Omni-channel strategy for Handelsbanken

Omnichannel strategy for Handelsbanken — 800 offices in 24 countries — redefining how the bank connects with customers.

Handelsbanken set out to redefine how a modern bank connects with its customers, moving from a branch-centric heritage to an integrated, omni-channel experience where every interaction, digital or physical, delivers personal value.

Project Definition

Handelsbanken initiated a strategic transformation to redefine its future direction and strengthen its position in an increasingly digital and self-service–oriented banking industry. Traditionally recognised for its strong branch presence and employee-driven culture, the bank aimed to shift towards a more user- and value-centric model, where a growing share of customer dialogue and service delivery occurs digitally.

As part of this transformation, Handelsbanken decided to transition its daily operations and communication flows to Salesforce platform. This move enables employees to operate seamlessly across time and channels, offering customers a consistent, personal, and engaging experience. The digital service platform was designed not as a replacement for the physical branch but as a strategic complement, ensuring integration between physical and digital interactions.

However, this transformation introduced complexity and potential risks. The organisation lacked a unified framework for how digital and physical channels should interact. To address this, an Omni-channel strategy was initiated.

The goal was to define how future operational workflows should function across Handelsbanken’s digital and physical environments, ensuring cohesive customer journeys and effective channel orchestration.

Outcome

Building on the Omnichannel Strategy, Handelsbanken gained a clear foundation for implementing a user-centric engagement model that leverages the standard, out-of-the-box capabilities of the Salesforce platform.

By activating these native features - covering customer data, journey orchestration, automation, and personalised communication - the bank can rapidly create consistent, contextual interactions across channels without relying on extensive custom development. This approach ensures scalability, maintainability, and faster time-to-value while aligning with the long-term goal of a unified, human-centred banking experience.

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