Leveraging Salesforce to move from transaction driven to conversational connect
Organizations today are fast realizing that customers are most than just an email or support ticket. In fact, successful corporations know that they must support the full customer experience, on each channel. While customers interact with brands on different channels, corporations don’t always have a history of customer interaction across channels, leaving customers to piece together their own journey.
This is why conversational connect is gaining centre stage. Given that commerce and marketing are becoming conversational, it’s important that customer interaction evolves too. Because of rising customer expectations, the traditional service models are no longer enough. Customers want a personalized experience, which leaves no room for transactional service. Instead, brands must take full responsibility for customer success using real-time customer data that drives conversations and creates effortless customer journeys. Let’s see how Salesforce makes this possible.
Conversational Customer Support
Conversational customer support focuses on building long-term relationships instead of simply resolving issues. As opposed to traditional help desks that treat each new customer contact like a separate event, it uses context and conversations to offer continuous and personalized support. Because the information in transactional support is siloed, a customer’s interactions are never treated like they’re connected. Building a relationship from the ground up with every conversation doesn’t make for smooth customer experience.
While delivering this kind of relational support was impossible some years ago, Salesforce Service Cloud makes this possible by integrating channels and empowering agents to build closer relationships with customers. Having embedded new AI capabilities into Salesforce Service Cloud, this has made the agent console more intelligent.
Using natural language processing, Einstein Reply Recommendations instantly suggests the best responses to agents over chat and messaging, helping them improve the quality of responses to customer inquiries. Using a machine learning model, Einstein Article Recommendations recommends the best knowledge articles to agents, quickly giving them the information they need. Einstein Next Best Action leverages predictive intelligence to suggest the best course of action during agent-customer interactions, increasing overall customer satisfaction.
Omnichannel and Personalized interaction
Because people today are used to instant replies on messaging apps and social media, these expectations carry over to their interaction with a brand. This means brands must implement an omnichannel solution like Salesforce that allows them to reach customers on their preferred method of interaction – live chat, email, live chat, Facebook Messenger, Twitter, etc. While transactional systems treat each new contact on a different channel as a separate incident, Salesforce Cloud makes it possible to offer omnichannel support such that a conversation continues between channels, with all relevant information in one place.
With Einstein Supervisor, contact centre supervisors get real-time, omnichannel insights to enhance agent productivity and customer satisfaction. By combining operational insights with smart data discovery, Einstein furnishes real-time data like agent availability, queues and wait times, allowing managers to take smarter actions.
In conversational support, building rapport with the customer is important. With Service Cloud Einstein, contact centres can unlock deep customer insights to deliver a deeply personalized and transformational customer service experience. Service Cloud empowers every service employee with innovative tools and extensive data to deliver world-class customer service across channels.
Ultimately, Salesforce helps brands move from transactional support to conversational support, bringing customers closer to a brand. Through an integrated and omnichannel approach, Salesforce allows companies to put th e customer at the heart of service and deliver personalized and transformative experiences.
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