Salesforce Cloud Types: Sales, Service, and Core Cloud

Introduction

  • Today's lecture will cover different types of Salesforce Clouds, specifically Sales Cloud and Service Cloud.

Core Cloud

  • Core Cloud refers to the original Salesforce offering, focused on salesforce automation.

Sales Cloud

  • Most people are familiar with the Sales Cloud and its capabilities.

Service Cloud

  • Service Cloud emerged after Sales Cloud and focuses on customer service and support.
  • Sales and Service Cloud are two of the most popular and widely used clouds in Salesforce.
  • The presenter mentions that those familiar with call centers will understand the value of Salesforce Service Cloud.

Key Advantages of Service Cloud

  • Cloud-Based: Only requires a laptop and internet connection.
    • This contrasts with on-premise (on-prem) software that relies on local systems and authentication.
    • Mention of older software setups with tokens and system-dependent applications.
    • The movement away from locally installed applications toward cloud-based solutions like browser-based spreadsheets and notes.
    • Service Cloud enables call centers to operate without requiring locally installed software.
  • Highly Customizable
    • Unlike some systems like Genesys, Service Cloud offers a superior level of customization.
    • Customization options: Font size, color changes, front-end and back-end modifications.
    • Ticket management and escalation features with automated emails based on SLA (Service Level Agreement).
    • Example of automated emails with escalation procedures if tickets aren't resolved within a specified timeframe.
    • Customization provides visibility to managers and teams, fostering a better ecosystem than complicated, non-cloud-based systems. Version control is also easier than on-prem systems.
  • Company Agnostic: No need to install software; accessible via web browser through cloud computing.
    • Cloud computing encompasses data repositories, security, sharing settings, profiles, and roles.
    • Salesforce Service Cloud is a Software as a Service (SaaS) platform with various user features.
    • Integrates with call center technologies like CTI (Computer Telephony Integration) using adapters.
    • CTI integration combines software from telephony providers to enhance functionality.
    • Service Cloud also manages processes from email, chat, social media, and customer satisfaction ratings.
    • Customer satisfaction is gauged through CSAT (Customer Satisfaction) or DSAT (Customer Dissatisfaction) scores.

Cases in Service Cloud

  • Everything in Salesforce Service Cloud revolves around "cases." Cases are central to the Service Cloud, similar to how leads are important in Sales Cloud.
  • Cases are closely related to leads which originate from various sources, such as websites (web-to-lead).
  • Service Cloud also has web-to-case functionality.

Case Origin

  • Cases can originate from various channels such as phone, email, or web.
  • There is a functionality called "email to case."

Email to Case

  • Example:

    • Customer sends an email to support@company.com with a laptop complaint.
    • The system automatically creates a case and sends an auto-reply with a ticket ID.

  • Many companies use Salesforce in the backend for their ticketing systems.

  • Ticketing is a key business challenge that CRM systems like Salesforce address.

  • Service Cloud addresses business challenges, especially after a product has been sold.

Customer Satisfaction and Word-of-Mouth

  • Customer satisfaction is critical, with 70% of new customers coming from word-of-mouth referrals.
  • Negative reviews and poor ratings can significantly impact a company's reputation and business.
  • The presenter mentions an example of how complaints are handled in firms:
    • Addressing complaints effectively is critical for maintaining a positive brand image.
    • Proper handling of complaints can turn a negative experience into a positive one.

Case Management System (CMS)

  • Service Cloud is essentially a case management system (CMS), focusing on cases and solutions.

Key Functionalities of Service Cloud

  • Sales Cloud add on service Cloud to understand the basic concept.

  • The data migration concept, reports, dashboards, automations, lightning record pages, page layouts, fields creation, record types, and object applications are similar to the Sales Cloud.

  • Interviewers (especially in director or manager rounds) focus on business processes and use cases.

Service Cloud vs. Marketing Cloud

  • Service Cloud is crucial, whereas Marketing Cloud might be less critical for some roles.
  • Marketing Cloud is an expensive tool with high demand, but Service Cloud is indispensable.

Cases vs. Leads

  • Cases are similar to leads
    • Leads represent individuals interested in your business but not yet customers.
    • Cases represent complaints or concerns raised by existing customers or contacts.
  • Leads have sources like website, phone, or email.
  • Cases also have various entry points.

Implementation of Web-to-Case

  • Enabling web-to-case functionality, which involves HTML code integration of a contact form on a website.
  • Discusses the back-end setup, including default case origin and auto-response settings.
  • Demonstrates generating HTML code for a web-to-case form and integrating it into a website.
  • Suggests testing the web-to-case setup.

Deep Dive into Email-to-Case Functionality

  • Explains the process of setting up email-to-case in Salesforce, which is less commonly understood.
  • Walks through enabling email-to-case and configuring routing addresses (email addresses that customers can use to submit cases).
  • The presenter uses a Gmail account for the routing address, emphasizing the need to verify the email address.
  • He encounters issues with the routing address not displaying correctly after setup.
  • Notes that after setting up and verifying the email address, Salesforce should create cases from emails sent to that address.
  • Describes forwarding rules in email systems like Outlook and Gmail to automatically forward emails to the Salesforce routing address.
  • Explains the need to create a dedicated email ID (e.g., support@company.com) for email-to-case to ensure proper routing and handling of customer inquiries with best-practice, user-friendly email ID following the <initial>.<lastname>@dell.com pattern, managed by the IT admin.
  • A potential challenge: confusion between website contact forms and direct emails to the support address.

Assignment and Routing Rules

  • Similar to lead assignment rules, cases can be assigned to specific teams or users based on predefined criteria.
  • Describes setting conditions based on the subject and body of emails.
    • For example, using words like "dissatisfied," "unhappy," or "frustrated" can automatically escalate the case.
    • Such cases can then be assigned to escalation teams trained to handle sensitive customer issues.
    • Example of call center agents forwarding calls to supervisors when customers are highly agitated.
  • Emphasizes the importance of handling complaints effectively to maintain customer satisfaction.
  • Relates this to automating complaint handling using process builder or flows to identify and escalate cases with negative sentiment.

Case Solutions and Knowledge Base

  • Cases can be associated with solutions from a knowledge base.
  • Call center agents use probing questions to identify the customer's issue and provide relevant solutions.
  • The knowledge base provides agents with straightforward solutions to common problems.
  • Example of a printer issue (paper jam) and how agents use a knowledge base to guide customers through troubleshooting steps.
  • Knowledge articles can have shorter, medium, and longer versions depending on the customer's needs.
  • The knowledge base streamlines the support process and provides consistent solutions.

Case Status and SLA (Service Level Agreement)

  • Cases have a status (e.g., new, working, closed).
  • If the status is not updated in a timely manner, escalation metrics come into play.
  • Escalation metrics are based on entitlements and milestones.
  • Entitlements and milestones ensure that cases are resolved within defined SLAs.
  • Ticketing systems rely on SLAs to ensure timely resolution.
  • Important escalations are set up because no service cloud or ticket system will exist without the SLA. So cases that will harm existing customer data, such as someone who completes the payment, but agent never closed the case, escalations will come into place.

AppExchange for Service Cloud Integrations

  • Integrations with call center applications can be found on the Salesforce AppExchange, which is akin to an app store.
  • AppExchange offers both free and chargeable applications.

Example: Talkdesk Integration

  • Integration of systems that manage configuration sets and routing setup.

  • Admin panel is manageable by admin person.

  • Every logged in house is on a case object in the system.

  • The call system has a ring, and on the routing methodology, all cases are in omnichannel.

  • Demonstrates the research process for identifying and integrating relevant applications

Omnichannel Routing and Round Robin Methodology

  • Omnichannel routing assigns cases to team members using a round-robin method.
  • Round robin ensures equal distribution of cases among team members.
  • Agents can set their status to "on roster" or "off roster" to indicate availability.
  • If an agent is off roster, automation can prevent cases from being assigned to them.
  • Discusses the importance of analytics, reports, and dashboards for service cloud.

Service Cloud Project Suggestions

  • Creating a project using standard objects and processes to add to service cloud.
  • Using the ecosystem with all the other functionalities in the app.
  • Enabling knowledge articles for users to access.
  • Discussing the importance that service cloud can be for certified consultant.
  • Projects must be created around an image to have service cloud be more personable.
  • Implementation of the service cloud makes understanding service easier, when already knowing sales.

Important Information: Must use all functionalities to remember for easier interpretation..

Essential Concepts for Service Cloud Projects

  • Standard object usage.
  • Record types.
  • Lightning record pages and dynamic forms.
  • Analytics and data migration.
  • Industry-based flows.
  • Understanding cases from different perspectives (customer, business user, Salesforce point of view).
    Implement processes with all the different sectors involved.

Final Thoughts and Assignments

  • Emphasis on self-conversation and internal group discussions to assimilate knowledge.

  • Encourages the use of YouTube and other resources for learning.

  • Assignment: Record a five-minute audio describing a service cloud use case, the solution provided, and its impact.

  • Do not read from the text.

  • Use clear and precise language, and explain the business processes and different roles involved.

  • The speaker is not sure what the end goal is, but to make sure no recordings are read and created personally, without third-party assistance.

  • Final notes- moving into more advanced concepts is happening soon, as well as resume review and project assignments.

  • Must practice at least three to four times personally, before showing peers. If problems or issues arise, it is the responsibility of oneself to conduct the research beforehand, the assistance from others from the team, instead of third-party (such as friends, or family).