July 23, 2014
During my recent move to a new apartment in Brooklyn, I gained first-hand insight into the real-world impact of Salesforce Service Cloud through interactions with customer service teams. Specifically, I was able to gage that my connections with a company dramatically depended upon the experience they provided for customers. As I was studying for the Salesforce Certified Service Cloud Consultant exam while orchestrating the move, I couldn’t help but notice that customer service quality had a lot to do with how well companies implemented key aspects of Service Cloud.
From setting up gas and electricity to figuring out how to assemble furniture, I sought support on almost every purchase for my new home. Some of the interactions I had with companies were engaging, energizing, and satisfying — they responded quickly and provided me with working solutions. Others, however, left a lot to be desired.
While preparing for the Service Cloud Consultant exam, I spent evenings and weekends immersed in features of the platform: social customer service, contact center KPIs, and the importance of customer-focused support for retention rates. Sprawled on floor between boxes and partially assembled furniture, I began to connect the material in my study guides to Service Cloud’s offerings in real-life customer interactions. Below, I’ve highlighted four features of the platform that underline its value in driving customer satisfaction:
- Preemptive support with Knowledge Centered Support.
Can a website answer my question before I contact an agent? For basic questions such as “When should I expect my bill?”, nothing is more impressive than a website that offers a clear and relevant solution catered specifically to my search terms. Service Cloud allows a company to encapsulate and categorize all of their product or brand information in digital format that are useful to both agents and customers. Knowledge Centered Support (KCS) allows a company to completely streamline their website to present engaging information that’s specific to the customer.
- Empower other customers to be your brand champions.
Very few of the questions I had were out of the ordinary — I’m just as happy to get the answer from another customer. Service Cloud offers tools such as Communities that integrate portals and discussion groups into one collaborative experience. This way, Customers can browse through previous questions and answers, nominate subject matter experts, and receive support from an agent if other customers don’t have the answer.
- Efficient communication with Live Agent Chat.
I solved personalized questions about line items on my cable bill quickly through Live Agent Chat. Not only does online chat allow companies to communicate for a dramatically lower cost than traditional phone contact, but it also serves the hyperconnected world of customers seeking quick and efficient service- without having to hold for twenty minutes!
- Optimize calls with Computer Telephony Integration.
This feature enables agents to respond to customers as quickly and effectively as possible. CTI allows agents to skip the painfully redundant questions about who I am and why I’m calling by displaying my information for the agent on their screen. I can also be routed to an agent with the specific skill set to answer my question. When I needed to call a mattress company to change the delivery date three different times, they knew exactly who I was, what I had purchased, and were able to guess why I was calling based on my previous activity.
These four aspects are tenants of the Service Cloud platform. All help drive customer engagement and brand loyalty by providing a better buying experience. Interested in learning more about Service Cloud’s features for agents? Check out this blog, 6 Key Service Cloud Features To Enhance Agent Productivity by Greg Bistany, one of Bluewolf’s many Service Cloud experts. Download Bluewolf’s State of Salesforce report to see how the best companies use Service Cloud to create extraordinary customer experiences by providing an efficient and smart service platform that keeps customers coming back.