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How to Build a Better Contact Center with FSC and Salesforce Industries

By 03.24.22
Reading time: 5 minutes

Although customers are increasingly moving to digital channels, traditional contact center support will continue to remain an important service channel. At many contact centers, the ability to serve customers is negatively impacted by agent’s need to access multiple legacy applications — frequently with a need to re-key and search for information separately in each, made all the more difficult by current needs to work from home in a decidedly non-traditional contact center capacity.

In today’s ever-changing marketplace, the contact center has one of the greatest impacts on your bottom line. To get the most ROI on processes, technology, and personnel performance, many companies focus on achieving the following within their contact centers: 

  • Shortened issue resolution time
  • Increased self-service options for customers
  • Reduced admin time for agents
  • More efficient agent training and onboarding
  • Reduced customer attrition
  • Increased customer spend: lead gen, cross and upsell opportunities
  • Increased CSAT and NPS scores

Before you can act on solving for the above, you first need to know where your pain points exist. What challenges are you facing? High costs per call, inexperienced agents, and customer complaints are common use cases for areas of improvement. 

To best define success for your business, you’ll need key performance metrics for comparison. Are you already tracking metrics? Some traditional metrics like Net promoter score (NPS), Customer satisfaction (CSAT), Average handle time (AHT), First call resolution (FCR), Call Deflection rate, or Agent Attrition rate can help you see where you need to prioritize value first.

Once you know what you want to target — what tools will help you get there?

Adding Salesforce Industry tools to your Salesforce Org 

Salesforce is more than just a CRM — it’s a platform to solve many of these pain points. Put your Org to work by building and deploying cloud applications, tools, and services to automate business processes, and integrate with external applications. With the right tools for automation, your contact center will run smoother and increase your team’s bandwidth to tackle more high-value tasks.

Salesforce plays well with others. When paired with Salesforce Industries, it accelerates business process transformations that focus on agent and customer experiences. Salesforce Industries provides out-of-the-box solutions specific to Insurance customer segments that can be leveraged to increase speed to value. The Salesforce Industries advantage exists in its framework: FlexCards, OmniScript, data integration tools, and out of box industry-specific functionality. These tools bring rapid omnichannel industry-specific solutions to your contact center

By implementing Salesforce Industries in your contact center, you can reduce call handle times and training time by providing contact center agents with a single engagement layer using Salesforce Industries FlexCard framework, Action Plans, and OmniScript. OmniScripts representing guided processes can be downloaded and customized from the Salesforce Industries Process Library for common service requests such as updating a beneficiary, requesting an ID card, address changes, and dozens of others. 

Guided processes eliminate the need for a separate Standard Operating Procedures (SOP) binder as the SOP are encoded into the OmniScript. These processes can be deployed to portals and mobile apps in addition to the contact center. By simplifying integration with external systems through native microservices, these transactions can take place with just a few clicks and without leaving the Salesforce platform. 

Improved steering for your key business drivers

Traditionally, contact center agents have spent too much time navigating multiple applications and screens trying to identify and solve the caller queries. When more time is spent on the process of solving the issue than it takes to solve the issue — both customers and agents lose valuable time.

By leveraging both native Salesforce Service Console and Salesforce Industry cards, effectively collapsing all of the needed data elements, all information can be displayed into a single view on an agent’s screen. The agents’ AHT decreases as time spent on the call decreases, which increases customer satisfaction and improves your key CSAT, NPS, and Employee SAT metrics.

Giving agents more agency

Agents are the lifeblood of any contact center and a satisfied team feels empowered to do their jobs. You will benefit by reducing agent training, time spent onboarding, and ultimately agent attrition. 

Reducing complexity

Product complexity leads to long training times, and coupled with high agent turnover, causes your costs to attract and retain/retrain agents to skyrocket. Salesforce Industries OmniScript provides a consistent call script that can be leveraged for each call type. Automation of the scripts and a better customer 360 experience will positively affect the time it takes to train and onboard new agents.

Intuitive tools that let an agent manage and understand their customer interactions will help reduce attrition and improve employee satisfaction. When multiple tools are built into one holistic program, contact centers can leverage staff across multiple channels, improving the response time to customers and lowering training time for staff.

Ensuring compliance

For contact centers in highly regulated industries, Salesforce and Salesforce Industries provide additional tools to increase compliance. Salesforce Shield provides field level tracking, caller verification, and interaction logging to the compliance toolset.

Help customers help themselves

Reducing customer attrition and improving CSAT/NPS scores by increasing customer self-service opportunities are two business drivers that function to achieve any company’s ultimate goal — keeping their customers happy. Salesforce Experience Cloud provides an engagement layer for customers to interact seamlessly with your company, on their own time, and at their own pace. 

Combining Experience Cloud capabilities with FlexCards, OmniScripts, and Salesforce Einstein chatbots helps customers find answers to their questions easily and provide functionality to resolve their issues. Salesforce Einstein and Einstein chatbot can help with call deflection, and call avoidance functionality allows your agents to engage more high value tasks.

You have earned the right to market to your customer through better service

A satisfied customer is a customer who may buy more of your products and services. Based on your interactions through your call center and customer service Salesforce platform applications, you can use Salesforce Marketing Cloud to create Journeys that will reach your customers in the right channel with the right message at the right time. 

Journeys can highlight new offers and new products, alert your customers to new and easier ways to interact with your company, and provide transparency to billing and claims issues. Journeys are omnichannel and can be changed to better comply with the channels your customers are most comfortable using. 

Silverline can help you create better business value for your contact center

Call centers can be a very expensive cost center. It’s important to understand your metrics around CSAT, NPS, AHT, FCR, cost per call and your agent attrition rates. Salesforce can help all the processes that are reflected in these metrics be more efficient and lower the cost to run your call center. Lower cost per call, combined with better CSAT and NPS for service-related new sales and lower agent attrition, will make a big impact for your business.

Silverline’s defined sub-industry focus, coupled with proven success with both Salesforce and Salesforce Industries, uniquely positions us to drive additional value for your contact center needs. To see how we can help improve your contact center and drive better ROI, reach out.

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