{"id":69984,"date":"2023-08-31T05:00:00","date_gmt":"2023-08-31T12:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=69984"},"modified":"2024-09-16T14:32:48","modified_gmt":"2024-09-16T21:32:48","slug":"penfed-generative-ai-customer","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/penfed-generative-ai-customer\/","title":{"rendered":"PenFed Deploys Self-Service Tools, Boosts Productivity with Salesforce Einstein"},"content":{"rendered":"\n<p><a href=\"https:\/\/www.penfed.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pentagon Credit Union<\/a> (PenFed), America\u2019s second-largest federal credit union with over 2.9 million members, is expanding its use of Salesforce technology to include <a href=\"https:\/\/www.salesforce.com\/news\/stories\/what-is-generative-ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">generative AI<\/a>.&nbsp;<\/p>\n\n\n\n<p><strong>Why it matters: <\/strong>According to Salesforce research, digital experience is the <a href=\"https:\/\/www.salesforce.com\/news\/stories\/financial-services-trends-ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">second most common reason<\/a> that consumers switch banks, following price. PenFed uses Einstein to better serve its rapidly-growing member base and provide world class, digital-first member experiences.<\/p>\n\n\n\n<aside class=\"contextual-driver has-text-align-left contextual-driver--einstein\">\n\t<header class=\"tidbit-header\">\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tStart your AI journey ASAP.\t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p><\/p>\t<\/div>\n\t\t\t<p class=\"tidbit-link label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/www.salesforce.com\/products\/artificial-intelligence\/?d=7010M000001yE38&#038;internal=true\" target=\"_blank\">\n\t\t\t\t<span>Learn about Einstein.<\/span>\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 14 10\">\n\t<path d=\"M13.92 5.38a1 1 0 000-.76.9.9 0 00-.17-.26.25.25 0 000-.07l-4-4a1 1 0 00-1.46 1.42L10.59 4H1.07a1 1 0 000 2h9.52l-2.3 2.29a1 1 0 000 1.42 1 1 0 001.42 0l4-4a.25.25 0 000-.07.9.9 0 00.21-.26z\" \/>\n<\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-einstein\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png\"\n\t\talt=\"Illustration of einstein\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n\n\n\n<p><strong>Driving the news: <\/strong>PenFed has been at the forefront of AI implementation for a number of years:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>PenFed <a href=\"https:\/\/www.salesforce.com\/news\/stories\/salesforce-chatbots-customer-use-case\/\" target=\"_blank\" rel=\"noreferrer noopener\">deployed<\/a><strong> Einstein Bots<\/strong> to provide faster and more convenient service to its millions of mobile, active military, and veteran members across channels \u2013 whether they\u2019re home, on the road, or deployed abroad.\n<ul class=\"wp-block-list\">\n<li>These bots handle nearly 40,000 sessions per month, providing loan application status, product and servicing information, and technical support.&nbsp;<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>The credit union also rolled out bots internally to better serve its employees.\n<ul class=\"wp-block-list\">\n<li>PenFed\u2019s employee-facing chatbot handles about 25% of common internal employee service requests such as password resets, freeing up service desk staff to focus on more complex tasks that require a human touch.&nbsp;<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Today, PenFed resolves 20% of cases on first contact with Einstein Bots, resulting in a 223% increase in chat and chatbot activity over the past year.<\/li>\n\n\n\n<li>Since expanding its communication channels with chat, PenFed\u2019s call center has reduced its average speed to answer by an entire minute to less than 60 seconds, while at the same time increasing membership 31%.<\/li>\n<\/ul>\n\n\n\n<p><strong>What\u2019s next:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>PenFed recently invested in Salesforce\u2019s <a href=\"https:\/\/www.salesforce.com\/news\/stories\/einstein-gpt-service-cloud-news\/\" target=\"_blank\" rel=\"noreferrer noopener\">Einstein generative AI capabilities<\/a>, which it plans to use as an assistant. The assistant will propose responses to a chat or member question, beginning with PenFed\u2019s internal employee support line before it expands to its members.&nbsp;<\/li>\n\n\n\n<li>In addition, Salesforce <a href=\"https:\/\/www.salesforce.com\/products\/genie\/overview\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Data Cloud<\/a> will help PenFed better understand how to create more tailored interactions with existing and prospective members.<\/li>\n<\/ul>\n\n\n\n<aside class=\"more-from-block more-from-block--2 alignfull wp-block-newsroom-moreontopic\">\n\t<div class=\"more-from-block__content\">\n\t\t\t\t\t<h4 class=\"more-from-block__title\">Related<\/h4>\n\t\t\n\t\t<div class=\"more-from-block__cards more-from-block__cards--2\"\n\t\t\t\t>\n\t\t\t\n\n<article\t\t\titemscope=\"\"\n\t\titemtype=\"https:\/\/schema.org\/Article\"\n\t\tdata-card-id=\"92828\"\n\t\tclass=\"content-card content-card--large-inline is-entire-area-clickable content-card--is-boxed\"\n\t\t\tdata-clickable-area-link=\"https:\/\/www.salesforce.com\/news\/press-releases\/2026\/03\/26\/vha-salesforce-agentic-os-saves-staff-hours\/\"\n\t>\n\t\t\t<div class=\"content-card__image-container\" itemprop=\"image\" itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t<img width=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2026\/03\/VHA-Deploys-Salesforce-Powered-Agentic-Operating-System-Saving-Thousands-of-Staff-Hours-for-Frontline-Veteran-Care-2.png?w=1024\" class=\"content-card__image\" alt=\"Smiling man in army fatigues discussing care options with woman.\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2026\/03\/VHA-Deploys-Salesforce-Powered-Agentic-Operating-System-Saving-Thousands-of-Staff-Hours-for-Frontline-Veteran-Care-2.png 1200w, 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read\t\t\t<\/div>\n\t\t\n\t\t\t<\/div>\n\n<\/article>\n\n\n\n<article\t\t\titemscope=\"\"\n\t\titemtype=\"https:\/\/schema.org\/Article\"\n\t\tdata-card-id=\"92815\"\n\t\tclass=\"content-card content-card--large-inline is-entire-area-clickable content-card--is-boxed\"\n\t\t\tdata-clickable-area-link=\"https:\/\/www.salesforce.com\/news\/press-releases\/2026\/03\/26\/us-dept-labor-agentforce-enhance-citizen-support\/\"\n\t>\n\t\t\t<div class=\"content-card__image-container\" itemprop=\"image\" itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t<img width=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2026\/03\/U.S.-Department-of-Labor-Taps-Agentforce-to-Enhance-Citizen-Support-1.png?w=1024\" class=\"content-card__image\" alt=\"Contact center worker in a headset providing personalized support with the help of Agentforce.\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" loading=\"lazy\" decoding=\"async\" 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content-card__content-container--style-\">\n\t\t\n\t\t\n\t\t\t\t\t<h3 itemprop=\"headline\" class=\"content-card__title\">\n\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\thref=\"https:\/\/www.salesforce.com\/news\/press-releases\/2026\/03\/26\/us-dept-labor-agentforce-enhance-citizen-support\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-card__title-link\"\n\t\t\t\t\t>\n\t\t\t\t\t\t\t\tU.S. Department of Labor Taps Agentforce to Enhance Citizen Support\t\t\t\t<\/a>\t\t\t<\/h3>\n\t\t\n\t\t\t\t\n\t\t\n\t\t\t\t\t<div itemprop=\"readTime\" class=\"content-card__read-time\">\n\t\t\t\t5 min read\t\t\t<\/div>\n\t\t\n\t\t\t<\/div>\n\n<\/article>\n\n\t\t<\/div>\n\t\t<noscript>\n<div class=\"pagination-fallback\">\n\n\t\t<a href=\"https:\/\/www.salesforce.com\/news\/wp-json\/wp\/v2\/posts\/69984\/page\/2\/?bc=OTH#section-title\">\n\t\t\tOlder Posts\t\t<\/a>\n\t\t<\/div>\n<\/noscript>\n\t<\/div>\n<\/aside>\n\n\n\n<p><strong>The customer perspective: <\/strong>\u201cOver five years ago, we committed to go all-in with Salesforce and invest in technology we trusted, with the commitment to continue to build together. Today, with the addition of game-changing technology like generative AI, we can run an even more efficient business internally, and better serve our members to ensure they are getting the support they need, when they need it, wherever they need it.\u201d \u2013 Joseph Thomas, EVP &amp; Chief Information Officer, PenFed Credit Union<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Today, with the addition of game-changing technology like generative AI, we can run an even more efficient business internally, and better serve our members to ensure they are getting the support they need, when they need it, wherever they need it.<\/p>\n<cite>Joseph Thomas, EVP &amp; Chief Information Officer, PenFed Credit Union<\/cite><\/blockquote>\n\n\n\n<p><strong>Dive deeper:<\/strong> PenFed has been using <a href=\"https:\/\/www.salesforce.com\/products\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce Customer 360<\/a> products since 2018 to elevate its member and employee experiences:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Onboarding members can be a lengthy and manual process. <a href=\"https:\/\/www.mulesoft.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">MuleSoft<\/a> integrates internal and external platforms into one central place with API-led connectivity, allowing PenFed to conduct credit checks and provide applicants with a quick and seamless onboarding experience. Plus, every team, from the contact center to branch employees, can access the same member view in <a href=\"https:\/\/www.salesforce.com\/products\/financial-services-cloud\/overview\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Financial Services Cloud<\/a>.<\/li>\n\n\n\n<li>With <a href=\"https:\/\/www.salesforce.com\/products\/experience-cloud\/overview\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Experience Cloud<\/a>, members access a comprehensive range of self-service options, educational resources, and even support requests via chat, including instant access to financial support programs like loan deferment.\u00a0<\/li>\n<\/ul>\n\n\n\n<p><strong>More Information<\/strong><strong>:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/dreamforce\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Tune in to<\/a> Dreamforce 2023 on Salesforce+ September 12-14, 2023<\/li>\n\n\n\n<li>Read more about how financial services companies like PenFed are using chatbots, self-service, and automation to drive efficiency <a href=\"https:\/\/www.salesforce.com\/news\/stories\/salesforce-chatbots-customer-use-case\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li>\n\n\n\n<li>Learn about the future of business with AI + Data + CRM <a href=\"https:\/\/www.salesforce.com\/news\/ai-data-crm-media-resource\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li>\n\n\n\n<li>Read more Salesforce customer success stories <a href=\"https:\/\/www.salesforce.com\/news\/collections\/success-now\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Pentagon Credit Union (PenFed), America\u2019s second-largest federal credit union with over 2.9 million members, is expanding its use of Salesforce technology to include generative AI.&nbsp; Why it matters: According to Salesforce research, digital experience is the second most common reason that consumers switch banks, following price. PenFed uses Einstein to better serve its rapidly-growing member [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":70031,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[1],"tags":[],"sf_content_type":[1735],"sf_theme":[1912],"sf_topic":[1737,2498,1744,1726],"sf_product":[1772,2363,2717,2796,19249,1748],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[1798],"sf_collection":[],"sf_visibility":[],"coauthors":[],"class_list":["post-69984","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","sf_content_type-news-highlights","sf_theme-digital-transformation","sf_topic-artificial-intelligence","sf_topic-automation","sf_topic-customer-success","sf_topic-digital-transformation","sf_product-agentforce-service","sf_product-customer-360","sf_product-data-360","sf_product-einstein","sf_product-einstein-ai","sf_product-salesforce-platform","sf_location-global"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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