Dreamforce 2009 Presentation - Complex Integration In Your Contact Centre Dreamforce Session

1. Complex Integration in your Contact
Center
Service Cloud
Stuart Bernstein, Salesforce.com
Matt Yeoh, Salesforce.com
Emily Kranz, Listingbook
Sara Satchel, Saveology.com

2. Safe Harbor Statement
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3. Agenda Slide
 Opening Statement
 Key objectives for the Session
 Emily Kranz, Listingbook
 Sara Satchel, Saveology.com
 Questions & Answers

4. Customer Portal
Community
Chat
Partners
Email
Search
Integrate into the Service Cloud
Call Center
Social
Service
Cloud
Manager

5. Key Drivers for Integration in your Contact
Center
 To provide a unified source of information quickly and
effectively
 Optimize and simplify the processing of a call
 The ability to route information to your contact center
from different channels of communication
 Provide statistical analysis of your contact center

6. VF and Web service vs. Replication
There are many factors to consider(i.e. business priority, availability of resources, etc.) beyond what is
described in this flow, but this represents how to evaluate based upon data privacy and salesforce tools
Are there data privacy or Does the source system
Yes No
real-time or high volume have a web services Consider Web tab or
requirements? API? URL to other system
No Yes VF and Web service
Strategy
Do you need to have the
Does the source system
data be searchable, editable, No No Consider Replication
reportable, or synch-able have a web services
via the standard salesforce API? Strategy
UI or tools?
Yes

7. Apex Call Out (Web Service) Example

8. Custom Visual Force Solution - Example A

9. Custom Visual Force Solution - Example B

10. Emily Kranz
VP Customer Operations

11. All About Listingbook
Online Real Estate Client Management Suite,
servicing REALTORs and their customers. 0ver
500,000 users and 200 million page views per
month.
• Implemented Customer Support over 8 week period, went
live December 2008
• 66 Users, 12 Customer Support Users
• Handle 20,000 Customer Support Cases per month
• Currently supporting every department except product
development Salesforce

12. Issues Listingbook faced Pre-Salesforce
 Huge email backlog and lots of aging inventory
 Little to no ability to report on support cases or
underlying call reasons
 No ability to predict call volume or staffing needs
 No way to effectively communicate back to customers
when issues were resolved by development
 No tracking of contacts per customer

13. Integration Overview

14. Leverage Built In Capabilities
Make complex integrations easy
 Email to Case
– All support emails sent directly to Salesforce
– User cancellations within Listingbook.com generate an email to
Salesforce to generate case and perform Win Back
– Apex triggers to improve contact associations
 Customer Portal
– Used by high value customers to provide higher level of
support and account management
– Provides self serve case open & case status
– Customers have limited access to knowledge base

15. Leverage Built In Capabilities
Make complex integrations easy
 Web to Case
– Logged in Listingbook.com users submit cases directly via form
post
 Formula generated URLs
– Based on Contact and User data we generate dynamic URLs
on case that link to internal credit card processing system

16. Customer Master Data Integration
 Consolidating customer data from 28 disparate
databases into Salesforce
 PhP utilizing Salesforce.com API
 Scheduled script runs nightly
 Incremental updates from each database
 Data flows both directions, but only written to Salesforce.com
 Storing Meta Data and connection information for
external databases in a custom object
 We maintain external identifiers on records to maintain
external primary keys

17. API Integration Overview
 Wrapper class handles Salesforce specific tasks
 Connection, environment, login
 Get Meta Data to drive updates & assign object owners
 Handle batching and monitor API calls/governor limits
 SOQL queries for all object types
 Pass in object type and external ids
 Build queries dynamically
 Validate formatting across systems
 Logging and Error Handling

18. API Integration Overview
Set Options
Multi-Thread – Incremental - Single Object Update
Instantiate SF Wrapper Class
Query SF for Meta Data
Fork
M
M M
L L
S L S
S
Instantiate SF Wrapper Class Instantiate SF Wrapper Class Instantiate SF Wrapper Class
Gather ALL Data Gather ALL Data Gather ALL Data
If Incremental If Incremental If Incremental
Query EXT IDs from SF Query EXT IDs from SF Query EXT IDs from SF
De-Dup records De-Dup records ... De-Dup records
Insert/Update/Delete (batched) Insert/Update/Delete (batched) Insert/Update/Delete (batched)
Kill Fork Kill Fork Kill Fork

19. Integration with QA/Issue Tracking System
 Fogbugz ticket tracking for development/QA

20. CSR Console

21. Issues to Consider
 Email Bounce Back Loop
 Realtors LOVE to send an “I got your email” email
 Solved with a trigger on Case
 Check to see if case was created via email
 Check how many other cases created in the last 60 minutes
 If more than 3 new cases for same email
 set custom field = TRUE
 Check custom field in Auto Response rules

22. ROI
 Increased Case load per CSR 73%
 Upselling incoming calls - $20,000 - $30,000 per month
 Aging inventory ONLY on cases with developer support
needed – other aging inventory never exceeds 48 hours
 Optimized staffing based on volume trends
 Subbed out email support to less costly reps
 Reporting on case reasons loops back to product
development
 Newly Implemented WinBack program

23. Sara Satchel
Director, Call Center Technology &
Salesforce Implementation

24. About Saveology.com
Saveology.com is a leading consumer
destination focused on lowering the cost of living
by providing consumers with valuable cost
savings, information and services.
At Saveology.com, it is simple and convenient to
comparison-shop for service providers of key
essentials such as satellite television, digital
cable, high-speed Internet, home phone service
and calling plans, wireless phones, insurance,
home security, moving services, and more.
•500 agents within 6 centers
•Answer up to 10,000+ calls a day

25. Business Problem
Pre-Salesforce.com
 Due to the high number of toll free numbers (20,000+) its become
difficult to track our marketing efforts in order to track the success
of their marketing campaigns.
 Saveology's 19 providers contractually require agents to properly
brand incoming calls, read required disclosures.
 Saveology's primary goal for their SFDC implementation is to have
it guide their agents through the sales and customer support
processes in a consistent, easy-to-follow, step-by-step manner.

26. Key Deliverables
Pre-Salesforce.com
Saveology’s phase 1 addresses three key business
problems:
• Guide the agents through the sales process while
providing a consistent customer experience
• Automate Campaign tracking
• Integrate phone, campaign and order processing in
one solution.

27. Architecture and Data Flow Diagram
Diagram shows the rudimentary data flow and integration touch
points…

28. Improved Duplications Leads/Accounts
 InContact solution automatically stamps lead/accounts
with key attributes DNIS (toll free number), Contact ID
(Unique Identifier), Campaign/Affiliate ID and ANI
(Caller ID)
 Customized the InContact system to automatically look
up records when a match is found for the caller’s ANI
(caller ID)
 Customized the call center script (Informavores) with a
de-duplication process to look up records based on
name, email address and phone numbers

29. Increased Efficiency In The Call Centers
InContact, Call Center Scripting and Salesforce.com
CRM Integration means that the telephony and the
CRM functionality appear to the agent as a single
integrated solution.
This makes agents faster, more efficient, and more
effective and courteous in the eyes of the customer.

30. Next 6 Month Of Integration
 Integrating InContact call data with campaign and orders
object
 Integration our Saveology API with SFDC native OE tool
 Integration/Customize Partner Relationship
Management module for our affiliates (Saveology
Network)
 Building the reconciliation/commission system to track
payments, status from our vendors and integrate with
ADP to payout our call center and affiliate agents

31. Key Take Aways
 Use a phase approach when integrating SFDC with
other applications
 Maintain data clean from duplicates by having a process
for duplicate records
 Integrate with all of your applications, which will allow
you to centralize all of your customer data into an one
system, which will make it easier for the entire company
31

32. Product
Demo

33. QUESTION & ANSWER
SESSION
Emily Kranz
VP Customer Operations
Sara Santiago Satchel
Director, Call Center Technology &
Salesforce Implementation