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Salesforce omnichannel approach

Functionalities between Communication platform & Salesforce in Omnichannel Support

When companies want to implement an omnichannel strategy in their service center, an important question is which functionality belongs in which application.

Next to the voice channel, Communication platforms typically may also manage e-mail, chat, Facebook or Twitter.  But also Salesforce's omnichannel and social studio have functionalities to manage the same channels. What is the best approach? And what are things to take into account?

Salesforce omnichannel functionalities

Salesforce provides standard functionalities to manage questions via e-mail (mail-to-case), web (web-to-case) and chat.  Support via Twitter and Facebook may be done by implementing Social Studio.

Salesforce also provides functionalities to manage skills and setup routing strategies for the supported channels.  So, when not integrating voice, Salesforce may provide sufficient functionalities for your organisations.

Integrating phone support

When adding voice to an integrated approach impacts your implementation. 

Many times, following questions are asked:

  • How do we ensure that agents may handle different channels?
  • How do we ensure that no phone call is provided to an agent that is occupied with answering e-mails?
  • How do we get the complete statistics for all channels?
  • How do we know how many communications we had to resolve a question?
  • Which application is used to answer customers? And is this dependent on the channel where the question is asked?

Answers to these questions depend on the selected Communication platform.  For instance, when using the available Telephony platform (PBX) to integrate with Salesforce, there are different things to consider compared with implementing a Cloud Contact Center solution.  The picture here above displays a more classic approach.  In this approach, distinct functionalities may be assigned to both applications, only for non-voice channels a decision is needed.  In this setup, the question is often: which is the leading application when communicating with the customer?  Obviously, when implementing Salesforce, this may seem like a strange question to ask. 

When you expect Salesforce to be the leading application for your support agents, then the question is: what is needed to work according to Salesforce's best practices? And what's the effort to have the Communication platform correctly integrated?

The questions above also show that reporting is important.  When integrating solutions, it is important to know that all reporting may be done correctly.  With legacy systems it is often required to upload call center statistics into a Datawarehouse environment, and also to upload the CRM data in the same DWH.  From there, a data match may be done to get the proper reporting.  Often it is a difficult exercise to get clear and consise reports.

Cloud Contact Center

When your not bound to an existing Telephony platform, or when you may seperate your service center's phone requests via a Cloud Contact Center solution, the omnichannel implementation will be easier.  Several solutions exist that implement Salesforce best practices for omnichannel implementation. Typically these solutions keep Salesforce as THE application for the support agents.  They also integrate typical call center statistics in Salesforce. This facilitates to report on Cases and Call Center statistics directly from within Salesforce.