Suppose that AirMarvel is a worldwide airline known for exceptional customer service. The secret behind making their customer service that strong is their successful resolution of common customer service problems by trying to drive the maximum benefit out of case management in Salesforce Service Cloud. And the work of their service agent Steve Rogers remarkably demonstrates that. He is, in fact, so exceptionally good at using the platform that his colleagues gave him the nickname Captain Salesforce. And you need to see him work to understand why.
One hideous trip of Bruce B.
Restoring the airline’s good name
This burst of customer outrage doesn’t go unnoticed. AirMarvel’s Service Cloud is integrated with their Marketing Cloud, which allows the social post management tool called Social Studio to recognize customer problems mentioned on Twitter and Facebook. And as soon as problems are located, the case management process starts automatically by converting problems into Service Cloud cases equipping them with the info from AirMarvel’s customer database. Then, Omni-Channel Routing assigns each case to the right agent based on a region and needed competencies. So, Salesforce creates a case reflecting Bruce Banner’s problem and assigns it to Steve Rogers as he happens to handle issues connected with flight cancellations in East Asia. As soon as that happens, Steve sees that a new case highlighted in orange is added to his case queue.
Using Service Console, Steve opens the case, looks through Bruce’s tweets and sees that he has already got to his destination. Now, the unexpected flight cancellation can only be redeemed with compensation. And although AirMarvel’s compensations are mostly standardized, some cases are unique. To properly authorize incentives related to such cases, AirMarvel uses a Salesforce custom app called Incentive Offering.
In Service Console’s Knowledge Base search, Steve finds that AirMarvel allows ticket and hotel room compensations for connecting flight cancellations. However, Bruce’s case is much worse than that as the airline also lost his baggage. This, as Steve sees in another knowledge article, presupposes additional incentives: coupons for free carry-on baggage and compensation for travel essentials. But Steve feels these combined bonuses won’t put out Bruce’s fired-up grudge. So, he decides to increase the amount of each compensation and also throw in some of the Marvel Miles that Bruce can later buy tickets for.
Since Captain Salesforce wants to alter the policy-defined incentives, he needs a manager’s approval. Steve changes the case’s status to In Progress and sends an incentive proposal for approval, suggesting:
- US$300 for travel essentials
- US$170 for a 3-star hotel room
- US$500 for the ticket
- 10coupons for free carry-on baggage
- 200 Marvel Miles
Thor Odinson, Steve’s manager, usually approves incentive proposals trying not to spend too much time on them. However, Steve is worried that he has sent too many incentives this week. And since Thor is a rather tough man and has a bit less empathy than Steve, he might think that Rogers pities customers too much.
The thought of Thor being discontent with his work didn’t leave Steve for about an hour until he got a reply from Odinson. To Steve’s relief, he did approve it. But then Steve noticed that he cut compensation:
- US$200 for travel essentials
- US$150 for a 3-star hotel room
- US$450 for the ticket
- 5coupons for free carry-on baggage
- 150 Marvel Miles
Captain Salesforce thinks that Bruce might not be satisfied with such compensation. What if he spent more? Anyhow, less is better than nothing. Now, after 2 hours since case creation, he has everything to reply to Bruce finally. Thanks to the integration of Twitter and Service Cloud, he quickly writes a few tweets right in Salesforce. He tries to soothe things over and also get more info for solving the missing baggage problem:
Searching for the baggage
In a little while, it turns out that Bruce didn’t fill out any form. And as soon as he does, due to the Surveys feature, Salesforce uses his name and flight number to attach the form to Steve’s case. Just as it happens, Steve gets notified.
Using Service Console, Rogers compares all the customer info from the form with what he already has in the case record, verifies it and starts the action. First, he goes to their internal passenger and baggage control system to look for details. He notes that Bruce’s baggage was checked in for the Hong Kong flight at JFK but disappeared after that. This means that some other airline intercepted it by mistake. Then, Captain Salesforce goes to WorldTracer, a website for tracing lost baggage worldwide. There, he gets lucky: the baggage isn’t lost, it was received in Oslo Airport. Apparently, that’s where it should be right now.
AirMarvel uses a customized version of Field Service for various types of tasks, and returning misplaced baggage is one of them. Captain Salesforce uses a Macro (a ‘click-shortcut’) to create a Field Service task for AirMarvel representatives in Oslo Airport to find the baggage and send it with the next flight to Kathmandu. Later, Steve sees that Natasha Romanoff (AirMarvel’s Field Service dispatcher for Northern and Eastern Europe) assigned the task to Loki Laufeyson, which he feels a bit uneasy about. The last time Steve had to deal with the guy, he didn’t complete the task on time. However, when Loki exceeded task completion time limits, the matter was automatically escalated to his manager. So, Captain Salesforce hopes it will be enough motivation for Loki not to goof around this time since escalations poorly affect field workers’ performance data.
To avoid any mishaps, Steve decides to reach Bruce to verify his address and also tell him what happened to his baggage and when it’s expected to arrive in Kathmandu. Rogers contacts Bruce via email since it’s stated as his preferred means of communication in the baggage claim form. To send a quick email, Steve uses the Email Template feature. Instead of writing the same letter anew each time, he chooses the needed template and changes a few details in it.
While the baggage is waiting to get from Oslo to Kathmandu, Steve changes the case state to On Hold, so that it doesn’t breach resolution time limits and escalate. Besides, Rogers uses a macro to create another Field Service task for AirMarvel’s representatives in Kathmandu to receive the baggage and organize its delivery to Bruce.
In Field Service app, AirMarvel’s Field Service dispatcher for South and East Asia Wong Hamir sees Captain’s task. He assigns it to Kathmandu-based field service worker Stephen “Doctor” Strange, a profoundly experienced American working in Nepal.
In 10 days
When the plane finally lands, Doctor Strange successfully delivers the baggage to Banner and completes his mission. By this time, Bruce is no longer engaged. He even thanks Doc for his work saying that “Sometimes, the essence of a problem fades away, if it’s handled properly.” Then, Doctor Strange closes his task, Captain Salesforce sees it and closes a successfully resolved case.
Each month, Thor Odinson reviews the performance of all his customer service agents using Service Analytics. It is based on a rather complex system of KPIs for evaluating their performance, for instance, case complexity, number of agent-customer interactions per case, sentiment in those interactions, number of case resolution measures, etc. Proving the nickname once more, Captain Salesforce demonstrates remarkable performance this month. Thor sees it in the analytics module and gives Steve a well-earned monthly bonus.
This is how Salesforce Case Management helped AirMarvel turn an angry customer into a loyal one. And Bruce Banner knows now that whatever happens, customer service superheroes will always be there to help.
Turning to reality, Salesforce Service Cloud offers a lot of features, such as Omni-Channel, Case Management, Service Console, Macros, Email Templates and Knowledge Base. It can be additionally enhanced with various Salesforce apps like Service Analytics, Field Service, and Surveys. Surely, both out-of-the-box features and apps provide significant customization possibilities, which helps to create such tools as Incentive Offering. All of this helps not only solve customers’ issues per se but also handle common customer service management problems, thus covering the delivery of customer support on multiple levels.
About the author
Denis Zhinko is head of CRM and Collaboration Department at ScienceSoft with 12+ years in software consulting with the multi-platform focus on Microsoft Dynamics CRM and Salesforce. Denis has managed projects on CRM, CXM, Portals, System Integration and Connectivity for businesses in Healthcare, Retail, Telecom, and Banking, including CRM solutions for 7+ mln bank clients and 5+ mln media subscribers. In his spare time, Denis is a keen motorcyclist, tennis player and volunteer.