Retail banking Salesforce CRM, design for adoption
Banco Pichincha, one of the largest banks in Ecuador, faces the challenge of modernizing its sales employee experience to ensure seamless adoption of the newly implemented Salesforce tools. The goal is to streamline workflows, enhance usability, and empower employees to maximize the tools’ potential, driving efficiency and improving customer interactions.
Task
Design a complete Employee Sales Experience and to adopt Salesforce CRM into their journey.
With over 150 tools currently in use, Banco Pichincha is tasked with redesigning and streamlining its entire sales workflow. This involves adopting Salesforce Retail CRM to unify operations and optimizing processes for the bank’s diverse range of products. The initiative aims to enhance efficiency, maintain consistency, and deliver a better experience for both employees and customers.
Gaining a deeper understanding of employee pain points, gains, behaviors, and motivations to resist change was critical to the success of this project. Over two years, I conducted more than 600 interviews to uncover these insights. Additionally, I coached a team of sales staff within the organization to establish a robust change management program, providing ongoing support, answering questions, and training employees during new releases. The business strategically focused on the 1,200 agency employees working daily on the frontlines, ensuring their needs were addressed to drive effective adoption and lasting impact.
The business strategy aimed to establish a single source of truth for data and sales performance, addressing the need for accurate and actionable insights. To support this, we collaborated with the organization to design two types of dashboards: one tailored for executives to monitor overall business progress and another for salespeople, providing real-time data from physical channels to inform and improve their daily operations. These dashboards ensured transparency, alignment, and a focused approach to achieving business goals.
I’m multidisciplinary designer, scientist and technologist who are excited about unique ideas and help companies to create amazing solutions by crafting business, service and product design.