Salesforce turns customer service into an obsession

The pandemic has confirmed that customer service has become essential for companies that have discovered how poor management in this aspect can break all the economic forecasts that organizations may have. And Salesforce has spent years insisting on the importance of having the perfect tools to offer customer service that entails the loyalty of those you already have and the attraction of new ones.

And yesterday it became clear again in the Salesforce ServiceSummit, the main specific event on Service Cloud technology solutions, aimed at the customer service and contact center sector, and Field Service, focused on field work services.

Proof of the importance that companies give to customer service is that the event brought together more than 250 professionals in person who have heard how Salesforce insists that a unified view of customers improves first-time resolution rates with real-time service and makes it easier to react to any type of incident.

Customer service has changed drastically in the last two years, integrating more and more into the commercial area

As usual, the company has relied on its Trailblazerscompanies and professionals who help each other to get the most out of the platform Salesforce in today’s challenging market environment. Customer references like EDP, Renault RCI Bank, Onnera Group and Saint Lucia have offered their vision with a practical approach to publicize the evolution of their customer service and field work departments hand in hand with solutions from Salesforce (Cloud Service and Field Service).

Customer service has changed drastically in the last two years, becoming increasingly integrated into the commercial area of ​​any company and increasing the need for technological tools such as automation or Artificial Intelligence. For Laura Abarquero, RVP of Service Cloud Iberia: “All companies are considering how to ensure that all their processes, whether they are sales, service or technical assistance, can be offered remotely. We are seeing how the service teams, which previously had an absolute focus on customer satisfaction, now assume business objectives, since, in addition to resolving their incident, they are also looking for a new sale, a new lead”.

According to the fourth edition of the study Salesforce State of Service, 77% of employees believe that automating routine tasks, such as collecting basic information and customer feedback, allows them to focus on more complex work. The rise of technologies that help digitize the process end to end like Voice to Text that has moved into contact centers and is being adopted at rates 25 times faster than before the pandemic.

“If we are able to connect the different channels around the client and have a 360 vision, which is precisely our value proposition to the market, this whole process is much easier to manage. We are more efficient and the client is much more satisfied this way because he understands that these companies know him better, that they know how to solve his problem better.”, adds Abarquero.

One of the aspects that has aroused the most interest among the audience has been the concept of case swarming, a resolution model based on collaboration around a customer request. Slack takes on essential relevance in this layered model; first, the so-called front line, the first layer. If the incident is not resolved at that first level, it is escalated to a second level, a third level, and so on. novelty of case swarming It lies in the fact that all professionals (even specialists who do not belong to customer service) are involved in a Slack working group with the aim of resolving the incident as quickly as possible and it is always maintained as the single point of contact with the customer. to the first agent who has assisted you.