When Emma found her ideal home in Spain, she turned to Currencies Direct to get her deposit converted into euros. Emma is one of thousands of new customers that the foreign exchange firm has landed since deploying Salesforce.
Mélina Moussali, Global Head of Dealing at Currencies Direct, explains: “Over the last couple of years, we have doubled our customer base – without doubling our workforce. Salesforce helps us deliver a better quality of service and a better customer experience.”
In an increasingly saturated foreign exchange market, making trading as easy as possible for customers is a key differentiator. “It used to take hours, sometimes days, to onboard a new customer,” reveals Head of Marketing Gary Pitt. “Now they can register and trade online within five minutes.”
By enabling customers to engage more easily and across multiple channels, Currencies Direct increased its sales conversion rate by 28 percent over the last two years.
Trading up for the future
Founded in 1996 as one of the first non-bank foreign exchange payment specialists in the UK, Currencies Direct has a strong pedigree. “Our mission is to provide a simple, friendly and cost-effective alternative to banks,” says Moussali.
In 2013, the company set ambitious new growth goals. “To achieve our targets, we needed to transform our approach to capturing and sharing customer intelligence, however, we had limited visibility of what business we were actually doing,” explains Moussali.
When Currencies Direct deployed Service Cloud, it opened up a new window into its business and a new way of doing business. “The traders live in Service Cloud. They come in, they log in. They can’t do anything without it,” says Moussali.
Around 85 percent of the company, including 200 employees across sales, marketing, compliance, customer service and trading, use Salesforce on a daily basis.
With Service Cloud, traders can see new customers that have registered online overnight.
“Now when a customer completes a lead capture form on our website, it feeds back into Service Cloud. The teams can see everything they need via a single screen.”
Service Cloud is also integrated with Currencies Direct’s trading system, pricing engine and online trading platform to ensure a seamless experience. “We’ve minimised the number of clicks our staff has to make when helping a customer. This makes both our people and our processes more efficient, which ultimately leads to more satisfied customers,” explains Moussali.
With information now captured centrally, both individual employees and Currencies Direct’s management team can track customer service levels.
“Service Cloud helps traders monitor activity levels.” says Moussali. “I can look at my dashboard at the end of the day and check the level of activity per team and individual. This insight helps identify if additional resources are needed to cope with demand.”
Thanks to the Salesforce Mobile App, all this performance data can be viewed while on the move, which means Moussali and her colleagues always have their fingers on the pulse of the business.