We’ve written a lot about Salesforce Service Cloud and service cloud trends in our blog this year. As we wind down the year and with many more service cloud implementations under our belt, we continue to see an unmistakable trend in how customer issues are resolved. The change is due to the parallel forces of increased customer expectations and technology advances.
Putting the change very simply we see:
It’s not just about cases anymore. It’s about a support experience.
A support experience that gives customers the ability to solve their issues through a variety of channels and experiences. It may be that they log a case, but it could equally be that they chat, tweet, search, and collaborate to solve their issue or contribute to wider user community issues.
Consider the following comparison of issue resolution from circa 2005 to 2012:
| Measure/ Year | 2005 | 2012 |
| Where are issues logged? | Website (email or form submission) Phone | Portal with a variety of options, knowledge base, suggested answers, and Content Community sites Twitter
ChatMobile Yelp, review sites etc. In game support |
| Who solves the issues? | Individual pursuit by an agent | Team pursuit by:
Self service |
| Terms being used | Agent Productivity Case Routing Case Escalation | Support experience Cross Team Collaboration Support Teams
Community |
It’s not that the 2005 items are no longer important or used, far from it. It’s that modern support models have grown to provide customers more options.
- More places to answer their question, many times in a self serve way
- More convenient ways to communicate, many times via mobile
- More of a voice to express dissatisfaction but also a voice to be a brand advocate
Many customers don’t want to log a case or wait on the phone. They have demanded more convenient ways and the technology has obliged. Where are you in terms of being able to provide this experience? Let Perficient help.
Where are you in terms of making this transition? Let Perficient help you.
