Complete reporting in your service team when using Salesforce
As a team leader of the service team it is important to get complete reporting. Reporting must cover all channels, those that may get managed in Salesforce and those that are not managed in Salesforce, ie incoming and outgoing phone calls.
Salesforce continues to bring more channel into support mix in Service Cloud. Email-to-Case and Web-to-Case are there already for some time. LiveAgent - chat - has been integrated. And social media, like Facebook, Twitter, Instagram, LinkedIn are now integrated as well via Salesforce Social Studio.
One channel that is not integrated in Salesforce itself is voice. To be able to pop-up incoming calls or use click-to-dial to make outbound calls, you still need a 3rd party solution.
Computer Telephone Integration (CTI)
Depending on your communication platform, the integration of telephony conversations is different.
On-premise solutions often implement a so called 'Connector'. With this connector, information gets shared and/or communicated with Salesforce. These solutions may create a Case to report on the question. But this often happens after the facts. So while the call is ongoing, the agent works in an application of the communication platform. When the call ends, a Case gets created in Salesforce.
On the other hand, Cloud Contact Center solutions, may create a Case before the pop-up is done in Salesforce. When using the Service Cloud Console, this allows to pop-up an already saved Case. This may show all relevant data of the caller, for instance:
- Basic customer information in the Highlights panel
- Related Cases in a side panel
- The Case feed in the detail panel
This implementation may work exactly the same as Email-to-Case or Web-to-Case, where Cases get created automatically when they arrive.
Reporting in the Service Team or Contact Center
Now, why is this telephony integration important for reporting?
Call center or Service team reporting may require some customisation when there's limited integration with Salesforce. At the minimum, it will be required to make the link 'somewhere' between Cases and calls. So either the communication platform gets to know which is the Salesforce CaseId that is linked with a call. Or Salesforce knows the CallId, which is managed in the communication platform. As said, this is the minimum. This makes the link between the two environments.
To have 'the full picture' you may (probably) be required to export data from the communication platform and from Salesforce, into a Datawarehouse environment, to there create the expected reports.
Cloud Contact Center solutions may make this process more simple. Creating Cases automatically, registering Call Activities directly in Salesforce AND potentially uploading Call Center statistics IN Salesforce, allows the Service Team Lead to create the needed reports directly in Salesforce.
Now, how about that!?!
Companies that implement Salesforce Service Cloud often have questions about how to ensure a streamlined omnichannel approach. Reporting is definitely one of the more important things to look at. Are you starting a Salesforce Service Cloud project and/or evaluating a CRM project? Would you like to get more information about this topic and CTI with Salesforce in general? Then register for a free 30-minute conference call to discuss more in detail.