Salesforce wants to break down the barriers between marketing, sales and customer service
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Customer relationship management (CRM) company Salesforce has taken the wraps off its latest edition of Social Studio.
While being primarily targeted at the burgeoning content marketing industry adding features that mean you might never need to use Twitter or Facebook’s interface again, Salesforce’s updated utility excels at enabling departments to collaborate on social engagement.
With Social Studio, marketers can use the software’s new social listening engine to forward support enquires to customer services or conversations that might be used for lead generation to their sales team.
Salesforce is doing its best to eradicate any silos between departments with this new iteration of Social Studio, according to CEO of Salesforce Marketing Cloud Scott McCorkle, by making its platform relevant to even more teams in a business.
“Many companies are still using siloed social engagement and listening solutions, leading to disjointed and ineffective customer engagement,” he said. “We are now past the social hype cycle and it is clear that companies that make social core to the customer journey will be more successful.”
Customer service teams can monitor social channels for product problems, create customer cases to be managed in Service Cloud and then route these cases to the most relevant service team member.
Sales representatives can tap into more than one billion social data sources to identify new leads and engage with them directly from Sales Cloud. Social data, such as sentiment and influencer status, can also help score any leads.
Sales leads through social
Business solution provider ADP has been testing Social Studio’s features and Jeff Stevenson, director of social selling at the company, found it useful across the entire process of lead generation.
"Now we can quickly distribute information to multiple social networks with one consolidated branded voice, listen to key topics across Facebook, Twitter and LinkedIn, and engage leads with helpful content,” Stevenson explained.
“Social selling helps ADP optimise social lead generation, from sourcing to qualification to closure, to easily see the full life cycle of a lead right within Salesforce."
Salesforce Social Studio is currently going through the pilot phase, but the company intends to do a wider release in the first quarter of 2015.
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