Salesforce | Service Cloud: Help faster by Using Different Communication Channels

Today's customers expect fast and efficient service. Companies are meeting these needs with innovative solutions like Service Cloud. Service Cloud allows companies to respond faster to customer requests by integrating multiple communication channels such as email, chat, social media, phone support, and portal assistance. This article explains in detail how Service Cloud helps businesses effectively deliver customer service across multiple communication channels.

Salesforce Service Cloud Voice

Salesforce Service Cloud Voice simplifies customer interactions over the phone by integrating those calls directly into the Salesforce platform and its Omni-Channel feature. This integration offers a more personalized customer experience and boosts agent productivity.

Key features of Salesforce Service Cloud Voice

Integrated Call Management: This feature minimizes the need to switch between systems and improves response times by allowing agents to manage calls, set availability, and process transfers directly in Salesforce.
Omni-Channel Integration: Combines phone support with email, chat, and social media, allowing agents to handle all interactions from one platform.
Voice Call Recording: The call is recorded and added to the customer record upon completion; additional details such as call duration and wait time are also included, providing a comprehensive 360-degree view of the customer.
Real-Time Transcription: Calls are transcribed in real-time, allowing agents to refer to a written record immediately.
Performance Metrics: Detailed analytics on call volume, duration, wait times, and agent performance help businesses make data-driven decisions and refine their support strategies.
Enhanced Amazon Integrations: Integration with Amazon Connect provides advanced features like AI-powered voice analysis and sentiment detection, enhancing the support experience.
AI Integration: With Einstein’s advanced Conversation Intelligence, Service Cloud Voice can suggest the next best action based on telephony signals and automate routine tasks, allowing agents to focus on complex issues.

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Key concepts of Service Cloud Voice

When using Service Cloud Voice, Salesforce creates two key connected apps for you: one for single sign-on (SSO) to streamline access to Voice and Amazon Connect, and another for REST API OAuth to facilitate interactions and updates between Amazon Connect and Salesforce.
Your contact center represents your team agents and can be organized by region. The IVR (Interactive Voice Response) system is customizable, helping direct calls efficiently through contact flows and Lambda functions.
Phone number porting allows you to transfer existing numbers to your new setup.
Agents use a softphone, a computer-based interface with features like call transfer and mute. As was mentioned earlier, Service Cloud Voice primarily integrates with Amazon Connect, but you can also use other providers or a custom Amazon Connect setup.

Email-to-Case

Email-to-Case allows organizations to automatically transform incoming customer emails into support cases. When a customer sends an email to an organization support address, Email-to-Case extracts the email content and creates a new case.

How does Email-to-Case enhance efficiency?

Automated Case Creation: Automatically generates cases from customer emails.
Customizable Case Routing: Email-to-Case from Salesforce allows you to route cases based on specific criteria. You can set up routing rules to route cases to specific agents or support teams based on the email content, sender information, or the urgency of the ticket.
Automated Response Templates: Salesforce allows you to create and use automated email response templates. These templates can be customized based on your business needs , and auto-response rules help establish response logic.
Omni-Channel Support: Omni-Channel optimizes case assignment by routing cases to agents based on their skills, availability, and current workload.
Customizable Case Fields and Layouts: Salesforce provides flexibility in customizing case fields and layouts to meet your organization’s specific needs. You can define custom fields to capture additional information from incoming emails and configure page layouts to capture all necessary information.
Reporting and Analytics:Reporting and analytics tools can help enhance the presentation and analysis of your case statistics.
Security and Compliance: Email-to-Case is designed with robust security measures to protect sensitive customer information.

Salesforce offers two primary methods for managing customer support inquiries via email: Email-to-Case and On-Demand Email-to-Case.

Email-to-Case:

Agent Installation: Requiries an agent to be installed on your network, which processes incoming emails and routes them to Salesforce.
API Usage: Does not contribute to API usage when creating cases, as the processing occurs within your network before the data reaches Salesforce.
Email Size Limit: Can handle emails larger than 25 MB, including headers and message attachments.
Firewall Security: Keeps email traffic within your firewall, enhancing security and control over sensitive data.
Attachment Size Limit: Can manage attachments larger than 10 MB, making it suitable for handling large files.

2. On-Demand Email-to-Case:

No Agent Required: Does not require the installation of an agent, simplifying the setup process.
API Usage: Contributes to API usage when creating cases, as the processing occurs within Salesforce's cloud environment.
Email Size Limit: Rejects emails larger than 25 MB, including headers and attachments.
Email Traffic: Does not keep email traffic within your firewall; traffic passes through Salesforce’s cloud infrastructure.
Attachment Size Limit: Only handles attachments up to 10 MB, which might be restrictive for some use cases.

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Web-to-Case

Web-to-Case enables organizations to capture customer inquiries directly from their website and automatically create support cases.

Key features of Web-to-Case

Automatic Case Creation: Web-to-Case allows organizations to automatically create cases directly from web forms on your site.
Customizable Web Forms: Clients can create and customize web forms to collect specific information from clients. These forms can collect certain information, such as contact information, issue descriptions, and product information, and effectively match the relevant context to the case fields.
Case Assignment Rules: Web-to-Case includes case assignment rules that route cases to the appropriate support teams or agents based on predefined criteria.
Automatic Response Emails: After submitting a web form, clients can receive automated, predefined responses via email.
Scalability: Web-to-Case is highly scalable, capable of handling large volumes of cases without compromising performance. You can capture up to 5,000 cases in a 24-hour period. When you reach the 24-hour limit, additional requests are stored in a pending request queue.
Multi-language Support: To cater to a global customer base, Web-to-Case supports multiple languages, ensuring that web forms can be presented in the customer's preferred language.

Key concepts of setting up Web-to-Case

Generate Web Forms: Designing effective web forms is crucial for capturing relevant customer information. Don’t forget about field validations, clear instructions, and responsive design to accommodate various devices.
Form Mapping: Choose the case fields you want to include in your web form. Include fields that can capture your customers’ details, like name, company, and contact details.
Case Assignment Rules Configuration: Setting up case assignment rules involves defining criteria for routing cases to specific teams or agents. These rules can be based on factors such as case type, customer priority, or geographic location. Proper configuration of these rules ensures efficient case management and resolution.
Auto-Response Rules: Setting up auto-response rules allows organizations to send automated emails to customers after a form is submitted. To do this, you should also create an email template to be used.
Security Considerations: Organizations should implement measures to protect against spam and unauthorized submissions, such as CAPTCHA, and ensure that data is transmitted securely.

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Web Chat and Mobile App Chat

Embedding customer service chat functionalities into websites and mobile apps is a powerful way to meet these expectations. Web chat and mobile app chat provide customers with quick and easy access to support agents.

Key features of Web Chat and Mobile App Chat

Seamless Integration: By embedding chat functionalities directly into your website and mobile apps, customers can effortlessly initiate conversations with support agents without needing to switch platforms.
Asynchronous Messaging: One of the significant advantages of web and mobile app chat is asynchronous messaging. On web platforms, the conversation history remains available in the conversation window, allowing customers to resume their queries without starting from scratch. On mobile apps, the conversation history is preserved indefinitely, ensuring continuous and coherent communication.
Real-Time Support: Web and mobile app chat provide real-time support, enabling customers to receive immediate assistance. This instant communication can significantly reduce resolution times, as customers can get their questions answered and issues resolved on the spot.
Omni-Channel Support: Chat in Lightning Experience uses Omni-Channel to route incoming chats to your support agents.
Enhanced Accessibility: Embedding chat services into websites and mobile apps makes support more accessible to a broader audience.

Key concepts of setting up Web Chat and Mobile App Chat

Embedding Chat Widgets: To implement web and mobile app chat, organizations need to embed chat code snippet into their websites and mobile applications. This involves integrating the chat solution’s code into the respective platforms, ensuring it is easily accessible to users.
Customization and Branding: Customizing the chat interface to align with the company’s branding enhances the customer experience. Organizations can tailor the chat window’s design, greetings, and automated messages to reflect their brand’s voice and personality.
Setting up Asynchronous Messaging: Configuring the chat system to support asynchronous messaging ensures that conversation history is maintained as per the platform’s specifications. This setup is crucial for providing a seamless experience across different customer touchpoints.

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This article is prepared by our Salesforce Developer Julia Efimovskaya.