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“With Salesforce, I can think smarter and act faster. And that means I can help the bank to grow quicker.”
Ulster Bank pioneers artificial intelligence to understand its business customers better
Enabling sustainable growth through greater customer insights
Maximizing the potential of CRM with AI
In January 2017, Judge decided to blaze a trail at the bank by enriching how relationship managers and their colleagues use CRM as part of their daily routine. A six-month project was launched to completely redesign the Customer 360 Platform. This involved approaching end users to and working through their pain points.
Following a comprehensive review, culminating in a data cleansing initiative and Trailhead training for staff, Sales Cloud with the Lightning interface and Salesforce Einstein went live to over 500 relationship managers, assistants, and analysts in June 2017.
“Understanding and refining our CRM data was critical to our success; and gaining the trust and confidence of our end users was a key component,” said Judge. “As a cloud-based solution, Salesforce also enables us to stay in control of development and avoid any issues with scalability.”