Customize Sales and Service

Learning Objectives

After completing this module, you’ll be able to:

  • Explain the power of the Salesforce platform.
  • Describe how to customize Sales and Service with the Salesforce platform.
  • Identify ways to use the Salesforce platform across departments.


So you’re invested into Salesforce, but you’re not 100 percent sure how to get the most power out of it? You’ve come to the right place for help!

For those of you who don’t know, underneath all the Salesforce apps—whether you have Sales, Service, or Marketing—lies the Salesforce platform. The Salesforce platform is the foundation for every app Salesforce builds as well as every app customers and partners build. That makes it the perfect place to quickly customize and add any additional functionality you need, starting with the two apps you know and love—Sales and Service.

How to Tailor Sales and Service to Fit Your Unique Business Needs

We know that every business—small or large—has its own unique sales and service processes, which is why Salesforce has made it extremely easy for you to customize your Sales and Service apps.

When it comes to sales, you want your colleagues to sell faster and be more productive when interacting with customers. When it comes to service, you want your colleagues to deliver more personalized support. It’s your job, in parallel with the VP of Sales and VP of Service, to enable your colleagues to be successful with customers. With the Salesforce platform, you can create the ideal sales and service experiences for reps with Lightning Experience declarative tools, processes, and Lightning components anyone can use.

So where do you start? We’re glad you asked.

When thinking about customizing for your sales and service reps, typically you start with the data model. Inside Salesforce data models consist of standard objects—those that come right out of the box with Salesforce, and custom objects—those that you create yourself.



Objects inside Salesforce are a lot like database tables.

With Sales Cloud and Service Cloud you already get a prebaked data model that consists of standard objects like accounts, contacts, opportunities, contracts, and cases right out of the box. Now that’s great, but what if you’re a company that doesn’t directly sell into accounts? Maybe instead you sell into manufacturing plants or different retailers. Or your field techs don’t have data around the latest inventory while in the field? Not a problem. We make it super easy for you to customize Sales Cloud and Service Cloud to include new custom objects. Whether you need a manufacturing plant object or a custom inventory object that pulls data from a third-party system like Oracle and SAP, we’ve got you covered. All you have to do is build the object inside Schema Builder, our point-and-click data modeling tool that lets anyone customize their data model in minutes.

The schema builder Setup page in an org for a petrochemical company, showing the relationships between the Plant and Equipment custom objects.

Now the next step in customizing Sales and Service Cloud is the user interface. You can customize any app’s user interface using Lightning App Builder, our point-and-click declarative tool that lets anyone customize, extend, and build apps. Inside Lightning App Builder you customize apps with components, which are reusable building blocks that let you expose the information you want in the app. There are three types of components.

  1. Standard components
  2. Custom-managed components
  3. Custom components

A Lightning page being customized with Lightning App Builder, using both custom and out-of-the-box Lightning components.

Standard components are components that come right out of the box with Salesforce. Inside Sales and Service Cloud, you automatically get standard components—like listview, reports, and more-—that display your account, contacts, opportunities, and external sales order data from SAP. But we both know that sales reps need a little bit more functionality within this app. Which brings me to my next point. You can add additional sales functionalities into your user interface—like account hierarchy, quote generation, signatures, and more—with third-party, prebuilt, custom-managed components from the AppExchange. These components are super easy to install, and there are over 4,000 to choose from!

Watch the video to learn more about how you can extend your CRM with prebuilt apps, and check out the AppExchange!

Now sometimes there isn’t a component that showcases the data you want. In this case, you create your own custom component. This is where your developers step in and build one. Companies in all industries have created components for just about any use case, such as product identification, document generation, analytics, live message, and more. Check out the Lightning Components Basics trail for more information on how to build your own.

The final step in customizing is to automate business processes. You can easily automate a unique sales or service process with Process Builder, our declarative tool that lets anyone automate a process in minutes. A process inside Process Builder consist of three things: an object, criteria that triggers the process, and the action that takes place. Whether you’re a manufacturing company with a unique sales discount process that requires multiple approvals or you’re a healthcare company that has a strict customer service process, this is a great tool for you.

Essentially your options are unlimited in terms of customizations on our platform. Create the perfect apps and processes for your business. Want to learn what else you can do to extend your CRM? Go to the next unit or check out the resources here for some potential next steps in your journey. Happy trails!


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