brings social selling to the enterprise

30 Nov 2011

Online CRM giant has revealed new tools aimed at empowering sales forces with social sales and analytics capabilities. The company’s new Service Cloud 3 organisations engage with customers on any social community, including Twitter, Facebook and other social networks via Radian6.

Salesforce last year acquired Radian6 for US$326m. Its new Service Cloud 3 platform is aimed at what it terms the next generation of “social contact centres.”

The new technologies allow firms to engage with customers via social media, where millions of conversations are happening every day.

Leveraging built-in social analytics, agents will be able to prioritise interactions across any channel and tailor support strategies to meet changing sentiments on the social web.

Social customer service in real time

“The explosion of social technologies has changed the game for customer service,” said Alex Dayon, executive vice-president of CRM,

“Facebook and Twitter taught consumers to expect social customer service in real time. Service Cloud 3 is the next-generation social contact centre that lets companies prioritise and manage a high volume of customer issues over any social channel.”

More than 15,000 companies around the world, including Ally Bank, KLM Royal Dutch Airlines and Nikon Instruments, have deployed the Service Cloud to deliver social customer service.

“We decided to make social media an important component of our overall KLM customer service strategy after handling stranded customers via Facebook during the volcanic ash cloud that struck Europe in May 2010,” said Martijn van der Zee, vice-president, E-Commerce at KLM Royal Dutch Airlines.

“Leveraging the Service Cloud 3 is going to enable us to recognise patterns, handle cases via social media throughout different teams, and discover commercial opportunities. We believe this will allow us to pro-actively build a strong and loyal relationship with our customers and fans and enhance our service to them,” van der Zee added.

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years