Post on 15-Jan-2017
transcript
Coveo for Salesforce
Coveo Solution Brief - 2
New Era, New ApproachCustomer service has become omni-channel and business-critical, as customers are increasingly mobile and socially
networked, and technologies enable ever more dynamic communication. Innovative companies now view customer
service as a potent driver of sales and revenue goals, and are architecting programs that position customer service as
an essential component of a broader, conversational, and fully integrated customer engagement strategy.
Whatever specific technologies
and solutions a company chooses
to support its omni-channel
programs – from CRM and
contact center platforms, to online
communities, forums, IVR, and field
service management applications
– success in this new era demands
customers and agents alike have
swift and actionable access to the
knowledge and expertise they
need, when and how they need it.
Enabling this type of access
can significantly improve customer service KPIs. A recent study by Gartner found that CIOs could reduce customer
support costs by 25% or more when an effective knowledge access solution was deployed. The same study found that
companies investing to provide better access to contextual knowledge for customers and agents reduced their Time-
to-Answer anywhere from 20-80%.1
And such knowledge access can only be achieved with a unified search-driven knowledge architecture.
1 Gartner, “Knowledge Management Will Transform CRM Customer Service,” 2014
Figure 1: The Empowered Customer
Mobile, socially connected, 24/7
Social Media
Communities
Forums
Mobile Apps
SMS Texts
On Site
Phone
Kiosk
In Store
Tablet
Desktop
?Websites
Virtual Chats
Contact Center
Field Service
Other Customers
Influencers
Marketing
Sales
Customer Service Agents
Field Service Personnel
Coveo for Salesforce
Coveo Solution Brief - 3
Such an architecture connects, consolidates, and contextualizes in real-time the diverse streams of knowledge being
created across all service channels and enterprise systems. It normalizes this diverse data, analyzes it to understand
what it is about and how it is relevant, and automatically correlates it with related content on multiple dimensions.
This architecture can evaluate in real-time all of the knowledge being created and shared, and automatically identify
experts for even the most nuanced, specialized issues. And when deployed correctly, such an architecture can make
this unified, real-time intelligence available to customers, contact center agents, and field service personnel in an
intuitive and actionable way, directly within the applications and across the devices they use.
Because such an architecture synthesizes ever-changing, dynamic enterprise knowledge, it can be deployed rapidly
with no programming or deep integrations required. And
as the scope and mix of knowledge sources evolves, it
can flexibly accommodate.
And finally, because it synthesizes and correlates
content from across all systems and sources, it provides
comprehensive analytics regarding how customers
and agents are finding and using knowledge assets. It
helps managers identify knowledge gaps, underutilized
resources and emerging trends, and optimize
accordingly.
Fortunately, companies can integrate this architecture
into their current systems quite quickly and cost-
effectively, regardless of the specific platforms and
vendor technologies they use. For those companies
experiencing the challenges described in Figure 2, the
architecture this brief describes will help in overcoming
every one of them. And for those companies using
Figure 2: Greatest Challenges in Customer Service and Support
4%
15%
21%
26%
33%
New channels like social media
Tracking dept. and metrics
Meeting customer expectations
Aligning support with strategy
Outdated and clunky systems
Source: Salesforce
Coveo for Salesforce
Coveo Solution Brief - 4
Knowledge-Centered Service (KCS) methodologies to drive their omni-channel programs, the architecture and
approaches discussed in this brief can help make KCS a reality.
For the purpose of this brief, we will highlight how and why such an architecture can be integrated with Salesforce
Service Cloud & Communities, the industry’s most complete customer service and portal solutions from Salesforce.com.
First we’ll explore the three realities that make omni-channel customer service so difficult to deliver. Then we’ll compare
how organizations can address these realities using Salesforce out-of-the-box, versus using Salesforce powered by a
unified, search-driven knowledge architecture.
Omni-Channel Success: Why Is it So Hard?Our objective is not to compare or evaluate the many
customer service platforms and technologies available
on the market. Indeed there are many critically important
factors that drive a company’s decision regarding
the systems it deploys; factors beyond the scope of
this document.
Unfortunately, delivering efficient and effective customer
service often proves elusive regardless of the systems
a company adopts. This is because traditional vendor
approaches disregard three important realities about
omni-channel customer service:
Figure 3: Most Used Resources to Solve Support Cases
Web Content
Bug/Enhancement DB
System Diagnostics
Incident History
Documentation
Knowledge Base
Forums
Customer Configuration Info
Customer Log Files
Source: TSIA Support Services Benchmark
Coveo for Salesforce
Coveo Solution Brief - 5
Reality #1: Customer & Case Knowledge Resides in Many Systems
Even before omni-channel service became a reality,
companies rarely maintained all customer information in one
system. A CRM might store sales and contact data, while
a ticketing application might maintain service records. A
messaging system stores email communications, while a work
order management system tracks all field engagements. A
customer’s posts to an online best practices forum is stored
only on the WCM, while detailed call information resides in a
separate IVR platform.
And rarely does all of the information that can help resolve a
customer’s case reside in a single system either. A customer
on a community site can’t find the solution he needs because
it is sitting in an internal knowledge base. An agent does not
realize the answer she needs sits in an email thread between
a colleague and another client. A field agent doesn’t know
one of the company’s product managers recently uploaded a document to SharePoint which addresses her issue.
Customers, partners, and employees are constantly creating and sharing information that can help resolve customer
cases, across a diverse mix of CRM systems, messaging servers, document management systems, collaboration
platforms, enterprise social applications, bug databases, social media channels, and more. Unfortunately, this
knowledge is not accessible by customers or agents in any sort of unified, efficient manner.
Coveo for Salesforce
Coveo Solution Brief - 6
Reality #2: Expertise ID Requires an All System View
The ability to rapidly identify and recruit an expert to help with an issue is essential to service efficiency. Whether it
is a customer trying to connect with another customer who has overcome the same challenge, an agent engaging a
colleague to help with a complex case, or a field agent finding an engineer who can help solve an on-site challenge,
efficiently and swiftly connecting the expert with the need is crucial.
Companies struggle to deliver accurate expertise finding because they do not fully appreciate that expertise is a
dynamic and constantly evolving thing. Just like knowledge itself. And because knowledge is constantly being
created, refined, and stored across a diversity of systems, finding the holders of that knowledge requires an “all
system”, real-time analysis of the entire team’s work product, correspondence, and service channel activity.
Because most customer service tools rely upon the
“raise your hand” approach when it comes to expert
identification,2 they are naturally prone to manual error
and neglect. Human beings struggle when it comes to
keeping profile information updated, or appropriately
tagging their work.
And even if knowledge workers were actively updating
their profiles, enabling truly efficient expertise finding
still proves a challenge. This is in part because experts
often do not know they are experts, or because they
are unable to communicate their highly-specialized
knowledge accurately in the manual “raise your
hand” system.
2 By this we mean that individuals are expected to announce their specific expertise, usually by listing their subject-matter expertise in their corporate profile, and/or manually tagging their work product in some way.
Real-World Success Story
“With operations in more than 100 countries, we must
adapt our support and offerings to suit the needs
of different customers. … Now I feel more confident
about the solutions I provide because of the access to
prior knowledge. I can be sure that I checked all the
available information — building on what was done
before — and did not leave out anything.”
– Arnaud, Application Expert,
Global Energy Management Company
Download the Case Study
Coveo for Salesforce
Coveo Solution Brief - 7
Reality #3: Crowd-Sourced Knowledge & Actionable Analytics Are Critical to Success
Because knowledge is dynamic and constantly evolving, the curation of that knowledge must be dynamic as well. And
though technology (specifically text and usage analytics) can and should do it’s part to curate knowledge, users must
also be able to help shape, refine, and enrich the company’s knowledge assets in the course of their work.
Customers and agents should be able to promote high-value knowledge to peers – quickly and easily – regardless
of where that knowledge resides. Additionally agents must be able to migrate or attach high-value knowledge from
any legacy system to their primary customer service application. For example, if an agent using Salesforce Service
Cloud finds helpful information in the company’s bug database, he should be able to swiftly attach that content to
the Salesforce case, and make it “findable” by other agents using Salesforce. (This also supports a fundamental
KCS principle of creating content as a by-product of
solving problems.)
To enable this user-driven curation, a powerful usage
analytics engine must constantly analyze how users are
finding and utilizing knowledge assets. This analysis
must leverage granular data about the searches being
run, the information and solutions being viewed, and the
expertise being put to work. With this real-time analysis,
administrators must be able to easily adjust the system’s
underlying algorithms to ensure high-value knowledge
and expertise is always identified and leveraged
efficiently.
Real-World Success Story
“With [Coveo’s Insight Console in Salesforce,]
our partners see a great deal of information in a
very small space, enabling at-a-glance account
intelligence.”
– Gerard Snippe, IT Manager, Rembrandt & MBO
Download the Case Study
Coveo for Salesforce
Coveo Solution Brief - 8
Salesforce Service Cloud
Provides organizations with a browser-based console and integrated mobile
application through which agents can centrally create, track, route, and escalate
service cases. All case and customer data generated within the console are stored
as objects within the Salesforce.com cloud architecture, with additional add-on capabilities that enable
an integrated knowledge base (Knowledge) and enterprise social capabilities (Chatter).
Salesforce Communities
Provides an organization’s customers and partners with an online and
mobile self-service resource. Like the Service Cloud, Communities can
integrate additional Salesforce tools (e.g. Knowledge and Chatter), and all of the data generated within
a Community are stored as objects within the Salesforce.com cloud architecture.
Each of these applications are truly best-in-class, as evidenced by the fact that over 100,000 companies around
the world are Salesforce.com customers. But as powerful as they are, their ability to deliver relevant, real-time
knowledge to customers and agents is quite limited.
Salesforce: An Ideal Platform for Search-Driven Knowledge Using our “three realities” as a framework, let’s discuss how a company using Salesforce Service Cloud &
Communities can deliver knowledge to customers and agents with out-of-the-box capabilities. Then let’s explore
how a search-driven knowledge architecture powered by Coveo for Salesforce can help the company better
address these realities. For our discussion, we will focus on Salesforce.com’s two most popular customer service
and self-service applications:
Coveo for Salesforce
Coveo Solution Brief - 9
Opportunity #1: True Customer Intelligence & Case Knowledge Resides in Many Systems
Salesforce
Salesforce can store and manage significant information
about both the customer and their service cases, and
Community members and agents alike can perform basic
search and exploration of most of that information.3
But the knowledge residing in every system, repository,
and service channel beyond Salesforce is un-findable
from within Salesforce. Any engagement a customer has had with the company via these service channels can not be
used to generate a more complete, real-time customer profile, and any problem-solving knowledge not stored within
Salesforce – including legacy knowledge bases, social channels, and the corporate intranet - can not be found from
within Salesforce.
This leads customers to leave the community and search the internet for solutions, or call the company contact center
because the site can’t deliver the information they need.
This forces contact center and field agents to leave their Service Cloud console (or Salesforce1 mobile app) and log into
other enterprise systems to find the answers they need. The agent’s browser fills with tabs to other repositories and
systems, and she must waste time searching each of these systems independently.
These inefficiencies delay the resolution of the customer’s issue, and negatively impacts both overall service quality
and the Time-to-Value for agents, due to the additional “multi-system” training it requires.
3 Out-of-the-box, Salesforce provides only a basic, open-source search tool. Besides only being able to index select Salesforce content (it does not enable search of Chatter content, for example), it also provides limited user functionality, including no search facets, and no “type ahead” or auto-cor-rect capabilities. And though Salesforce.com’s Knowledge One search tool does provide limited federation/integration capabilities to a select number of external content sources, such an approach makes unified search, text analytics, and automated “all system” expertise finding impossible.
⊲ Customers unable to access all helpful content from within Community
⊲ Agents without unified access to diverse knowledge assets
⊲ Basic search provided across most Salesforce content, but no sorting or filtering options
Coveo for Salesforce
Coveo Solution Brief - 10
Community members are offered self-service guidance
and content that is relevant to their precise situation,
and are able to perform a unified search across all of
the systems and sources where the information they
need resides. (All with real-time security to ensure they
only have access to customer-facing and Community-
generated content.)
Informed by a real-time, omni-channel understanding
of the customer, the Community will optimize each
member’s search results based upon their unique
context, and automatically recommend potential
solutions, guidance, and peer-to-peer connections based upon what they are viewing at that precise moment.
From directly within the Service Cloud console and Salesforce1 mobile app, agents in the contact center and the
field are provided a unified, 360-degree view of each customer, harvested in real-time from across all sales, service,
marketing, CRM, messaging, social media, and enterprise systems.
They are provided direct, real-time access to all of the available case-resolving knowledge, from across every source
where such intelligence resides. They can perform a single search across all systems, and because this diverse content
is constantly undergoing deep text analytics and crowd-sourced curation, only the most relevant content is returned.4
Even without running a search, agents will be recommended helpful content based on the specific Salesforce object
they are viewing, or issue they are working on at that precise moment.
Agents can use Salesforce as their single “pane of glass” for all enterprise knowledge.
4 This real-time “on-demand” knowledge identification supports a core KCS principle: To evolve content based on demand and usage. Leveraging a search-driven knowledge architecture, the very moment a customer or agent needs the relevant content, it is delivered from across the diversity of “in-motion” knowledge streams and repositories.
⊲ Case-resolving knowledge harnessed from all systems in real-time
⊲ Unified, secure search across all knowledge sources
⊲ Predictive knowledge delivered to agents and customers based upon task at hand
KPI Optimizations
First Call Deflection
First Call Resolution
Average Call Time
Escalation Rate
Unresolved Case Rate
Time to Resolution
Net Promotor Score
Agent Time-to-Value
Agent Attrition
Salesforce + Coveo
Coveo for Salesforce
Coveo Solution Brief - 11
⊲ Indexing connectors crawl all enterprise content
sources and channels where customer and case
knowledge resides – including Salesforce itself
⊲ Diverse content is normalized and consolidated into
a secure, unified index, which resides either in the
cloud or on-premise
⊲ Text analytics identifies the “who, what, when,
where, and why” of each specific document, record,
message, and conversation from across all systems
⊲ Customers & agents are provided unified, secure
search against this enriched index, with intelligent
faceting, sorting, and instant document preview to
explore the results
⊲ User and document-level permissions for each
system honored in real-time, so users are only
delivered content they have permission to see
⊲ Coveo Insight Panels integrated directly into the Service Cloud console automatically suggest content & experts
based upon the case or object being viewed
How It Works
Coveo for Salesforce
Coveo Solution Brief - 12
Opportunity #2: Expertise ID Requires an All System View
Salesforce
Salesforce enables agents to find experts based only
upon the Salesforce Cases people have worked on, and
by experts themselves manually tagging their profile
with specific skills. (i.e. “raising the hand”.) Salesforce
has no ability to identify experts based upon automated
evaluation of an individual’s work product, correspondence, or social media engagement. Relying only upon manual
self-identification and case data residing within Salesforce itself, subject-matter experts will go unrecognized, and
customer service will suffer.
Salesforce + Coveo
Within the Service Cloud console, agents are
automatically recommended experts based upon
real-time analysis of team member’s actual skills and
experience.
On Salesforce Communities, customers are
recommended other members who might be able
to assist based upon their prior activity within the
community; and can even be recommended (and swiftly
connected to) expert agents in the contact center,
should other community members not be able to
resolve the issue.
⊲ Automated expertise ID leveraging all-system, real-time analysis
⊲ Experts recommended based upon precise agent/ member issue
⊲ Easily tunable logic to keep expert ID optimized
KPI Optimizations
First Call Resolution
Unresolved Case Rate
Time to Resolution
Escalation Rate
Net Promotor Score
⊲ Experts identified by manual ID & prior SFDC case ownership
⊲ No analysis of external knowledge sources
⊲ Automated expertise finding for niche subjects impossible
Coveo for Salesforce
Coveo Solution Brief - 13
In both use cases, real-time identification of expertise
takes place through constant, real-time analysis of
the company’s diverse and always-evolving streams
of knowledge. This helps companies better find
and engage the experts among their ranks, and
more actively recognize and reward the value of
team members.5
How It Works
⊲ Text analytics analyzes the index to identify who
authored, contributed to, collaborated upon, and is
referenced in each piece of content
⊲ A multi-dimensional “map” of experts across every
possible topic, geography, and subject-matter is
built within the index
⊲ Experts are displayed every time an agent or customer performs a search, and via the Insights Panel are
recommended based upon the specific case or object being viewed
⊲ With a single click users can view an expert’s work product to understand precisely why they were
identified an expert
⊲ Managers can easily tune the scope and underlying logic that drives the expertise engine
5 A core principle of KCS methodology is to reward - at an individual level - professional learning, collaboration, sharing and improving. The real-time identification of experts discussed in this brief realizes this KCS principle, by recognizing expertise and high-performance far more effectively than any “raise your hand” expertise ID system could.
Coveo for Salesforce
Coveo Solution Brief - 14
Opportunity #3: Crowd-Sourced Knowledge & Actionable Analytics Are Critical to Success
Salesforce
Agents and Community members have some basic ways
to curate enterprise knowledge residing directly within
Salesforce. Agents are able to attach helpful Salesforce
objects (e.g. a Knowledge article) to other Salesforce
objects (e.g. an account) and promote it - via “likes” - to
peers. But for any knowledge not stored in Salesforce,
this critical user-driven curation is impossible.
When it comes to analytics about how knowledge is being found and used, Salesforce provides managers and
administrators with no data. Gaining an understanding of what users are searching for, what results they are finding
helpful, and what knowledge assets are being utilized in support of specific cases and initiatives is effectively
impossible. And because this analytic reporting is not available – coupled with the fact that Salesforce’s out-of-the-box
relevance engine is a “black box” – any sort of tuning to optimize how knowledge assets are found and recommended
is impossible.
Salesforce + Coveo
Agents and customers alike are able to promote and
recommend highly-relevant knowledge with a single-
click, so peers with similar challenges in the future can
find the knowledge faster. No matter where the content
resides, other agents will have more efficient access to it
via their Salesforce consoles.
⊲ No search or knowledge analytics captured
⊲ No data regarding how & where users are finding case-resolving knowledge or experts
⊲ ”Black Box” with no search-relevance tuning or predictive knowledge capabilities
⊲ User-level search & knowledge usage data
⊲ Integrated analytics dashboard & reporting engine
⊲ Swift relevance tuning & Insight Panel configuration
KPI Optimizations
Average Call Time
Customer Defection
First Call Resolution
Net Promotor Score
CSAT
Coveo for Salesforce
Coveo Solution Brief - 15
When high-value content is found residing in an external or legacy system, with a single click agents can create a
new Salesforce Knowledge article, insert the content directly into the Case Feed, or even attach it directly to the Case
itself. This helps companies fully realize one of the core objectives of the KCS methodology: Creating and capturing
knowledge as a by-product of solving problems.
And equally important, managers are provided a user-friendly analytics dashboard, accessible directly through the
Salesforce Administrator’s console. Dynamically configurable charts visualize how knowledge assets from all systems
and sources are being used across a variety of dimensions, including team, content type, content source, path to use,
and query rank. Customizable reports reveal key insights such as where gaps in content reside, how long it takes users
to discover assets, which assets should be considered
for direct migration to Salesforce (if a phased content
migration is a strategic objective), and how the use
of various assets are contributing to KPIs such as call
deflection, first call resolution, and case escalation.
Managers can then act upon these analytical insights
directly from their Salesforce Administrator’s console.
Using an integrated graphical page editor and a
powerful, extensible query language, administrators
can precision tune the relevance of the unified search
architecture itself, refine the logic driving how and why
experts are identified, and adjust the rationale that
drives the predictive capabilities of the Insight Panels
discussed previously. All from within Salesforce.
Coveo for Salesforce
Coveo Solution Brief - 16
How It Works
⊲ Customer and agents can promote high-value
content discovered from across all enterprise
systems, so others find it more efficiently via
Salesforce in the future
⊲ Single-click migration of high-value content from
legacy systems into Salesforce cases, feeds, and
Knowledge base.
⊲ “Google Analytics” style dashboard integrated within
Salesforce generates fully configurable aggregate
reports about usage of knowledge assets across
teams, geographies, and other dimensions
⊲ Integrated graphical UI to configure Insight Panels,
and tune the predictive engine that suggests the
content and experts the Panels display.
⊲ Powerful yet easy-to-understand query language, so
administrators can precision-tune relevance for all
content across all systems
Coveo for Salesforce
Coveo Solution Brief - 17
Coveo for Salesforce Unified Search-Driven Knowledge for Service Cloud & Communities UsersFor those organizations looking to optimize their Salesforce Service Cloud & Communities deployments in support of
integrated omni-channel customer service, consider Coveo for Salesforce.
To learn more, please visit www.coveo.com/salesforce
Coveo for Salesforce
Coveo Solution Brief - 18
About CoveoCoveo makes companies and websites more relevant
and responsive, by providing technology that delivers in
real time the most relevant, context-aware information
for every employee, every customer and every web-
site visitor.
Coveo’s transformational technology has been rec-
ognized as the most complete, end-to-end search &
relevance platform available today. Coveo takes search
to a new, more relevant level by securely connecting with
and harnessing an organization’s big, fragmented data
from any combination of cloud, social, and on-premise
systems. The Coveo Advanced Relevance Engine injects
the most relevant knowledge into the context of every
user, focusing on three business areas to:
⊲ Radically boost knowledge management initiatives
by making an organization’s collective knowledge
easily accessible & relevant, so that all employees
can take the best actions;
⊲ Inject more relevant knowledge into customer
service and sales interactions; and
⊲ Personalize online customer experiences within
high-end websites and communities.
Coveo is a strategic partner of several leading software
companies such as Salesforce.com and Sitecore,
and has been recognized as a visionary by Gartner
in its Magic Quadrant for Enterprise Search. Among
Coveo customers are leading organizations such as
Lockheed Martin, Rally Software, and SunGard. For more
information, visit www.coveo.com, follow us on the Coveo
blog, LinkedIn, Twitter and YouTube.
Contact Us
www.coveo.com
info@coveo.com
United States
San Mateo, CA
+1.800.635.5476
Canada
Quebec City, QC, Canada
+1.418.263.1111
Europe (EMEA)
Schiphol-Rijk, The Netherlands
+31 (0)20 658 6334