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Transamerica Chooses Salesforce Financial Services Cloud Einstein for its ‘Customer First’ Digital Transformation

Transamerica to utilize the Salesforce Intelligent Customer Success Platform to increase productivity, engage more holistically with clients and manag

Transamerica to utilize the Salesforce Intelligent Customer Success Platform to increase productivity, engage more holistically with clients and manage the entire investor lifecycle

Company leverages Deloitte’s AdvisorConnect, a Fullforce solution, to accelerate its implementation

SAN FRANCISCO—Mar. 28, 2017—Salesforce (NYSE: CRM), the world’s #1 CRM company and Intelligent Customer Success Platform, today announced that Transamerica Financial Network (TFN), a North American distribution channel of Transamerica—one of the world’s leading financial services companies, providing insurance, investments and more to 27 million customers—is deploying Salesforce Financial Services Cloud Einstein to drive growth and build deeper, 1-to-1 relationships between its advisors, agents and customers. To learn more about Financial Services Cloud Einstein, click here:

Prior to Salesforce, TFN’s network of advisors and agents provided multi-carrier insurance and investment solutions across multiple customer systems. This created disjointed retail customer experiences and sparked the need for a “customer first” digital transformation. TFN decided to move to a single platform that could support the entire customer lifecycle, and empower its advisors and agents to provide differentiated customer experiences. In addition, TFN wanted to prepare for the new regulatory environment, ensuring that its customers’ best interests are always front and center.

TFN will use Salesforce to bring all of its advisors, agents and customers onto one platform and deliver more personalized journeys—from an advisor desktop to customer onboarding and branded portals, which enable customers to stay close to their advisor or agent throughout all of life’s stages. Advisors and agents will be able to quickly access all of their customers’ information—including financial accounts, goals and even past interactions—through a single “pane of glass.” This will empower them to be more productive, engage more holistically with their customers and ultimately drive growth. In addition, customers will gain real-time access to information about their financial accounts, goals and relevant tasks, leading to increased transparency and engagement.

In partnership with Deloitte, Salesforce developed a comprehensive strategy to help TFN address these needs. Now, the company is rolling out Financial Services Cloud Einstein, Salesforce Shield, Community Cloud and Marketing Cloud to its offices and agents in the United States and Canada, and soon to other countries around the world.

TFN also plans to use Financial Services Cloud Einstein’s intelligence and machine-learning capabilities to better understand and predict customer behaviors. For example, if specific actions within Salesforce indicate that a customer is planning to take their investments elsewhere—triggered by more inquiries into the status of accounts or movement of funds—the advisor or agent responsible will get a notification with recommended next steps. Einstein will also help advisors better understand broader household needs and provide services that extend beyond each individual customer.

Comments on the News
“Today’s advisors need modern technology to keep up with digitally savvy investors,” said Rohit Mahna, GM of Financial Services, Salesforce. “With Salesforce, Transamerica is empowering advisors to build deeper client relationships, supercharge their productivity and engage more holistically with clients anywhere and on any device.”

"We are excited to collaborate with Transamerica to help drive greater sales effectiveness and growth, and deliver a differentiated experience for its advisors, all while managing compliance with emerging fiduciary and best interest standards," said Steve Fogle, principal, Deloitte Consulting LLP, and Deloitte Digital insurance and wealth management practice lead. "By combining our deep experience in fiduciary regulations, our AdvisorConnect solution, built on top of Salesforce Financial Services Cloud, and our alliance with Salesforce in the financial services industry, we can drive meaningful business benefits and regulatory readiness for Transamerica."

About Deloitte Digital
Deloitte Digital has created a new model for a new age — a creative digital consultancy. That means bringing together all the creative and technology capabilities, business acumen and industry insight needed to help transform our clients’ businesses with digital. With Deloitte Digital’s end-to-end capabilities, clients bring us their greatest ambitions, knowing we’ve got what it takes to bring new business visions to life. Let us show you how we do it. Visit or follow us on Twitter @DeloitteDigi_US or @DeloitteDigital.

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