RSA rings the changes with Salesforce.com

Insurance group, RSA (formerly Royal Sun Alliance) is using technology from Salesforce.com to keep customer service and support staff up to date with its products.

RSA is using Salesforce.com's knowledge base CRM technology to push out the latest product information to its 1,800-strong staff in the UK and India.

The group's More Than online insurance brand has been using the tech for 18 months and is looking to roll it out elsewhere.

Speaking to silicon.com at Salesforce.com's Dreamforce user conference, capability development leader at RSA, Andy Hobbs, said it has allowed the company to move away from traditional intranet database technology.

Previously, staff would have to search through databases to check product information.

The system pushes alerts about product changes to users via email so they don't need to spend time away from their desk being briefed or finding out about product changes.

"It's given us the ability to keep [support staff] on the phone," Hobbs explained.

It is also able to work out which people should get which information, rather than all staff being bombarded with the same information.

Hobbs said: "It's really being able to push the right information to the right people at the right time. It slices and dices the hierarchy."

The application was originally by software company InStranet, which was bought by Salesforce.com in August this year.

Since the product was acquired by Salesforce.com, Hobbs said RSA is now looking at what other CRM technology the group could use from the software as a service company.