Brussels, October 11, 2022 - Banking and insurance group Argenta has integrated Salesforce to continue personalising its services even in a hybrid world. The technology should help Argenta staff to be even more proactive in responding to key moments in customers' lives with tailor-made advice. Argenta believes a modern CRM system for its branches is necessary to use customer data correctly, especially in a world where physical and digital services increasingly complement each other.

With 1.7 million customers, Argenta is the fifth largest bank in Belgium. The Group focuses mainly on families and is also active in the Netherlands and Luxembourg. Customers can turn to Argenta for savings and investment products, loans and insurance. Even in times of digitalisation, Argenta branches remain a familiar part of the street scene. The bank therefore focuses on a seamless mix of digital and physical services. To this end, Argenta relies on an extensive network of 409 branches.

A few years ago, the demand arose from these branches for an integrated CRM system to stimulate further growth. Agents and employees were closely involved in choosing a solution, with Salesforce being the final choice. Project implementation was co-managed by Salesforce implementation partner Deloitte.

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Responding to customer needs

Argenta has implemented Financial Service Cloud, a Salesforce technology developed with specific functionalities for bank and insurer profiles. Financial Service Cloud enables bank employees to follow up incoming leads more smoothly and provide better service, among other things. Branches can use the solution to manage contacts and get a 360° view of each customer. The latter is very important for Argenta, as the bank is actively committed to personalised service.

Using Salesforce, bank branches are better able to use data and get a broader commercial picture of each customer. This knowledge helps to extract more value from contact moments with customers and support them with relevant and personalised advice. Employees can also respond more proactively to important events in their customers' lives, such as a wedding or buying a house. In addition, Salesforce technology will streamline the interaction between Argenta's headquarters and offices by facilitating a smooth and constant exchange of insights and encouraging feedback.

"Salesforce is an important step for Argenta towards even more personal and better customer service in an increasingly digitalised world. It should allow our branches to respond to customer needs more effectively and respond proactively to key moments. The right advice at the right time, that's what it's all about for us," says Julie Hermans, Business Owner Branch Offices & Customer Service at Argenta.

"Argenta chose Deloitte as a partner for this CRM project because of our knowledge and transformation experience. For this transformation, we went through several domains together, including customer experience, business process, change process, data migration, architecture, technology implementation, go-live and post-launch support. We are confident that this project will provide Argenta's branches with the tools and processes needed to further enhance the overall customer experience while laying a solid foundation for the future. In the next step, we will monitor the adoption in the branches so that Argenta can take full advantage of the expected benefits," says Laurent Smekens, Director at Deloitte Digital. 

Change & Transformation management

In addition to the technology integration, the bank has also invested in an extensive change process. This is because the success of Salesforce depends entirely on the use of the platform. To this end, Argenta has developed an extensive training programme and will continue to provide strong support to the branches even after the go live.

"Argenta is a good example of a traditional bank that handles digital tools in an innovative way, but also manages to stick to its own values, including establishing strong and personal relationships with customers. It is nice to see how Salesforce's focus on the customer may translate into the importance Argenta attaches to its customers. Thanks to these points of contact and the bank's strong vision, we are proud to support Argenta in this exciting journey," says Fabrice Van Ex, Head of Financial Services at Salesforce BeLux.