Optimizing the customer service experience with salesforce omni-channel

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In today's hyper-connected times, customers expect companies to be able to keep up with them wherever they go. Or better yet, through any of the channels they prefer, be it email, SMS, WhatsApp, website and social media, among others. In this scenario, adequate communication, as part of a complete, consistent and connected service, becomes an important competitive advantage.

Salesforce CRM, the undisputed leader in cloud-based business technology, can help you achieve this goal. Let's take a look at its omnichannel solution.

What is Salesforce Omni-Channel?
Salesforce Omni-Channel is a comprehensive customer service solution that delivers a seamless experience across multiple channels by integrating them into a single system. It routes the right work to the right agents in real time, providing a complete profile of a customer’s interactions. This way, agents can respond more efficiently and effectively.

While this solution is typically located within the Service benin whatsapp lead Cloud Console, it is actually useful for both sales and service teams, especially in large enterprises. Omni-Channel currently supports cases, chats, emergency video calls, social media posts, orders, custom objects, and leads. This allows you to configure routing rules to assign cases to service agents or assign leads to salespeople. Additionally, Omni-Channel can be configured by making only declarative changes in Salesforce, with no custom code required.

Salesforce Omni-Channel
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How does Salesforce Omni-Channel work?
Basically Omni-Channel connects (routes) inbound items (customers, cases, calls, SMS, social posts, etc.) to agents based on the existing queue, priority, agent availability, skills, or purpose (whether it's for sales or support).

Each time a customer starts or resumes communication, a work item is generated that is pending routing. The system automatically routes it to a potential agent. The agent can decide whether to reject or accept it. If rejected, the work item goes back to pending and the system routes it again. If accepted, the agent can either finish the work or transfer it to another agent, whereupon it would again be pending and routed.

Salesforce Omnichannel Routing
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It is worth noting that, although this process is generally carried out automatically, it will sometimes have to be done manually. For example, for channels that do not operate in real time.

The destinations to route the elements are:

Queues: Existing queues that distribute the workload among the service team agents.
Skills: Allows you to route customers directly to agents with the skillset and capabilities needed to perform the job.
Agents: If your customers already have a preferred or regular agent, the system will simply route them to this one.
Bots: An agent is not always necessary. Depending on the complexity or needs of the case, it can be routed to a bot that interacts with the customer.
You can configure the routing rules according to what best suits your company's needs:

Queue-based routing or basic routing: This is used to route work from a channel to a queue. Agents are typically organized into different queues. Queues can respond to specific channels or products or a particular area of ​​the business. For example, you can set up one queue for Sales, another for Billing, and another for Customer Service. Work is routed to agents based on queue priority.
Skills-based routing: This rule allows you to connect inbound items to the best-supported agents based on the specific needs of the customer. Each agent has a unique set of skills and abilities, such as a particular language, product configuration, billing, and so on. Salesforce Omni-Channel gives you the opportunity to make the most of these capabilities. When a work item is created, the skills required to resolve it are included and then routed to those agents who have those skills.
External Routing: If you already have a routing implementation that you like, you can integrate it with Omni-Channel using a standard Salesforce API and a streaming API.
Advantages of Salesforce Omni-Channel
The advantages of Omni-Channel are several:

Streamline workflows by connecting all company channels into a single system.
Save time by automating the routing process between work items and agents.
Provides a comprehensive view of the customer, allowing the conversation to continue where it left off and offering better support to agents.
It simplifies the organization of each agent's assignments, allowing them to respond more quickly and efficiently, as well as closing assignments in less time. It also allows them to enhance their specific skills.
It facilitates supervision for administrators or service managers since it allows them to view open cases, waiting times and the best agents in detail.
It offers a consistent and fluid image of the company, which has a positive impact on customer loyalty.
It contributes to the company's reputation, since making your customers happy influences them to spontaneously promote your brand.