Leveraging Service Cloud for Multi-channel Support
Welcome back again! This is the final part of a four-part series with our fictitious nonprofit Coalition Against Homelessness (CAH). CAH helps us generalize and illustrate problems we have faced in many organizations over the years. In the first three parts of this series (Part 1, Part 2, Part 3), we looked at ways in which CAH leveraged native functionality within the Salesforce Cases module to increase efficiency and transparency in their internal support processes; streamline inbound requests and routing; and drive constituents to automated engagement channels.
In this post, we’ll look ahead at some additional enhancements CAH could take advantage of by implementing the Salesforce Service Cloud. In contrast to the features we’ve explored previously, Service Cloud is a license-based add-on product which expands upon native Salesforce Cases functionality to deliver best-in-class customer service. Service Cloud aims to enhance service delivery with features that target four key areas:
- Closing cases faster
- Personalizing customer care
- Providing smarter self-service
- Delivering support everywhere
Let’s take a closer look at how each of these areas might by implemented at CAH to augment their existing functionality:
- Closing cases faster: The ability to close cases faster would not only improve the constituent’s overall support experience with CAH, but it would also reduce the time spent by internal staff on each case; allowing the organization to serve more constituents with fewer resources. To do this, Service Cloud leverages two features, the Lightening Console and Live Agent. The Lightning Console is a custom user interface for support staff that unifies the various Salesforce elements required for managing Cases into a single screen interface. This reduces the time staff spend navigating and opening records, and provides them with a wealth of pertinent constituent information at a glance.Live Agent is an online chat feature that would allow CAH to interact directly with constituents, without requiring the submission of an intake form. Live Agent chats are automatically logged as cases in much the same was as a traditional email or web-to-cases are, but eliminate the response waiting time. CAH could consider implementing this feature if they want to offer their constituents an on-demand crisis service, where support would be available in real-time to people in need.
- Personalizing customer care: This feature utilizes Wave Analytics, an app that analyzes support data to provide powerful insights about constituent behavior and the overall service experience. CAH could implement this as part of an effort to better understand their constituency, with the goal of building out their services in a more constituent-centric manner that takes into account how their audiences request and consume services. This could highlight the need for a focus on different types of programmatic services, or a shift in future organizational initiatives.
- Providing smarter self-service: With two key components centered specifically around self-service, Service Cloud aims to empower constituents to quickly and easily find the answers they need, while simultaneously reducing the demand for one-on-one support. Communities create an online self-service portal where resources and discussion boards are made readily available and engagement is a click away; and when used in conjunction with Knowledge, can provide a powerful internal and external library of information that is actively shaped by the collective input of the community. For CAH, implementing Communities and Knowledge could help them achieve the long-term strategic goal of establishing the organization as not only a direct service provider, but also as an institutional source of data in the field of homelessness prevention and awareness.
- Delivering support everywhere: Finally, Service Cloud offers two tools that help amplify all of the above features by making them accessible 24/7, across a wide array of channels. By leveraging Service Cloud’s social customer service tools, CAH could focus on delivering support services across channels which might be more accessible to their constituents. For example, channels like Facebook or Twitter are especially popular with the aged 18-29 demographic, a population where CAH is seeing a rise in homelessness. CAH hopes to specifically target this group with future outreach programs. Similarly, operating only during traditional business hours may not provide access to services when key populations are in need, so CAH could use Service Cloud’s Omni-Channel Presence and Routing tools to manage a 24-hour service team and allow cases be intelligently routed in real-time to the most appropriate staff based on availability.
Service Cloud offers a robust set of tools that allow service-based organizations to deeply and broadly scale their offerings, while minimizing demand on internal resources and infrastructure. For CAH, Service Cloud matches their strategic requirements and could provide the critical next step that to ensure their services meet the growing needs of their constituency.
We hope that the story of our fictional organization CAH provides you with strategies to help you approach your organization’s challenges. If you have any questions on how to build a forward thinking strategy for your organization’s future, please contact us. We have a variety of real-life case studies from client projects that describe the process, solutions, and results of our work. For more information and white papers, please visit our Resources page.