HDFC simplifies its customer lending with Salesforce

Housing Development Financial Corporation (HDFC) will leverage US-based customer relationship management (CRM) firm Salesforce to simplify and automate its customer lending process and support the company’s growth priorities.  

Salesforce in a statement has said that as part of its digitisation journey, HDFC recognises that one size doesn’t fit all and the role of artificial intelligence (AI) is imperative. The financial services company wanted to build the next generation of integration backbone, to easily connect backend and frontend systems including Salesforce.  

Salesforce’s Mulesoft that creates APIs to connect different systems together, will help HDFC innovate quickly around connecting systems and help create new experiences, according to the statement.

Its automated platform, Customer Connect 2.0, provides complete visibility into customer interactions across channels; it enables teams to respond to customers effectively, increasing cases resolved since implementation, Salesforce said in the statement.  

Further, an omni-channel platform will power all self-servicing customer touch point systems such as web-based customer portal, mobile app, live chat, email and call centre support, it added.  

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“Customers today are looking for instant response and we need to realise that there is no one size fits all. As an organisation we are keen on building solutions to suit the diverse requirements of our customers across segments,” said Renu Sud Karnad, Managing Director, HDFC Ltd.  

She said that cloud-based solutions are central to powering exceptional experiences that are intuitive and customised and Salesforce has been a crucial partner in our journey of reimagining the customer lifecycle. “Today 91% of our home loan customers are on-boarded digitally up from around just 20% pre-Covid,” said Karnad.  

Salesforce Sales Cloud has simplified the sales processes and helps employees operate efficiently at scale. Customer 360 & Loan 360 offer executive teams an overview into the customer lending lifecycle; enabling increased engagement and personalised services. The dashboards allow branch managers to make effective decisions.

“The digital-first world presents an opportunity for organisations to transform their customer experiences, find and use insights from their data, and give employees the tools and training they need to build incredible careers,” said Arundhati Bhattacharya, CEO & Chairperson, Salesforce India, commenting on the partnership.