Engage Customers with Service Cloud

Learning Objectives

After completing this unit, you’ll be able to:
  • Explain how Service Cloud helps with digital engagement.
  • Describe key digital engagement options with Service Cloud.

How Service Cloud Helps with Digital Engagement

Even though each digital engagement journey for a customer includes marketing, selling, and servicing, Sita focuses on service. Based on the stats and feedback she’s received, transforming service for Ursa Major Solar is her number one priority.

Note

Note

This module focuses on digital engagement for Service Cloud. To learn more about the other clouds, see:

Tip

Tip

Want to learn more about how to integrate various functions of Marketing, Commerce, and Service Clouds? Then check out Salesforce’s Solution Kits.

To get started with digital engagement for service, Sita turns to her rock star admin, Maria Jimenez. Maria has set up several Salesforce features for Ursa Major Solar, and she’s ready to share how Service Cloud can help with digital engagement.

Sita and Maria standing alongside the Ursa Major Solar logo.

First, since Salesforce is already in use, a number of digital engagement tools are available to set up. Maria may need to purchase a few new user or feature licenses, but everything she needs to help Ursa Major Solar engage and support customers in the digital realm is a few clicks away.

Service Area Description
Service Cloud Platform
  • Provide a 360-degree view of customers and their past preferences from multiple channels. The platform includes agent productivity tools and routing features so customer cases automatically go to the right agent, at the right time, from anywhere, on any device.
  • Push agents relevant knowledge from across your organization, including key articles, topics, and advice from your product experts.
  • Allow agents to see customers’ histories to check on service agreements and to offer personalized incentives and special offers.
Service Cloud Messaging
  • Let your company have conversations with customers in ways that are most convenient for them—on their mobile devices using messaging apps, such as SMS text messaging and Facebook Messenger.
  • Power conversations with chatbots to automate service or agents can connect instantly with a customer to give them the personalized help they might need.
Service Cloud Embedded Service for Web or Mobile Apps
  • Embed customer service directly into your web pages and mobile apps so you can reach customers right where they are.
  • Let your customers contact you on the go without interrupting their browsing experience or mobile experience.
  • Add chat, knowledge, and case capabilities to your websites and mobile apps to provide richer service.
Salesforce Self-Service
  • Build branded sites that let customers help themselves, anytime, on any device, without the assistance of an agent.
  • Add self-service web portals to help customers connect with each other for insights, access knowledge, and interact with chatbots to find the right resources or get redirected to the right agent for immediate service.
Service Cloud Chat
  • Offer real-time support to your customers with web-based chat. Quickly connect customers to agents by adding chat buttons on your web pages and sending automatic chat invitations to customers as they browse your site or self-service portal.
  • Increase agent productivity with sneak peaks to what customers type, preprepared answers to common questions, and live coaching from supervisors.
Social Customer Service
  • Turn social network posts into cases or leads and let agents join customer conversations where they are happening.
  • Allow inbound and outbound social posts to appear in case histories, making it easy to follow conversations on Twitter, Facebook, YouTube, WhatsApp, Instagram, and more.
  • Track customer sentiments, keywords, and offer to take public conversations private.
Service Cloud Einstein
  • Put artificial intelligence (AI) into routine service interactions, especially for chatbots on digital channels like web chat, SMS messaging, or voice activated devices.
  • Connect chatbots to existing business process for more intelligent service automation.
  • Save agents time by using machine learning to surface the best responses and knowledge from past cases and conversations. Let Einstein analyze incoming cases to automatically predict fields so that the right agents can handle specific requests faster.


Sita is impressed with Service Cloud’s areas to support the digital realm. But she wonders where email and phone fits in. “Aren’t email and phones digital?” Maria assures her that email and telephony are traditional channels for service that often fall into the realm of digital engagement. Both email and telephony are part of multichannel service available with Service Cloud.

Engagement Options with Service Cloud

Maria dives a little deeper into specific Service Cloud features and how they help with customer engagement. Learning about these features will help Sita and the service team decide what to implement.

Service Area Description
Service Console
  • The Service Console is a centralized interface that lets agents see all relevant information about customers and helps them respond to cases across multiple channels, simultaneously.
  • The console integrates with productivity tools, routing mechanisms, useful knowledge, predictive intelligence, data from other systems, and more to provide a unified workspace to support customers on any device, from any location, across any channel.
  • All service features and channels connect with the console. And, since the console is a Lightning app, it’s easy to customize and scale with components and drag-and-drop tools.
Salesforce Mobile app
  • Salesforce Mobile app is for customer service on the go, and it’s available on both iOS and Android devices.
  • The app gives you real-time access to the same case and customer information that you see on the console but is organized for getting work done from your mobile device.
Omni-Channel
  • Omni-Channel routes any type of incoming work item to the most qualified, available support agents in the console. Monitor agent workloads and the status of work items routed by Omni-Channel.
  • Agents can raise flags on work items when they need assistance from a supervisor, and supervisors can monitor conversations between agents and customers, and send helpful messages that only the agent sees.
  • Supervisors can also respond to incoming support requests by changing queues as needed and can update agent skills quickly.
Call Center
  • Call Center integrates phone call capabilities with the console so that you can use your computer as a phone. Whenever a customer calls, their information appears front and center for agents so that they have everything they need to help the customer.
  • No more time spent searching, scrolling, or clicking for information about a customer. Make outgoing calls directly from the console, and report on call outcome, duration, and more.
Email-to-Case
  • Email-to-Case automatically converts emails sent to an address you specify to cases in the console.
  • Email exchanges between customers and agents are tracked to see history and sentiment and lead to the quickest resolution.
Web-to-Case
  • Web-to-Case lets you add a submission form on your website so that customers can submit cases directly to the console for agents.
  • Since you choose the case fields on the form, any workflows, assignments, and responses are automatically triggered.
Experience Cloud Sites
  • Sites help you share information and collaborate with customers, partners, or employees. Whether you call it a self-service web portal, a help forum, a support site, or something else, an online community lets your agents share approved content and connect with others from the console.
  • Use easy point-and-click tools with Lightning templates to create branded collaboration spaces for various business purposes.
Social Customer Service
  • Social Customer Service lets agents listen and respond to customers across social platforms like Twitter, Facebook, YouTube, WhatsApp, Instagram, and more.
  • Social customer care requests are sent directly to the console, where agents can switch the conversations to the best channels for customers at any time.
Messaging
  • Messaging lets customers start conversations with your company by sending texts to your designated phone number or sending Facebook Messenger messages to your Facebook page. Incoming messages are displayed in the console, where agents can accept messages and start chatting.
  • Agents can also proactively reach out to customers on these channels to keep them updated or use automation to send customers messages when Salesforce records change, such as when cases are closed.
Chat
  • Chat helps your customers start live, in-app or online chats with your agents while they're browsing your website.
  • Agents can quickly respond in the console, and you can scale your support with AI-powered chatbots to answer routine questions or redirect to the right agent.
Embedded Service
  • Embedded Service helps you add personalized service to connected apps for mobile and the web. Create and monitor cases from any mobile device for a seamless service experience wherever your customers are located.
  • Set up two-way audio chat for devices so that agents can have context for issues and solve problems directly from the console.
Einstein Bots
  • Einstein Bots are applications that simulate human conversation, either aloud or from text message. Instead of having a conversation with an agent, customers can have a conversation with a computer integrated with an AI technology called Natural Language Understanding (NLU).
  • Whether through typing or talking, a chatbot can connect with a customer to answer routine questions, leaving agents more time to help customers with more complex questions or problems.
Einstein Case Classification
  • Einstein Case Classification uses predictive intelligence on new cases to recommend or populate picklist and checkbox field values based on past data. It uses machine learning, AI technology that determines the values on case fields, to free up time for support agents.
  • More time for support agents means more time spent making customers happy and delivering exceptional experiences.

A Service Console integrated with multiple channels alongside the Salesforce Mobile app.


Now that Sita has a better idea of what digital service options are available with Service Cloud, she asks Maria to help her start planning for digital engagement.