Posted on Dec 09, 2021 by Deligence Technologies | Blog | Total Hits:
Customer Relationship Management (CRM) a combination of business strategies, software, and processes that businesses/companies employ to perform analysis and management of customer interactions and data. This helps companies in nurturing and sustaining their relationships with their customers. CRM platforms record and analyse all communication to support improved customer service, propel sales, and increase business revenue.
Salesforce is a scalable and flexible CRM integrated platform that helps businesses by interconnecting sales, service, marketing, commerce, and IT, enabling them in sustained customer satisfaction. Salesforce offers several solutions for businesses through their CRM platform. Two of the key modules are Sales Cloud and Service Cloud. Let us examine what and how these modules enable a business in presenting an engaging and fruitful customer experience.
Salesforce Sales Cloud
Sales Cloud module accelerates a business with rapid growth in their accounts with efficient support sales representatives, connect to new customers, and faster closure of customer deals leading to revenue growth. The following are some significant features:
Sales Contact Management supports business sales teams to access important customer data such as contacts, communication history and engagement guidelines on deals. Content from social media posts of customers on products and services provides insights into their issues to help proactive issue management. Access of customer information can be from anywhere for point-in-time decision making in deals. A single, unified app enables access to all necessary data from the CRM platform.
Lead management feature benefits in tracking potential leads, understand best practices, monitor marketing campaigns and route leads to the right sales teams. Businesses therefore achieve faster deal closure and increase targeted customer base.
Reports and Dashboards assist in tracking the workflow pipeline of businesses with real-time views. Reports can be generated with customised sales forecasting. Performance of teams can be monitored with dashboards and associated actions can be taken. Sales Cloud provides customer analytics to check key business metrics on the go.
The Pipeline and Forecast Management feature gives a comprehensive view of the entire pipeline with real-time visibility into business forecasts. Artificial Intelligence (AI) techniques supporting predictions enable dynamic business decisions. A single pane of glass of customer deals helps focus on promising deals and accordingly guide sales representatives. Insights into sales can be assessed to get a clearer picture of forecast to make real-time adjustments for better revenue.
Process Automation through Sales Cloud Process Builder offers process automation for complex sales with drag-and-drop actions. It provides a point-and-click interface to automate business processes with functions such as automatic email alerts for deals, automated task assignment during progress of deals, and automatic approvals of deals-related actions based on specified criteria.
Partner & Channel Management functionality facilitates businesses build their partner ecosystem with abilities to recruit, onboard, train, and support sales channels enabling empowerment to partners in sales. It supports co-marketing campaigns development, manage marketing development funds, and devise programs for incentivizing partner performance.
Salesforce Service Cloud
Salesforce Service Cloud energizes businesses to deliver best-in-class customer service to their existing clientele in addition to sales performance. Let us look at some notable features that support an efficient customer service.
Through Lightning Console use experience, all information that the service agents of the business need are accessible from a central point spanning information such as subject matter expertise and customer profiles. This help in quick responses to customer questions aptly the first time and anticipate customer needs. Irrespective of the channel that customers use, the experience is the same wherein a service team uses a unified console to view information of customer’s profile and account information accelerating customer lookup and speedy resolution. The console dashboards support a responsive layout for easy customer views with frequently used actions emphasized.
Intelligent Case Management feature automatically assigns the best-qualified agent with AI-powered routing recommendations to enable fast resolution of cases. It supports the full context of cases on a per-customer basis in a chronological manner with artefacts such as voicemail, email update or a knowledge article.
Service Cloud Voice facility presents an efficient service experience on customer calls with service teams provided with instant access to a current view of the calling customer, using AI. Service Cloud Voice supports integration of call communication facilities with Amazon Connect thereby bringing together intelligent cloud telephony, IVR, and call routing with the CRM data. It delivers a seamless customer experience with the help of voice transcription from Amazon Connect and AI-powered recommendations, giving service agents and supervisors real time visibility into customer data from voice and CRM channels. AI-based analysis helps provides the right knowledge articles and next steps based on conversations with the customer speeding up customer issues resolution.
Omni-Channel Routing facilitates tasks distribution to agents based on their skills for the case intricacies and their availability in an optimal manner thereby increasing productivity and priority case handling. Service Analytics aids managers and agents in delivering personalised service to customers by diagnosing issues in any channel, using AI to prioritise routing to right agents and recommend next best actions.
Computer Telephony Integration integrates phones and computer systems to route calls to the appropriate agent, presents customer profile on call initiation and call information logging. Digital Channels feature speeds up customer service interaction through mobile messaging service, social media and live chats and video calls, field service through mobile apps, and Customer Self-Service to seamlessly connect to business processes like bill pay, knowledge and service agents.
While Salesforce Sales Cloud and Service Cloud have some common functions, they are important complementing modules that enable a continuous customer engagement and satisfaction lifecycle of businesses. Sales Cloud and Service Cloud help business in efficient sales and customer service processes very efficient. Together through intelligent automation, the two modules support customer engagement through closing engaging and closing deals, and Service offering to support customer with an efficient and personalised experience between Salesforce consumers and their customers.