8 Questions For Measuring The Effectiveness Of Salesforce In Your Contact Center


Nidhi Shetty

Principal Consultant, Salesforce CoE

Are you getting as much out of Salesforce in the Contact Center as you should be? If you suspect your answer to that question is “no”, you’re far from alone.

While Salesforce has the potential to totally transform customer experience by automating processes, streamlining workflows, and supporting customer service agents, those outcomes don’t just happen automatically. You must optimize Salesforce to maximize its usage for achieving contact center results that lead to a truly transformational customer experience. Here are 8 question you should be asking yourself if you hope to learn how.

1. Do your agents enjoy a single view of the customer?

Or do they toggle across multiple applications to service customers? The absence of a single, 360-degree view of the customer leads to drops in first call resolution (FCR) rates, higher average handling time (AHT) metrics, and lower customer satisfaction (CSAT) scores.

8 Questions for Measuring the Effectiveness of Salesforce in your Contact Center

2. Can your customers easily find answers to their questions in self-service channels?

The system should be configured to ensure your interactive knowledge base is regularly updated with frequently asked questions. The customer’s experience of easily finding what their looking ought to be nurtured and prioritized.

3. Do your service teams say your technology is more of a problem than a solution?

Brands can have the best-in-class technology products like Salesforce in their stack and still have customer-facing employees who genuinely believe that technology stands in the way of CX excellence, not empowers it. Are your technology goals and agent service level agreements (SLAs) misaligned?

4. Are you upgrading your systems as you should?

If you’re not staying up to date with all new feature releases, then you’re not optimizing the effectiveness of your technology and its impact on customer-facing operations. Are you updating—and upgrading—your technology products as your business evolves?

5. Can you support remote work?

Marketplace, geopolitical and war-for-talent risk demands you have the contact center technology in place to support agents working from home, in the office, or in a hybrid model—ideally, all in one system.

6. Are your agents reeling from a monumental surge in customer requests?

82% of customers expect to continue contacting customer service at pandemic-level rates, yet just 36% of service professionals feel fully prepared to handle a surge in service and support cases.

8 Questions for Measuring the Effectiveness of Salesforce in your Contact Center

7. Does your omnichannel servicing model go beyond phone and email?

Your contact center system should bring together phone, digital channels, and CRM data in one central view for service agents—allowing for real-time call transcription and AI-powered guidance on next steps. Does your system predict how many requests will come in and on which channels? It should.

8. Can you actually show that your CRM is deepening customer relationships?

Hands down, live agents within contact centers are the biggest users of CRM. How is an agent’s use of CRM impacting the outcomes of their interactions with customers? Do you have data that shows a correlation? Your contact center system must support changing customer service expectations.

The answers to all of this, and more, is the promise and possibility of Salesforce in your contact center when implemented well.

So, just what CAN you do to get more from your Salesforce investment?

To maximize both the value of Salesforce and the value of your contact center, start by identifying and configuring the right solutions within Salesforce, initiating an ongoing improvement plan, and tightening the end-user feedback loop.

Interested in learning more? Contact Us today.