You have the data you need to win more business. It’s tucked away in your core banking systems, loan platforms, and website analytics.
But the dots don’t always connect. Marketing sometimes sends offers for products customers already have, and relationship managers can miss major deposits. Even your service teams are affected—often forced to jump between disconnected screens just to see a customer’s complete holdings.
You likely have integration platforms (like Informatica or MuleSoft) that move data between systems. But these typically feed data warehouses, not the CRM or marketing tools your teams use every day. This is the “last mile” problem, and it’s what keeps your data from creating more customer value.
Salesforce Data 360 solves this. It connects your banking systems directly to Agentforce Marketing, Agentforce Sales, and Agentforce Service (formerly Salesforce Marketing, Sales, and Service Clouds) without duplicating data across multiple systems. The question is where to start.
Based on our work with banks and credit unions, these Data 360 use cases represent the biggest opportunities to close that last mile, deepen relationships, and grow wallet share.
Salesforce Data 360 Banking & Credit Union Use Cases
1. Intent Signals: Respond with Relevance and Speed
The Challenge: Your customers are often shopping for their next financial product right under your nose. And because they’re already logged into your portal, you have a massive “home-field advantage”—you know their history and current activity, their balances, and their needs. But if this intent data stays siloed in a database rather than reaching your team in real time, you’re ceding that advantage to competitors trying to reach your customers through targeted marketing campaigns.
How It Works:
Data 360 bridges the gap between digital behavior and action. It monitors real-time patterns within your online banking platform, identifying when a customer demonstrates “research” behavior, such as repeatedly checking mortgage rates or using a HELOC calculator.
Example: A customer visits your mortgage rates page three times within 48 hours and checks their rate on the final visit. Using that authenticated data, Data 360 instantly flags them as high-intent and triggers an action—alerting a loan officer to reach out with a “pre-approved” offer before the customer even thinks about clicking a competitor’s targeted ad.
Why It Matters: A current customer expects you to recognize their needs. When you reach out proactively based on their interest, it feels like personalized service. When you wait for them to come to you, you’re just another vendor in a crowded market. Using Data 360 to connect with relevance and speed helps protect your most valuable relationships.
2. Life Event Signals: Capture Cross-Sell Opportunities
The Challenge: Your core banking system sees major financial changes, but that data never reaches the teams who could act on it.
How It Works:
Data 360 monitors transaction patterns from your core banking system (FIS, Fiserv, Jack Henry). When customers experience significant changes—such as unusual deposit amounts, new income patterns, large transfers, or major purchases—Data 360 triggers alerts in Agentforce Sales for relationship managers.
Example: A customer who normally deposits $1,200/month suddenly deposits $7,500 twice in two weeks. Data 360 creates a task: “Customer income pattern suggests wealth management opportunity.” Relationship managers can reach out within 48 hours while the financial change is fresh.
Why It Matters: A customer who has just received a promotion or an inheritance is deciding what to do with their new income. If your wealth management team calls them this week, you might earn their investment business. If you wait a month, they’ve already opened an account somewhere else.
3. Identity Resolution: Market the Right Products to the Right Customers
The Challenge: Customer data often lives in separate silos for banking, loans, and wealth management. Without a shared view of these systems, you can’t see the full relationship in real-time. This makes it hard to time your offers correctly and can lead to pitching products your customers already use.
How It Works:
Data 360 connects customer identities across every banking system to create a single, accurate profile for each customer. It matches records—even with minor differences in detail—to give your team a complete, up-to-date list of a customer’s actual accounts and loans.
Example: Before an Agentforce Marketing mortgage campaign goes out, it checks Data 360 for existing loans. If a customer already has a mortgage, the system removes them from that list. This clean data then allows you to route that customer into a more relevant journey, such as a HELOC offer or a wealth management invitation.
Why It Matters: Your customers want to feel understood. When your outreach matches their reality, you build trust and increase the chance they’ll say “yes.” When it doesn’t, you’re just creating noise in their inbox and training them to ignore you.
Implementing Salesforce Data 360 Use Cases for Banking & Credit Unions
Which use case to start with depends on your systems and priorities. Data 360’s ability to unify customer identities enables quick wins. Intent signals work best when competitive speed and relevance matter most. Life event signals drive cross-sell revenue when customers are ready to buy.
Choosing the right starting point requires understanding both the technical reality—how different banking platforms structure data—and the business priority. That’s where having worked inside these institutions makes the difference.
Coastal’s Financial Services team comes from banks, credit unions, and wealth management firms, so we understand both the business priorities and the technical realities of connecting these systems. And as members of Salesforce’s Data 360 Partner Advisory Board, we see what’s working across the industry and what’s coming next—a perspective that helps us recommend the right starting point for your specific environment.
Let’s identify which use case fits your business priorities.
