In our last blog, we looked at some of the features telephony brings to Salesforce.
Today, we’re going to look at how a couple of different businesses are benefitting from integrating voice into Salesforce in more detail.
The Need for Full Visibility
Nurturing relationships with your customers is a critical part of growing a successful business. In this age of automation and innovation, caring for your customers has never been more important. It has also created more data than ever before, which in turns makes it harder to get a single view of an individual customer.
Having everything in one place, without having to switch from platform to platform, can really make the difference to both your user and customer experience.
Of course, a single view doesn’t just have to mean for a customer; it also relates to the business – having a clear view of all activity, opportunities, closed won, closed lost, customers, dashboards, reports and more. The harder part and more labour intensive for your agents (should they do it) is often noting the voice interactions. Pairing an email into Salesforce is easy, noting a call and its outcome and the next action to take creates many minutes of manual admin, reducing productivity and being clicky and frustrating for the user.
It’s why the likes of Moneyfarm, a digital wealth manager, have implemented a voice solution that integrates with Salesforce. Despite being a digital-first business, being able to connect customers with a human investment consultant lies at the heart of its business.
In the early stages, simply having multiple telephone lines provided the access customers needed. However, as the business grew, this became more complex, with limited ability to route calls quickly, struggles to connect mobiles with landlines, being unable to track calls and patchy line quality.
On top of this, FCA regulations and the introduction of GDPR requires that all calls between customers and investment professionals have to be recorded and customers’ data handled and stored sensitively and securely.
By integrating telephony into Salesforce, Moneyfarm can automatically route customer calls to the relevant teams based on Salesforce live data, ensuring that queries and issues are dealt with quickly and providing a consistently high level of customer service. With investment consultants travelling between offices a lot, mobile phones can be plugged into the system, making it easy to pick up and make calls no matter where they are while maintaining the ability to track and record as required.
“We need to give our customers access to our consultants when they want support, not when it suits us. Having a solution that allows us to seamlessly connect our employees across Europe means we deliver a high level of service while working remotely from another office,” said Stefano Giudici, Data & Integrations Product Manager at Moneyfarm
Since completing the integration, the business has been able to track calls for the first time and start feeding customer interaction data back into the business, said Stefano Giudici, Data & Integrations Product Manager at Moneyfarm. “Before, we couldn’t track either inbound or outbound calls – now we can measure how long we’re spending with certain customers, how long it takes to resolve certain issues, what the outcomes are from inbound versus outbound calls. There’s a huge amount we can now learn, which we simply couldn’t before.”
The Three Pillars of your Voice Strategy
Any company wanting to deliver the ultimate customer experience needs to find new ways to anticipate demand and should focus on delivering a truly uniform experience in an omni-channel environment. Voice must be part of that omni-channel.
Sales and service, along with marketing, make up a large portion of your customer experience, owning the majority of interactions. Even in this era of digital self-service, voice remains an important channel for those contacts.
To put it another way, sales, service and marketing are the three pillars of your voice strategy. For wellness app Urban, that meant ensuring its telephony was integral to its CRM. By doing so, its administrators now have the ability to configure and run the entire phone system and contact centre from a single platform whilst integrating with the CRM.
“The impact has been transformational for our business,” said Giles Williams, CTO and Co-Founder at Urban. “We’ve been able to radically simplify the way our agents access customer and therapist data.
“The fact that it works – and works well – is genuinely exciting. Before, we couldn’t always connect to certain numbers, particularly mobiles, and would occasionally experience outages. It used to keep me awake at night. I’m sleeping much better now.”
Urban is benefiting from having an integrated voice solution that adds value by giving it everything its agents need during their phone conversations, with pop up information and intelligent call routing complemented by analytics within its daily reports and dashboards.
A Truly Connected Experience – Thanks to the Telephone
As we highlighted in our first blog, despite what reports suggest, old school telephony is still considered vital (even over social media) because of the personal experience it delivers. It’s exactly why Moneyfarm, Urban and others are deploying voice solutions – they understand that, when integrated with other communication channels, such as their own CRM system, it becomes vital.
New, intelligent telephony systems, such as Natterbox, can be harnessed to provide the very best, personalised customer experience – a service that builds customer connection and loyalty, whilst also ensuring that phone interactions are logged efficiently and accurately.
Imagine how impressed your customers would be with the relevant agent knowing exactly who they are and what they’re calling in about, providing the right information, for the right person, at the right time.
This is all easily possible with Salesforce and Natterbox integration.