Wed, 15 July 2020
Today on the Salesforce Admins Podcast, we’re chatting with Purvi Desai, Director Product Marketing for Service Cloud. We learn how admins can get started with this amazing product.
Join us as we talk about how to use personas to help you configure service cloud, the amazing powers of macros, and some product marketing insights about how to build a demo.
You should subscribe for the full episode, but here are a few takeaways from our conversation with Purvi Desai.
What we learned about Service Cloud at TrailheaDX.
We saw Purvi’s segment about Service Cloud at TrailheaDX and knew we had to bring her on the pod to tell us more about it. “This session was really all about how admins can champion productivity for service agents,” she says, “admins wear many hats, they’re product managers where they’re implementing roadmap and rolling out new features, but they’re also very much responsible for the user experience.”
In a world where service organizations are measured by average handle time and customer satisfaction, optimizing the experience for service agents means cases are handled faster and customers leave the interaction happier.
How to start thinking about Service Cloud users.
In her segment, Purvi walked us through everything from automations to Lightning Flows and AI that can save time and make everyone more productive. What’s so crucial with Service Cloud that differentiates it from working with sales is your users are working through the interface you’ve given them at the same moment as they’re dealing with the customer. One thing that comes in handy is leveraging personas: case solvers, expert agents, and team leaders. Understanding who each of these users are and what they need to do will help you optimize their workflow.
Another important concept to get your head around is the type of cases your company solves. A software company is going to have a very different workflow than a retail organization, for example. You need to make decisions about what information will be most helpful to your reps in the moment they’re dealing with the customer. “Any little thing you can automate, any second saved is really important,” Purvi says.
New Service Cloud features coming in Summer 20.
Looking forward to Summer 20, we’re adding several new features that are incredibly exciting. Service Cloud Voice brings a native integration of intelligent telephony to the Salesforce platform. Putting everything all in one place is especially important when several people are working from home and may not have the same amount of screen real estate they’re used to.
For team leaders, you have everything all in one place, including voice. Most importantly, you have richer analytics to help you make decisions in real-time. “This is going to help our agents because it’s going to help them focus on the customer rather than writing notes or searching for an answer,” Purvi says, because now there’s live voice transcription. Everything happens through Salesforce’s interface, making it easy for admins to work with and bring key insights to leadership.
Full Show Transcript
Gillian Bruce: Welcome to the Salesforce Admins podcast, where we talk about product, community and careers to help you become an awesome admin. I'm Gillian Bruce.
Mike Gerholdt: And I'm Mike Gerholdt.
Gillian Bruce: And today we have an amazing guest joining us. It's Purvi Desai, Product Marketing, Service Cloud to talk how admins can get started with Service Cloud. So without further ado, let's get Purvi on the podcast.
Mike Gerholdt: So Purvi, welcome to the podcast.
Purvi Desai: Thank you.
Mike Gerholdt: As a followup from TrailheaDX, which was an amazing event. We saw you kind of wrap up the Service Cloud session. We wanted to have you on the podcast to talk more Service Cloud, because we know there's so many admins out there that loves Service Cloud that are knee-deep in it, helping their organizations do a bunch of stuff. Wanting to get to know a little bit more about the person we saw at TrailheaDX, and some fun Service Cloud features for admins. So we'll get started. I'd love to know, kind of your path before you came to Salesforce?
Purvi Desai: Totally. So I actually have a background in IT. When I was in [inaudible] I was interning as actually a systems administrator, not for Salesforce, but for a different system. So then after that, I did a brief stint at Accenture as a consultant. And then I kind of went back to the company I worked at for a while and worked in IT and what I was doing there with implementing marketing systems. And with that I worked very closely with the marketing team there, helping them with the requirements and helping them deliver. And what I found was that while I loved IT and I loved implementing the systems, I also really love the marketing aspect and working with the marketing team to deliver these messages to get people excited about the product. So that's what really made me decide like, "Hey, I want to make this switch into marketing and I want to do it at Salesforce because Salesforce is a fun marketing company. I know I can learn a ton there."
Gillian Bruce: It's a really great path. I love how, I think a lot of admins will hear similar themes to their paths in your story and starting in IT. And then kind of getting exposed to some of these other things like marketing that you're like, "Oh, I like that. I want to get into that." And then getting close to the product and kind of getting to nerd out a little bit, which, if you're listening to this podcast we're all a little bit nerdy, right? So thank you for sharing it. That's awesome. That's awesome.
Purvi Desai: Yeah.
Gillian Bruce: So, Purvi you did an amazing presentation for TrailheaDX, which was our first ever virtual TrailheaDX. And you did a whole session on Service Cloud for Admins. Can you give us a brief synopsis of some of the stuff you did in that session?
Purvi Desai: Absolutely. So this session was really all about how admins can champion productivity for service agents. And as a service admin, and as an admin in general, they wear many hats. They're product managers where they are implementing Roadmap and rolling out new features. But they're also very much responsible for the user experience and making sure that that user experience for service agents is really productive and it's going to really help them close cases faster, which is really important. Because a lot of service organizations are measured on average handle time and customer satisfaction. And you know, the faster you can get your issue completed, the happier the customer is going to be. So that's really where we wanted to focus. So it was really all about tips on how to create an optimal service experience from where how to lay out case pages to all the different tools that we have available out of the box that are going to really help make that agent's job a lot easier.
Mike Gerholdt: Yeah, you really packed in. I mean, literally three sessions worth of information in like 18 minutes. It was amazing. I think, starting off in the session, you talk about personas and meeting with users, which Gillian will attest to. I've talked about SABWA, Salesforce Administration By Walking Around for a long time. And this year I've got to revise that to SABZA, because it's got to be Salesforce Administration By Zooming Around, right? Because SABZA. But one thing that really grasped me about your presentation and about thinking back to when I did a Service Cloud implementation is the idea of personas and the idea that as an admin, your users are really in the product exactly at the moment that they're trying to work with a customer. And to me it feels different. And it was a mind shift from working with sales. Because sales often they got the game face on, they're going into the meeting and it's either, a big meeting or a big presentation and they've got stuff prepared.
Purvi Desai: Absolutely. So the percentage that we covered in the session, so there's really four. One of them is admin, so we're not going to really talk about that.
Mike Gerholdt: I mean, we can, it's our favorite subject.
Purvi Desai: Yeah, of course it is. But there's three really personas that we can focus on. And when it comes to a service learning organization and the people that are really using the Service Cloud product, the first one is a case solver. And these are the people who are providing direct customer support and solving escalated cases. Their top activities include logging activities, troubleshooting customer issues, and updating existing customers. And 65% of them are spending about five or more hours a day in Salesforce. So they're spending a lot of time in here and they really need help being as efficient as possible. So tools to increase efficiency and enable collaboration are really going to be key to the case solver's success. So the reason why it's important to understand your persona is because once you can understand what it's like for them to ... Or how they're working and what kinds of things they're working on, you can understand what are the tools that they need to help them be more successful.
Gillian Bruce: I think that personas, no matter what type of Salesforce instance you're administering is super important. As Mike said, it's all about understanding that user experience and which is now SABZA, which is my new favorite term. It's like I used to do a machete motion for SABWA and now this is more like a lightsaber emotion, because there's a Z in, it sounds fancy and advanced. But, Purvi, to your point, understanding those personas and the fact that you've been able to kind of define those very distinct personas going into a Service Cloud implementation I think is very, very helpful. And I'm sure that anyone who's listening who is working on a Service Cloud implementation will be able to get a lot from what you just shared with us. Now, another thing that I know admins go crazy for, and you talked about this also in the TDX presentation is macros. Talk about speeding up that experience. Tell us a little bit more about macros.
Purvi Desai: Sure. So macro is for those that are listening in that aren't aware are basically what they do is they take a bunch of clicks and they automate them into one. So what that means is, for example, let's say every time that you're resolving a case you're sending that same kind of ... Like let's say it's an email case and you're always sending that same kind of email like, "Oh, your case has been resolved." So there's a lot of clicks to get to that, right? First you have to click on the email tab, then you have to apply the email template. Then you have to maybe edit a few things and then you have to send it. So with macros you can automate all of that. So they can, literally your agents can click, one, they can open that macros menu and they could click run, and that's going to be all taken care of for them.
Gillian Bruce: It's so awesome. I have to admit that I was watching South Park the other day, because as one does in so shelter in place and they, it was the episode about World of Warcraft, which again, we're talking about nerdy subjects here. And Cartman is talking about how he has all these macros for all the different moves that you can do when you're battling other characters.
Mike Gerholdt: I have this idea now for a game that we can play at Dreamforce in the admin area, or for a community group, it's take three things and have three different hats and pull something out. Because take like a Salesforce feature, a cloud, and pop culture and put a whole bunch of random stuff in each one, and it's like, "Okay, so imagine you pull out South Park Service Cloud in macros, Gillian, go."
Gillian Bruce: I got it.
Mike Gerholdt: Got it.
Gillian Bruce: I got it.
Mike Gerholdt: No problem. That would be the funnest kind of Mad Libs S game ever.
Gillian Bruce: That's really like that. We need to do that.
Mike Gerholdt: I do like, Purvi that you also added kind of those questions that need to be asked. What needs to happen? What's the information needed? Who needs to be involved and how can I make it all happen with a click? Because I know sitting in a meeting room or being on a call with customer service managers are like, "Well, they should do this and this and this and this and this and this." And you're like, "This is like 10 minutes to close a case and you're mad that it's take the agent two minutes to be on the phone." And so that's where the power of that macro comes in. So, it's warm out, it's warm where I'm at, and it's probably warm where a lot of people are right now. But we have Summer '20 coming out, which has a ton of new features. And I would love to know from your perspective what some of those exciting Summer '20 features are in Service Cloud?
Purvi Desai: Absolutely. So the most exciting feature coming out for Summer '20, and this is really big for us. This is something we announced at Dreamforce '19 is Service Cloud Voice. And what Service Cloud Voice is, is a native integration of intelligent telephony on the Salesforce platform. And this is alongside all the digital channels and CRM data. So, for a long time we didn't have native telephony on Salesforce. We're very much just, our customers were using Partners and we were doing it that way, but now we're actually having it natively integrated. So those of you that use Omni-Channel right now for channels like chat and messaging and email and social, all of your voice calls, if you get Service Cloud Voice is going to now route through Omni.
Mike Gerholdt: Wow. Just as a moment of pause, if you're at this point in the podcast, I am completely cool with you pausing and going back and relistening to that, because I just had to stop taking notes. But what floored me was the real-time voice transcription. I think that's got to be huge for anybody looking to help kind of bring best practices or reportability to their service agents.
Purvi Desai: Yeah, absolutely. I think before you start thinking about the demo, the first thing you need to think about is what is the message you want to convey? So the way I kind of start, when I start thinking about the Dreamforce demos, I'm like, "Okay, what are our key messages that we want to get across? And what are those key pain points that our audience is feeling that we want to show how this product is going to help them alleviate?" So that'd be like my recommendation, first align on the pain points you want to address and what are those key messages you want to get across? And then the second thing is, what features am I going to show? What in functionality am I going to show that's going to support my key messages and show how I'm going to ease this pain?
Gillian Bruce: I think that's super, super helpful, Purvi. I mean, us as a team, we think about doing this all of the time to try and share stories with admins. But I think as Mike pointed out, as an admin it's your job to bring these stories to life and show these features to your teams. So, getting a pro product marketer's expertise and tips on that is very, very helpful. So thank you for sharing.
Mike Gerholdt: That was amazing. I mean, so on point of, I think it rushed so quick to show the demo and the product and what it can do, and you forget that you have to be there and guide your users through a sample experience, but a very relatable one that isn't too distracting. That was incredibly insightful.
Gillian Bruce: Purvi, thank you so much for joining us today. And thank you so much for sharing with us and telling us a little bit about your story and then all of the amazing things that admins can do with Service Cloud now and in the very near future. I have a fun question. So we've all been kind of sheltering in place for a while. What's one of your favorite non-work sheltering in place activities that you've done?
Purvi Desai: My husband and I have been playing cards a lot and we've been playing Monopoly Deal. Have you heard of this game?
Gillian Bruce: No. Tell me more.
Mike Gerholdt: No.
Purvi Desai: Okay.
Mike Gerholdt: Explain.
Purvi Desai: So it's a Monopoly as a card game and basically you have to get the first person to get three, combinations of three, let's say they get Park Place and Boardwalk together, and then they get like three of the yellows and those, they win. And so it's a lot of fun. We've actually upped it to five, but you also can kind of steal properties from people. You can charge them money, so you have to collect money too, and you can bankrupt them, which I do often, that's my strategy. I do it with my husband right away and it works every time. So, that's kind of been a fun thing we do. We watch Netflix and play cards every night, so.
Gillian Bruce: That's great. I love that. I think combining this with kind of the Vin Addala podcast or Vin Dynamic, we're now amassing a really good collection of game ideas for sheltering in place, so this is great.
Mike Gerholdt: I know, [inaudible]. Oh, wow. I'm going to have to try that now. Thanks for sharing that. Purvi, it was great to have you on the podcast. If people want to follow you on Twitter, and I'm sure all the people will follow you on Twitter now, what's your Twitter handle?
Purvi Desai: Sure. It's Purvi, my first name P-U-R-V as in Victor, I 214.
Mike Gerholdt: 214, awesome. Well, thanks so much for being on the podcast, Purvi
Purvi Desai: Thank you so much for having me. It was a pleasure.
Gillian Bruce: Well, I had an amazing time talking to Purvi, learned a ton. For my top three takeaways from our conversation. Number one, use personas. We've talked about this before in a lot of different contexts, but especially if you're looking at a Service Cloud implementation, Purvi did a great job outlining some very specific personas for you to think about as you start to set that up and implement different features. Number two, macros are super cute. So macros are amazing. And yes, I did talk about South Park, but they are incredible, not just for Service Cloud, but across your entire Salesforce instance.
Mike Gerholdt: And Gillian, did you know where you can go to learn more about all thing Salesforce Admin?
Gillian Bruce: Wait, there's a place I can go to learn more?
Mike Gerholdt: There is, it's admin.salesforce.com. In fact, if you go there, you can find resources about demos and did you know videos that help you understand and see things in action. And of course as a reminder, if you love what you hear, be sure to pop on over to iTunes and give us a review. I love reading them. I love sharing them with the team and you can stay up to date with us on social for all things admins. We are @SalesforceAdmns, no I, on Twitter. And of course you can find me on Twitter. I am @MikeGerholdt and Gillian you can be find you on Twitter. That was an awesome way to say that. We're just going to keep that in, because that's funny and I like to laugh at myself. But you are @gilliankbruce.
Gillian Bruce: Sure I am.
Mike Gerholdt: If you ever want to find Gillian on Twitter, I don't know. That's just, that's how that would be. You know what you can do? If you've listened this far in the podcast, tweet out a GIF that explains the ending of this podcast, because I am so looking forward to now. There we go.
Gillian Bruce: Oh, is that going to be some good GIFs?
Mike Gerholdt: I think so. I think so. So with that, stay tuned for our next episode and we'll see you in the cloud.