Use Analytics to Gather Insights and Drive Profitability
Learning Objectives
After completing this module, you’ll be able to:
- Describe what you can do on the Service Analytics Platform.
- Explain how data-driven insights can improve your customer experience.
- Name which kinds of metrics Einstein Discovery can deliver.
- Describe how Service Analytics lets you set key performance indicators (KPIs) and resolve cases faster.
Transform Data into Customer Happiness with Service Analytics
It’s no secret that a great customer experience is key to getting a leg up on your competitors. But with today’s ultra-connected customers (and shrinking profit margins), balancing the needs of increasingly savvy and assertive customers with the cost of doing business can be tough.
In our previous unit, along with the Service Cloud Platform: Quick Look module, we explored how to use the Service Cloud platform to connect with your customers easily. Anywhere, at any time. And we looked at how those interactions directly feed into the Service Console. But what happens next? How do you harness all of this customer data to make informed decisions about making your business more efficient? How do you deliver even more amazing service, while maintaining your bottom line?
Nowadays you’ve got to arm your customer service agents and managers with the consumer insights they need to go the extra mile, and create more personal experiences for every customer. Oh, and you need to have visibility across channels and across every part of your company.
That’s where Service Analytics comes in. With prebuilt apps, your company-wide service data can now do the hard work for you. Your service team can base their actions on insights drawn from Service Cloud data as well as external sources. That includes enterprise resource planning (ERP) systems, computer telephony integrations (CTI), and workforce management (WFM) systems. Now, service managers can determine best practices for key performance indicators (KPIs) all from a single console.
Let’s take a look at all the ways that Service Analytics can make your service managers smarter, your agents more productive, and your customers happier.
Drive Action with Data: Introduction to Service Analytics
Your company data lives in different locations, including Salesforce and external systems like ERPs, data warehouses, and log files. When viewed together, it can be a gold mine, changing the way you run your business and transforming your customer’s entire service experience. Service Analytics solves the challenge of combining all this information so that you can answer all those burning questions your team is asking.
The Analytics platform is secure, trusted, scalable, and, of course, mobile, and it gives your entire team immediate access to powerful data insights with point-and-click ease. With Service Analytics, there’s no complex IT installation or cumbersome learning curve. Get actionable metrics that deliver the insights you need. And get down to what’s really important—delivering awesome service for every customer.
Integrate Service Data Seamlessly
You can go even deeper with insights. With prebuilt formulas that draw from your service and sales data, Service Analytics visually assembles the information into easy-to-read dashboards. It also automatically populates dashboards with the Service Cloud platform data you don’t want to miss. And you can share all these customer insights and dashboards across your team. Consider Service Analytics your one-stop shop for easy insights.
Find Answers in a Flash—and Take Action
With Service Analytics, managers and service agents have all the right information they need at the right time to help shape a positive customer experience. With prebuilt datasets and dashboards, you can easily track team performance, observe channel performance, and optimize contact center scheduling. Your agents can access key insights from customer profiles, case histories, and helpful answers to common questions in a snap—from any device within the Salesforce apps they already use.
With this information, they can create tasks and cases, escalate issues, update case histories, and even collaborate on answers with other service team members directly from the Service Console. Plus, because Service Analytics integrates with the Salesforce apps, your team can shift from data gathering to diagnosing service issues with no legacy system lag time.
The Power of Analytics in the Field
You can use these powerful analytics tools in the field, too. With Field Service, service technicians can access vital information such as customer purchase history and knowledge articles. All of this helps close cases faster—and keeps customers happy every step of the way.
Access KPIs with a Click
With Service Analytics, you can set KPIs in a single dashboard. By drawing on existing Salesforce data and trends, your entire service team can deliver personalized service using best practices based on proven customer satisfaction metrics. That lets your agents anticipate your customer’s needs at all times. Agents can identify product and service issues and their causes, then use predictive case fields with recommended next best action to resolve issues quickly. They can also keep track of their own performance and how they compare to their peers.
Turn Data into Metrics—and Higher ROI—with Einstein Discovery
Albert Einstein taught us that creating simplicity from complexity can change the way we see the world. That’s how metrics can change the way we deliver customer service. And that’s where Einstein Discovery fits into Service Analytics. You have all this awesome data at your fingertips, and now you need to make sense of it all. For starters, metrics are a simple way to measure success and failures and adjust your business strategy accordingly. How you gather, measure, and use that data helps shape your customer’s happiness and your own ROI.
Einstein Discovery is like having your own personal unbiased data scientist, right inside your app. It sifts through millions of data points in minutes, it takes those results, and creates new insights that are used to determine what’s happening with your business and why. You’ll receive smart predictions flagging trends along with recommended actions. Agents can use these insights to deliver faster, more personalized service. Einstein Discovery gives you metrics to make every one of your agents a regular Einstein. Here’s how:
- Create reports: Reports are built on the data to answer questions such as how reliable is a certain product? Reports serve up as a list of records that meet your criteria. Even better, reports in Einstein Discovery can be filtered, grouped, or displayed in a graphical chart with narrated descriptions that help you understand the meaning of every graph. These reports, complete with speaker notes, can surface in Salesforce or exported to Microsoft Office.
- Understand the data: Dashboards are the visual displays of key metrics that you’ve defined for your reports. They can display everything from buying trends and inventory patterns, to past customer satisfaction levels by product or service.
- Make the most of your metrics: When it comes to reporting capabilities for your dashboards, it’s important to understand what to measure, and why. First, decide what metrics really matter to you. Pick a limited number of key performance indicators that you want to follow (5 -10 metrics is a best practice). And limit the number of reports and dashboards to really target business objectives.
Want a deeper dive into Einstein Discovery? Complete the Einstein Discovery Basics module.
Turn Your Contact Center into a Profit Center
If metrics are accessible from a service agent’s console, you and your agents can spot trends and act on them immediately. You can design processes for your contact center that match common trends and themes, all based on how and when customers contact your company. You can count on these same processes to drive more revenue.
Deliver Proactive Self-Service
You can use proactive processes to help customers help themselves. For instance, what if on the last day of the month, your call center consistently gets a large number of inbound calls about a common billing question? Using Service Analytics, you can design a process that delivers the answer to that question through a customer site. You can also give customers self-service options to connect with others in the site to get their answers quickly. This keeps your call volumes down, and your agent productivity up, resulting in a positive bottom line.
Empower Your Service Agents
Service Analytics gives your agents the power to deliver service tailored to a customer’s likes and needs. This helps your agents proactively upsell and cross-sell based on customer past buying histories. For example, Service Analytics suggests products a customer might like or provides special incentive offers based on trending buying habits. This leads to increased sales, topline growth, and satisfied, loyal customers.
Congratulate Yourself on a Genius Idea
You’ve chosen Service Analytics. Now your customer service agents are also product lead generators. They’re your newest revenue stream, your next competitive advantage—and your next key business driver.
