“One-third of consumers say they would consider switching companies after just one instance of bad customer service.”
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.”
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:
Brillio team took a two-phase approach to transform the support function without disrupting the current operations.
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
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.
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:
“86% of millennials say they are influenced by negative reviews when purchasing a product or service.”
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 firstname.lastname@example.org and find the answers.