Building on the success of Service Cloud, over the years CurrencyFair has steadily expanded its use of Salesforce. “Salesforce is so flexible,” explained Grabe. “Take the Knowledge product for example. We can publish articles quickly and easily to help customers self-serve 24/7, as well as inform the customer service team members of new developments that in turn help them in their interactions with customers.”
Einstein chatbots are helping customers to find answers to basic questions, by directing them to helpful articles to perform basic troubleshooting tasks. For example, the need to clear a cache is a common problem and might take four or five emails with a customer service agent to diagnose and resolve.
Instead, the chatbot makes suggestions and directs customers to relevant articles with simple instructions. It records each step of the conversation so that if the problem isn’t resolved, agents know exactly what has been tried which makes diagnosis much easier. “This is a simple but highly efficient service that’s a great help for customers, especially when they need instant assistance – like late at night, for example,” explained Grabe. “It saves time and money too. It’s an efficiency engine!”
Salesforce is also helping eliminate difficult to diagnose problems, such as identifying when a customer may be having difficulties logging into their accounts when abroad.
Resolving this issue could routinely take multiple emails, but Salesforce analysis now flags activity outside the customer’s home country. This enables an agent to intervene directly, calling the customer at a convenient time and recognising time zone differences. Solving this at source saves up to €60,000 each year in agent time.
“There’s a wealth of behavioural data and insights captured by Salesforce which is valuable to apply and make improvements throughout the business,” said Grabe.
Showing care for customers comes in many forms. Service Cloud is synched with Marketing Cloud, and all service touchpoints with customers can inform marketing communications activities. This enables relevant, personalised conversations, tailored to the needs of each recipient and timed to arrive at the most helpful time, such as a reminder about an upcoming payment date.
The data also tells the company when not to communicate with a customer. “If a customer has a complaint, we need to handle that sensitively and appropriately,” said Grabe. “The native connection with Marketing Cloud means that it knows about the complaint residing in Service Cloud. It then automatically suppresses marketing emails that may irritate that customer, and then reinstates them when the complaint has been resolved. It may seem a small issue but being able to avoid frustrating the customer is just another way that Salesforce helps us in those moments.”
Tableau is also involved in this process, analysing customer behaviours and trends following a complaint. It also shares that information to mine relevant learning points and prompt service improvements.
