Case Study: Commonwealth Bank of Australia achieves social transformation and personalised banking with Salesforce Platform

Commonwealth Bank of Australia - Customer Case Study

Commonwealth Bank of Australia set out to reinvent banking for the mobile, social era, promoting a “CAN” mindset to show Australians what a modern bank can be. Facing the challenge of serving half the country through 1,100 branches and 48,000 widely distributed employees, the bank needed to recreate the personal trust of local branches at scale and make services—from mobile payments to home‑buying apps—relevant in social channels.

CommBank implemented an internal employee network (Chatter) and embraced employees’ own devices to capture and share customer narratives, while using Salesforce Platform and Facebook as primary external channels to surface conversations. The CAN campaign and social strategy turned experimentation into a marketing pillar, enabling faster, more personalized customer interactions, reinforcing trust and transparency and proving a large bank can be genuinely mobile and social.

Commonwealth Bank of Australia