Abstract

In an increasingly competitive financial services landscape, institutions must prioritize customer experience (CX) to drive product adoption and long-term loyalty. This review paper explores the integration of Salesforce and Power BI in modeling customer experience, emphasizing their synergistic capabilities in customer relationship management (CRM), data visualization, and behavioral analytics. The paper critically examines how these tools capture, analyze, and visualize omnichannel customer interactions, enabling financial institutions to develop predictive models that inform targeted marketing, personalized offerings, and retention strategies. Drawing from recent literature and industry practices, we evaluate use cases in banking, insurance, and fintech sectors, highlighting how customer journey mapping, sentiment analysis, and conversion tracking are enhanced through Salesforce's dynamic CRM features and Power BI's interactive dashboards. The review also discusses implementation challenges such as data integration, system interoperability, and user training, offering strategic recommendations for effective deployment. This paper aims to guide financial service providers, CX analysts, and data scientists in leveraging CRM and BI platforms for improved customer-centric decision-making and innovation in financial product delivery.