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How to Build a Better Contact Center with Salesforce and Vlocity

By Erik Walters 06.25.20 Image of a young businesswoman wearing a headset and working on a computer at home

Contributing authors: Paul Le and Chris Kennedy

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
  • Reduced 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, inexperienced agents, customer complaints, and call deflection needs 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 Vlocity to your Salesforce Org 

Salesforce is more than just a CRM — so don’t forget to use it as such! 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 is guaranteed to run smoother and increase your team’s bandwidth to tackle more nuanced customer-centric concerns.

Salesforce plays well with others. When paired with Salesforce, Vlocity accelerates business process transformations that focus on agent and customer experiences. Vlocity provides out of the box solutions by industry and customer segments that can be leveraged to increase speed to value. The Vlocity advantage exists in its framework: Vlocity Cards, 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 Vlocity in your contact center, you can reduce call handle times and training time by providing contact center agents with a single engagement layer using Vlocity’s Card Framework, Vlocity Actions and Omniscript. Omniscripts representing guided processes can be downloaded and customized from the Vlocity 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 is 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 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 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 are left in the lurch.

By leveraging both native Salesforce Service Console and Vlocity 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 and NPS metrics.

With the right platform, you can quickly and easily improve your ROI on your people, processes, and technology. But the benefits extend beyond that. Whether you are trying to shorten issue resolution or reduce admin time for agents, these goals help keep your team engaged:

Giving agents more agency

Agents are the lifeblood of any contact center and the more your team finds job satisfaction and feels empowered to do their jobs, the greater the benefit becomes for reducing agent training, time spent onboarding, and ultimately agent attrition. With the right tools in place, and the right training from the start — your contact center will consist of happier, more engaged employees.

Reducing complexity

Product complexity leads to long training times, coupled with high agent turnover and your costs to attract and retain/retrain agents can skyrocket. By leveraging Vlocity OmniScript, a consistent call script can be leveraged for each call type. The training time for new agents can drop drastically. 

Intuitive tools that let an agent manage and understand their customer interactions on their own helps reduce attrition and improves 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, in addition to field tracking provided by Salesforce Shield, Vlocity adds caller verification and interaction logging to the compliance toolset.

The Vlocity system also features functionality like out-of-the-box components to perform caller verification prior to displaying the caller’s information. This component is configurable for different types of verification challenges. There is also an added ability for the agent to click on an icon to easily capture key data elements that have been discussed during the call. This is automatically added to the interaction log.  

Keeping customers happy

Reducing customer attrition and increasing customer self-service opportunities are two business drivers that function to achieve any company’s ultimate goal — keeping their customers happy. Salesforce Customer Communities creates an engagement layer for customers to interact seamlessly with your company, on their own time, and at their own pace. 

Combining Communities capabilities with Vlocity’s Cards and Omni Scripts, customers enable more opportunities for self-service features and call deflection, which leaves your agents open to fully engage with more intricate and entailed customer needs.

Adding email or text to provide proactive notification to engage your customers can drastically improve NPS, especially notifications for key milestones in long running transactions. Providing proactive updates to your customers can also act as a call deflection mechanism. For important or long-running transactions, you can positively engage with your customers by leveraging nurture campaigns. All of these are capabilities of Salesforce Marketing Cloud. 

Better business value for your contact center

It’s a well-known fact that contact centers are one of the toughest work environments. Improving agent toolkits to better handle, deflect, and solve customer calls is a constant process.  Salesforce and Vlocity integrate to provide a clear view of the customer and relevant data points, allowing agents to focus more on customer concerns than the process required to do so. By leveraging Salesforce and Vlocity capabilities, your company can improve customer retention, remove the need for legacy interfaces, enhance customer satisfaction, reduce AHT and training time, and provide a 360 view of your customer to every agent.

Silverline’s defined sub-industry focus, coupled with proven success with both Salesforce and Vlocity, 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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