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Digital Transformation

Salesforce Service Cloud Just Fueled a Historic Win for Intel’s Global Customer Success Team

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Intel creates world-changing technologies that enable global progress and enrich lives. 

The company is also  looking to drive operational and service excellence across its business, and is using  Service Cloud to automate time-consuming processes, drive efficiencies at scale, and deliver more personalized customer support experiences. 

We sat down with Boji Tony, Intel’s General Manager of Global Customer Success, to learn how he and his team use Service Cloud. And, we hear how this collaboration earned the Global Customer Success team a high-profile internal award.

Q: Tell us about Intel’s Global Customer Success team.

We’re a part of the sales and marketing function at Intel. My organization provides customer support services, technology enablement, and design services to Intel’s customers and our partners – both across the world and across our product portfolio. 

Q: Can you tell us about the Intel Quality Award and why it is so important?

The Intel Quality Award, or IQA, is the highest award given to an internal organization of more than 100 people. The award itself, established at Intel by Andy Grove, is modeled after the industry standard Baldrige Award, which focuses on demonstrated development of quality management systems and continuous improvement. The award process is very rigorous and has multiple layers of validation, and it typically takes multiple years to win. 

My team and I are incredibly proud and humbled that we were able to win IQA on our very first attempt. We are one of the few non-manufacturing organizations to win the award in Intel’s history. 

Q: How did Service Cloud play a role in helping your team win IQA? 

When our global Customer Success team’s transformation began, we had multiple fragmented systems that resulted in an inconsistent customer service experience across multiple channels of communication. This made it difficult to have an accurate 360-degree view of our customers, putting scalability, efficiency, cost-effectiveness, and above all, customer experience at risk.

Faced with these challenges, we knew that we needed to redesign our customer experience from the outside in. This meant we needed to transform our processes, tools, and culture to provide a world-class service experience regardless of location, communication channel, technology challenge, or language. 

This could only be achieved with the most modern tools available — ones that are consistently updated to meet evolving customer needs. So, in consultation with our internal IT partners, and after reviewing various industry options, including the possibility of building our own solution in-house, we knew that going with Salesforce Service Cloud would more than exceed our criteria. 

Q: How has your team used Service Cloud to successfully revamp processes and improve metrics?

Salesforce Service Cloud allowed our team of more than 1,000 people to build data analytics capabilities that are continuously leveraged to better our customer service, drive personalization, self-service, and automate time-consuming processes. 

Take Intel’s warranty system, for example, which can be logistically complex when it comes to delivering or picking up a physical product. By using Service Cloud’s capabilities, we have almost completely automated the warranty process, allowing us to drive more efficient and timely warranty service for Intel’s customers. 

Better yet, we’ve consistently seen our team’s Customer Effort Score, which is our main success metric, maintain a more than a 90% success rate for warranty service – which can dramatically impact customer retention. And, that’s in addition to the more than 10 percentage point increase in the overall Customer Effort Score we’ve seen over the last five years for our  technical product, warranty and program support efforts, too.

Q: How do you envision your team using Service Cloud moving forward? 

I plan to continue to guide our team towards four key pillars: people, processes, tools, and data. I believe that you need all of these to work together to truly achieve digital transformation like we have so far. 

If we keep these four pillars top-of-mind, I’m confident we will continue to leverage Service Cloud’s capabilities to automate and streamline processes, provide personalized customer interactions, and ultimately improve the customer service experiences across the entire Intel organization. 

More information

  • Learn more about Service Cloud here.
  • View Service Cloud’s 2022 Dreamforce keynote here
  • Click here to view a conversation between Boji Tony and Rekha Srivatsan, Salesforce’s VP of Service Cloud Product Marketing, on how service leaders can become more resilient without sacrificing customer experience.

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