How a Salesforce Development Company Optimises Customer Experience

The overall customer experience is the key aspect that distinguishes a company from its competitors, irrespective of the products or services they provide. Salesforce development companies are realising the importance of delivering increased customer experience. Thus, they are majorly focusing on developing a custom Salesforce app to integrate customer experience. The app is created specifically within the Salesforce platform to perform the expected business needs, unlike the standard Salesforce app. In this article, we will explore the ways through which customer experience is optimised.

As per studies, an enhanced customer experience not only just increases the revenue, but customer loyalty can also be enhanced. A Salesforce development company considers the following fundamentals that are further incorporated within customer experience.

User Experience

User experience reflects the ways customers interact with the brand after any purchase. In every company, there is a specific team designated for designing the products or services in such a way that helps to provide relevant experience to the customers. In the case of online businesses, the interaction begins on the website before purchasing, which can be analysed through website analytics and other metrics. Having the ideal user experience requires constant effort from the company’s end, and several factors need to be considered.

Customer Experience

People tend to interact with the company at many stages of their buying processes, from brand awareness to maintenance to constant support. However, the combination of these interactions actually refers to customer experience that reflects the level of services provided subsequently in every stage. Customer experience plays a huge role in the survival of a company. Studies also revealed that, on the basis of customer experience, the majority of the companies compete.

Revenue vs. customers’ emotion

Companies often get confused in terms of focusing on companies profits or customers’ emotions. However, a Salesforce implementation partner will always guide you to improve customer experience. Solemnly prioritising the Key Performance Indicators (KPIs) even at the time measuring growth and success is not adequate. Constantly it should be the customers’ interaction rather than while purchasing from the brand in the first place for the measurement.

Basic Practices to Improve Customer Experience

Focusing on customer experience can help the business grow while standing out from the rivalries. Different businesses endure different paths to achieve their goals in customer experience. However, some basic ideas are elaborated as follows:

Be familiar with the customer

Knowing the customer is the key aspect to consider in improving customer experience. In the process of knowing the customer, identifying the behavioural portrait or persona of the potential customers is the foremost task to perform. Customers’ persona enables the companies to recognise their specific needs and areas of interest while serving them with the best products as per their needs.

Create a Journey Map of the Customer

As mentioned earlier, a customer interacts with the brand at each stage during their purchase. In this way, a customer journey map is created as customers engage with touchpoints of the brand. To implement a successful customer management strategy, a brand must focus on the prospect of interaction by the customers with the brand. Creating a customer journey map will also help to identify the possible interactions at each stage more effectively. The stages of the journey map can include the awareness stage and the consideration stage. In the awareness stage, people tend to gain knowledge of the brand or view online ads. Consequently, the consideration stage is all about interaction between the brand and customers through online reviews, product comparisons, and conversation with the selling staff.

Identify the Pain Points

Majorly, there are four pain points, including productivity, support, financial, and process pain points that need to be rectified by every business. After getting the complete insight of the customer by reviewing the experience, a better responsiveness about the pain points can be understood. A Salesforce implementation partner will truly focus on customer acquisition and sales interactions at early stages of their journey to have the right information about the challenges faced by the customers while purchasing and also about the expectations they have from the product. Not all leads convert to sales always, but a brief understanding can be gained through leads.

The marketing team also plays a significant role in the first line of communication with the customers. They understand better about the difficulties faced by the customers interacting with the product. They can also reveal the alignment between customer expectations and brand promises. Whether the claims of the brand meet customers’ desired prospects from the product, which is extremely important.

What is the role of the custom app?

For Salesforce, a custom Salesforce app is one of the preferred features that assist in improving customer experience. A custom app is incorporated with three different aspects comprising a label, a description, and an ordered list of the items that collaborate together to solve any issue.

Besides being cost-effective, a custom app is also beneficial to integrate effortlessly with the other existing app that is in use. Moreover, it also has the customisation feature while covering the needs of different departments and can be used in multiple ways. Businesses looking to hire Salesforce developers can leverage these custom apps to enhance functionality, streamline operations, and meet unique business requirements efficiently.

To develop an individual custom Salesforce app, a company should be mindful of certain things. Such as

To maintain the app effortlessly, it is important to keep it simple.

Visibility and security of the app must be prioritised.

Real-time data management is crucial to prevent data and avoid junk data.

The app must be integrated with the coexisting system.

Interpretive perception should be there while collecting the information for the app.

Since Salesforce is a continuing developmental process, it is necessary to have an open mind and thrive towards new approaches after the implementation of the app. In case an operational process gets complex to design, Salesforce comes to the rescue while integrating with other tools as well. Any requirements or changes need to be addressed at the initial stage to make relevant decisions regarding information.

Conclusion

Besides implementing other ways of improving customer experience, Salesforce tends to rely on developing a custom app that can help gain the benefits of Salesforce completely for any company. Through the app, the existing processes can be automated effortlessly and impose uniqueness on the business. If a brand can design and plan its operational processes under the guidance of Salesforce and leverage software development for customization, it can potentially drive success and set itself apart from the competitors.

Originally Published At — How a Salesforce Development Company Optimises Customer Experience