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Atos delivers world-first Salesforce Einstein CRM in Financial Services to Ulster Bank

Atos announces the world’s first full-scale Salesforce Einstein CRM implementation in the financial services industry, with Ulster Bank, a subsidiary of NatWest and part of RBS Group with 1.9 million customers across the Republic of Ireland and Northern Ireland. This is the first full-scale implementation of Salesforce Einstein in that it incorporates both internal CRM data and additional external customer data in one platform. Salesforce Einstein is the first-ever comprehensive CRM Artificial Intelligence (AI) Platform.

This ambitious contract comprised of a full renovation of the existing Salesforce CRM platform (incorporating Einstein and migrating to Salesforce Lightning), a data quality cleanse of the platform and the build of a new Single Customer View (SCV). Atos designed and implemented the platform to also include a next-best product recommendation engine in order to optimize managers’ time to respond to the needs of its customers. The new platform will support Ulster Bank to enhance customer relationships, deliver greater business efficiency and increase sales revenue.

Agile delivery at speed

This challenging project was achieved in record time. Atos drew expertise from a global development team based across five time zones, which it managed to accelerate delivery from what would traditionally have been years to just six months, working closely to agile software development methods. The combination of Ulster Bank and Atos specialists, working closely with the Salesforce team, together with essential input from the Bank’s customer relationship, product, process and customer experience teams delivered the necessary level of expertise and commitment to successfully complete the project in such a short timescale.

Smarter selling, transformed customer experiences

Features and benefits of the new platform include:

  • Significant insight into customer and consumer data generated, through services from Atos Codex, Atos’ offering for advanced business-driven analytics, IoT and cognitive solutions, which can be used to:
    1) influence product development and management
    2)more effectively respond to customers’ specific needs, preferences and expectations
  • Single customer view (SCV) in order to better target and personalize future customer interactions
  • Enhanced optimal product recommendation prediction and targeting – to minimize human effort, maximize sales and improve customer experience
  • More effective resource management releasing cost savings, efficiencies and synergies across the business
  • Predictions and alerts on customer opportunities, and syncing with other apps on multiple devices to support Relationship Managers whether in the office or remote

Damien Judge, Head of Business Commercial Excellence, Ulster Bank says “With the new platform, we have changed the system, the culture and the way our people interact with customers. The pace of change was phenomenal and now we have a CRM system with customer 360 degree view, generating insights to develop our business and moving us far ahead in the Irish banking market.”

Alan Grogan, Head of Data and Analytics, UK & Ireland at Atos says “This sophisticated technology platform means that Ulster Bank can now act in real-time to optimize its customer relationships, drive performance and gain a real competitive edge. The solution is ready to develop, learn and grow to give Ulster Bank a strategic and cost effective platform to meet and exceed future needs.”

Ulster Bank chose Atos’ unique proposition on the basis of the strength of the vision, the fully joined-up approach, the level of innovation and the end-to-end solution that brought AI into the heart of the Bank. Atos’ expertise in Business Analytics Services is recognized globally by analyst Gartner as it was positioned as a Visionary in its Magic Quadrant for Business Analytics Services Worldwide, 2017. Ulster Bank is now investigating other advances using the platform, including better customer journeys, customer communications and knowledge sharing, plus even closer integration of the platform with the Bank’s infrastructure and business.