How CNB gained real-time customer insights with Salesforce FSC
Learn how CNB Bank created a unified, real-time view of customer households to drive smarter engagement, faster reporting, and stronger cross-sell performance.
About CNB Bank
CNB Financial Corporation is a $6B regional bank holding company serving customers across Pennsylvania, Ohio, New York, and Virginia. With a history dating back to 1865, CNB operates through multiple divisions, including ERIEBANK, FCBank, BankOnBuffalo, Ridge View Bank, and Impressia Bank, offering a full suite of retail, commercial, and private banking services.
The organization supports more than 76,000 customers through 55+ locations and digital channels. CNB is focused on modernizing its operations to deliver personalized, data-driven financial experiences while maintaining strong community relationships.
Manual processes blocked growth and insight
To improve service, communications, upselling, and cross-selling, CNB wanted more transparency and reporting on demand to gain deeper insight into their customer relationships.
Their manual processes were slow and cumbersome and they had little to no demographic data about their customers. Reporting was only pulled once a month, so whatever data they had wasn’t fresh.
Their top priority was creating a clear view of households to help them identify meaningful relationship dimensions between customer accounts in a single household (spouses, children, business, personal, etc.).
The Zennify Solution
Technologies implemented
Salesforce Financial Services Cloud and Salesforce CRM Analytics
Systems integrated
Snowflake and Acxiom
Systems replaced
Touche
Strategy
Zennify migrated current efforts for householding into Salesforce Financial Service Cloud (FSC) and developed automation in FSC to group individuals into households based on name and address. Our team then optimized the use of FSC and enhanced CNB’s householding data and relationship mapping.
After optimizing CNB’s data integration and architecture, Zennify streamlined reporting by creating Salesforce reports and Salesforce CRM Analytics dashboards with real-time data that can be pulled quickly and on-demand.
To take full advantage of CNB’s improved household management structure and provide demographic data for all customer accounts, Zennify merged Acxiom demographic data with Salesforce data and migrated everything to a single dashboard.
The team also integrated Snowflake to bring enriched data into FSC and developed robust reports with deep drill-down capabilities in both Salesforce and CRMA.
Results that speak for themselves
CNB has an accurate view of customer households and their account relationship mapping, improving employees’ confidence in the data and enhancing customer engagement.
With their new FSC features (like roll-ups and aggregate totals on page layouts), CNB Bank is saving time on data collection and reporting.
CNB now has a deep, 360-degree view of their customers as individuals and households, helping them engage with the right information at the right time.
