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Customer Guide for Retail
Banking
Salesforce Spring
salesforcedocs
Last updated November
Copyright Salesforce Inc All rights reserved Salesforce is a registered trademark of Salesforce Inc as are other
names and marks Other marks appearing herein may be trademarks of their respective owners
CONTENTS
Customer Guide for Retail Banking
Industry Blueprint for Retail Banking
Reference Architecture for Retail Banking
Solution Architecture for Retail Banking
Business Scenarios for Retail Banking
Explore Solution Kits for Retail Banking
CUSTOMER GUIDE FOR RETAIL BANKING
Optimize your onboarding and service processes to become the bank your customers love
The assets in this Customer Guide help you build a vision and make a plan for digital transformation in the retail banking industry
Learn with Trailhead
Architectural diagrams and business scenarios show you how Salesforce products combine with industry best practices to expand your
business capabilities Solution Kits show you how to implement Salesforcerecommended crosscloud solutions to common retail use
cases
Industry Blueprint for Retail Banking
Examine the Salesforce view of strategy product innovation and partner relationships to enable frontend and backend business
processes in retail banking
Reference Architecture for Retail Banking
Map specific Salesforce products to the functional capabilities and operational activities of the retail banking industry
Solution Architecture for Retail Banking
Identify the specific tools and resources that can help you deliver comprehensive automation solutions for your retail banking
business
Business Scenarios for Retail Banking
Business scenarios help you bridge the gap between your organizations business capabilities and the solutions needed to achieve
your goals For each scenario discover a variety of Salesforce solutions that reduce your time to value and allow you to define a
roadmap to build out your organizations functionality
Explore Solution Kits for Retail Banking
Enhance your crosscloud business by implementing one or more solution kits Get product recommendations workflow details
and instructions to help you implement the solution from start to finish
SEE ALSO
Customer Guide for Discrete Manufacturing Learning Map
Customer Guide for Retail Learning Map
Customer Guides Quick Look
Industry Blueprint for Retail Banking
Examine the Salesforce view of strategy product innovation and partner relationships to enable frontend and backend business
processes in retail banking
The retail banking blueprint is a type of reference architecture that describes the endtoend customer lifecycle Use the industry blueprint
to understand how Salesforce Customer platform capabilities help structure organize and support digital transformation
Map customerfacing business capabilities that are common to retail banking to the stages of the customer lifecycle across marketing
sales customer onboarding origination and fulfillment through to servicing and the postsales experience
Determine which capabilities are most important to your organization and prioritize implementation accordingly
Organize projects that deliver business value with maximum benefit
Customer Guide for Retail Banking
Industry Blueprint for Retail Banking
Gain alignment among key business process stakeholders
Understand the highlevel platform capabilities and the Salesforce partners needed to power your organizations business needs
Contact your Salesforce account team or a Salesforce partner for help with assessing the business and platform capabilities most suited
for your organization
The typical lifecycle of a retail banking customer relationship has eight phases from presales marketing to relationship renewal
Marketing and sales process management capabilities help retail banks acquire new relationships and deepen existing ones
Market Retail banks require marketing capabilities to drive acquisition customer support and marketing operations strategies
Lead Banks identify segment and nurture leads
Prospect After a lead shows interest or a referral agrees to be contacted sales activities focus on understanding the customers
needs and identifying products and services to recommend
Onboarding origination and fulfillment capabilities include traditional compliance capabilities building an understanding of the
customer and connecting customers with products and services
Customer Banks develop a deeper understanding of customer preferences Compliance checks performed at this time are critical
Deposits and Lending Origination underwriting documentation and booking and funding processes are completed
Services Banks set up services associated with a newly booked account enable customers for those services and execute documents
Customer support plus renew and grow capabilities address customer needs as they evolve
Customer Support Service levels vary depending on customer needs Support includes basic transaction inquiries to researching
more complex service needs which can include complaint resolution
Customer Guide for Retail Banking
Reference Architecture for Retail Banking
Renew and Grow Banks deepen connections with customers and grow relationships by advising on changing service needs
Salesforce partners with independent software vendors ISVs and consultants to extend platform capabilities to suit business processes
Industryspecific integrations and complete solutions are also available from retail banking fintechs To learn more about readytoinstall
applications solutions or consultants check out AppExchange
Note To understand how industry and business requirements link to the technologies that support them review the Retail
Banking Reference Architecture Use the industry blueprint as a framework to create a reference architecture for planning customer
experience enhancements
Standard Salesforce platform capabilities include platform enablers and API and data sources for all stages of the retail banking customer
lifecycle These foundation capabilities support custombuilt solutions
Note To understand which business capabilities solutions and Salesforce products can help your organization achieve the
business needs identified on the blueprint review retail banking business scenarios
SEE ALSO
Industry Blueprints for Partners
Reference Architecture for Retail Banking
Solution Architecture for Retail Banking
Salesforce Architectural Diagrams Quick Look
Reference Architecture for Retail Banking
Map specific Salesforce products to the functional capabilities and operational activities of the retail banking industry
Salesforce provides configurable product solutions that support a banking institutions ability to engage their customers effectively The
reference architecture helps communicate the vision and strategy of a solution to business executives and stakeholders Learn with
Trailhead
Customer Guide for Retail Banking
Reference Architecture for Retail Banking
Conceptualize business success in each of three categories of capabilities Foundational Platform and Functional
Our reference architecture presents Platform and Functional capabilities Each layer contains a representative subset of systems or
capabilities that are most relevant for Retail Banking industry It doesnt list all possible systems or capabilities
Platform Capabilities
These components form the underlying technology base for achieving your goals Each layer in the platform builds on top of the next
BB and BC systems typically rely on these elements
Data Sources
Data sources are systems that create collect and manage various types of data These systems can act as systems of record Theyre
often purposebuilt to handle particular functionality and data requirements Some address general system needs
Integrations
Integrations include tools and routes that connect systems of record with each other or with higherlevel experiences Integrations
are varied tools such as APIs that connect separate systems single signon services to manage customer identity across different
systems and customer data platforms to segment customers
Analytics and Intelligence
Analytics helps you better understand your data and make smart business decisions Smart automation like machine learning and
AI helps you optimize your use of customer data The intelligence layer serves functions like delivering actionable customer insights
personalized product recommendations and improving realtime customer interactions to enhance your customer relationships
and drive sales
Platform Enablers
Platform Enablers are a set of capabilities that enable your business to track customers as they interact with your bank based on their
point in the customer journey The capabilities represent the day zero to lifetime engagement with a customer and support internal
employees as they onboard these customers
Customer Guide for Retail Banking
Reference Architecture for Retail Banking
Functional Capabilities
Businessspecific elements at the functional capabilities level are connected more directly to the customers experience and measured
in terms of maturity Successful implementation of functional capabilities depends heavily on implementation of the platform capabilities
The retail banks lifecycle typically crosses multiple engagement channels in the areas of Marketing Sales Onboarding Servicing and
Growing Digital engagements and selfserve channels are necessary for the companies to address new business needs related to the
Covid pandemic
To identify strategic goals around which to focus your implementation review these frequently required functional capabilities
A Business Capability Maturity Assessment arranged by your Success Manager or Account Executive can help you determine which areas
of your business can benefit from more focus
Mapping Platform Capabilities to Salesforce
Specific Salesforce products handle each of the needs identified at the platform capability level
Identify gaps in your underlying capabilities by customizing this model to include other Salesforce products or thirdparty systems in
your current technology stack To explore the reference architecture specific to your business contact your success manager or account
team
Tip Business Scenarios on page help you better understand your business capabilities and find solutions that support your
business goals
Learn more about Salesforce products
Financial Services Cloud
CPQ
Mulesoft
Customer Guide for Retail Banking
Solution Architecture for Retail Banking
Commerce
Experience Cloud
Service
Sales
Analytics
Workcom
Marketing
SEE ALSO
Salesforce Architectural Diagrams Quick Look
Industry Blueprint for Retail Banking
Solution Architecture for Retail Banking
Business Scenarios for Retail Banking
Solution Architecture for Retail Banking
Identify the specific tools and resources that can help you deliver comprehensive automation solutions for your retail banking business
Solution architecture diagrams show you how recommended products interoperate with backend systems and how data is passed
between them Learn with Trailhead
Retail Banking Solution Architecture with Key Clouds
Customer Guide for Retail Banking
Solution Architecture for Retail Banking
The Salesforce Retail Banking architecture runs on two highly scalable and interoperable platforms the core Salesforce Platform and
Salesforce Marketing Cloud
Products built on the Salesforce Platform include Financial Service Cloud Vlocity CRM Analytics and Experience Cloud These products
all operate on the same logical platform and share a flexible common and interoperable financial service data model
Financial Service Cloud is a superset of Sales Cloud and Service Cloud features customized for financial service firms Financial Service
Cloud integrates sales service and marketing capabilities to provide a consistent experience across financial services departments
and channels
The Lightning Platform provides an open set of APIs to enable integration with other Salesforce and nonSalesforce systems Prebuilt
connectors such as Heroku go even further to enable other expedited integration options
The Salesforce Platform can be used in several ways
As a customer master
As an editable or noneditable certified copy of customer master data
To integrate with a third Master Data Management system
The Salesforce Marketing Cloud is a powerful suite of communication and marketing automation tools designed for interoperability
Datorama offers deep marketing analytics
Interaction Studio provides realtime interaction management personalization and AIdrive recommendations
Social Studio enables social monitoring and social media interaction management
Marketing Cloud Account Engagement Pardot provides powerful email automation to help marketing and sales teams find and
nurture the best leads close more deals and maximize ROI
Advertising Studio uses firstparty data to shape and guide advertising
Audience Studio helps companies offer their customers a personalized advertising and media experience based on segmentation
and audience Insights
Journey Builder stitches these tools together It provides campaign management and delivers crosschannel personalized experiences
at every step of the customer lifecycle
Tableau is a business intelligence platform and has direct connections to the rest of the Salesforce ecosystem Tableau provides
analytics independent of data sources
Mulesoft Anypoint Platform is an integration platform designed for serviceoriented architecture SOA Software as a Service SaaS
and APIs Mule ESB CloudHub iPaaS API Manager and hundreds of SaaS and onpremises connectors and templates are the building
blocks of this unique connectivity platform for integration
Use APIs to connect applications data and devices both onpremises and in the cloud
Rearchitect a serviceoriented architecture from legacy systems proprietary platforms and customer integration code
Migrate technology infrastructure to the public or private cloud and prioritize adoption of SaaS applications and other cloud
technologies
Deploy integrations in a hybrid environment connecting to SaaS applications and onpremises systems
Customer Guide for Retail Banking
Solution Architecture for Retail Banking
Retail Banking Solution Architecture with Connectors
Prebuilt Salesforce connectors enable the connectivity that allows the crosscloud actions required to support sophisticated use cases
These types of use cases include delivering a followup email based on customer inquiry about their financial goals
Marketing Cloud Connect connects Marketing platform products with Sales and Service Cloud products The connector quickly and
easily allows data to sync between these two clouds It also allows Marketing Cloud products to trigger events such as emails and journeys
based on Financial Services Cloud data
Automatically sync data from Financial Services Cloud to Marketing Cloud
Connect Journey Builder to other clouds
Use Financial Services Cloud data to construct highly personalized emails
Provide Marketing Cloud email tracking data to Financial Services Cloud
Distributed Marketing allows individual Financial Services Cloud users such as financial service representatives brokers advisors or
loan officers to view personalize and send onbrand best practices content through Marketing Cloud
Use data stored in contact lead or person account records to address emails
Craft email to a segment of customers based on a specific filtered list
Send email about a campaign to a group of customers based on a touchpoint cadence managed by Marketing Cloud
Heroku Connect syncs data between the Heroku app platform and the core Salesforce Platform
Create a data lake
Build deploy and run apps inside smart containers within a fully managed runtime environment Heroku handles critical production
elements including configuration orchestration loan balancing failovers logging and security
Create highly scalable customer facing mobile and web applications that sync usage and relevant data with Financial Services Cloud
Build datadriven apps with fully managed data services
Customer Guide for Retail Banking
Solution Architecture for Retail Banking Customer Onboarding
Retail Banking Business Scenario Solution Architectures
These solution architectures support and expand on the retail banking business scenarios included in this Customer Guide
Solution Architecture for Retail Banking Customer Onboarding
Understand key Salesforce architecture for building a customer profile and engaging AI to support customer acquisition
Banking Solution Architecture for Compliance Scenario
Understand key Salesforce architecture that helps retail banks improve their compliance and audit posture
Banking Solution Architecture for Digital Experiences Scenario
Understand key Salesforce architecture for supporting digital transformation in the retail banking industry
Banking Solution Architecture for Service Engagements Scenario
Understand key Salesforce architecture used to manage and close cases engage customers with timely communications and make
secure connections with remote systems
SEE ALSO
Salesforce Architectural Diagrams Quick Look
Solution Architecture for Retail Banking Customer Onboarding
Understand key Salesforce architecture for building a customer profile and engaging AI to support customer acquisition
The process of seeding and growing a customers profile flows through four stages as the customers connection to the bank expands
An anonymous unknown prospect identified as a single web browser
A unique prospect identified by a cookie
Customer Guide for Retail Banking
Banking Solution Architecture for Compliance Scenario
A known named lead
Fully connected customer with a comprehensively populated customer record
In the initial phase of the customers onboarding journey Marketing Cloud gathers information about the prospects expressed
interests based on their digital interactions and areas they visit At this point the customer can be a known individual or an anonymous
browsing prospect
Financial Services Cloud incrementally captures more information about the prospects needs interests and product choices based
on their continued interactions Financial Services Cloud and Marketing Cloud begin building a customer profile based on interaction
data without directly asking the customer for any data
At the qualified lead stage Einstein Intelligence continually reviews the customers inferred or declared product interests and optimizes
the customers experience in real time AI helps in making appropriate suggestions at the right time to move the customer along their
purchasing journey
Banking Solution Architecture for Compliance Scenario
Understand key Salesforce architecture that helps retail banks improve their compliance and audit posture
Harness the builtin compliance framework within Financial Services Cloud to capture track report and manage compliance activities
Shield provides enhanced audit trails for sensitive data more logging and monitoring features with longer retention periods and
bringyourownkey encryption for data at rest
Mulesoft integrates with and respects the extra controls that Shield and Salesforce Identity provide to further protect the customer
and their data
Experience Cloud connects your digital experiences with your customer data Integrate data from any source by pulling in data from
Salesforce thirdparty products or legacy sources and linking it to Experience Cloud objects Create tailored experiences by using
integrated data to define audiences and target users with personalized content Keep compliance on track by measuring analyzing and
optimizing digital experiences with customizable Lightning Experience dashboards in the Experience Workspaces
Customer Guide for Retail Banking
Banking Solution Architecture for Digital Experiences Scenario
Identity provides identity and access management IAM services Create cloudbased user directories so user accounts and information
are stored and maintained in one place while making it available to other services or apps Identify handles authentication services
including multifactor authentication access management and authorization for thirdparty app app user provisioning and event
logging Build customizations using API Identity Connect integrates Microsoft Active Directory AD to allow users to access Salesforce
without logging in again
Salesforce Marketing Cloud and Experience Cloud provide the ability to monitor crosschannel touchpoints and capture customer
partner and employee interactions Marketing Cloud also provides deeper experience analysis by reporting on a customers view and
click behavior
CRM Analytics and Tableau integrate with compliancerelated records to assemble present and report on required activities
A wide variety of other partner solutions are available on AppExchange to reduce the amount of internal effort and time required to
enhance the level of compliance
Banking Solution Architecture for Digital Experiences Scenario
Understand key Salesforce architecture for supporting digital transformation in the retail banking industry
Financial Service Cloud provides the foundational platform for digital transformation across the entire customer lifecycle Data models
within Financial Service Cloud enable rapid transformation from traditional to digital channels Harness and ingest data from any existing
digital channel including web mobile social app text and chat channels to reach customers where they are
Salesforce Knowledge and Experience Cloud enable selfservice across various topics so that customers can resolve issues without
contacting the bank
Mulesoft Anypoint Platform allows integrations that optimize the customers and the bankers time by creating reusable automated
flows that seamlessly complete transactions and communicate in real time
Configure Lightning Platform to send proactive notifications for selfdefined or bankdefined events saving customers time and
money
