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Salesforce Einstein CRM arrives at Ulster Bank, as AI keeps transforming financial services

Maria Nikolova

Salesforce Einstein, a comprehensive CRM Artificial Intelligence platform, is set to help the bank respond in a swifter and more effective manner to the needs of the customers.

Artificial intelligence (AI) continues to advance in the financial services sector, with Atos – an expert in big data Data, cybersecurity, high performance computing and digital workplace, announcing on Thursday the full-scale Salesforce Einstein CRM implementation in the financial services industry.

Salesforce Einstein, a comprehensive CRM Artificial Intelligence platform, arrives at Ulster Bank, a subsidiary of NatWest and part of RBS Group.

The contract covered a renovation of the existing Salesforce CRM platform (incorporating Einstein and migrating to Salesforce Lightning), a data quality cleanse of the platform and the build of a new Single Customer View (SCV). The platform also includes a next-best product recommendation engine that aims optimize managers’ time to respond to the needs of its customers. The new platform will support Ulster Bank to enhance customer relationships, deliver greater business efficiency and increase sales revenue.

The new platform offers comprehensive insight into customer and consumer data generated, through services from Atos Codex, Atos’ offering for advanced business-driven analytics, IoT and cognitive solutions, which can be used to influence product development and management

more effectively respond to customers’ specific needs, preferences and expectations. For instance, the platform offers enhanced optimal product recommendation prediction and targeting and that helps to minimize human effort, maximize sales and improve customer experience.

AI solutions continue to advance in the financial services sector and to take over back-office roles from human staff. Early this year, Japan’s Fukoku Mutual Life Insurance made the headlines by announcing it would make 34 staff members redundant over the deployment of IBM’s Watson AI solution. Another Japanese financial services major – Mitsubishi UFJ Financial Group Inc (TYO:8306), has recently joined ranks of the companies that decisively transform their workforce in line with the latest technology achievements. MUFG’s President Nobuyuki Hirano said 9,500 jobs will be automated in Japan. These jobs account for about 30% of the overall headcount nationwide at MUFG’s main subsidiary, Bank of Tokyo-Mitsubishi UFJ.

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