Transforming Client Care and Operations at a Leading Retail Investment Platform with Salesforce

The Challenge: Navigating Consumer Duty and Operational Pressures

For a leading retail investment platform, great service means more than just meeting expectations. It means truly putting clients first. Every interaction is shaped by a focus on fairness, empathy and making sure that people feel supported from start to finish. This commitment became even more important with the introduction of the FCA’s Consumer Duty regulations. One thing quickly became clear: spotting and supporting vulnerable clients during Helpdesk chats needed to be a top priority.

Internal reviews revealed a big gap: almost 72% of vulnerability-related calls were going undetected. Agents were doing their best, but the current process just wasn’t picking up those critical moments when extra support was needed. With manual steps and limited tools getting in the way, it was clear the approach wasn’t working. From both a regulatory and ethical standpoint, things had to change.

At the same time, the Helpdesk team was dealing with some bigger operational challenges. Agents struggled with disconnected systems and lengthy call handling times. Past solutions had seen low adoption, and Salesforce was not fully integrated. Helpdesk staff needed a better way to manage calls, client data and knowledge in one place, without the extra admin.

The Solution: Real-Time Intelligence and Seamless Integration

We worked closely with them to tackle these challenges with a connected, end-to-end approach. Together, we implemented Salesforce-based solutions that introduced real-time intelligence and created a unified platform for client support.

To improve how vulnerability was detected, we brought in Salesforce Service Cloud Voice paired with Einstein Next Best Action. Together, these tools delivered three key capabilities:

• Automatic call transcription in real time, enabling instant visibility and eliminating the need for manual note-taking
• Keyword detection and analysis, which surfaced phrases that could indicate vulnerability
• Real-time prompts guided agents to log signs of vulnerability while still on the call

This made vulnerability detection proactive and natural, fitting seamlessly into the rhythm of client conversations.

Helpdesk operations were also reimagined. We implemented a tailored solution, configuring Service Cloud Voice with Amazon Connect as the telephony provider. This meant agents could handle incoming calls right from a softphone built into Salesforce. With features like AI-powered call transcription and Einstein Call Summarise, much of the manual note-taking was drastically reduced.

The Outcome: Faster, More Empathetic Support

The impact has been transformative across the board. When it comes to spotting vulnerable clients, the platform expects a 40% increase in vulnerable client identification. That means more support for those who need it most, and stronger alignment with FCA compliance at the same time.

Over 180,000 calls have been handled using the new platform, and wrap time has been reduced by 30%. More than 400 users have embraced the fully integrated solution, embedding Salesforce into their daily workflows. Agents now work more efficiently and with greater confidence, focusing on clients rather than systems.

Looking Ahead: Putting People First

These initiatives show that technology alone is not the answer. By combining smart tools with thoughtful design and a focus on agent experience, the platform has created a service model that delivers both operational excellence and compassionate client care.

For other organisations navigating Consumer Duty or operational transformation, this story highlights what is possible when you prioritise people and process alongside powerful platforms like Salesforce.