Salesforce digital engagement: take your customer service to the next level

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No one doubts that we live in an increasingly connected world. The emergence and boom of ICTs redesigned the ways we communicate and interact with each other. A host of new channels, platforms and networks emerged to connect us socially. In this scenario, it is worth asking how companies are redesigning themselves to satisfy increasingly connected potential customers. The answer is not as encouraging as we thought. According to Salesforce, 50% of companies still only use telephone and email for support and 59% still manage channels in silos.

Amazingly, most companies have yet to fully exploit the potential of this new landscape. Some fear that the more channels of communication with customers, the greater the expense of managing them, as well as the stress created for employees by increasing their workload. Other businesses think that the customer experience may become fragmented and inconsistent. Still others simply don't know where to start.

Well, Salesforce has a solution designed to facilitate communication in this reality. Let's find out, then, what Salesforce Digital Engagement is and how it can help your company.

What is Salesforce Digital Engagement?
Salesforce Digital Engagement is a powerful tool that allows oman whatsapp lead companies to interact with their customers in a personalized way (1 on 1) across all digital meeting points. These include mobile messaging, web chat, WhatsApp, Facebook messages and other social networks. In this way, a consistent service is provided across all channels. It is even made more efficient through automation, for example, with the use of chatbots. This optimizes the customer experience by showing a solid and consistent image.

More than a tool in itself, Salesforce Digital Engagement represents a change in the way businesses think. Instead of deciding which channels to enable to communicate with your customers, it is about managing the best service on all the channels or devices your customers prefer.

How does it work?
Typically, when a customer sends a message to your company, it is forwarded to Salesforce Digital Engagement and automatically routed to an agent based on their skills or availability. Digital Engagement allows you to seamlessly aggregate all your channels and connect your Service Cloud data, creating a fully omnichannel experience. But while this tool is an important first step for businesses, only a deep understanding of your customers will allow you to fully exploit it.

For example, knowing which devices and channels customers prefer to interact with your company will be vital to defining which channels are the priority and what strategy to use in each one. Whether it is facilitating communication options via SMS for users who prefer mobile connections; or allowing users to interact in real time via chat on your website. Everything depends on the preferences and demands of your potential audience.

Once you’ve defined your channels and interaction methods, you can scale and personalize communication with the help of Einstein Bots. Identify the most common questions or use cases on each channel and allow chatbots to streamline some interactions with your customers. Chatbots can take over an interaction in full or in part by gathering information for the service agent in advance.

How can you generate digital engagement in Salesforce?
Salesforce Digital Engagement Features
Although Salesforce Digital Engagement is generally focused on Customer Service work, the Sales department can also benefit from this tool. Here are some of the functionalities that can be extended to Service Cloud and Sales Cloud:

Omnichannel: A true omnichannel experience where, through intelligent routing, agents can maintain conversations with multiple customers at the same time from any channel on the same screen.
Channel Object Linking – Set up rules and Salesforce quickly links channel interactions to objects like contacts. You can set rules to have this linking done automatically, or to have agents be prompted with records to link instead.
Web Chat: Keep potential customers on your website with timely, real-time information.
Einstein Bots: Optimize the response time of interactions by allowing chatbots to handle routine requests without involving an agent. They can also gather useful information for the next conversation. If necessary, the bot itself classifies and routes the conversation to the correct agent.
Messaging: Automatically follow up with leads by sending SMS after they complete the web form. Users using High-Velocity Sales can do this follow-up directly from their work queue.
Opt in: allows customers to choose the channels through which they wish to communicate with your company. This feature establishes that, for WhatsApp, Facebook and SMS channels, the first message acts as consent to interact with the company through this means. If the customer does not wish to receive messages through any of them, they can simply write END and the agent will not be able to respond through that channel.
Channel menu: allows you to easily create a menu that groups together all the channels through which customers can interact with your company.
Benefits of Salesforce Digital Engagement
Without thinking too much, the main benefit of this tool is to provide your customers with a consistent omnichannel experience. Other benefits are:

Personalize communication because, as Digital Engagement is native to the platform, service representatives will have a comprehensive view of each customer on every channel, without switching screens.
Optimize your employees’ efficiency once all conversations from any channel are routed to the right agent based on their skills and availability. This allows a single agent to interact with multiple customers at once, thanks to the asynchronous nature of digital communication. Additionally, the Lightning Service Console makes it easier for employees to find answers and streamlines communication.
Free up service agents' time for more complex cases by using Einstein Bots to interact with complaints and FAQs before routing them to employees.
Facilitates monitoring of each agent's workload.
Provides 24/7 self-service options.
Increase call center productivity by integrating Salesforce with third-party CTI (computer-telephony integration) systems. This allows you to view Salesforce data on incoming calls, make calls from within the console, and report on the outcome of a call.
Support field service with mobile solutions with or without web connections.