The Financial Academy redefines customer service, boosts CSAT by 65.5%
By unifying service channels and automating feedback, the Academy achieved faster case resolution times, improved SLA compliance and a 65.5% increase in customer satisfaction, setting a new standard for customer experience excellence in the public sector.
Challenge
The Financial Academy, the official training arm for Saudi Arabia’s financial sector, recognized an opportunity to elevate customer experience by creating a more unified and data-driven approach to service. Previously, interactions across email, phone, live chat and social media were managed on separate systems, which made it difficult to track cases, ensure SLA compliance and maintain consistent quality. Manual surveys were limited to voice channels, resulting in low response rates and incomplete insights.
Rather than simply managing inquiries, the Academy aimed to transform every interaction into a consistent, high-quality experience that reflects its values of excellence and care, while supporting Saudi Arabia’s Vision 2030 for a modern, customer-centric financial sector. To achieve this, the Academy needed to break down silos, improve visibility and introduce technology that could streamline workflows and deliver actionable insights.
Sprinklr is now a key part of customer service delivery, helping ensure faster, clearer and more consistent support.”
Solution
In November 2024, the Financial Academy implemented Sprinklr Service to unify all customer interaction channels — email, phone, live chat and social media — onto a single, unified platform. The goal: streamline workflows, enhance visibility and enable data-driven decision-making.
Sprinklr was customized to align with the Academy’s existing processes, ensuring smooth adoption across teams. Key capabilities included:
- Centralized case management: All interactions are now logged and tracked in one place, improving ownership and eliminating missed follow-ups.
- Automated surveys across channels: Real-time feedback collection replaced manual processes, expanding coverage beyond voice to include social and live chat.
- Workflow automation: SLA tracking and auto-escalation rules reduced delays and improved accountability.
- Improved SLA compliance: Structured workflows and escalation rules helped the Academy achieve SLA compliance rates of over 90%.
- Real-time dashboards: Managers gained instant visibility into case volumes, SLA compliance, and satisfaction scores for faster, more informed decisions.
To support adoption, the Academy provided tailored training for each team, followed by regular performance reviews. This created a culture of continuous improvement and ensured that every user could confidently leverage the platform.
“Sprinklr is now a key part of customer service delivery, helping ensure faster, clearer and more consistent support,” says Nadir Eskandarani, Senior Consultant in Client Relations for The Financial Academy.
Outcome
The Financial Academy’s digital transformation delivered measurable improvements in efficiency, service quality, and, most importantly, customer experience. By consolidating multiple tools into Sprinklr’s Unified-CXM platform, the team reduced complexity, improved accountability and created a foundation for faster, more consistent support that customers can rely on.
Key results include:
- SLA compliance: Increased to 90%+, supported by structured workflows and auto-escalation rules.
- Survey response rates: Grew from 1.6% to 26.6%, thanks to automated, multi-channel feedback collection.
- Case resolution time: Reduced by 50%+, with most cases now closed within 48 hours.
- Agent productivity: Improved by 30%, enabling more cases to be handled without additional staff.
- Customer satisfaction: Jumped from 58% to 96%, reflecting faster, more consistent service. In addition, CSAT scores are now measurable across all channels — 98% for voice, 77.5% for social media and 76.3% for live chat — providing transparency and actionable insights.
“These results are more than operational enhancements,” says Eskandarani. “They reflect a broader organizational shift toward transparency, consistency and excellence in customer service.”
He says the results also support business sustainability by strengthening the foundation for long-term growth. “They enable a potential increase in revenue resulting from the indirect and direct effects of cost reduction, improved brand reputation, customer retention and reduced agent attrition.”
