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Simpler, clearer, and more efficient: The LLB's new CRM system is impressive.
As part of LLB's digital transformation, Salesforce was introduced as the central CRM system within the LLB.ONE value stream. In a first step, Salesforce was successfully rolled out in the Direct Client division in June of this year. As a minimum viable product (MVP), it allows a real-time connection to Avaloq. A key advantage of the MVP is the introduction of Customer 360, which provides a comprehensive overview of clients, along with improved case management where Avaloq's issue management has been seamlessly integrated into Salesforce. These innovations help process client enquiries more efficiently and noticeably enhance the client experience. Additionally, releasing the MVP ensures that users can start working with Salesforce as early as possible, allowing them to gain experience with the new system.
Positive feedback
Even though the system is not yet in its final version, user feedback is invaluable for further development. Salesforce has received a positive response, though there are still requests for additional functions. Colleagues report that it is easy to use and has a clear layout, making everyday work simpler. “It's easier to use than we thought," summarised one employee. What is particularly appreciated is that all important information, such as signatures, can be found on a single page, providing a complete overview of a client.
Another highlight is the search function for client names, which impresses with its versatility. Phonetic search, similar to Google, allows for the searching of misspellings as well as almost all of the client's data. “The 360-degree view of the client is helpful in advising the client more efficiently," another colleague says in praise of the new system. The intuitive and self-explanatory presentation of client information facilitates the execution of orders and increases efficiency in the work process. Of course, there are also hopes and wishes for the future, such as the integration of artificial intelligence (AI) and the connection to other systems like MLDS and FileNet. The expansion of functionalities within Salesforce is also on the wish list to minimise the need to switch between different systems.
Full release at the end of the year
The full release of Salesforce is planned for the end of 2024, which promises further system connections and additional efficiency gains in task processing. Building on this solid foundation, the system will gradually be expanded to other areas of the bank. From 2025, the focus will shift to implementing Salesforce in the Private Banking division. In the long term, the CRM system is intended to encompass all of LLB's sales units, not only to increase efficiency but also to sustainably optimise the client experience and associated sales opportunities.
And this is what our employees say
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Pema Khangsar - Advisor direct service clients LLB Schweiz
“Salesforce allows us to view all client data at a glance, significantly increasing our day-to-day efficiency."
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Jörg Rüegg - Deputy Head of direct service team LLB Schweiz
“What I particularly like about Salesforce is that the 360-degree structure allows client information to be accessed much more quickly than in Avaloq, where it had to be searched for through various submenus and multiple clicks. I also really appreciate the presentation and structure of client interactions, such as V2 and calls."
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Fabienne Frick - Head of direct service team
“It was exciting to see the end result, especially after discussing CRM and Salesforce for more than a year. In my opinion, the user interface is clear, and the transitions to Avaloq work very well. We are continuously providing feedback on further development to ensure the final product adds value for all of us. Every single employee needs to actively work with Salesforce to develop a routine."