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Transforming customer service with Salesforce Service Cloud

Sachin Pawar • February 20, 2020

“One-third of consumers say they would consider switching companies after just one instance of bad customer service.”
American Express

Customer service is the backbone of every business; however, it takes a back seat with the daily demands of running a business successfully. Great service experience helps retain customers and create more value. Nonetheless, service excellence has become extremely complex to achieve as customers interact with their brand from different channels and at various lifecycle stages. Yet, they expect a personalized, accurate, and faster response.

“47% of consumers have chosen to switch to a different brand due to bad customer service within the last year.”
Microsoft

Here is a compelling case of a company that went above and beyond to deliver a unified and seamless customer experience. The client is a digital remittance company providing online money transfer services to over 40 countries around the world with 2.3 million customer strength. The business saw phenomenal growth, however, with increase in operations their existing technology was not able to scale and support their large volumes. This led to a rapid drop in the first call resolution rates and an increase in support time ultimately rising customer complaints.

The support team had to face various challenges to resolve customer query. They had to sort through multiple systems, such as CRM and helpdesk, to access the desired information. Further, the reports took 48 hours to sync, meaning the agents never had the latest information while interacting with the customer. The manual processes were not helping either.

It was evident that the support team needed a unified system with a 360-degree view of the customer.

The client clearly needed a single consolidated view, from customer transaction to service request to resolution. This meant migrating the existing helpdesk that is not scalable to the current volumes and integrating it with the CRM. The client chose Salesforce Service Cloud Lightning as their new-age service management system and engaged with Brillio to implement the service module and integrate all the disparate systems. Brillio experts started the engagement with deep-dive sessions to understand the customer journey, workflows, persona-based requirements, and internal systems. The client and Brillio team set the following goals:

  • Faster collaboration, efficient case resolution, and improved customer experience
  • Migrating over 3 million records from Desk.com (existing helpdesk) to Salesforce Service Cloud Lightning
  • Consolidated and integrated view in CRM
  • Deep visibility and insight into support metrics

Brillio team took a two-phase approach to transform the support function without disrupting the current operations.

Phase-1 Focus:

  • Migrating the most relevant functions to Salesforce Service Cloud and setting up some key functionalities, such as:
    1. Account, contact, and case management  
    2. Queues and assignment rules for multiple teams and regions
    3. Case processes and workflows

Phase-2 Focus:

  • Increasing usage of Salesforce Service cloud by setting up the following functions:
    1. Knowledge management including classification hierarchy, article types and knowledge teams
    2. Community management including public community and public knowledge base
    3. Computer Technology Integration (CTI) and live agent/ chat

Unleashing the power of Salesforce Service Cloud Lightning

Brillio team migrated around 3 million records to Salesforce Service Cloud and integrated it with the client’s CRM, to have a unified view for a customer.

The team created a detailed support flow to ensure personalized service and a faster query resolution

A close up of a map

Description automatically generated

Here are some of the key features implemented in the service cloud:

Case Assignment and Management:

Automatically routed the cases to the right agent using keywords, description and customer type

Lightning Service Console:

Console view presented a 360-degree view of the customer including past cases, chat history, latest transaction details and customer details

Computer Telephony Integration (CTI):

CTI ensured that the customer information gets displayed with the incoming call, and enables the agent to create a case on the click of a button. In the backend, the system pre-fills the case details and associates the task to the case.

Live Chat:

Created various chat buttons based on country, corridor and language to route the incoming chat requests appropriately

Public Community with Self-Service Knowledge Base

The self-service portal helped reduce the number of cases as customer queries were resolved from the community knowledge articles. Leveraging automation, the portal pre-filled customer information while creating a case. Besides a vast repository of categorized knowledge articles, chat option in real time enabled faster and effective resolution.

In the end, the customer benefits

The client completely transformed their customer support function with Brillio team delivering the following value:

  • Migrated over 3 million customer records with complete metadata
  • Provided personalized service and resolved over 6000 cases every day with 800+ agents across the world
  • Reduced the number of queues/list views from 55 (in Desk) to 17 (in Service Cloud), resulting in faster closure of cases
  • Improved First Contact Resolution (FCR)
  • Fully automated the case assignment to agents globally
  • Delivered 360-degree customer view and increased collaboration across teams driving faster case resolutions
  • Reduced the number of cases and lowered the support costs with rich knowledge base and a self-service portal
  • Enabled faster response by setting up around 580 email templates in various languages including English, Spanish and French

“86% of millennials say they are influenced by negative reviews when purchasing a product or service.”
Dimensional Research

Customer service is the key to delivering unbelievable customer experience. In this case, we’ve seen that the client had a great product, but the customer service challenges were pulling down their brand reputation. This might have opened doors for competitors had they not resolved the situation on time. How is your customer service department functioning? Do you have a 360-degree view of your customers? Are you delivering personalized service and resolving issues faster? Not sure? Please write to our Salesforce Service Cloud experts at info@brillio.com and find the answers.

About the Author
Sachin Pawar
Sachin Pawar

With over 20 years of experience, Sachin is a Principal Consultant at Brillio focusing on providing an end-to-end solution from strategic planning to successful implementation of enterprise applications leveraging Salesforce technology

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