At the front lines of any company’s battle to win the hearts and minds of customers are the service teams. They become the public face of the company when something goes wrong with the product, and they’re the ones who bear the brunt of the blame. But there are times when these employees can play a reconnaissance role, relaying feedback, suggestions, and the customer’s desires.
Salesforce has recognized this potential and wants to empower customer representatives within its Desk.com platform. The enterprise software provider today introduced a new feature called Opportunity Management, which will empower a company’s service team to have more insightful conversations with customers about what they need in order to have a great experience.
“Service-led sales are becoming an extreme reality, with the representative having a tangible rapport with the customer,” said Leyla Seka, Salesforce’s senior vice president and general manager for Desk.com. “It’s a natural extension to think service representatives have an understanding on what the customer is going to do and what other products or services they’re interested in.”
The thinking behind this feature is that as a representative begins troubleshooting an issue with a customer, “pearls of wisdom,” such as frustrations or ideas for product improvements, would emerge organically from the conversation. It’s these insights that the service team can jot down within Desk’s platform to either pass along to a salesperson, or to incorporate as value-add marketing themselves.
Salesforce promises that Opportunity Management will let agents “proactively suggest products or services that the customer is likely to need or appreciate.” While available for any company, this approach will likely be particularly beneficial for small to medium-sized businesses. Desk.com chief marketing officer Katy Dormer told VentureBeat: “Small to medium-sized businesses have limited resources and they wear a lot of hats. When dealing with customers and understanding what they need and growing their business, [Opportunity Management] is a feature that will help drive business growth.”
Dormer said that Desk users will find a new tool that lets service agents input details about available opportunities, such as how much a customer might pay, the probability of a sale closing, and any labels/tags that can be associated with the situation. The point is to include enough details so that insights can be gathered and understood, regardless of who’s handling this opportunity.
“We’ve been hearing a lot of frustrations on the support team,” said Seka. “They wished to have Opportunity Management so that the reps could be better involved.”
So why is it important to have this tool available within a service like Desk? Some may be thinking that you can already do the same thing with something like Salesforce’s base CRM platform. However, it boils down to never letting service agents leave that “moment.”
“When you think about the customer service agent that’s living and breathing within the Desk console, the fact that they can click a button and launch an opportunity is incredible,” Seka explained. “When you’re in a moment delivering customer experience, you’re able to access Opportunity Management right there instead of jumping to another system. You want to be able to take action in the moment.”
Salesforce said that with the addition of Opportunity Management, its customers can sync data between Desk, SalesforceIQ, and Salesforce more easily, giving everyone on the team more visibility in terms of what data is being gathered about their end users. It also comes on the heels of a formal integration between Desk and SalesforceIQ that gives both sales and service agents access to each other’s data.
“It’s really important for companies to build relationships with their customers and to tap into new opportunities for growth,” said Dormer.
Opportunity Management will be rolling out in the first half of 2016, along with pricing for the feature.