Angel One boosts customer experience with automation & collaboration

On a mission to simplify financial services for GenZ and Millennials, Angel One is a fintech brand that offers a one-stop solution for all the financial needs of an individual. 

Established in 1996 as a stockbroking firm, Angel One went fully digital in 2019, leveraging AI and data science to simplify investing. Today, it serves over 30 million clients, offering a comprehensive suite of financial solutions, including stockbroking, wealth management, asset management, mutual funds, insurance, credit, and fixed-income products.

Overcoming service limitations to enable growth

At Angel One, customer centricity is more than just a principle—it drives every product decision and business process, including service. Whether customers seek assistance with transactions or trading, Angel One is committed to delivering a seamless, efficient, and connected service experience.

However, these efforts were previously constrained by a service model that lacked critical features such as real-time personnel management workflows and data-driven intelligence. 

“We needed a robust, unified solution to centralise customer and query management data on a single screen, enabling us to scale service delivery with speed and efficiency,” says Anup Sarma, Senior VP and Head of Customer Experience, Angel One Ltd. “Salesforce met our requirements—not just as a solution, but as a true partner, engaged and responsive to our needs.”

Salesforce automation cuts average handle time by 30%, boosting efficiency

Today, Angel One uses Salesforce Service Cloud to resolve service requests smarter and quicker.

All service channels—including phone, email, the website, and mobile app—are seamlessly integrated on a unified platform. This ensures that no matter which channel a customer uses to raise a query, they receive a consistent, seamless, omnichannel service experience. 

As soon as a query is received, it is automatically assigned to the most suitable agent based on the query type, complexity, and required expertise. To prevent duplication of effort, the system efficiently routes tickets even if a customer reaches out through multiple email IDs simultaneously.

The service agent’s screen presents a unified view of the customer’s data—including their profile, past interactions and open tickets—enabling contextual and personalised support. For new agents, guided workflows offer real-time suggestions on the next best actions, streamlining the resolution process.

Through an information dissemination ticker, any changes made to Angel One’s products, processes, or regulations are communicated to agents in real time. So, they’re always updated and informed.

“By digitally transforming service, we’ve seen an 18-20% improvement in our first call resolution rates,” says Sarma. “And our average handle time has dropped by 30%.”

Service line managers and supervisors have complete visibility into service activities across the enterprise. They can instantly spot when a case moves into the amber or red stage, and take proactive steps to address the issue before it escalates further.

“Despite our team working remotely, we’re able to monitor and optimise their productivity, turnaround time, availability, and call handle time without any challenges—thanks to solutions like Salesforce,” says Sarma.

Synchronised teamwork delights customers, enables fast paced software releases 

Recognising that service is a shared responsibility, Angel One has deployed Service Cloud across multiple teams—including KYC, risk management, operations, and product teams. While these teams may not interact directly with the customer, they’re able to work together as one unit on Salesforce to resolve service requests quickly.

For example, if a customer faces a KYC verification issue, their complaint is instantly routed from the call centre to the KYC team through Salesforce. Since the KYC team has complete customer visibility, they’re able to understand and resolve the issue promptly—after which the ticket moves back to the service team who then closes it with the customer.

This entire process is so streamlined that customers have a frictionless experience from start to finish. 

To deepen cross-functional collaboration even further, Angel One has implemented Slack.

“Given that we’re a hybrid workplace with teams spread across India, it’s important that we stay connected and aligned,” says Jyotiswarup Raiturkar, Group Chief Architect and CTO, Angel One Ltd. “Slack is our preferred way of communicating.”

Through Slack, teams can quickly create various groups. This way, ‘voice of the customer’ insights from the service team can seamlessly be shared with the product team, helping to guide and enhance product development.

“Every product decision we make is driven by an outside-in approach,” explains Sarma. “We build better products and experiences by harnessing customer feedback and insights. The fact that those insights are relayed so smoothly and securely across teams makes all the difference.”

Gone are the days when collaboration across just 50-60 team members was a struggle. Now, even with 500+ people in the tech team, communication is a breeze. In fact, every team ranging from network operations and applications management, to quality assurance and site reliability engineering (SRE), is currently on Slack.

As a result, productivity has shot up. The product team, for example, releases software updates or features at a much faster pace now. They’re able to scale up faster, doing more with fewer resources and greater agility.

Powerful dashboards democratise access to data

Angel One also uses Tableau to monitor customer interactions and metrics. The platform integrates effortlessly with Angel One’s products and diverse data sets, making it easy to create dashboards.

Teams now have real-time customer intelligence at their fingertips to make better-informed decisions. For example, the product team can analyse when and why customers drop off during key processes such as onboarding. They can even pinpoint which devices and app versions have tech issues that need proactive corrective action.

“Two years ago, we didn’t feature in India’s top 10 SIP platforms,” says Raiturkar. “Today, we’re the second-largest in terms of incremental monthly SIPs created in the industry. That’s the result of a data-driven approach enabled by Tableau.”

Other teams using Tableau include the data and analytics team, the tech team, and the leadership team. Even the marketing function leverages Tableau to determine how their campaigns are performing, or what the ROIs on different marketing channels are.

Now, additional dashboards are being built to track patterns in customer service queries. Let’s say there’s a spike in queries suggesting high app latency. Earlier, the service team would have to manually identify the issue, and communicate it to the engineering team for troubleshooting. But with the new dashboards, the engineering team can directly spot and fix the issue, thereby speeding up resolution time.

Throughout these implementations, Angel One has been supported by TechMatrix Consulting.

“TechMatrix has been a steadfast partner on our Salesforce journey, working seamlessly with us through all our needs, both big and small,” remarks Sarma. “Not only are their skills top-notch—their leadership team is also actively engaged in our implementation, demonstrating exemplary levels of commitment.”

Next: Improving Salesforce adoption while expanding business operations will ensure long-term success

Having witnessed the benefits of Salesforce, more teams across Angel One are asking to be onboarded onto the platform.

As user adoption deepens, the company is also scaling up their operations. Apart from recently receiving their asset management license, the company has introduced new products for insurance, lending, and fixed deposits. In addition, they’re exploring how to curate and surface the right financial content for customers at the right time. 

“Our goal is to serve the entire population of India,” says Raiturkar. “We want to be that 24/7 financial friend who empowers customers with all the technology and content they need to fulfil their financial goals.”

In today’s fast-moving financial markets, a delayed response from service teams could cost investors valuable opportunities and capital. Angel One prevents this from happening by automating service workflows, connecting customer data in one view, and strengthening cross-functional collaboration on Salesforce. As a result, teams are able to deliver prompt and contextual service that helps customers get the most out of their investments.