The customer engagement center (CEC) market is gradually shifting its traditional concepts. The reshaping movement of the customer engagement center is largely based on the shift towards an increased need for artificial intelligence and customer digital engagement. The goal of this shift is ultimately to properly equip vendors and business providers to provide personalized, intelligent service that must be seamless and performed on a consistent basis.
There are four principles that have been identified in order to achieve this level of service:
1) Getting connected
2) Process orchestration
3) Resource management
4) Analytics and insights
Recently, the customer engagement center market was redefined to include an additional fifth principle: alignment. In 2019, Gartner reported the following definition of the center engagement center market:
“The CEC is the market for software applications used to provide customer service and support by engaging intelligently-both proactively and reactively-with customers by answering questions, solving problems, and giving advice. “
Salesforce for Customer Engagement
Salesforce not only recognizes this shift in focus to alignment but also is an advanced trailblazer in the Customer Engagement Center market. Salesforce has been recognized as a leader of the Magic Quadrant for the CRM CEC for multiple years. The many features and enhancements Salesforce has added to Service Cloud, including real-time AI-based case classification, next best action, skills-based routing, and WhatsApp are just a few of the several reasons it has been preferred as a first, second, or third choice by 64% of prospective CEC customers.
In addition, Salesforce’s introduction of Service Cloud Voice offers customers the opportunity to utilize Amazon Connect to carry new voice services, prior to integration. Further, vendors will have the capability to integrate with other contact center voice offerings. Finally, the Salesforce Service Cloud product stands out from its competitors in its connection with the AppExchange marketplace, the Ignite customer innovation program, and the Trailhead learning platform. These connections have equipped the Salesforce platform to provide more features and enhancements to increase functionality for customers.
Salesforce aims to provide immediate support to boost productivity and organization. Salesforce also provides support to promote business adaptability to workflow and operational managed services. In order to achieve this, Salesforce has expanded in order to provide support for both the traditional principles of the Customer Engagement Center market, as well as the new principal of alignment. Salesforce managed services provide optimal maintenance and reporting, which exploit the business analytics and reporting from the Salesforce platform. Such reporting and maintenance set the tone for strategy planning and ROI boosts. The reports are also inputted into the business configurations and goal-setting procedures to promote continual advancement. To further stimulate persistent development, Salesforce managed services also encourages effortless adjustments to best fit moving goals and workflow efficiency.
Ultimately, Salesforce has a strong focus on providing change management simplicity support services. As the Customer Engagement Center market shifts, Salesforce is committed to leadership through its products and services.
Gartner has labeled Salesforce as “unmatched” thus far when compared to the presence, market impact, and vision to transform customer service of its competitor vendors.
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