Salesforce Call Center: Good Starts that Lead
to Project Success
Support I: Becoming Customer Centric
Hayli Carpenter, Sr. Systems Analyst, Qualcomm
Greg Leetch, Manager Engineering Solutions - Spansion, Inc.
Marco Casalaina, Product Manager, Salesforce Call Center
Bob Willcox, Principal Architect, Salesforce Call Center

Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This press release contains forward-looking
statements including but not limited to statements regarding our expected future revenue, GAAP diluted earnings per
share, expected tax rate, anticipated shares outstanding, and concerning the potential market for our existing service
offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or
uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results
expressed or implied by the forward-looking statements we make.
The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our
operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our
service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain
profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating
history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue
to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance
of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our
effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange
rates and interest rates.
Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K,
10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our
Form 10-K for the fiscal year ended January 31, 2007. These documents are available on the SEC Filings section of the
Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation
and does not intend to update these forward-looking statements, except as required by law.

Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-
looking statements including but not limited to statements concerning the potential market for our existing service
offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any
such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from
the results expressed or implied by the forward-looking statements we make.
The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our
operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our
service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain
profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating
history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue
to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance
of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our
effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange
rates and interest rates.
Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K,
10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These
documents are available on the SEC Filings section of the Investor Information section of our website at
www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-
looking statements, except as required by law.

Moderated By:
Bob Willcox
Principal Architect, Salesforce Call
Center & Customer Portal
Hayli Carpenter
Sr. Systems Analyst
Greg Leetch
Manger of Engineering Solutions
Marco Casalaina
Product Manager, Salesforce Call
Center

Hayli Carpenter
Sr. Systems Analyst
hayli@qualcomm.com

All About QUALCOMM
QUALCOMM Incorporated is a leader in developing and delivering
innovative digital wireless communications products and services based
on CDMA and other advanced technologies. Headquartered in San
Diego, California, QUALCOMM is included in the S&P 500 Index and is a
2007 FORTUNE 500® company.
• INDUSTRY: High Tech
• EMPLOYEES: 11,200
• GEOGRAPHY: Global
• # USERS: 890
• PRODUCT(S) USED: SFA, Service & Support, Marketing, Customer Portal,
Call Center Edition, AppExchange Applications

Key Challenges
 Business Challenges
• Low user adoption and dissatisfaction with existing
CRM system
• Time to log cases
• Data quality
• Inability to accurately measure number of issues
handled in the support center
• # of calls versus # of cases created
• Email requests not logged as cases
• Difficult to improve business process with existing on-
premise solution: 8-12 week release cycle

Key Challenges
 Technology Challenges
• Unable to effectively utilize CTI due to hardware /
software restraints and poor performance
• Reduce required CRM support infrastructure need to
support numerous on-premise CRM systems (40+
servers, 17 Virtual Servers (VM) & 10 databases)
• Need a faster, lighter CRM solution with more
flexibility

The Solution
 How did we address these challenges?
• Replace existing on-premise CRM solution with
Salesforce Call Center
• Implement Salesforce Call Center using Envox CTI
adapter for screen pop and soft phone functionality
(click to transfer, conference)
• Deploy email to case and develop new business
processes for case management
• Extensive validation rules and on-screen visual data
quality indicators and dashboards

Tip #1 – Migration Strategy
 Keys to a successful cut-over
 Developed cut-over and data migration strategy that
resulted in zero downtime for the 24/7 support groups
 Clearly defined data migration guidelines – example:
only prospects “touched” in the last 2 years
 Initiated data clean up activities well in advance of cut-
over
 Went live on a weekend to work out the “kinks” before
heavy usage
 Detailed go-live checklist

Tip #2 – Data Quality
 How to enforce data cleanliness (without a housekeeper)
 Enforce data collection and process to ensure data
quality using available Salesforce features
 Use reports and dashboards to assist Management in
determining areas that are successful or need
improvement
 Use workflow, validation rules, and Apex code to
enforce business processes

Data Quality Metrics
 Created “5 Star” rating system for all key objects
 Created numerous dashboards and reports to
accurately measure data quality
 Extensive validation rules to systematically enforce
data quality, including Apex Code for complex and
cross object validation
 Validation rules change based on other criteria, i.e.,
Prospect versus Contract Customer

Data Quality Dashboard Examples

Golden Nugget – Case Templates
 Consulting firm Appirio developed robust case template
functionality to enable quick and accurate logging of
repeatable cases
 Flexible design allows for easy modification without code
changes

Imagine it. Learn it. Use it.
 How to apply what you’ve learned when you get
home
• Start with and maintain clean data
• Go live at an off peak time and minimize downtime
• Give each group at least one “cool new” feature

Spansion Inc.
Greg Leetch
Manager, Spansion Engineering Solutions
Greg.Leetch@Spansion.com

All About Spansion Inc.
Spansion is a leading Flash memory solutions provider, dedicated to enabling,
storing and protecting digital content in wireless, automotive, networking and
consumer electronics applications. Spansion, previously a joint venture of AMD
and Fujitsu, is the largest company in the world dedicated exclusively to
designing, developing, manufacturing, marketing and selling Flash memory
solutions. Headquarters: Sunnyvale, CA.
• INDUSTRY: High Tech / Manufacturing
• EMPLOYEES: 8,900
• GEOGRAPHY: Global
• # USERS: 450
• PRODUCTS USED: SFA, Service & Support, AppExchange Partner

Key Business Challenges
 Achieve goal: One seamless, efficient, customer support system for all
technical issues worldwide.
 Support tools from AMD terminating
 Evaluate and/or re-engineer all support and customer quality processes
 We’re a “‘new’ but ‘experienced’” company
 Worldwide integration needed between sales and support
 Needed to create 360° view of customer
 Many information silos to knock down / cultural change
 Escalation process improvements needed along with a means to track and
manage
 Needed to improve responsiveness to customer requests
 Spansion support engineers
 Self-service tools
 IT had hands full separating infrastructure from AMD
 How to meet corporate infrastructure, security, SDLC guidelines and
requirements with little IT direction

Key Technology Challenges
 Replace several worldwide, disparate, legacy systems from six
organizations with one integrated, scalable platform
 No bloated “one-size-fits-all” solution, thank you!
 Needed to be viable, cost-effective, stable, secure, reasonably low
customization, minimal maintenance
 Ensure all re-engineered business processes can be supported from one
integrated system
 Integrate our selected vendor’s apps - hosted and on-premise -
for seamless support and self-service
 Provide worldwide access for multiple languages on one platform
 Tight IT resources
 Need to implement new platforms into Spansion’s infrastructure with limited
IT support

Summary of Challenges
 Substantial goal to achieve with tight deadlines
 Needed to re-engineer significant support and quality processes to
accommodate our “new” global company
• Find, implement, and integrate world class support and self-service
applications to manage our re-engineered processes
• Is there a decent solution out there?
• Benefits Customers, Partners and Employees
• Do it fast
• Tools and systems disappearing as we divest from AMD
• Do it very cost-effectively
• Do it (mostly) ourselves
• IT resources tight during Spansion’s migration and transition

Challenge: Transform an inefficient support system…
External Customers
PHONE INTERNET
EMAIL Spansion.com
System
(800) 222-9323 online info
Direct lines
800#, PBX & ACD Shared line
system currently (PBX System) DL email
shared with Tech
KnowledgeBas
Service Center
e System
Apps Queue
Engineers DL email address
Auto Call Distr. Flash KB
System
Local or Engineers
Many phone calls SES Engineers DL email
shared drive
occur between Flash
groups & customers Web
Manager
Form
Local or reports
Call Tracking
shared drive
System – Remedy
Queues Escalation
Database
SES Engineer SES Manager
Level 2
Local or Engineering
shared drive
Phone & Email
Many emails sent
Local DB Local or
KEY
between groups
FAEs shared drive
program
& customers
SW Apps
External Customers
Engineers
= support tool
Salesforce
Sales
Quality
.com
Phone path
Phone & Email Local or
Engineers SW Apps shared drive Email path
Local or
Web path
shared drive
Data path
Local or
CARE/CCAR
shared drive
Data storage

Challenge: … to an efficient, integrated support platform
SESWA System Spansion
Goal: One seamless,
Engineering
efficient, customer
Solutions
support system for all
Customers Customers Web
technical issues
Application
worldwide.
Online Access Online Access
Calls / Emails Calls / Emails
SES
FAEs
Sales
Engineers
SalesForce.com
Case Management
Emails Calls
---------------------------
GVT
Knova Software
Care/ Web Self-
Knowledge Management Service
CCAR
Global
Visibility
Tool
CSE H/W Quality
CSE S/W
Engineers Engineers
Engineers

Solution!
Integrate two world-class platforms
 Salesforce Call Center
 Knova (Consona) knowledgebase and search engine
Key Steps
 Mapped the business processes for each organization or
department
 Selected (validated) the appropriate platforms to support the
revised business processes
 Collaborated with existing Salesforce users: Sales and Field
Apps Engineers
 Leveraged Salesforce functionality to support new processes
• Accounts, Contacts, Cases, Tasks, Activities
• Case Assignment, Escalation, Work Flow rules
• Surveys, web-to-case, email-to-case, notifications

Solution continued
Key Steps
 Set up queues / assigned roles and users
 Created reports and dashboards
• If it can’t be measured…!
• Excellent visibility into many areas of performance
 Implemented Knova knowledgebase and search engine
• External for all customers (anonymous)
• Internal for employees
 Integrated areas between Salesforce and Knova
• Case information searchable internally
 Created Self-Service Portal
 Partner Portal scheduled to launch this month

Project Deployment Details
 Project Team: 31 mostly part-time members
 Internal Spansion employees
 External Consultants
 Salesforce Premier Support
 The Velocity Group, Mountain View, CA
 Knova S/W Professional Services
 Total project time: 18 months
 From vendor selection to SES support tools replacement: 2.5 months!
 Customization of Salesforce was the easiest part of the project
 Added ~150 users to system
 Completed project well under original estimated budget

Project Deployment Details
 Moved six separate Support, Engineering, Quality
organizations to Salesforce
 Case management with escalation processes
 Account and contact management / 360° view
 English and Kanji
 Migrated case information and historical report documents
 Thousands of records and documents
 Existed in multiple separate systems in various countries
 Created queues to route new cases and escalated cases to
correct group
 Web-to-case and email-to-case hits SES queue
 H/W and S/W Engineering queues for escalation / reassignment

Results
 Achieved our goal: One seamless, efficient, customer support system for
all technical issues worldwide.
 Customer Satisfaction for SES department improved >12%
 Transactional surveys following case closure
 Link from Salesforce email to web form
 Support case resolution time improved by >40%
 Significantly enhanced self-service tools
 Greatly improved escalation processes
 Trackable
 Notifications for assignments
 Better visibility into critical business areas
 Support Case information
 Quality CCAR processes
 Self-service metrics

Support Case (Top)

Support Case (Bottom)

CCAR Case (Top)

CCAR Case (Bottom)

Survey Response Form

Dashboards: SES Activity

CCAR Dashboard

Success Tips
 Spend the necessary time to map your business process – even if it hurts!
 Question everything
 Bring in a consultant if needed
 Ensure revised business process can be supported on platform
 Fit the platform to the process, not vice versa
 If adding new departments or organizations to existing system, be sure that you’ll play well
in the same “sandbox”
 Work with business owners who are existing Salesforce users
 Clean up accounts, roles, contacts, etc., beforehand if possible, and institute processes to
keep them clean
 Leverage the excellent features within Salesforce
 S Controls, workflow, custom objects and tabs, API, etc.
 Keep your focus on your goal, communicate effectively to your team and all
stakeholders.
 Goal: One seamless, efficient, customer support system for all technical issues
worldwide.
 Broadcast accomplishments
 Treat your project team with respect and enjoy the celebration at the end!
 You’ll probably need them again sooner than you think!

Marco Casalaina
Product Manager, Salesforce Call Center
mcasalaina@salesforce.com

3 Pillars On The Product Roadmap
 Agent Productivity
 Customer Self-Service
 Rapid Enterprise Deployment

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Panel Question and Answers
Hayli Carpenter
Sr. Systems Analyst
Greg Leetch
Manager of Engineering Solutions
Robert Willcox
Principal Architect, Salesforce Call
Center & Customer Portal
Marco Casalaina
Product Manager, Salesforce Call
Center