These days, many organisations find themselves grappling with a common dilemma: is their Salesforce CRM still focused on routine marketing activities and sales administration, or is it truly driving transformative change across the entire customer journey?
As customers increasingly expect personalised, seamless, and engaging interactions across multiple touchpoints, many organisations are finding it challenging to navigate the transition from traditional contact centre platforms to more comprehensive customer engagement solutions like Salesforce.
However, by leveraging the power of Salesforce across the entire CX space, businesses can unlock a wealth of benefits that go far beyond routine marketing activities and sales admin. By integrating data, content, and support from various stages of the customer journey, CX teams can deliver the highly tailored and cohesive experiences that customers crave.
Data is Key
One of the key advantages of Salesforce is its ability to gather and analyse vast amounts of data from digital voice, chatbots, conversational AI, and other sources. This valuable information provides deep insights into customer preferences and interaction types, which can be used to inform and optimise interactions at every stage of the customer journey.
Unfortunately, many organisations struggle to fully capitalise on this potential, as data often remains siloed and inaccessible across different systems. This disconnect can lead to customer frustration and a disjointed experience.
Salesforce’s Data Cloud active data platform addresses this challenge by enabling CX teams to integrate data from any system, channel, or data stream, creating a unified data lake that can be leveraged across various Salesforce Clouds and applications, including Sales Cloud, Service Cloud, Marketing Cloud, Commerce Cloud, Tableau, and Mulesoft.
Moreover, the recent collaboration between Salesforce and Genesys demonstrates the importance of integrating Contact Centre As-a-Service (CCaaS) and CRM platforms to enhance the customer experience and boost agent productivity. By bringing together voice, digital, and CRM data, the joint CX Cloud solution supports bi-directional data sharing, empowering CX teams to gain a holistic understanding of customer interactions, behaviours, and histories throughout their journeys.
It’s Time to Go Beyond Sales and Marketing
Unlocking the full potential of Salesforce CRM offers a wide range of benefits that extend far beyond the realm of sales and marketing. By breaking down silos and fostering collaboration between contact centre, service desk, and CRM teams, organisations can significantly improve customer journeys and reduce frustration for both agents and customers.
In addition to the obvious advantages of improved lead tracking, sales pipeline management, and client history, an effective Salesforce deployment can also lead to increased productivity, more accurate sales forecasting, enhanced sales metrics, and higher levels of customer satisfaction and retention.
As the business world continues to evolve and customer expectations rise, it is essential for organisations to embrace the power of Salesforce CRM and integrate it seamlessly across their entire CX landscape.
By moving beyond routine marketing activities and sales administration, businesses can unlock the true potential of their customer data, deliver exceptional experiences, and drive long-term success in an increasingly competitive marketplace.
About the Author
Eduardo Rotenberg is CRM Specialist within Sabio’s Salesforce Practice.
About Sabio
Sabio Group is a global digital customer experience (CX) transformation specialist with major operations in the UK (England and Scotland), Spain, France, Netherlands, Malaysia, Singapore, South Africa and India.
The Group, which includes ‘makepositive’, delivers solutions and services that seamlessly combine digital and human interactions to support exceptional customer experiences.
Through its own technology, and that of world-class technology leaders such as Avaya, Genesys, Verint, Twilio, Google, Amazon and Salesforce, Sabio helps organisations optimise their customer journeys by making better decisions across their multiple contact channels.
The Group works with major brands worldwide, including Aegon, AXA Assistance, Bankia, BBVA, BGL, Caixabank, DHL, loveholidays, Marks & Spencer, Rentokil, Essent, GovTech, HomeServe, Sainsbury’s Argos, Telefónica, Think Money and Transcom Worldwide.
