Case Study: GE Capital shortens information-to-action cycles and boosts customer engagement with Salesforce Marketing Cloud

An innovator in financial services transforms into a leader in software technology

GE Capital, a century-old financial services leader serving over 300,000 mid-market customers, set out to modernize as customer expectations shifted toward real-time, personalized and social engagement. The company faced the challenge of turning large, disparate data sets and traditional, slow commercial-lending processes into fast, actionable insights to meet a more digitally savvy market.

By adopting Salesforce (Sales, Marketing Cloud, Chatter and mobile tools), GE Capital unified customer profiles, enabled rapid prototyping and delivered targeted, timely communications while mobilizing a 3,100-person sales force. The transformation shortened the cycle from information to action from months to seconds, strengthened customer relationships, boosted employee collaboration, and made sales interactions more effective.

GE Capital

John Sabino

SVP of Commercial Excellence