Delivering exceptional service is a top priority for financial institutions, especially in a member-owned model. For one national provider supporting community banks and credit unions across the U.S., outdated support channels were making it difficult to respond quickly and consistently to service requests. Without real-time communication or automated routing, the client’s customer service team was burdened with manual processes that impacted both efficiency and satisfaction. To modernize their Experience Cloud site and streamline support operations, the organization partnered with Ascend Technologies to implement Salesforce Omni-Channel and Messaging for Web.
Challenges
Before this engagement, customer service was primarily handled through phone and email, with limited integration into Salesforce. The Experience Cloud Service Expert site lacked live chat functionality, creating communication delays and increasing the load on traditional channels. Support emails were logged manually, bypassing Salesforce’s native Email-to-Case functionality and limiting visibility into case status. This lack of system integration meant agents couldn’t access historical context during inquiries, which made resolution tracking and institutional reporting more difficult. Disconnected channels also prevented the team from getting a full picture of member interactions, resulting in a fragmented support experience.
Solution
To address these challenges, Ascend implemented a tailored Salesforce solution focused on increasing automation and enabling real-time support. Omni-Channel was introduced to ensure cases could be automatically routed to the right agent based on skillset and availability, with fallback queues in place to maintain speed and coverage. Messaging for Web was added to the Experience Cloud site, giving members the ability to initiate live chat directly. Chat availability was configured to align with agent presence, ensuring a responsive experience. The team also set up pre-chat forms to capture key information before routing, and messaging objects were updated to sync with case records, improving overall tracking and continuity.
Outcome
With the new functionality in place, the client now delivers a faster, more connected support experience across all channels. Real-time chat support has improved engagement and responsiveness, while automated routing has reduced case resolution times and eased the burden on support staff. By linking messages directly to Case records, the team gained better insight into historical inquiries, leading to improved reporting and more informed service. Most importantly, the integration of phone, email, and chat into a single view has empowered agents to work more efficiently and deliver a seamless experience to their members.
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This successful rollout positions the organization to continue scaling and enhancing its member support experience. With core channels now unified and real-time support in place, the client is equipped to meet evolving service expectations while maintaining the high-touch, community-driven approach their members value.
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