Salesforce has just launched the Summer’17 release and once again we’ve collected our favorites from the new features and enhancements. And remember, these are Fluido’s favorites and not a comprehensive list so don’t forget to read the release notes for many many more!
Responding to a complaint on social media increases customer advocacy by up to 25%, conversely not responding to a complaint decreases customer advocacy by as much as 50%.
It is 2017, consumers’ expectations from companies are higher than never before. Customers expect to be served wherever they are, whenever they want and fast. And where customers are? Facebook has 1.86 billion monthly active users, Instagram 600 million, Twitter 300 million; in addition to the rapidly growing messaging apps like WhatsApp and Facebook Messenger with nearly 1 billion each. In the Nordic countries, 78% of the population use Facebook regularly, and 72% use YouTube.
It was important to prioritize his studies, which was also recommended by Fluido. The agreement was: “School first - and then when you are available, come in and support work on projects”. For Zerdest, there was a lot of freedom in this setup, which was very much appreciated. There is no question that in the beginning it was hard work to combine a career at Fluido with studies at CBS. However, as he could take advantage of the synergy between theories from his studies and his tasks at Fluido, the combination turned out to help him in both areas. On the scheduling side, it was a winner. Zerdest could follow his courses and then work when he had the lust and opportunity. In his words: “I appreciated, and still do, the flexibility and understanding I get from Fluido”.
When he is not designing and building Salesforce solutions, Zerdest is active in different sports. “A high activity level is a needed contrast to the knowledge orientated work that we do in Fluido. I also spend time by fishing, playing and creating music, drawing and things that are very different to what I do at Fluido.” For Zerdest it is important to try and learn new things in new areas constantly - even if it is learning new fishing techniques, playing new instruments or Salesforce related subjects. “These things are all influencing my approach to projects and I see all these learnings as competences that I reform and utilize in my work at Fluido.”
In addition to sport, Zerdest is using his creative talents by drawing: “At the moment I do a lot of drawing with two friends. The plan is to arrange a vernissage together, when we have enough drawings. I also use drawing a lot as a communication tool. It enables me and my clients to design solutions based on tangible things, which makes the process have more quality.”
Before taking his seat in Fluido, he worked for a startup called Deskwolf, a job he acquired after finishing his bachelor's degree in Business Administration and entrepreneurship. Deskwolf builds web-applications to tweak and enhance companies’ Facebook-pages and also consults in using Facebook as a marketing platform. At Deskwolf Zerdest got to work with the best of both worlds helping companies connect with customers in social media and lead the internal Salesforce.com implementation project .
Salesforce anno 2013
As Salesforce was developing their Social Studio platform, Zerdest saw a great opportunity to work on Social Customer Service projects at Fluido. Currently Zerdest focuses on building Social Customer Service solutions and consulting in the use of Studio Studio. Social Customer Service is an area where he feels he can offer customers tremendous value. “I have a technical and commercial understanding of Salesforce, Facebook and social networks. It’s a perfect fit to do Social customer service”, he says.
Social Customer Service solution creates systematic ways of posting, engaging and analysing posts, regardless if the subject is small-talking, reclamation or advanced questions. The solution provides a system for Community managers to handle Soft posts from multiple social network sources and enables the ability to forward posts that are to be handled by support agents. “I have been working on a number of projects like this and we have been able to package this into a solution that helps our customers service their consumers faster and more efficiently regardless of the channel the customers use. The key successful customer service is meeting the customers on their choice of channel to provide effortless customer experience”.
Zerdest explains that the best thing about working at Fluido is that it allows you to pull out the best of yourself. Everyone can create their own ways of working. Naturally there is a structure in place, but within that structure people design their own way of working, including schedules and projects. It gives people a lot of responsibility and also a lot of freedom and flexibility. The second best thing about working at Fluido is to be surrounded by amazing professionals: “We are all good at different things, experts in our own areas. Using each other as a sounding board with colleagues is the best. This allows you to get reassurance of your work as well as getting new ideas from others. I also want to mention that I get that from great customers as well, and there’s nothing better”, he sums up.
The greatest challenge that Zerdest has is also the greatest advantage at the same time. “Our systems are always up to date and we need to be also!” he explains. The technology is updated every four months and it means learning new things constantly. “You need to keep up with the times, the technology and everything. It’s up to you to keep your knowledge level”, he adds.
Zerdest has found his expertise in the Social Customer Service and says: “I will dedicate my work around Salesforce to the Social Customer Service. I see that a lot of companies are still looking into how to handle customer inquires from social network channels and I will be there to support them”.
Written by Pauliina Löytty & Zerdest Duman
As always, understanding something begins by listening. Listening can begin from the company’s own Facebook page. However, your consumers, brand advocates and aggressive & loud deserters are active in the whole of internet and may even intentionally avoid the brand’s official social channels.
The listening should thus harvest the chatter from all corners of Internet – web pages, blogs, forums and so on. It requires tools that can search automatically the flows of the conversations around your brands. Yet, this information can be overwhelming, therefore the tools that are used must have a way to organize it into dashboards for the analyzes. Once listening has given you a macro level understanding on the state of your brand it is time to make a plan on how to react on all of this. A classic view of customer service is that a customer has an issue with a product or a service which requires resolving. In traditional channels customer gives detailed description of their issues on email, form or phone call.
In social channels customer service is more vague. Customer service may need to react on customers complaining in general about the brand or the company. If the assumption is that company’s brands are often the most valuable assets in the books and in addition messages in social media can spread at the speed of thought then customers going negatively about your brand in social media requires delegate and fast response. Of course those messages can be positive also then it is equally important to react and amplify such brand evangelists behaviour.
The above example could be categorized from customer service perspective as soft messages. In other words something that requires action but doesn’t necessarily require the classic back-end tools and processes available for the customer service. Hard messages on the other hand are actual customer issues on products or services. These messages originate often on the brand’s own social channels, but can also originate on a customer own social media page. Resolving such issues requires classic customer service tools and processes, but also a tool that is able to facilitate the communication from the customer service tools directly to the social media.
Tools for Community Managers and Customer Service
Salesforce and Fluido can provide tools that are able to handle social media customer service from reaching out to social media to listen and finally reacting and responding. And better yet this can all be setup alongside your existing customer service channels and to run with the existing processes. Below are a few words of the solutions we love!
Salesforce Radian 6 offers state-of-the-art listening and analyzing capabilities. It can deep dive into millions of websites and all those blogs and social channels you can imagine and make sense of all that if setup correctly.
Social Studio, part of Salesforce Radian 6, is designed for the community managers to work with the soft messages and identify the hard messages that require further customer service involvement. It allows the community managers to manage the flow of conversation easily within an organized workspace, which has all social accounts linked. They can engage directly from the tool to the social channels such as Facebook, Twitter, Instagram and LinkedIn.
Whenever in the flow of posts & messages there is a traditional customer issue, a so called hard message identified, such as broken products, community managers can forward those posts as a case to the customer service team working in Salesforce Service Cloud. They can enter into a dialogue with the customers on Facebook and Twitter directly within the Service Cloud. While waiting for the customer to respond from the Social Channel, the support agent can handle issues coming from other channels, all in the same view and system. From the customer perspective however, it will look as if the service agents are present in the channel that they have chosen as their point of contact.
With these tools you can provide state-of-the-art social customer service that is fully integrated with your existing support processes - a true multi-channel support platform that is able to create a 360-degree view on customer and thus allow a deeper and more meaningful customer relationship.
Written by Antti Katajamäki & Zerdest Duman
Fluido Business Consultants
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