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Customers Fidelity Bank

Fidelity Bank Streamlines Salesforce Workflows

Key Results

Created Salesforce records without logging into Salesforce

Processed over 500 employee surveys to improve internal help desk system

Allowed for faster processing of five account referrals per day








Atlanta, GA



Use Case

Salesforce Workflow Automation

Fidelity Bank is a full-service bank that operates on the promise "to be the number one community bank with the best community service in town." With over 60 retail branches across metro Atlanta and Florida, Fidelity serves communities throughout the Southeast United States. To keep operations—such as loan origination, help desk management, and employee administration—running smoothly, the bank uses Salesforce. When Fidelity needed an online form builder with a seamless Salesforce integration, Lead Salesforce Developer Vincent Bartoloma turned to Formstack’s native Salesforce app.

The Challenge

Salesforce can be an overwhelming system. To keep internal workflows running smoothly, Fidelity Bank needed a data collection solution that wouldn’t require employees to log into Salesforce. This meant the solution needed to collect data and easily pass it into Salesforce to create or update Salesforce records.

An online form tool that integrated with Salesforce seemed like the perfect solution, especially for two specific workflow challenges:

  1. Fidelity’s IT director was in need of a solution for internal help desk feedback. He wanted employees to submit a help desk opinion survey upon completion of an issue, such as a broken laptop, so he could better gauge help desk performance.
  2. Fidelity also needed a more seamless way to track account referrals. The bank was using a basic form system that required some manual data entry to get referral information into Salesforce, but leadership wanted a more efficient way to manage the process.

The Fix

Bartoloma came across Formstack on the Salesforce AppExchange and decided to test it out after seeing all the good reviews. During his initial setup, he was particularly impressed with the customer support he received.

"I got really great customer support. I had some questions, and they [the support reps] were all over it, giving me calls and chatting with me," he said. "Any problem I had was solved quickly."

Bartoloma first implemented Formstack for Fidelity’s internal help desk survey. Now, after the IT department addresses an employee’s help ticket, the employee receives an email with a link to the Formstack survey. To populate Salesforce with the necessary submission details, the survey URL includes hidden information. For instance, the user’s record ID is brought in and plugged into a Salesforce lookup field so the original ticket requester can be identified without the employee logging into Salesforce. Additionally, the survey submission data goes into a custom object in Salesforce called "Survey."

For the referral form use case, Bartoloma replaced the existing form link on the bank’s intranet site with a link to a new, more dynamic Formstack form. With the new form, referring employees choose a type of referral to kickstart the Salesforce workflow. Submission of the Formstack form automatically creates a referral record in Salesforce, which simultaneously creates one of the following:

  1. A new lead assigned to a department's queue
  2. An opportunity for an existing account (Note: For this to occur, referring employees must include the CIF or TaxID of an existing account on the referral form.)

Additionally, a handful of fields on the Formstack referral form are mapped to Salesforce so that the submission information is automatically brought into Salesforce for easy referral tracking.

"I like Formstack a lot," Bartoloma said. "You can create a basic form within five minutes, and it’s so easy to link over to Salesforce. If you want to use a new custom object, you just create a custom object and start referring to it in Formstack."

The Outcome

In the case of the help desk survey, Fidelity’s IT director now has much better insight on the performance of the system. Over 500 surveys have been submitted thus far, which—according to Bartoloma—is far more than would be submitted if users had to log into Salesforce to complete the survey.

The referral form is doing its job of keeping referring employees updated on the status of their referrals. Fidelity gets an average of five referrals per day, so having a seamless process that doesn’t require manual data entry saves a lot of time.

Formstack has been a great workflow automation solution for two key Salesforce processes at Fidelity Bank. As a result, Bartoloma is confident he will find other uses for the app in the future.

"The Formstack app fills a void in Salesforce with great ease," Bartoloma said. "You can easily set up a web form to be used by non-Salesforce users, which will create Salesforce records."

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