tiểu luận topic analysics of service automation salesforce

<span class="text_page_counter">Trang 1</span><div class="page_container" data-page="1">

<b>UNIVERSITY OF DANANG DANANG UNIVERSITY OF ECONOMICS </b>

<b>SUBJECT: CUSTOMER RELATIONSHIP MANAGEMENT TOPIC: ANALYSICS OF SERVICE </b>

<b> AUTOMATION - SALESFORCE </b>

<b>Lecturer: Phan Nhu Hien </b>

<b> Students: Nguyen Cao Phuong Nguyen </b>

Doan Thi Kim Yen Ha Ngoc Yen Nhi Pham Thao Nguyen Nguyen Thi Thuy Quynh

<b> Group: 3.2 Class: 47K08.1 </b>

Danang, October 22, 2023

</div><span class="text_page_counter">Trang 2</span><div class="page_container" data-page="2">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

i

<b>CONTENTS </b>

LIST OF IMAGES ...ii

LIST OF TABLE ... iii

2. Deploying Service Automation [2] [3] ... 3

3. Benefits from Service Automation [4]... 5

4. Function ... 7

III. Analyze CRM - Service Automation functions – Salesforce ... 12

1. Overview of software usage status: ...12

2. Salesforce software analysis: ... 12

C. CONCLUDE ... 24

LIST OF REFERENCES ... 25

</div><span class="text_page_counter">Trang 3</span><div class="page_container" data-page="3">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

ii

<b>LIST OF IMAGES </b>

Image II-1 The Service Automation Framework ... 3

Image -2 Customer engagement center (CEC)II ... 4

Image II-3 Call center ... 4

Image II-4 Help desks ... 5

Image II-5 Field service ... 5

Image -6 An example of a trouble ticket raised following a Twitter postII ... 9

Image II-7 Voice recognition ... 10

Image III-1 Headquater of Salesforce ...13

Image III-2 Introducing Salesforce ...15

Image III-3 Integrate Salesforce with Google apps ...18

Image III-4 Step 2 ... 20

Image III-5 Step 3 ... 20

Image III-6 Step 4 ... 21

Image III-7 Step 5 ... 21

Image III-8 Step 6 ... 21

Image III-9 Step 7 ... 22

Image III-10 Step 8 ... 22

Image III- Step 911 ... 22

Image III-12 Step 10 ... 23

Image III-13 Step 11 ... 23

Image III-14 Successfully created the rules ... 23

</div><span class="text_page_counter">Trang 4</span><div class="page_container" data-page="4">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

iii

<b>LIST OF TABLE </b>

Table 1- Salesforce function table ... 8

<b>Too long to read onyour phone? Save</b>

to read later onyour computer

Save to a Studylist

</div><span class="text_page_counter">Trang 5</span><div class="page_container" data-page="5">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

1

The world economy is increasingly developing with outstanding advances in science - engineering - technology, more and more forms of smart technology are emerging, contributing to helping people work quickly and efficiently more effective. The rapid growth of the Internet has brought a whole new world of possibilities with on-demand services and a wide range of products to support business effectively. With advances in technology such as artificial intelligence, machine learning and the Internet of Things, service automation is becoming more complex and efficient than ever. As a result, businesses and organizations are increasingly turning to service automation to improve efficiency, reduce costs and enhance customer experience.

Currently, the application of the SA - Service Automation model in business is gradually being developed and expanded around the world. Businesses quickly approach and use this model as an effective support tool in data analysis activities and maintaining interactions with customers. Through studying the topic of Service Automation based on the Salesforce application,we can better understand this technology. What benefits and features will be equipped to support businesses and how we can apply them to automate services in effective customer relationship management. However, with any technological advancement, there are concerns about the potential impact on jobs and the workforce. As we explore the possibilities and limitations of service automation, it is important to consider both the benefits and challenges, and work towards solutions that promote a sustainable and equitable future for everyone. Although this is the application of modern technology and possesses many outstanding advantages, many businesses are still afraid of not really understanding the features and benefits of automating customer service bring. Therefore, if businesses want to survive and develop in this fiercely competitive market, they need to invest more than ever in knowledge, technology application and service automation in their relationship relationship with customers.

</div><span class="text_page_counter">Trang 6</span><div class="page_container" data-page="6">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

One of the most popular applications is Salesforce, one of the top software companies choose and apply to their customer relationship management system. Salesforce provides customer management and customer service management solutions, allowing businesses to manage customer information, manage customer interactions, manage sales, manage customer service and Manage marketing campaigns on the cloud platform. Salient features of Salesforce include customer data management, creating and managing marketing campaigns, order and contract management, customer service management, and sales force management. Salesforce also provides a vibrant community of developers and CRM experts, allowing users to find solutions, guidance, and resources to solve challenges related to customer relationship management. Besides, Salesforce also allows businesses to extend their applications through third-party applications or build their own enterprise applications. In short, Salesforce is software that synthesizes almost all the benefits that the SA model brings to businesses. Researching Salesforce will help us understand the service automation model in more detail.

</div><span class="text_page_counter">Trang 7</span><div class="page_container" data-page="7">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

3

Based on the above grounds, and at the same time with the desire to learn and improve knowledge about applying automation models in business effectively and optimally, the group chose the topic: “Research service automation model SA - rvice SeAutomation through Salesforce tool" to do research.

<b>II. Theoretical basis of Service Automation 1. Definition </b>

Service automation is the application of computerized technologies to support service staff and management in the achievement of their work-related objectives. [1]

<b>2. Deploying Service Automation [2] [3] </b>

Service automation is mainly used in four major contexts: customer engagement centers, call centers, at the help desk and in-field service.

<b>Customer engagement centers (CEC) are configured to communicate with </b>

customers across multiple channels. They address customer queries via Email, telephone, instant messaging, SMS, or fax. In addition to people-assisted interactions, CECs may also deliver simple automated self-service, using interactive voice response (IVR), for example, or more advanced technologies including speech recognition and chatbots which are enabled by artificial intelligence. The core purpose of most CECs is solving customer problems to the satisfaction of the customer. Channel integration is an important feature of CEC technologies.

</div><span class="text_page_counter">Trang 8</span><div class="page_container" data-page="8">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

4

<b>Call centers − a part of contact centers which majorly handle inbound and </b>

outbound calls. They perform typically more generic duties, deal with people and calls which are outside the business, and at times can make outgoing calls. The staff needs to have patience, and excellent listening and responding skills.

<i>Image II -3 Call center </i>

<b>Help desks − are usually associated with IT environments where assistance is </b>

offered to IT users. They are internal to the business. They are oriented towards supporting the business staff. Helpdesks generally provide diagnostic and troubleshooting help.

</div><span class="text_page_counter">Trang 9</span><div class="page_container" data-page="9">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

5

<i>Image II -4 Help desks </i>

<b>Field service − The service engineers or technicians visit the customer's </b>

workplace or home to install, repair, or maintain the products. They visit factories, workshops, warehouses, and offices to provide service. They also help the customer to specify the product, test, and demonstrate it after installation. In the B2B context, technicians and engineers visit factories, depots, warehouses, workshops, offices and other workplaces before, during and after purchase to help customers specify, select, procure, install, service and decommission a wide range of machines and systems.

<i>Image II -5 Field service </i>

<b>3. Benefits from Service Automation [4] </b>

Service automation has an important impact in allowing companies to deliver excellent customer service. As with any automation, the chief benefits of service automation are convenience, time savings, predictability, and expedience - which results in cost savings. Detail:

</div><span class="text_page_counter">Trang 10</span><div class="page_container" data-page="10">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

6

<b>Enhanced service effectiveness: Service automation can help improve service </b>

efficiency by minimizing human intervention in the service delivery process. It can improve customer service speed and increase service accuracy and reliability. Service automation helps processes get done right and on time, minimizing errors and saving time and costs.

<b>Enhanced service efficiency: Costs are taken out of service delivery when </b>

customers use self-service instead of interacting with an agent (reduce recruitment and training cost, "right first time" reduces level of rework).

<b>Greater service employee productivity: Service automation helps improve </b>

employee productivity by using modern technology, helping employees save time on simple and repetitive tasks. Again, shorten the work process, focus on more important tasks, and improve service quality. For example, Bots and other self-service technologies can be used to resolve routine enquiries allowing agents to handle higher value issues.

<b>Better work experience for service employees: Using technology software in </b>

the business environment helps employees reduce work pressure, and automate tasks to reduce processing time of employees and increase accuracy. Employees can do more specialized work when there is software to guide and answer customers automatically, without interruption while working, without difficulty searching. information and serve many different customers.

<b>Improved customer experience: Enterprises applying service automation </b>

software bring customers satisfaction during use, providing information, answering questions, and handling requests from customers quickly and conveniently. does not depend on employee working hours, minimizing complaints and dissatisfaction when having to wait. Agents have full visibility into the customer history and service requests and can therefore ensure that service delivery is appropriate to customer status or agreed service levels, and satisfies the customer. Customers who prefer to self-serve online can do so. Integration to knowledge databases ensures that a high proportion of issues are resolved at first contact.

</div><span class="text_page_counter">Trang 11</span><div class="page_container" data-page="11">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

7

<b>Improved customer engagement: SA software enables data integration and </b>

management customers, including purchase history, personal information, preferences, feedback,... This helps businesses access customer information more quickly and accurately, and analyze the information. That information to optimize customer service strategies. In addition, it also provides many tools to communicate with customers, such as email, chatbot, SMS... This helps businesses reach, capture desires and keep in touch with customers. more seamlessly and easily, while improving customer satisfaction. For example, rather than sending or receiving one-way communications, customer contact centers now make a great effort to keep in touch with the clients, particularly if they participate in a lot of interactive communications with customers in social media.

<b>Improved customer retention: Businesses have been able to provide services </b>

that bring satisfying experiences to customers with the use of automation software. They will have a favorable view of the business's services and are likely to continue to stick with it for a long time. In addition, automation software such as sending automatic emails, notifications about new policies, incentives, and new products will help remind customers of the business's self-existence.

Job management ^{Agent management}

Interactive voice response (IVR)

Inbound communications

management

Activity management

driving directions ^{Service analytics} ^{Web self-service}

</div><span class="text_page_counter">Trang 12</span><div class="page_container" data-page="12">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

8 Queuing and

routing

Spare parts management

Workflow development

Portal

Email response

management ^Invoicing

Chatbot

<i>Table 1- Salesforce function table </i>

From this function table, a more detailed description of the Service Management function is provided:

Engagement and call center:

- Customer communications management (CCM) software “enables the creation, delivery, storage and retrieval, and analysis of outbound and interactive communications. These applications focus on composing, personalizing, formatting and distributing communications between an enterprise and its customers, prospective customers and business partners. CCM software can output in a wide range of digital and analog media, including mobile devices, email, SMS, web pages and print.

- These CCM tools are evolving from supporting static output, printing, and one-way communication sent to segmented audiences to dynamic communication, in addition to personalized, on-demand through multiple channels and will be based more on the receiver's preferences than the sender's. These solutions are introduced to complement these factors, especially with digital media:

Social and mobile features attract customers

The ability to contextualize individual communications for specific customers The ability to analyze and learn from which to better understand customer

behavior and improve customer experience.

</div><span class="text_page_counter">Trang 13</span><div class="page_container" data-page="13">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

9

Dynamic composition based on real-time, historical, contextual data

Integrate with adjacent technologies such as web content management, campaign management, and CRM tools.

As businesses interact with customers regularly on social networks, they place a high value on customer interaction. CCM provides social media functionality that allows companies to build improved customer engagement. As a result, some omnichannel communication applications are now being repositioned as Customer Engagement applications.

In addition, CCM also helps businesses manage their customer list, including contact information, purchase history, and track interactions customers have had with the business including emails, phone calls, chat online. Not only that, businesses can also create advertising and marketing campaigns to interact with customers on media channels thanks to this function. The tool also provides reports on calls, emails or texts so businesses can evaluate the effectiveness of their marketing campaigns and make adjustments if necessary.

- Inbound communications (or call) management (ICM):

These applications are widely deployed in customer interactions and call centers. With this technology, it allows companies to receive - confirm - route - queue and

</div><span class="text_page_counter">Trang 14</span><div class="page_container" data-page="14">

<i>CUSTOMER RELATIONSHIP MANAGEMENT REPORT </i>

10

distribute communications to any channel such as phone, email, text, SMS, fax,... web template for agents in any location that has an interactive, on-site call center or at home. Unified queuing, issue/content identification, intelligent routing and knowledge base integration enable agents to deliver the best customer experience and efficiently respond to service requests. regardless of the communication channel. Additional technologies that support service delivery in an omnichannel environment include CTI (computer telephony integration), ACD (automatic call distribution), IVR (interactive voice response), chatbots, Troubleshooting and service analysis, call recording. ICM is available on-demand (hosted) or on-premises (installed on the user's hardware).

Automatic (or automated) call distribution (ACD) is a technology that identifies, answers and distributes incoming calls. When an incoming call is received, the ACD will follow instructions on how to handle the call by routing the call to an agent, placing the call on hold, and routing the call to an IVR message. ACD allows calls to be automatically routed to the most appropriate agent based on criteria such as customer identification number, language used by the caller, product category,...

- Voice biometrics or voice recognition is a reliable technology used to authenticate someone's identity. Voice biometrics uses artificial intelligence to verify another person's identity by comparing voices. Voice recognition poses a bigger problem than fingerprint or eye recognition because voice characteristics can change.

</div>