Salesforce has revealed additional features for its Service Cloud Digital Engagement software.
With a promise to “drive growth” and “unlock new revenue opportunities,” Salesforce is equipping its customer engagement platform with enhanced data-harnessing capabilities.
Built on the company’s Einstein 1 Platform, these advancements will provide contact centers with the tools to consolidate unstructured conversational data from various digital channels, departments, and devices – all within a single platform.
Salesforce believes that the software’s new features will result in a deeper understanding of customer behavior and habits, allowing agents to deliver more valuable customer interactions.
Moreover, due to the software’s access to high-quality customer and enterprise data via Salesforce’s Data Cloud, Service Cloud Digital Engagement has the potential to enhance personalization and enable businesses to “forge even more meaningful conversations.”
Commenting on Service Cloud Digital Engagement’s new enhancements – Kishan Chetan, EVP & GM of Service Cloud – was clearly enthusiastic about the impact the solution could have on the company’s customer experience offerings:
As customers interact with companies across more touch points and channels, they are looking for more personalization and a higher-touch experience.
“With Service Cloud built on the Einstein 1 Platform, companies can bring in sales, service, and marketing data on one platform to deliver more relevant customer experiences and drive business growth.”
The company’s focus on data unification is part of a strategy to combat the issue of customer dissatisfaction in dealing with disparate departments, with a Salesforce report revealing that the average customer engages with brands across eight channels.
These cross-channel interactions lead to inconsistencies in service, with customers experiencing complex resolution journeys, frustration, and increased churn.
So, let’s take a closer look at precisely how Salesforce plans to deliver on its data-harnessing promises.
How to Harness the Data
In its bid to transform Service Cloud Digital Engagement into a solution capable of delivering “seamless” conversational interactions at scale, Salesforce outlined the following key additional enhancements:
Unified Conversations for WhatsApp
The tool enables service agents to access a unified customer profile and complete conversation history, eliminating the need for customers to switch channels when interacting with different departments.
Service agents and marketers can work from the same shared profile, providing a seamless experience within a single messaging thread.
For example, after a hospitality brand sends a tailored WhatsApp offer for a flash sale, an agent can immediately respond to the customer's questions within the same channel.