Story
Salesforce
Citizens FinancialSalesforce Supports Customer Data Work at Citizens Financial
Citizens Financial, a financials organization in the United States, uses Sales Cloud from Salesforce to support customer data operations for data and experience teams.
Value results
| Category | Value result |
|---|---|
| Capability | Customer data operations stays visible to adjacent teams through Sales Cloud |
| Capability | Data and experience teams work from the same Sales Cloud record for customer profiles |
| Capability | Customer profiles can be reviewed without waiting on a personal export |
Story
Citizens Financial grew customer profiles faster than the local tools around it. From the United States, financials teams still had to serve customers and internal partners who expected a straight answer. Data and experience teams were the ones stitching the picture together by hand.
Rolling out Sales Cloud put customer data operations on Salesforce. Salesforce is the enterprise customer relationship platform for sales, service, marketing, and customer data, with Slack as the collaboration layer. Citizens Financial keeps the product in the path where work already happens, so data and experience teams do not context-switch into a graveyard system used only for audits.
The visible result is steadier customer data operations. Customer profiles is easier to inspect, and adjacent groups can join data and experience teams without a guided tour of someone's desktop.
