An Italian Nationwide Commercial Banking Group Orchestrates a True Omnichannel Experience 

The Challenge

An Italian nationwide commercial banking group needed to modernize its customer engagement architecture with a solution that went beyond standard voice integration. While Genesys Cloud managed voice interactions, the bank relied on Salesforce’s native chat and WhatsApp channels, each with its own routing logic, interface behavior, and data workflows. 

As digital engagement advanced, the bank decided to phase out Salesforce’s native digital channels and introduce Unblu as its new customer interaction platform. At the same time, it required support for video calls and virtual meetings, all while maintaining a unified agent experience inside Salesforce and avoiding operational disruptions. 

The Solution

Softphone delivered a robust, flexible omnichannel architecture capable of evolving as the bank transformed its digital landscape.

Using our Salesforce Connector, we first implemented a complete integration between Genesys Cloud and Salesforce for inbound and outbound voice, including campaign synchronization. We then extended the solution with advanced external routing, allowing Salesforce chat and WhatsApp to be routed and orchestrated through Genesys Cloud — while still providing agents with a seamless Salesforce-native experience.

When the bank transitioned from Salesforce’s digital channels to Unblu, Softphone built a custom Unblu integration to ensure that Unblu interactions were fully synchronized with both Salesforce and Genesys Cloud. This design allowed the bank to replace its digital platform without interrupting agents or requiring workflow redesign. 

As customer experience needs continued to expand, Softphone further enhanced its architecture to support video and virtual calls, enabling advisors to deliver more complex and personalized remote interactions. 

The Impact

The banking group now operates a truly unified omnichannel environment, where voice, chat, WhatsApp, video, and virtual calls are all coordinated through Genesys Cloud while maintaining full CRM context in Salesforce. The transition from Salesforce-native channels to Unblu was seamless, preserving the agent experience and ensuring business continuity.

The final architecture is flexible, scalable, and designed for ongoing evolution — enabling the bank to add new channels, update its digital platforms, or implement new customer interaction strategies with confidence. The result is a modern, future-ready customer engagement ecosystem that supports the bank’s nationwide operations and long-term digital transformation roadmap.