Abstract

The business world is increasingly competitive today, so providing excellent customer service is essential. In addition, business now uses many applications such as: Zalo, Kakaotalk, Linefriend,…to communicate with customers, so they need to switch between many tabs, and it takes time. Moreover, using so many applications in one time may lead to miss customer’s chat (because not only one person chatting with guesses, but also all people who take the posibility in chatting). To solve these problem, and enhance customer’s experience, we can use a powerful tool from Salesforce: Salesforce Omni-Channel, which helps organizations manage customer interactions across multiple channels seamlessly. In this blog, we will explore the main features and benefits of Salesforce Omni-Channel, including automatic routing of customer inquiries to the right agent, integration with various communication platforms, and real-time performance tracking. By using Salesforce Omni-Channel, businesses can improve their customer support, boost agent productivity, and enhance customer satisfaction.

What is Salesforce Omni–Channel?

Salesforce Omni-channel is a tool that integrates all business applications to help them control their chat in just one engine. In a true omni-channel customer service center, customers effortlessly connect with support through various channels, while support agents gain a comprehensive understanding of each customer they assist.

Omni-channel isn't about disjointed departments using separate dashboards or passing customers between agents without resolving issues promptly. It's guided by three core principles: complete engagement, consistent service, and a connected CRM.

This translates to:

• Fully engaging with customers on their preferred channels.
• Delivering consistent service quality across all channels.
• Utilizing a unified CRM system to maintain a unified customer view.

If a business is already using Service Cloud, they will understand how its single-screen interface and robust information capabilities empower their team to deliver a seamless customer experience across different service applications. This capability becomes increasingly vital as business expands channels or moves towards a fully integrated omni-channel contact center strategy.

Why is Salesforce Omni–Channel customer so important?

Because of having the freedom to navigate customer’s paths across an organisation's touchpoints, they are constrained to a single channel or forced to restart their journey with each switch, significantly impacting their experience. It could deter them from completing a purchase.

Consider a traditional multi-channel retailer as an example. Nowadays, a lot of online selling channels. This result in the use of multiple platforms like Facebook, Instagram, Zalo, Kakao Talk, Wechat..to communicate with the customers, so it can cause the problem that information may be missed, lead to customers need to wait more time and finally their satisfaction will be down. When using Omni-channel by Salesforce, Salespeople can chat and make orders in just one tool. This integration not only enhances customer satisfaction but also fosters a unified brand experience across all touchpoints.

How does Salesforce Omni – Channel work?

In the example mentioned earlier, the flow begins when a chat conversation starts. The "Get Records" step fetches the customer’s Contact record, followed by the "Decision" step which checks the customer’s language stored in that record. Based on this information, the flow then performs the appropriate "Route Work" action. For instance, it directs work items to Queue 1 for English-speaking agents or Queue 2 for French-speaking agents. "Route Work" actions typically mark the end of a flow, allowing business to assign work to queues, agents, or specific skills.

To configure work item routing, Omni-Channel uses routing details specified in the service channel settings. To set up work item routing using an Omni-Channel flow, business must create the flow and then assign it to the relevant service channel. For instructions on assigning an Omni-Channel flow to a phone channel, refer to the guidelines for creating a Phone Channel.

What are the benefits of using Salesforce Omni – Channel?

If implemented effectively, this form of customer service can bring good returns on investment. Benefits of omni-channel customer service include:

Obtaining greater customer insights

Channels like social media, chat, forums, and webinars document customer interactions. When companies integrate and analyze these data streams, they gain insights into how customer needs vary across different channels. This understanding allows them to adapt their strategies and operations effectively.

Improving the likelihood of purchase and increased customer satisfaction

Many consumers will abandon an online purchase if they can't quickly find answers to their product questions. They appreciate companies that respect their time. However, more customers prefer using self-service channels such as chatbots and virtual agents to resolve their queries and issues. Offering these options boosts satisfaction with the brand.

Increasing the productivity and job satisfaction of customer service agents

Responding to simple queries through time-efficient channels like live chat, webinars, FAQs, and community forums frees up agents' time. This allows them to undergo training, tackle more complex issues, and add greater value to the organization. This not only boosts their job satisfaction but also makes them feel empowered and valued, increasing their loyalty to the brand.

Saving costs

An Omni-channel approach is more efficient in terms of time and cost compared to dedicating all agent resources solely to traditional phone channels. It shifts much of the operational workload from agents to technological systems.

Conclusion

Salesforce Omni-Channel meets modern consumer expectations for flexible, uninterrupted interactions across touchpoints, improving overall customer experience, operational efficiency, agent satisfaction, and profitability. Embracing Salesforce Omni-Channel sets a standard for customer service excellence, ensuring businesses stay competitive and customer-focused in the digital era.