Elements Financial is a Trailblazer

See how Elements Financial leads with a strategy focused on client success.


Rapid company growth spurs Elements Financial to take a data-driven strategy.

In 2008, Elements changed its business model from a single sponsor to a multiple partner credit union. Elements works with more than 135 different organizations and has experienced rapid growth during the past 10 years. The member base spans across 50 countries and all 50 states, and the primary point of member interaction is online banking.

Elements got started with Salesforce because surveys showed that members wanted more informed interactions with staff. The vision was that, when members contacted the credit union, employees would better understand their needs to provide the best experience.

When it came to analytics, Elements was doing a lot of guesswork and did not have a core CRM system for finding accurate insights.

Elements created data alignment across the board from tellers to executives.

Historically at Elements, analytics required a lot of data crunching on the back end, limited to a select group of employees. When Elements decided to undergo a digital transformation, it was decided that data needed to be accessible to all areas of the business.

Elements is part of the shared branch network, a cooperative of more than 5,000 credit union branch locations nationwide. Financial Wellness Specialists, similar to tellers, now have unprecedented access to member and branch data.

By embedding Tableau CRM on the Salesforce homepage, tellers have immediate access to real-time data and can dig deep into specific areas such as deposits, loans, and other products or services an individual has.

In addition, these member-facing employees have insights into a performance overview page. This includes what the individual goals are, how those goals are tracking, and how many members have been helped.

Management teams better understand high value members and cash flow.

In addition to frontline employees benefiting from real-time data, management and executives also have increased exposure.

For the management team, it was difficult to identify who the high-value members were and the account trends. With Tableau CRM, management in different parts of the business can easily identify its most loyal and active members and how money is moving in and out of the credit union.

“It is key to understand where money may be moving and at what frequency. From here, our team can adjust their strategy to make sure we are best serving our members,” said Brad Kelley, Assistant VP, Solutions Development.

The executive team is also benefiting from real-time analytics while on the go and can get a quick overview of how the business is doing by day, week, month, and year.

“Our work with Salesforce has allowed our credit union to build a data culture where stronger and more accurate knowledge leads to serving our membership with customization. We are proud of the high-tech, high-touch level of service that makes Elements unique and leads to lifelong relationships with members,” said Lisa Schlehuber, CEO.

Connecting various data sources allows fundraisers to better understand their market.

Fundraisers and business leaders excel when they can do what they do best — build relationships, discover passions, and align individuals with the appropriate philanthropic opportunities. ASU Enterprise Partners wanted to provide its teams with relevant data that is actionable to increase revenue-generating productivity.

Before Einstein Discovery, Enterprise Partners was having a difficult time combining various datasets. The majority of its data lives in Salesforce; however, there are still external data sources, including consumer, financial, ticketing, social, and behavioral and survey data.

Connecting all of this data to identify key patterns is a significant undertaking. Enterprise Partners had the capability to build out models on all of the company's datasets. However, there were limitations around providing recommendations.

Because the datasets were so large, much of the data was unactionable for individuals without a data science background.

Embedded analytics helps employees provide the best member experience.

With Tableau CRM, Elements has been able to easily present and understand vast amounts of data. The IT team started with no consistent analytics solution and was able to implement a complete analytics solution within three months.

By embedding Tableau CRM on the Salesforce homepage, adoption has increased across the board for both management and frontline employees.

“More and more leaders in the company are seeing the value of having accessible data, and they are in full support of expanding our views for various parts of the business,” said Kelley.

Pursuing predictive and prescriptive capabilities to proactively serve member needs.

Elements has just begun to scratch the surface when it comes to analytical insights. Employees have access to real-time data across the board from tellers to executives. The next step is to continue to roll out more dashboards.

“A key benefit of Einstein Analytics* is the ability to quickly iterate. This is key for our rapidly growing business where our member needs are constantly evolving,” said Kelley.

Now that descriptive analytics has become a huge part of Elements’ business, the next step is to explore more capabilities around predictive and prescriptive analytics to continue to make employees smarter, ultimately providing members with the most personalized experience.


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