Integrating with Salesforce: 6 ways to improve more than just the customer experience

Customer experience is a key competitive differentiator, which is why organizations are focusing on the customer as the center of their strategic decisions. Especially now.

But what does it mean to prioritize your customers?

Take this into consideration: 73 percent of customers expect companies to understand their needs, yet only 51 percent say companies do, according to Salesforce’s State of the Connected Customer 2019 report. This disconnect between expectation and reality represents an opportunity for businesses to “cast aside any generalizations,” as recommended by the report, and take the first step towards truly understanding the customer.

See the whole customer

Placing customer experience as a business priority not only positively impacts brand loyalty, it has also been shown to significantly drive revenue — regardless of the size of your business or the type of industry you’re in. But where do you begin?

Providing a positive customer experience starts with getting to know your customers as individuals, not just numbers. That means you need to identify, document and record every interaction they have with your organization. A platform like Salesforce facilitates this by making it easy to organize customer information — not only to make future references a breeze, but also to make that data available across departments.

All of this helps relationship managers ensure you’re meeting customer needs and resolving any issues in a timely manner.

But oftentimes, organizations store unstructured content like contracts, correspondence or invoices outside of Salesforce in digital or paper format. As a result, staff members spend time searching for information.

That’s where a content services platform can help – by securely managing and centralizing your unstructured customer content and making it visible right alongside their record in Salesforce. The right platform will have integration tools that provide instant access to a complete view of customer information within the same interface. This creates greater visibility into accounts and allows your employees to respond to requests quicker.

Build a better experience for all relationships – not just customers

But managing customer relationships is just one example. Just like Salesforce manages more than customer data, not all industries and functions exist solely for the purpose of selling.

Combining the capabilities of content services with Salesforce enables users across sectors to build stronger relationships and improve interactions with all the people they serve.

Here are just six of many examples:

1. Banking and financial services

From applications to credit history, banking and financial services staff deal with a multitude of documents for each customer transaction. Loan officers, for example, need to gather a variety of supporting documents to initiate loans and validate a borrower’s credit worthiness, while customer service teams require immediate access to customer account information and transactional histories.

By storing documents digitally on a secure, central repository, Hyland’s integration allows users to surface relevant documents from Salesforce with just a few clicks — without the need to navigate to a separate application or search through paper files for information. The integration also supports document retention and security with user-based access and automatic purging of documents according to organizational policies, ensuring that sensitive client information is protected.

2. Healthcare

Case managers, sales account managers and insurance payer service representatives rely on Salesforce to manage patient relationships. But when documents and data reside in disparate systems, it’s hard to gain a single, complete view of the patient.

For example, payer service representatives need access to all employer-related documentation like account history, transactional statements and onboarding documents to ensure a smooth process.

3. Higher education

For student services and enrollment staff, having a complete view of the student record is key to decreasing response times and providing a positive student experience, which in turn improves student retention. Relying on manual, paper-based processes not only causes bottlenecks and inefficiencies, they can frustrate and overwhelm staff.

The Hyland integration for Salesforce provides an intuitive way to manage supporting documentation alongside the corresponding record, so users can instantly surface a student’s electronic file with the confidence that all documents are complete and up to date.

4. Government

To better serve constituents in the digital era, government agencies are transforming their service delivery. Besides improving citizen engagement via digital channels, government agencies and offices are also modernizing internal processes including finance, budget and procurement, human resources and management of digital archives.

A city planning office, for example, might rely on Salesforce to manage permit applications and licenses. But it also needs to archive, store and manage the various maps, plots, plans and architectural drawings linked to those applications and licenses. Utilizing our integration, users can easily link, access and control the supporting documentation alongside the corresponding records.

5. Insurance

Claims officers gather a variety of documents to initiate and settle insurance claims, while customer service representatives need easy access to customer account information and transaction histories. Without an effective way to manage these documents, information silos become inevitable, slowing processes and severely affecting response times.

Hyland’s integration allows users to import, retrieve and view related documents directly from the Salesforce screen. Providing employees with the information they need, when they need it empowers them to make informed decisions, quickly.

6. Vendor management

As your business grows, the number of vendors your enterprise needs to work with increases, and it becomes exponentially difficult to manage vendor contracts and requests. Salesforce addresses these challenges by streamlining vendor relationships, but critical documents and data aligned to those relationships may reside outside the system.

The right content services platform will include robust content management capabilities that allow you to unify vendor contracts with the Salesforce record that employees interact with daily. This enables them to make informed business decisions by providing a complete view of the relationship. As a result, users are able to respond quickly whenever queries arise, which also builds trust and strengthens the relationships between you and your business partners.

The integrated experience

With seamless access to content services features like document search, retrieval and import directly from the Salesforce interface, the integration extends the value of your Salesforce system by equipping users with all the information they need at their fingertips.

It also easily scales across departments and business processes, while checking all the necessary boxes for document security and retention.

Ready to learn more?

Don Dittmar

Don Dittmar

Don Dittmar is the Commercial Industry Product Manager at Hyland.

... read more about: Don Dittmar

1 Response

  1. Avatar Sourav Basak says:

    One of the biggest hurdles for small businesses is transitioning over to Salesforce. The transition itself can be quite intimidating, and so it is recommended that you take it one step at a time. The first step is usually to get CRM data entry outsourced so that those manual spreadsheets areplaced into digital format. From there, the entire process is way less intimidating.

    Anyways, read the below. This might help.
    https://www.namasteui.com/6-ways-to-integrate-salesforce-with-better-customer-relationship-management/


    Regards,
    Sourav Basak
    Namaste UI

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