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Digital Engagement and Messaging Best Practice Guide
Fecha de publicación: Jul 17, 2023
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Technology and communication methods have evolved over the last decade, as have the lines between business and social engagement. With more companies strategically creating a social presence in the customer lifecycle, it is important to allow customers to communicate with you using their most frequent and favorite apps. This will enhance the customer experience, help drive brand loyalty, and ultimately lower service costs.
Below you will find the resources you need to get started with messaging, showing you the path to communicate digitally with your customers through social apps and text messaging all in the service console. What Is Digital Engagement? Let’s take a step back for a moment to understand what digital engagement is, where messaging falls in, and the benefits of companies making the leap to digitally transform their communication strategy. • Digital Engagement Explained As technology evolves, so do customer expectations. Customers want their information faster, more efficiently, and as seamlessly as possible. Companies recognize the importance of engaging digitally, hence digital engagement. They now expect to be able to communicate with companies just as they do in their personal lives. Messaging can help bridge that gap as a feature of digital engagement. This module on Trailhead - Salesforce’s free, hands-on learning platform - is a great introduction to digital engagement, its benefits, and the difference between digital service and digital transformation. • Service Cloud Digital Engagement If digital engagement is a car that helps you engage with customers through different methods, think of Service Cloud as the gas that makes the car go. Review this Trailhead module to find out how Service Cloud helps with digital engagement and what the different options are with Service Cloud. Messaging Considerations Messaging lets companies have conversations with customers in their preferred methods such as mobile devices via apps like Facebook Messenger, WhatsApp, and SMS/MMS text messages. The resources below will help you understand considerations to review before getting those conversations going. • General Messaging Considerations Before enabling messaging in your org, be sure to review these general topics that highlight daily messaging limits, digital images, size considerations, and which product add-on is required. • SMS Text Messaging Considerations Let your customers connect with you on the go via text messaging. Review topics such as message length, segmenting, and industry-specific considerations before getting started. • Short Code Considerations Short codes are a great way to send a quick, single message or recurring message notifications, such as appointment reminders or opting in to a service. Be sure to review these considerations carefully as they are subject to regulatory laws and compliance requirements. • Facebook Considerations Facebook Messenger is a great way to connect with your customers on one of the most popular social media platforms in the world. Before jumping in, review these important considerations, such as time limits for messages, the number of messages that can be sent daily, and how to end conversations. • WhatsApp Considerations If you are not familiar with WhatsApp, it is one of the most popular messaging apps, particularly with international users in Europe and Asia, thanks to its ability to work over any wifi network and the fact that it is free for users. To find out more about standardized messaging templates, be sure to review these considerations. Enable and Set Up Messaging There are two ways to enable messaging in Salesforce. It is recommended to set up messaging through the guided setup flow. True to the name, it will guide you with step-by-step instructions on initial setup of messaging. This setup flow is only available in Lightning Experience and will require the use of Omni-Channel. You can also manually enable messaging, which is a simple flip of a switch; however, there are steps to follow afterward if you choose this route. • Guided Setup Flow for Messaging Enable messaging with guided setup flow, which provides easy, step-by-step instructions and will automatically enable messaging and other setup features such as Omni-Channel. You can also select which users to grant messaging access to via the guided setup flow. • Manually Enable Messaging If you prefer to enable messaging manually, follow the steps in this article. After you enable messaging, it can take a few minutes for the other messaging setup pages to appear in the setup menu. • Set Up Messaging If you manually enabled messaging, follow these steps to continue the messaging setup. Here you will be guided to create and manage permissions set for your agents and admins, and to assign those permissions to specific users. This will need to be completed before jumping ahead to create your messaging channels. Creating Your Messaging Channels Once you have enabled and set up messaging, you can begin to define your messaging channels. Follow these steps to communicate with customers via Facebook Messenger, SMS Text (including short/long codes), and WhatsApp. • Set Up SMS Messaging Channel To communicate with customers via traditional text messaging, review the steps in this article. Choose the right code type depending on your use case. • Set Up Long Code Messaging Channel Find out how to create long code messages to communicate with customers and complete the Letter of Authorization (LOA) form. • Set Up Short Code Messaging Channel Create two-way short code messages to send recurring or one-time messages to your customers. Use this handy guide to send short codes to U.S. and Canadian customers. • Set Up Facebook Messenger Channel Allow your customers to use Facebook Messenger to communicate with your agents, who can reply to the messages in Omni-Channel. To set up this channel, follow the steps outlined in this article. • Set Up WhatsApp Messaging Channel Reach new customers by allowing them to communicate with you on the app with 1.5 billion users across 180 countries. Customer care interactions and notifications are two ways to reach customers via WhatsApp. Follow the instructions here to complete the setup of WhatsApp for business. • Create Flows to Send Automatic Message Notifications Once your channels are set up, use flows to automatically send messages to customers over SMS, WhatsApp, or Facebook messenger when certain conditions are met. Go Further with Messaging To further enhance the messaging experience for both your agents and customers, several features can be enabled. Below, you will find resources and best practices to take messaging to the next level and unlock its true potential. • Messaging for In-App and Web Provide your customers with a personalized messaging experience that is asynchronous between mobile devices and websites. • Create Automated Responses Check out this article detailing how to create automated responses to send to customers when a conversation is initiated or ends. • Set Up Quick Text for Messaging Let your service agents use predefined messages when having conversations with customers. These can be common phrases, answers, or even greetings. This helpful article will explain how and where these are used. • Link Messaging Records Enable this setting to allow your agents to attach the messaging record to cases or contact records. This will help paint a complete picture of the interaction on that specific issue between the agent and customer, as well as let other agents know exactly what has been discussed should they need to jump in. • Slack for Service Bring agents and partners together in a central place to collaborate on customer inquiries from all digital channels. Find the right experts, in real-time, from anywhere for a truly connected service team. • Enhanced Bots for Messaging Add an enhanced bot to your Messaging for In-App and Web channels or Facebook Messenger channels. Enhanced bots use business rules and Omni-Channel flow to route conversations to and from a bot. Keep the Momentum Going Use the resources below to get additional guidance, learn from Salesforce experts, and connect with the Trailblazer community. • Deploy Messaging Expert Coaching Session
Premier and Signature Success Plan customers can sign up for this live webinar to get expert guidance on best practices, recommendations, and limitations with messaging in digital engagement. • Join the Customer Success Community Connect with Salesforce experts and other Trailblazers like you. The community is a great place to ask questions, get answers, and share your experiences. • Salesforce Support YouTube Channel Explore videos made by Salesforce experts to guide you through best practices and how-to’s. • Explore Salesforce Events Check out these upcoming Salesforce Customer Success events. • Ask an Expert Bring all your messaging questions to a live session and connect with a Salesforce expert.
Due to the increased traffic on the Northern Trail Outfitters website, customer service agents were having a difficult time handling requests for more information and responding to service cases. The agents were overwhelmed with the volume of calls and unsure which conversations to prioritize, while customers felt frustrated that the only way to communicate with NTO was through the website and toll-free number. Overall, the customer experience was poor. Northern Trail Outfitters was already using Service Cloud and the Service Console to manage cases and store critical customer information. They needed a better way to engage with customers in the channels customers were familiar with. Linda Rosenberg, a Salesforce admin for Northern Trail Outfitters, was tasked with looking into different solutions for this issue in Service Cloud. After some research on Trailhead, Salesforce’s free learning platform, Linda came across the digital engagement module. Here, she learned what digital engagement is and how it fits within Service Cloud. Linda learned about a feature of digital engagement called messaging, which allows agents and customers to interact using their most frequent and favorite apps, such as Facebook Messenger, SMS text messaging, and WhatsApp. The messaging feature was included with the digital engagement product and was added on to work seamlessly with existing Service Cloud instances. After following the steps to enable and set up messaging, customers were able to engage directly with Northern Trail Outfitter agents through Facebook Messenger, SMS text from their mobile devices, and WhatsApp. Agents received and answered these conversations through Omni-Channel directly in the Service Console. To the customer, it was a seamless way to interact with Northern Trail Outfitters just as they would in their normal lives. As a result, support requests through the website were down and customers were engaging through digital channels. Agents were relieved to know exactly where the customer interactions were coming from and were able to resolve common customer questions faster. |
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