Rohit Mahna, SVP, Financial Services,  Salesforce

San-Francisco-based Customer Relationship Management (CRM) solutions provider, Salesforce has announced that it will be partnering with Pacific Life, an insurance and retirement solutions company in the United States. The collaboration will see Salesforce being employed as a strategic technology partner for a 360-degree customer view and to deliver seamless and integrated experiences across Pacific Life’s entire U.S. retail businesses.

Founded in 1868 in California, Pacific Life manages assets of over $158 billion and provides services such as life insurance, annuities and mutual funds through independent financial professionals, who then sell these services directly to consumers. The company has decided to transition from their previous model to address the issue that its employees across regions and departments did not have a single platform to view and manage their customer relationships and interactions by making use Salesforce on a new initiative it calls the NextGen CRM Program, designed to bridge the gap between Pacific Life’s sales, service and marketing teams and reimagine how they engage with financial professionals.

The service will allow Pacific Life to connect with customers on their preferred channels, including traditional call centres and digital channels such as email, social chat and text. As a result, each interaction will be smarter and more personalised. The company will also have an APIs based approach for dealing with newer digitally minded clientele.

“Financial professionals expect the same personalized touchpoints and convenience when working with institutions as they get from their favourite consumer app experiences,” said Rohit Mahna, SVP of Financial Services at Salesforce. “For companies like Pacific Life, that means offering a seamless, convenient experience across the entire organization. Pacific Life is well on its way to becoming an even more engaging and personalized organization, and we are excited to help enable this shift.”

Pacific Life’s digital transformation with Salesforce includes Financial Services Cloud, Einstein Analytics, Einstein Data Discovery, Marketing Cloud, MuleSoft, Quip, the Salesforce Lightning Platform and Success Cloud advisory services.

Recently, Salesforce launched Salesforce Blockchain, a low-code platform designed to share verified and distributed data sets across a trusted network of partners and third parties.

by Megha Bhattacharya
Market Analyst at IBS Intelligence
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