Salesforce+让人工智能、自动化和数据发挥作用

PuttingAI,Automation,andDatatoWorkActionable

insightsforbettercustomerservicePUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK2Customersare

themostimportantpart

ofany

business.Andcustomerstoday

aren’t

justlookingfor

stellarproductsand

offerings,theyalsowantan

amazing

serviceexperience.Thestakesare

high:

48%

of

customerswhoswitchedbrandsrecentlysaytheydid

soforbettercustomerserviceand

94%

saygoodcustomerservicemakes

them

morelikely

to60%of

serviceprofessionalssaycustomermake

another

purchase

.Buyerstoday

want*personalizedattentionand

they

wanttheirissuesresolvedquickly—with83%

of

buyersexpectingto

solvecomplex

problemsby

talkingexpectationshaveincreasedsince

beforethepandemic.to

one

person.*Sowhat’sgettingin

theway?

Servicedepartmentsare

dealing

withcompetingpriorities:rapidlyincreasing

customerexpectationsaround

personalizedservice,lackof

insights,and

tighter

budgets.Customerswhoagreewiththefollowing:Howdo

you

get

there?

By

puttingyourIexpect

companiestounderstandmyuniqueneedsandexpectationscustomerat

the

center

of

everydecision.

It’saboutmeetingyour

customerwheretheyare

—on

their

terms,withtheir

preferences,

and

theirtechnology.

It’s

aboutmakingcustomer-centricprocessesand

businessmodelsthenormtomake

your

customerexperiencebetter.73%Most

companiestreatmeasanumber56%Source:Salesforce

StateoftheConnectedCustomerMay2022Withtherightinsightsand

technology,

anycompany

canbeacustomercompany.*Salesforce

StateoftheConnectedCustomerMay2022PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK3For

customerserviceleaders,AI

andautomation

are

nolonger

‘nice

to

have.’

Forserviceorganizationsto

balance

duelingprioritiesaround

customerexpectationsand

costreduction,AI

and

automation

havebecomeanewimperative.Moderntechnology,like

generativeAI,hasthe

potential

to

rapidlygrowand

scaleservice,while

improving

thecustomerexperience.Using

datafromour

largestServicesurveyyet

(8,050

serviceprofessionalsacross36countries),

conductedfor

the

5th

State

ofServiceReport,

this

guideexplorestherealimpactautomation

and

AI

are

having

oncustomerserviceand

why

they

bothhavetheingredientsto

get

serviceorgsoutof

the“connect-better-spend-less”conundrum.PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK4We’ll

lookat:1.How

automation

fosters

efficientcustomer

serviceLearnhow

automation

reduces

costsandboostsefficiencyby

eliminating

repetitive,time-consumingtasksand

streamliningbusinessprocesses.Service

performance

levels

included

in

the

SalesforceState

of

Service

Report:High

performersRatetheircustomersatisfactionasexcellent42%2.The

productivity

benefits

of

AIforservice

teamsDiscover

how

AI

superchargesproductivityforserviceteams

by

offeringintelligent,

data-drivenrecommendations

that

help

agentsstayfocusedon

the

customer.42%UnderperformersRatetheircustomersatisfactionasfairorpoor3.

How

automation

and

AIenablepersonalized

service

via

a

unified

view

ofthe

customerSeewhataunifiedviewis,how

ithelpsservicedepartmentsscale,

and

why

high-performingserviceorganizationsare

using

it.14%Moderate

performersRatetheircustomersatisfactionasgood44%PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK5Contents01Automation

Nation?

Our

Findings

Give

Tw

oThumbs

Up.......................................................060203How

AI

Advances

Productivity

Across

theService

Department

........................................

10Lay

the

Groundwork

for

Personalized

Servicewitha

UnifiedView..........................................

14PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK6CHAPTER01Automation

Nation?

OurFinding

s

G

ive

Two

Thumbs

UpPUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK7The

Automation

Advantage01Let’sstart

withafundamentalquestionaboutsomethingmanyassumeistrue:

Is

automation

reallytakingover?Maybenotyet,butgivenits

numerous

benefits,it’sclearlybecoming

anincreasinglyimportantpartof

the

customerserviceplaybook,especiallyfor

high-performingserviceorganizations.Reported

benefits

of

automation:Timesavings50%39%

9%

2%40%

10%

2%41%

10%

2%41%

9%

2%42%

10%

2%Fifty-eightpercent

of

servicedecision

makersreportusingautomation.

Andhigh

performersare

even

morelikelyto

useautomation

(65%),

especiallywhencompared

tounderperformingcompetition

(41%).Connectionwith48%otherdepartmentsReductionof

errorsFocuson

customersTimefornewprojects47%47%46%Amongserviceprofessionalsat

organizationsthat

useautomation,

halfreporttime

savingsasamajor

benefitofautomation.

Nearlyhalfreportimproved

connectionwithotherdepartments,reductionof

errors,afocuson

customers,andtime

for

newprojectsasmajor

benefits.Notice

whatall

thesebenefitshave

in

common:

efficiency.Themoreefficientyour

operations,the

betteryou

serve

yourcustomersand

theeasieritisto

scalethat

greatservice.Major

benefitModerate

benefitMinor

benefitNo

benefitBase:Service

professionalsatorganizationsusingautomationThisiswhatwe

call

“Shiftto

Scale”—

movinghigh-touch,

high-costinteractionsto

low-or

no-touchchannels

that

reducecosts,cutresponsetimes,and

allow

serviceteams

to

focusonwhatmattersmost:deliveringservicecustomerslove.

Even

aseeminglyminor

boostin

efficiency,like

movinginteractionstoaslightlylower-touch

servicechannel,

canmeanhuge

savingsfor

high-volumecontactcenters.Automation

and

AI

are

theunderpinning

of

shiftingto

scale.PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK8ACustomer

Service

Journeywith

Automation01The

phone

evolves,

but

remains

a

criticalservice

channel:Shiftingto

scaleisall

aboutcreating

efficienciesby

automatingmanual

tasksand

processes.Even

whencustomerconcerns

aremorecomplex

and

can’t

easilybeshiftedto

low-touch

channels,automation

canstreamlineyour

agents’workflow.Serviceorganizationswithautomated

digitaltranscriptionofphoneconversations:Take

digitaltranscription,for

example.

Eighty-one

percent

ofserviceprofessionalssaythephoneisapreferredchannel

forcomplex

issues,and

53%

of

serviceorganizationshave

automateddigitaltranscriptionof

phoneconversations.HighPerformersModeratePerformersUnderperformers61%Total53%49%Automating

digitaltranscriptionmeanslessnote-takingandflippingbetweenscreensfor

your

agents,whocanstayin

theirdigitalconsole

to

vieweverythingtheyneedto

helpyour

customers.38%PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK901To

paint

apictureof

how

automation

helpsscalecustomerservice,we’ll

tell

astory

aboutacustomer,

Ana.Ana’s

arepeatcustomerof

BigCommercial

Fixtures,alightingcompany

in

hercity.

Sherecentlyorderednewtracklighting

foroneof

theofficesshemanages.It

arrivedon

time

–awesome!

Butwhenhermaintenance

crewbegantheinstall,theydiscovered

thetracksweren’t

wiredto

Ana’s

order

specification.Oh,

no!Anadials

BigCommercial

Fixtures’customerserviceline.

Ashwin,acustomerserviceagent

and

lighting

specialist,picksup

the

call,which

wasautomatically

routedto

him

becauseof

his

relevantexperienceto

Ana’s

case.While

Anaexplainsherissue,

Ashwinusesautomated

digitaltranscriptionto

record

their

conversation,sohe’s

able

to

giveherhis

full

attentioninsteadof

takingnotes.Once

Anaconfirmedherphonenumber

associatedwiththeaccount,

all

of

herrelevantaccount

and

order

historywasdisplayed

in

Ashwin’s

agent

console.

AshwinreordersAna’s

lightingby

following

astep-by-stepworkflowthat

poppedup

whenheselected“wrongproductsent”asthereasonfor

Ana’s

call.Anahangsup,

satisfiedwiththequick

call…

butsheforgottowritedownthedeliverydate.

Anaheadsto

BigCommercialFixtures’mobile

website,

whereachatbotasksifitcanhelp.

Anatypes,

“Whenwill

my

order

arrive?”

Thebotrecognizes

Anasinceshe’s

loggedin,

and

surfacestheestimateddeliverydate

of

herreplacement

lighting.Ana’s

story

–and

Ashwin’s

–aren’t

unique.

Serviceleadersarefindingthat

automation

increasescustomersatisfactionandserviceefficiencyand

are

implementing

itat

scale.

Thisall

addsupto

lesstime

doing

rote

workand

moretime

helping

thecustomerwithcriticalissuesthat

require

amorepersonaltouch.PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK10CHAPTER02How

AI

Adva

nces

Prod

uctivit

yAcros

s

the

Ser

vice

DepartmentPUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK11ANew

World

for

Service02GenerativeAI

might

seemlike

science

fiction,butithasthepotential

to

change

the

waywe

workfor

the

better,

and

thisincludes

service.Today,

AI

isincreasinglypart

of

customerservicetoolkits.Theshareof

servicedecision

makerswhoreportusing

AI

hasincreasedby

88%

since

2020,

from24%

of

respondentsto

45%.That’sahuge

increase,and

it’sclear

why

this

ishappening:AIboostsproductivity,which

then

enablesmorepersonalizedcustomerexperiences.Here’s

how

that

works:Artificialintelligence

reduces

your

agents’cognitive

load.Swivelingbackand

forthbetweensystemsand

screensto

viewcustomerhistory,findtherightknowledgearticle,and

type

responsesisaheavylift—and

caneasilybeproneto

errors.AI

cansupplyagentswithintelligent

recommendations,

acrossknowledgebases,conversationalinsights,and

customerdata.Thatkeeps

agentsfocusedon

your

customerinsteadof

on

tryingto

piece

together

datapointsaboutwhothey’re

speakingwithandhow

to

help

them.Andthat’sjustone

versionof

productivitythat

AI

cansupport.Self-servicewebsitesand

chatbots,whenpoweredby

AI,surfacebetterrecommendations

to

your

customers,reducing

effort

anddeflectingsimple

casesbeforetheyunnecessarilyreachan

agent.Thatalsocountsasproductivity,butit’sscaledto

benefityourentire

servicecenter.PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK1202For

an

example,

let’scheckon

Anaasshereturnsto

BigCommercial

Fixtures’websitewithanewproblem.Last

month,

Anaorderedpendant

lighting

for

one

of

the

officebuildingsshemanages.Thelamps

lookgreatin

thekitchens!Theonlyproblem

is,they

aren’t

workingwiththe

motion-sensorsystemthat

the

officeusesto

saveenergy.Analogson

to

BigCommercial

Fixtures’websiteand

isautomatically

pinged

by

achatbotthat

saysit’sthereto

help.

Anatypes,

“Officependant

lighting

won’t

workwithmotion

sensorsystem.”

Since

this

chatbotispoweredby

AI,itusesnaturallanguage

processingto

searchfor

relevantknowledgearticleswithin

BCF’s

knowledgebase.Thebotfindstheperfect

one:

It’s

anarticlewhereAnacansearchfor

herproductmodelnumber

andget

specificinstructionson

how

to

connectherlightsto

motionsensors.Spot-on!

Anaemails

thearticleto

her

maintenance

team.Notice

who’s

missinghere?

Ashwin!Insteadof

spending

timechattingwithAna,hejusthelpedavaluablecustomertriageacomplex

issue,

ensuringoneof

their

key

accounts

stayedwithBigCommercial

Fixtures.Imagine

100sor

1,000sof

agentseachfocusingon

higher

impactactivitiesinsteadof

handling

easybuttime-consumingcases,thanksto

artificialintelligence.

That’sproductivityat

scale.Once

again,

Ana’s

story

–and

Ashwin’s

time

savings–don’t

haveto

beunique.

Here’s

how

AI

enablesproductivecustomerserviceorganizationsthat

deliver

attentive,proactiveservicewithlesseffort

to

build

loyaltyand

keep

your

customershappy.PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK1302AI

improves

conversations

in

realtimeagent

withthe

rightexpertise,once

the

customerissueisqualifiedand

thecustomerrequestsescalation.Andnow,withthe

innovation

of

generativeAI,organizationscanbuildand

deploy

intelligent

bots(with

your

brand’s

personalityincluded)

within

minutes.AI-drivenworkflowsthat

are

built

rightinto

agents’workspacescanprovideautomatic

recommendations

tohelp

them

troubleshootissuesfor

customers—such

asautomatically

checkingacustomer’swarranty,or

providingarelevantknowledgearticle.GenerativeAI

in

particularcanwriteup

responsesfor

agentsto

review,

customize,

andsendto

customers,basedon

datafromCRMsystemsandknowledgebases.AI

drives

value

even

after

“case

closed”Your

customers’contracts,warranties,purchasehistory,andmarketing

dataare

all

datathat

AI

canuseto

surfacethenextbestactionsfor

agentsto

take

withyour

customerstodrivevalue—even

afterthe

serviceengagement

is

over.

Forinstance,AI

canprompt

agentsto

letcustomersknowthatit’salmosttime

to

renewtheir

subscriptionor

that

aproductupgradeor

discount

isavailable

iftheyact

quickly.

GenerativeAI

caneven

summarize

customerconversationsand

produceknowledgearticlesfor

futurereference.Chatbotsuse

AI

to

add

a

human

touchEven

in

no-touchchannels

like

chatbotsand

self-service,AI

addsapersonalized,attentivedimension

to

customerservice–aswithAna’s

example.

Whenacustomerinitiatesaconversationwithyour

chatbot,

the

botusesartificialintelligence

to

populate

importantinformation

—such

asthecustomer’sname,

location,account

type,and

preferredlanguage.

Naturallanguage

processingcanhelp

thecustomertake

actionon

orders,claims,

and

morein

realtime.Automated

workflowseven

useAI

to

route

thechat

to

anButbothAI

and

automation

workbestwhenyou

canaccessall

your

datain

oneplace.PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK14CHAPTER03Lay

the

Groundwork

ForPersonalized

Ser

vice

withaUnified

ViewPUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK15Context

IsKey03Whenwe

talk

aboutconnectingbetter,

spending

less,it’shard

notto

talk

aboutcontext—that

is,having

afull

pictureof

thecustomerin

order

to

betterservethem.Service

performance

tracks

agent

empowermentAgentswhoagreewiththefollowing:For

AI

and

automation

to

trulyworktheir

magic,

theyneedto

pulldatafromall

cornersof

your

businessand

everypossiblecustomerinteraction.Thatmeansyour

customerdatastreamsfromsales,marketing,

service,and

ecommerce

should

liveon

thesamedataplatform,in

realtime.

Butfor

many

serviceprofessionals,thestateof

customerdataleavesmuch

to

bedesired.Total67%33%27%34%46%HighPerformersModeratePerformersUnderperformers73%Thirty-three

percent

of

agents

say

they

often

lack

context

about

customer

situations.

Lackingacomplete,

accessible

viewof

the

customeris

even

morecommon

for

underperformingserviceteams.66%54%I

always

have

a

completeunderstanding

of

customer

needsI

oftenlack

context

aboutcustomer

situationsPUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK1603Theculprit?

Nothaving

aunifiedviewof

thecustomer:only38%

of

serviceprofessionalssayall

departmentsusethe

sameCRMsoftware.Expectations

for

personalization

continueto

climbCustomerswhoagreewiththefollowing:What’sthebenefitof

having

asingle

trusteddataplatformacrossservice,sales,and

marketing?80%88%TheexperienceacompanyprovidesisasimportantasitsproductorservicesIt

syncs

your

customerdataand

enablespersonalized,responsiveservice.Your

automated

and

AI-poweredtoolshave

moredatato

drawon,

and

your

serviceteam

hasmoreinsight

intoecommerce,

marketing,sales,andinteractionsacrossall

platforms.For

example,

atechnologycompany

using

asingle

trustedplatformcancreate

an

automated

workflowto

haltmarketingcommunications

and

notifythe

rightaccount

team

whenacustomerexperiencesamajor

incident.66%73%Iexpect

companiestounderstandmyuniqueneedsandexpectations56%62%Iexpect

companiestoanticipatemyneedsThepressureis

on

fromcustomersto

act

on

personalization.Datashowsthat

their

standardsare

high

and

their

needsare

real.53%62%IfeelanemotionalconnectiontothebrandsIbuy

fromthemost52%56%Iexpect

offers

toalwaysbe

personalized65%56%Most

companiestreatmeasanumber20202022Source:Salesforce

StateoftheConnectedCustomerMay2022PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK17How

to

Get

Started03Personalizedcustomerservicesoundsincredible,

buthow

do

you

get

to

that

unifiedviewof

your

customerdatain

order

tomake

ithappen?

Hereare

threetop

tipsfor

success:Build

a

case

for

a

unifieddata

strategyPartner

with

IT

to

makea

recommendationKnow

and

track

yourkey

metrics123Usedatato

showthebottom-line

valueof

having

acompletecustomerviewand

sellyourstakeholderson

it.Howmuch

timewould

your

serviceagentssaveifAI

and

automation

achieved

theirfull

potential?Service-ITtechnologydecision-makingrelationships

are

declining:Whenthinkingaboutunifieddataasfuelfor

excellent

AI

and

automationprograms,you’ll

wantto

measurethe

efficacy

of

thoseworkflowsinthe

servicedepartmentto

knowhow

well

you’re

doing

now

andwhereaunifiedcustomerdatastrategywill

help

your

serviceteam

improve.•

37%

of

serviceorgstoday

sayIT

isthesoledecision-maker,compared

to

25%

in

2020.•

49%

of

serviceteams

havemaintained

their

partnership,downfrom68%

in

2020.Alsotry

puttingitinto

theperspectiveof

the

customerexperience:

Your

marketing

teamcanpausemarketing

efforts

whileacustomerhasan

openservicecase;your

serviceagentscanmakeproductrecommendations

basedon

priorpurchases.Thesetypesof

interactionsare

whatmakeyour

customerexperiencesmorepersonalizedand

empathetic,which

ultimately

drivesloyaltyand

revenue.Why

is

this

significant?Specifically,you

should

bemonitoring

your:77%of

servicedecision-makerswhopartnerwithIT

sayitresultsincost-savingsand

79%

sayitresultsin

fastertime

to

market

for

newtech

solutions.•

CSAT

score•

Customerretention•

Customereffort•

Casedeflectionpercentage•

Firstcall

resolutionInvestingin

your

service-ITpartnershipwill

ultimately

makeyour

technologyrecommendationand

implementation

moresuccessful–acrossautomation,

AI,and

customerdata.Remember,

your

goal

isto

improvethe

customerexperiencewhileincreasing

your

serviceefficiency.Tracking

metricsletsyou

knowifyou’re

on

your

wayto

this

goal

orveeringoff

track.PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK1803

How

to

Get

StartedCalculateyour

costsavingsfromimplementing

ServiceCloudEveryonewinswithAI

and

automation.As

businessesshiftto

scale,

movingfromhigh-touch

serviceinteractionsto

no/low-touchservice,thingsget

easierfor

your

agentsandyour

customers.AI

and

automation

toolsmake

processesmoreefficient,help

agentsget

therightcustomerinsights,and

saveyourorganizationmoney—all

while

providing

yourcustomerswithan

amazing

serviceexperience.ACCESSTHECALCULATOR>Seehow

ServiceClouddeliversefficiency,productivity,and

aunifiedviewof

your

customerWiththerighttools,you

cantransforminto

thecustomercompany

your

customersneed.LEARN

MORE>To

get

startedwithAI

and

automation

in

yourservicedepartmentrightnow,

checkouttheseresources.Learnhow

customerserviceteams

areshiftinghigher-touch

interactionstolow-and

no-touchchannels

to

scalecustomerserviceLEARN

MORE>PUTTING

AI,

AUTOMATION,

AND

DATA

TO

WORK19How

to

Level

Up

Your

UseofAutomation

andAIThejourneyto

becoming

acustomercompany