If Salesforce Classic was intended to capture customer attention and build a robust brand relationship with its customers, Salesforce Lightning will be a game-changer in engaging the customers in a quicker, efficient and responsive manner. Here we will talk about why a company needs to switch over to Salesforce Lightning for better customer engagement.
Brand loyalty is more an extension of how a customer perceives the company rather than (sometimes) the quality of the product itself. Never has customer engagement assumed greater importance than in this age of multi-device, omnichannel purchase journeys. Ironically, the more channels to reach the customer, the tougher it is to capture the pulse of the customer’s mood and behavioural traits.
Surveys show that while companies are investing far more into building better brand loyalty programs, tapping deeper into customer behaviour and keen on creating more satisfying experiences for their customers, the customers themselves perceive a gap in the way they are being served. There’s many a slip between the brand and the consumer.
The need of the hour is a paradigm shift in the way organizations traditionally perceive customer satisfaction. A quick response to an irate customer email, closing down open complaint tickets satisfactorily, reaching out to a customer in case of quality issues, are all great customer service strategies but are not the end-all when building a long-term relationship of trust and loyalty.
Lightning over Classic
Salesforce Lightning, as the name suggests, brings in automated processes, increased employee productivity, optimized operations and an intuitive and accelerated building of customer-friendly Apps. It’s about speed not only in processing customer information but also in the way the customer data is handled by the executives. The features bring in innovative solutions and help executives manage work effectively.
1. Instant and easy App building
With Salesforce Lightning, one can build customer Apps almost instantly. The in-built components, along with drag-and-drop functionality make it dream-like to create new Apps without any knowledge of coding. Apps can be optimized and customized according to individual company requirements. This feature cuts down heavily on the time and resources to build Apps from scratch and improves the overall efficiency. Additionally, users will be able to incorporate third-party App components from AppExchange partner to enhance the functionality of the App.
2. The Einstein Analytics
The reporting tool of the Lightning that ropes in the Einstein insights is a superior option over the traditional and standard reporting styles of the Classic. The Classic lists, charts, and graphs are no match to the comprehensive and real-time metrics created on the dashboard by the AI-powered Einstein Analytics that updates the data every time the dashboard is refreshed. One can also identify the current trends, add predictive analytics to the metrics and plan smarter customer strategies.
Lightning presents a 360-degree wholesome view of the customer account. Lightning also scores visually by incorporating:
- A widget-editing panel on the right-hand side of the dashboard.
- Complex reporting techniques by using advanced calculations.
- Different themes for various personalized accounts
3. Optimizing operations
Lightning components enable the users to automate tasks, prompt next best steps, send and follow up emails, convert sales leads, all within a single screen dashboard; a giant leap over the Classic where the user had to toggle between different screens to collate data. The components will now deliver core functions like tracking email opening rates, adding a lead or contact to a journey automatically, reviewing and updating the journey. With better insights and easy report building, the customer data is optimally used to devise effective campaign strategies. This optimizes the sales and customer service operations.
4. More Secure, better experience
Lightning comes with LockerService, a feature that safeguards against security threats. Smart Moderation eliminates spam. The components are isolated so they cannot interact with one another.
Read more: Impact of LockerService on Salesforce Lightning Components
5. Personalized purchase journeys
Purchase journey can be personalized and automated for every customer. Lightning components allow the user to incorporate an image, video, or link previews into a community feed and enable a richer experience. Personalized journeys are curated by suggesting recommended articles or answers linked to a search query posted by a customer. Likewise, the search optimization feature, by using the keywords typed into the search bar, allows the company to intelligently direct its customer to the most appropriate pages.
Intelligent prediction and real-time insights are the key factors to unify the digital footprints and engage the customer community in a deeper and fulfilling manner. Salesforce Lightning is the platform that will enable companies to connect better with their customers.
Andrew Watt, VP, Member Services, Ancestry, summarizes it succinctly when he says, “With Customer Lightning Community, we will be able to leverage a whole new platform that will allow our customers to form deeper connections with one another, unearth even more insights and discoveries with relatives and share their stories.”
If you have any questions regarding migration from Salesforce Classic to Salesforce Lightning, reach us at services@suyati.com.
