Case Study: Ulster Bank achieves AI-driven CRM insights and improved customer engagement with Salesforce

Ulster Bank Pioneers Artificial Intelligence to Understand its Business Customers Better

Ulster Bank, a 3,000‑employee bank serving 1.9 million customers and part of the RBS Group, set out in early 2017 to transform how relationship managers use CRM to better understand and serve business customers. The challenge was to eliminate repetitive administrative work, capture reliable customer data, and enable more targeted, scalable engagement so relationship managers could spend more time with clients and drive sustainable growth.

Over a six‑month redesign the bank cleansed data, trained staff on Trailhead, and rolled out Salesforce Sales Cloud Lightning and Einstein to more than 500 relationship managers, assistants, and analysts (with 200+ using the Salesforce1 mobile app). A Next Best Product engine on Heroku and Sales Cloud dashboards delivered 360° customer views, automated performance reporting, improved cross‑sell relevance, and freed time for customer conversations—positioning Ulster Bank as an AI pioneer and improving pipeline visibility and customer experience.

Ulster Bank

Damien Judge

Head of Business Commercial Excellence