In today’s digital age, providing excellent customer service is paramount to building trust and loyalty. As customers become more connected and demanding, companies must leverage technology to enhance their customer service capabilities. One such company leading the way in customer service innovation is eToro, a global trading and investing platform. By investing in Salesforce’s data, AI, and CRM solutions, eToro is revolutionizing the way it interacts with customers and ensuring a seamless and personalized experience. In this article, we will explore how eToro is leveraging Salesforce to enhance its customer service and drive business success.

The Importance of Customer Service in the Financial Services Industry

The financial services industry operates in a highly regulated environment, serving clients across multiple geographies and regulations. In such an industry, trust is of utmost importance. According to Salesforce research, 96% of customers believe that excellent customer service builds trust1. For eToro, being a regulated financial services company, trust is critical to its success. By investing in Salesforce’s data, AI, and CRM solutions, eToro aims to enhance its customer service capabilities and strengthen the trust it has built with its customers.

Leveraging Salesforce’s AI-powered Service Cloud and Einstein for Customer Success

eToro, with over 32 million registered users globally, is one of the first organizations to combine Salesforce’s AI-powered Service Cloud and Einstein to drive customer and business success1. By leveraging the power of Einstein AI, eToro is able to boost efficiency and satisfaction among its service representatives and customers. For example, chat replay recommendations assist service agents by proposing actions live during engagements with customers, leading to quicker and more accurate problem resolution1. This AI-driven approach enables eToro to provide a more personalized and efficient customer service experience.

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Enhancing Customer Service with Service Cloud

Service Cloud, a key component of eToro’s customer service strategy, enables the company to serve its customers in an effective and standardized way across regions. By utilizing digital channels such as chat, Einstein Bots, and WhatsApp, eToro can provide seamless and convenient communication options for its customers1. This multichannel approach ensures that customers can connect with eToro through their preferred channels, enhancing the overall customer experience.

Personalized Communications at Scale with Marketing Cloud

Segmentation and personalization are crucial aspects of effective marketing and customer communication. With Salesforce’s Marketing Cloud, eToro can segment and distribute personalized communications to its customers at scale. By leveraging the power of Marketing Cloud, eToro can tailor its messages based on customer preferences, interests, and behaviors, leading to more targeted and effective marketing campaigns1. This personalized approach enhances customer engagement and drives business growth.

Integrating Transactional Customer Data with Mulesoft

eToro handles a large volume of data transactions, and robust integration solutions are essential for managing and utilizing this data effectively. With Salesforce’s Mulesoft, eToro can bring its transactional customer data into Salesforce, enabling a 360-degree view of each customer. This comprehensive view allows eToro to better understand its customers’ needs and preferences, leading to a more personalized and tailored customer service experience1. Mulesoft integration empowers eToro to provide a seamless and connected experience for its customers.

Empowering Account Managers with Tableau

Business intelligence plays a crucial role in driving informed decision-making and delivering exceptional customer service. For eToro, Tableau serves as its business intelligence system, providing live customer data visualizations for account managers. The Tableau dashboard is embedded in customers’ account pages, enabling account managers to access real-time data and insights to better serve their customers1. This data-driven approach enhances eToro’s ability to provide personalized and proactive customer service.

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Customer Perspective: Putting the Customer at the Center

Miri Avihoo, Business Operations Process Manager at eToro, emphasizes the importance of understanding customers’ needs and desires and building trust. Avihoo believes that excellent service comes from putting the customer at the center of everything they do1. By investing in Salesforce’s data, AI, and CRM solutions, eToro aims to enhance its ability to understand and fulfill its customers’ needs, ultimately improving customer satisfaction and loyalty.

Salesforce Perspective: Driving Digital Transformation in Financial Services

Itai Margalit, AVP Sales at Salesforce Israel, highlights the transformative power of AI and automation in revolutionizing customer interactions. Margalit believes that businesses need a digital strategy that builds resilience, drives efficiency, and keeps pace with evolving customer expectations1. Salesforce is proud to be eToro’s digital partner, bringing trusted generative AI to their enterprise and enabling them to stay at the forefront of the financial services industry.


eToro’s investment in Salesforce’s data, AI, and CRM solutions is revolutionizing its customer service capabilities. By leveraging Einstein AI, Service Cloud, Marketing Cloud, Mulesoft, and Tableau, eToro is enhancing its ability to provide personalized and efficient customer service. Through this investment, eToro aims to build and maintain trust, strengthen customer relationships, and drive business success in the highly competitive financial services industry1. As the industry continues to evolve, eToro’s partnership with Salesforce positions them at the forefront of digital innovation and customer-centricity.