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How Salesforce Will Make You a Customer Relationship Expert

In the world of technology, face-to-face customer interactions are becoming less frequent, while phone, email, and chat are becoming the new norm. How can you make sure your customers still feel appreciated and satisfied?

Salesforce can be the answer, if you know how to use the dynamic CRM platform.


How do you get your customer interactions into Salesforce?

To answer this question, you should already know how you want your customers to contact you. Phone, chat, and email are all supported, as well as the ability to create Cases from your website. Salesforce is able to absorb the interaction and direct it to specific teams. Think adaptable, flexible, and powerful, not only for you but for your customers as well.

But wait a second… what is a Case? You can think of a Case as a support ticket, enhancement request, defect tracking… anything a customer might reach out to a company about, or that your company might need to track internally — all packaged up into one tidy bundle. As a Salesforce admin, you get to create the fields and organize the layouts for each team in your company or each type of request. You have the power to adapt!


Ring, Ring, Ring

Salesforce has the ability to integrate with telephony programs so that incoming calls automatically create Cases. Depending on how elaborate you want to make your setup, or how easy you want to make it for your call centers, this software even allows for auto-population of Contacts and Accounts on Case records, enabling your support staff to easily see key information about clients and their accounts without having to ask around or search. Not only does this functionality make your support teams appear to be mind readers to your customers, but it enhances the customer’s experience by making them feel important and understood from the moment a call starts.


You’ve Got Mail

Is email your preferred method of contact? Are you getting electronic mail all day, every day from your customers? Are you losing emails or forgetting to take action? Or are you relying on direct email contact with no logging? Then you’re going to want to set up the Email-to-Case feature in Salesforce.

This feature allows an email address to transform into a fine-tuned routing machine. Email-to-Case lets you set up forwarding from an email address into Salesforce to create Cases, and from there, only your imagination is your limit. You can create a Case queue for each team or each email address for everyone to grab, and at the same time, create complete visibility across the company. You can set certain from email addresses, subject lines, and words within incoming emails to trigger other actions on the Case. Actions can include pre-filling information in a Case, triggering emails back to the customer or other internal resources, and starting milestones to track your service level agreements. Wow, did we say that Salesforce was powerful, or what?

If you are driving traffic to your site, you should think about Web-to-Case, which is nearly the same as Email-to-Case, except that customers can visit a web form on your site and submit a Case to your teams.


Ready for a Chat?

Salesforce has its own native chat program, LiveAgent, but can also integrate with other chat programs. LiveAgent and other connected programs can be set to trigger the creation of Cases, and just like the other forms of communication, be sent to specific teams or trigger certain actions. Specific functionality depends on the program you choose.


The Bottom Line

Using all of these features that are built into Salesforce can dramatically increase customer satisfaction and streamline your support or internal communication process. The ability to automate actions, organize Cases to go to specific teams, and feed information to your support teams about customers are just a few of the powerful tools awaiting you on the journey to customer-centricity.

No matter which form of communication you prefer, Salesforce has a way to trigger time-saving actions, gather reportable data, and start tracking statistics to ensure service level agreements are met.



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