Challenge

• Ally 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 didn’t 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, Ally Bank selected Salesforce CRM Unlimited Edition for its dashboards, reporting, and intelligent case routing capabilities
• In 3 months, Ally Bank deployed Salesforce CRM for service and support to 200 users across headquarters, two call centers, and its financial services partner
• Since the initial deployment, the number of users has grown to 1,000 across five call centers and Ally Bank’s Operations
• 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 has difficulty completing the process to open an online account, a case automatically gets routed to a call center rep, who then contacts that customer directly
• Calls are dealt with appropriately based on assignment rules and case types; escalation rules generate email alerts for quick issue resolution
• Custom menus and case sub-types meet specific process needs; a customized field is used to access the data feed
• Agents use Salesforce CRM’s knowledge base to respond to customers’ questions about financial transactions and obtain up-to-date information in compliance with FDIC regulations
• Premier Support provides assistance for ongoing enhancements

Results

• Management gained 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
• An intuitive, user-friendly system takes the guesswork out of where to input data, where to route calls, and how to access information
• Agents can find information more quickly in Salesforce CRM’s knowledge base, which translates into more efficient calls with customers
• Reps are empowered to be more proactive and customer-focused