Why bet on Salesforce Service Cloud for better customer service?

Companies with customer service departments deal with many challenges on a daily basis, such as improving the response time to queries and incidents, optimising their operational systems or clarifying and organising a large amount of data scattered in customer history... among others.

Providing a solution in one, Salesforce came up with Service Cloud, a dedicated cloud developed by the technology giant that helps companies improve their customer services at lower costs.

In this post we aim to offer a first approach to this Salesforce solution, breaking down the main functionalities it offers and how these translate into better benefits for companies and a higher level of satisfaction for their customers.

Salesforce Service Cloud is a solution aimed at incident resolution and customer service management

If your company aims to improve customer service, then you'll want to keep Salesforce Service Cloud on your radar and read this article, regardless of whether your organisation is B2C or B2B. Let's start by learning what the Salesforce Service Cloud is.

Salesforce Service Cloud: definition

In short, Salesforce Service Cloud is a solution aimed at incident resolution and customer service management. In detail, it is a platform where customer service consists of integration with legacy data systems, incident management, customer access across all contact channels, knowledge base, support ticketing, case routing and escalation, and queue management, among other features.

With Salesforce Service Cloud, companies can listen and respond to their customers through multiple channels and automatically route cases to the most appropriate agent, personalising and anticipating the best care required by their users at any given moment, organising and distributing the highest priority tasks to the agent, and automating the most repetitive and low-value tasks.

Service Cloud capabilities

As in the previous post where we talked about Sales Cloud, in this post we will first explain the main features and functionalities of Service Cloud in order to understand what benefits it can bring to companies in their desire to improve customer service and their level of satisfaction.

Some of these capabilities are:

• Agent Service Console. This is the service dashboard, a single screen, which provides the agent with productivity, automation and artificial intelligence tools along with a 360º view of the customer and the history of their interactions. And all this without having to switch tabs or leave the screen. 
• Case management. Service Cloud's case management functionality makes it easy for agents to record, track and resolve customer issues. This Salesforce cloud case management system includes everything from case creation, prioritisation and assignment, to case escalation, reassignment and closure.
• Omnichannel routing. This Service Cloud functionality allows work to be organised and assigned to the most appropriate agent, based on their skills, knowledge and availability. The agent will also be able to resolve issues through any channel that customers use to contact the company, whether via phone, email, messaging applications, live or video chat, the self-service portal or social media. 
• Integration with telephony. Salesforce Service Cloud supports the integration of third-party telephony systems with Salesforce using the Computer Telephony Integration (CTI) system. It also allows you to manage calls in the service console without having to have a physical phone, and find out who is calling without having to answer the call, among other features.
• Automations. Service Cloud offers many automation features that make the day-to-day work of customer service teams easier. Users can create macros, flows and quick actions to automate repetitive and low-level tasks. This allows them to streamline their work and focus on providing more personalised service to users. 
• Knowledge Base. Salesforce Service Cloud offers a knowledge base that automatically suggests the best articles for each conversation and can be shared on any channel. This provides customers with a level of self-service that results in a higher quality of service, making it easier for them to access important information and data to resolve their queries and questions.
• Field Service. This is an additional solution to Service Cloud that allows incidents to be managed in the field, with management of personnel, skills, schedules, ... even from mobile devices. So, for example, if an incident requires the dispatch of a technician, with this Field Service functionality you can track the incident until it is successfully resolved.

We will dedicate a post in this Izertis blog to deepen the skills and benefits of Salesforce Field Service.

• Artificial Intelligence for Customer Service. Salesforce also adds its artificial intelligence tool to its customer service cloud, enabling agents to predict and resolve customer needs before customers identify those problems themselves. 
• Reporting. As with Sales Cloud, the Service Cloud offers the option of data visualisation and exploitation, with the generation of reports, dashboards and control panels that complement and streamline the daily work of the agents.

Why Salesforce Service Cloud?

1. Because it gives a 360° view of customers

Service Cloud is implemented directly on the Salesforce CRM platform, which provides a 360-degree view of customers. All customer information, queries, incidents and complaints can be accessed in a single place. A 360º record on a single screen that facilitates the work of agents.

2. Because it increases the overall productivity of service providers

With a service console as comprehensive as the one mentioned above, service agents can work with multiple records at the same time, getting a complete record of customers. And they can do this from anywhere as it is a cloud-based service.

And with tools such as routing cases based on agent skills, tracking milestones and providing a knowledge base that delivers the right information to customers, the Salesforce Service Cloud becomes the perfect platform for agents to respond quickly and efficiently to customers from any channel.

3. Because it personalises customer service and enhances the customer experience

With more productive agents, Service Cloud adds a powerful ability to help transform customer experiences by connecting them with live agents and experts, resulting in increased customer satisfaction and engagement. With the level of resources that Service Cloud offers agents, they can deliver tailored customer interactions.

4. Because it reduces case response time

With automations of repetitive tasks and the incorporation of artificial intelligence to anticipate customer needs, among other capabilities, customer response time and service costs are reduced.

5. Because it allows serving customers through multiple channels

As mentioned above, Service Cloud allows customers to communicate with companies through multiple channels. Whichever channel customers use to communicate with your company, service agents will be able to handle all queries, complaints or cases without having to use different applications.

6. Because it improves business functionality

With its case management and escalation system, agents have the capabilities to resolve and complete cases faster, resulting in customer sales, complaints or queries being resolved more efficiently.

Conclusion

Regardless of industry, all organisations that want to take their customer services to the highest level should consider the Service Cloud. With it, Salesforce gives businesses the power to deliver personalised customer care across multiple channels, providing not only a holistic view of customers for faster case resolution, but also improving agent productivity with chatbots powered by Einstein, Salesforce's AI tool.

If you would like to learn more about Salesforce Service Cloud or any other Salesforce Service Cloud solution, please request a Demo with us.