This is the third blog in a multi-part series entitled “Prioritize Efficiency in Your Digital Transformation Journey.”

According to Bain & Company, a 5% increase in customer retention produces more than a 25% increase in profit. Those organizations that understand the most important trends in customer experience, namely digital-first, omnichannel, mobile, personalization, and self-service, will have a significant advantage.

Digital First

Creating a seamless and integrated experience across digital channels that meets the needs of customers has never been more in demand. Businesses must make sure to create an intuitive, easy-to-navigate website or mobile app so that customers can quickly and easily access the information they need.

Omnichannel

Customers expect to be able to switch seamlessly between different channels such as websites, apps, and physical stores. Organizations must ensure that customers have a consistent experience regardless of which channel they use, so that all interactions are connected and unified.

Mobile

Businesses must ensure that their digital experiences are designed mobile-first. This means creating an app or website that is optimized for use on small screens and touch-based interactions.

Personalization

Customers want to feel like their interactions with a business are tailored to their individual needs and preferences. Organizations should leverage customer data to create personalized experiences that make customers feel valued and understood.

Self-Service

Customers want to be able to quickly find answers to their questions or solve problems on their own, without having to wait on hold or contact customer service. Businesses should focus on creating intuitive self-service options such as knowledge bases, support chats, and FAQs that provide customers with the information they need.

Salesforce helps companies optimize customer experience in all these trending areas, across three main phases of the customer journey: pre-purchase, purchase, and post-purchase.

1. Pre-Purchase: Salesforce Digital Experience Platform

“There is only one boss. The customer” – Sam Walton

Salesforce Digital Experience Platform (DXP) is designed to help with the entire customer lifecycle. It provides a suite of tools that allow businesses to build, manage and deploy digital portals where they can showcase their products and services in an engaging way. This allows customers to learn more about the product or service and make informed decisions before committing to a purchase.

DXP empowers Salesforce users to deliver self-service account management functionality to customers and engaging digital experiences through highly customized mobile collaboration apps. Additionally, it enables businesses to personalize digital experiences for each individual customer powered by AI-driven processes and data housed in Salesforce CRM. With this powerful functionality, Salesforce DXP empowers website visitors to find information faster and discover related products and services that may be relevant to them. In this use case, personalization powered by Salesforce DXP not only improves customer experience but also creates cross-sell opportunities for your business.

It also offers integration on one common platform. Organizations can manage customer experiences on any device, including mobile apps and websites. This makes it possible for customers to seamlessly transition between digital portals, ensuring that their experience remains consistent across different channels.

Finally, Salesforce DXP offers drag-and-drop tools and pre-built templates. Companies can utilize a range of drag-and-drop tools and pre-built templates that make it easy to quickly build digital portals. With these resources, businesses can create an engaging digital experience that is tailored to their specific needs.

2. Purchase: Salesforce Subscription Management

“Exceptional customer experiences are the only sustainable platform for competitive differentiation.” 

With its Subscription Management module, Salesforce Revenue Cloud provides the framework to launch recurring lines of revenue and deliver exceptional customer experience through self-service account management functionality, flexible consumption models, and omnichannel capabilities. The tool automates the flow of data across product catalog management, order management, fulfillment, and billing.

Salesforce Subscription Management streamlines renewal processes for both customers and sales teams. It offers customers the ability to renew contracts, upgrade or downgrade their licenses, and change payment methods. Sales teams are also provided with automated renewal notifications so they can reach out to customers at the right time.

3. Post-Purchase: Salesforce Service Cloud

“Do what you do so well they will want to see it again and bring their friends.” – Walt Disney

In our time of the digitally empowered customer, exceptional customer service is absolutely table stakes. However, most businesses struggle to deliver consistently on this front. No one likes to have their time wasted, but unfortunately, many customers walk away from customer service interactions without resolution and poor brand sentiment. The fact is that most customer service centers are bogged down by manual processes, poor visibility into customer data, and a lack of digital tools to serve customers with the speed and efficiency they expect.

By unifying customer service teams around a single-source-of-truth (customer data stored in Salesforce CRM) and automating customer service processes, Salesforce Service Cloud empowers businesses to deliver the service experiences digital consumers expect. Here’s how:

• Case Management functionality collects and organizes customer service interactions that happen in any channel, enabling more efficient management and faster case resolution
• Service Console Apps help increase agent productivity by unifying all required case information on one screen
• Knowledge Base software empowers customers to find answers to common questions and ensures service agents have the best answer to customer questions at their fingertips
• Omnichannel Routing automatically routes cases from any channel – messaging, chat, email, and voice – to the optimal agent based on skill set and expertise.
• Reporting & Analytics offers pre-built dashboards to stay on top of agent performance, KPIs, and service channel usage

Customer Experience Transformation with Salesforce

Today, customers demand fast, convenient brand interactions that satisfy lofty expectations and reaffirm brand loyalty. In short, brands that fail to meet this demand will suffer. Salesforce provides powerful solutions that facilitate seamless customer experiences across all phases of the customer journey. As a leading Salesforce partner with nearly 20 years of experience, Argano has helped dozens of companies transform their customer journeys with Salesforce. For example, watch this short video to see how we were able to help Crossroads Community Services leverage Salesforce to transform its service model and exponentially expand its social impact.

Contact us today to learn how we can help drive your company’s digital transformation journey forward