Pacific Life Undertakes Dramatic Digital Transformation

From Staff Reports

Pacific Life is partnering with Salesforce on a sweeping CRM platform upgrade across its entire U.S. retail businesses.

Previously, Pacific Life’s employees across regions and departments did not have a single platform to view and manage every customer relationship and interaction.

To address this challenge, Pacific Life partnered with Salesforce on a new initiative it calls the NextGen CRM Program, designed to bridge the gap between Pacific Life’s sales, service and marketing teams and reimagine how they engage with financial professionals, Pacific Life said in a news release.

“Pacific Life recently celebrated its 150-year anniversary and I firmly believe that the next 10 years will involve more change than those 150 years combined,” said Brian Woolfolk, senior vice president, sales and chief marketing officer for Pacific Life’s Retirement Solutions Division. “We are coming together to digitally transform and build the future of our organization, and we are thrilled that Salesforce is one of our partners in this journey forward.”

Pacific Life is deploying Salesforce as its enterprise-wide, integrated CRM platform to support
"seamless customer engagement and deliver high-value, differentiated experiences by better collaborating and connecting across teams," the release stated.

With a single view of the customer and data in Salesforce, Pacific Life will be able to intelligently prioritize and tailor digital interactions to each individual customer based on their needs, and more effectively measure impact across the business.

'More Personalized'

In addition, it will be able to connect with customers on their preferred channels, including traditional call centers and digital channels such as email, social chat and text. As a result, each interaction is expected to be "smarter and more personalized," the release said.

Pacific Life is also modernizing its approach to how it offers its products and services to digitally-minded consumers by tapping into an ecosystem of distribution partners using APIs. By building an application network of reusable APIs, Pacific Life can easily integrate with new partners on digital platforms like Blueprint Income and reach new customers with their innovative products.

“Financial professionals expect the same personalized touchpoints and convenience when working with institutions as they get from their favorite consumer app experiences,” said Rohit Mahna, SVP of Financial Services at Salesforce. “For companies like Pacific Life, that means offering a seamless, convenient experience across the entire organization. Pacific Life is well on its way to becoming an even more engaging and personalized organization, and we are excited to help enable this shift.”

Pacific Life’s digital transformation with Salesforce includes Financial Services Cloud, Einstein Analytics, Einstein Data Discovery, Marketing Cloud, MuleSoft, Quip, the Salesforce Lightning Platform and Success Cloud advisory services.

Established in 1868, Pacific Life is a Fortune 500 insurance and retirement solutions company that manages over $158 billion in assets. The company provides services such as life insurance, annuities and mutual funds through independent financial professionals, who then sell these services directly to consumers.