New Salesforce Tool Helps Personalize Customer Experience
Customer relationship management (CRM) giant Salesforce is rolling out a new product dedicated to making the customer experience better and more personalized. The Lightning Customer Community will integrate with the company’s Customer Success Platform to share data, files, and processes.
The goal is to help companies build customer communities through a combination of social engagement and CRM data, according to Salesforce. Lightning Customer Community is an extension of the company’s existing Community Cloud service, which it introduced in 2013.
The new service will include features such as the ability to customize the look and feel of a community through the use of pre-designed visual themes; media feeds that allow users to embed videos, images, and links; tools for curating editorial content; search optimization; and new tools to help moderate discussions. The new rich media feed provides a Q&A environment similar to Quora to make it easier for users to find answers to their questions.
Improved Customer Experiences
"In today's connected world, customers expect every experience to be fast, personal and seamless," said Mike Micucci, GM and SVP, Salesforce Community Cloud, in a statement. "The new Lightning Customer Community is connected directly into the Salesforce Customer Success Platform, providing companies with the intelligence needed to exceed expectations and build deeper relationships with their customers."
Customer experience is even more important to consumers than price as a key brand differentiator, according to Salesforce. But while 86 percent of companies say providing an excellent customer experience is a top priority, only 27 percent are considered “good” or better by their customers, Salesforce said.
The problem is the lack of personalization in the customer experience, making it difficult for them to easily find the information they're looking for, according to Salesforce. One of the ways Lightning Customer Community seeks to address the issue is by offering e-commerce features from Salesforce’s partner ecosystem.
The new platform will allow Salesforce clients to drag-and-drop e-commerce components built by Salesforce partners into their community pages. One such component, CloudCraze CartPlus, lets B2B companies drag-and-drop native shopping carts anywhere in their communities, making it easy for customers to buy products within one channel of engagement.
Another component, OSF UnifyCOMMERCE Demandware, integrates Demandware’s B2C e-commerce services into customers' communities, allowing companies to provide single sign-on capabilities; offer persistent shopping carts that are always present wherever the customers are; sync customer data; and embed the Demandware Customer Service Suite to enable customer service agents to place orders on behalf of customers.
The OSF UnifyCOMMERCE Magento component, meanwhile, allows companies to use Magento’s e-commerce services to synchronize customer records, orders and reviews from Magento directly in Salesforce. Additionally, companies have access to built-in reporting on details of customers’ shopping activities such as the values of their orders, the number of orders and product reviews.
The Lightning Customer Community is already generally available with the purchase of any Community Cloud license, Salesforce said.