optimize their accounts. This high level of expertise and industry leadership empowers customers to make smarter banking decisions, and to grow and innovate with GE Capital as a valued partner.

GE Capital’s social community builds stronger client relationships

GE Capital is proud of its rich heritage of bringing 130 years of experience to support growth on a global level. Today, the company is embracing new social technologies to further its mission, providing financing expertise to help its customers’ capital go farther. As its motto says, “What we know can help you grow.”

As GE Capital transforms into a socially connected enterprise, the company is experiencing new kinds of growth — like stronger and deeper connections to its customers and greater employee engagement and collaboration.

In the new, more social world of business, GE Capital quickly realized the importance of building connections with its customer community. Social in the B2B space is powerful, allowing instantaneous connection with customers, providing valuable data in ways that everyday interactions don’t typically allow.

The value of these technologies is boosting collaboration among the company’s employees as well. The commercial sales team of more than 3,100 employees is connecting on Chatter to share sales strategies, find internal experts, and uncover cross-sell opportunities. The mobility of Salesforce is key in GE Capital’s growth. “We are leveraging Salesforce to enable our sales reps to be more effective on the road, so they can spend less time in the office and more face-to-face time meeting with customers,” says Hasslund.

GE Capital
GE Capital