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The Changing Role and Dynamics of Customer Support in the Era of Connected Customer Experiences

by Mudit Garg on Jul 19, 2019

82% of service decision-makers say their company’s customer service must transform in order to stay competitive – State of Service 2019 (Salesforce)

An average customer now uses 10 different channels to communicate with companies. The usage of digital means (social media, online communities, etc.) for connecting with brands is booming.

Sixty-six percent of service professionals say their organization is seeing increased case volume through digital channels.

Customer support teams must digitally transform and go cross-functional to stay competent and relevant. The good part now is that the people on front line understand the importance of service and are ready to invest more for the modernization of their customer support.


The changing course of customer support

Customer service professionals, nowadays, have a completely different mandate than in the past. Seven out of 10 professionals say their jobs are more strategic than they were before, and a similar number view their customer interactions as relationship-oriented, rather than transactional.

The C-suite has taken notice of how customer service is not just the responsibility of one department but of the entire organization and how customer service can drive elevated customer experiences, differentiate brands, and drive new revenue stream. Thus, forming organizational synergy is what most organizations are focused on to attain.

The volume of customer interactions will grow in the future and will expectedly hit 300 billion by 2027. With AI taking the center stage amongst technologies that can transform service experience, the importance of human touch remains unaffected. Thus, support reps need to step up.

A connected workplace is what the future of successful and customer-centric organizations will be. To learn what benefits you can reap with a workplace with impeccable cross-functional collaboration, read here

Importance of collaboration for customer support

As we stated earlier, ensuring a greater level of engagement and satisfied customers is not just the responsibility of customer support but it’s an organizational responsibility.

At different stages, they require assistance from the technical teams like engineering and product teams. Not just that, customer feedback is a goldmine of information stored in support tools, but the product team should also know what customers are asking for.

So, enabling a greater degree of collaboration will not just benefit the service team but will also benefit other teams as well.

Some of the benefits of connecting the support team with others are listed below:

  • Hassle-free flow of information
  • Quicker case resolution
  • Improved customer engagement
  • Better CSAT
  • Enhanced agents’ productivity

To connect two or more different teams, you need to integrate the tools they use in their daily activities. There are options that one can explore to integrate two different tools: 1. By custom integration 2. Using a connector.

Anyone looking for a long-term and sustainable solution would rather go for a connector than custom integration. Why?

That’s because a connector would offer more functionalities and is a solution that can be customized to meet with your business needs.

Sinergify – A Salesforce-Jira Connector

Sinergify is a product by Grazitti Interactive that integrates all Salesforce modules (Sales, Service, Marketing, Community Cloud) with both cloud and on-premises versions of all Jira products (Core, Ops, Software, Service Desk).

Sinergify can help you enable an impeccable cross-functional collaboration within your organization if your organization is hugely invested in Salesforce and Jira ecosystems.

Think Sinergify is the solution your organization needs? Start your free trial today.

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