Salesforce is known as one of the best Customer Relations Management (CRM) tools. Thanks to our clients, KLM and Rituals, here in Cygnific we manage Sales Cloud and Service Cloud which allows us to provide top quality customer service through any of the communication channels available like webchat, social media, email or telephone. With a single platform that combines all customer data and smart AI applications, our customer service heroes are empowered to take efficient action to any customer request while leaving a lasting impression with a personal touch.
Evolving with every challenge at KLM
As you can imagine, the customer contact world of the airline industry is full of challenges. Weather, disasters, political tensions, pandemics, they all influence if and how planes can take off. If something changes, it’s only natural questions arise. To deal with rapidly changing volumes, KLM and Cygnific have been relying on Salesforce as a customer relationship system that evolves with every challenge we face. Because technology keeps getting better and every challenge needs a different solution. Curious to discover some defining moments in our history?
Let’s go back to 2010, the year that marks the start of customer service through social media channels. Does the name Eyjafjallajökull ring any bells? This volcano in Iceland erupted on 10 April 2010, closing the airspace above Europe and cancelling 100.000 flights across the world. Our phones were ringing off the hook so many customers were desperately looking for different ways to contact KLM. They turned to KLM’s social media channels which had only been used for marketing activities up to that point. Hands-on as we are, we decided to pioneer in the world of customer service via social media. This challenge led to the birth of the omnichannel service strategy in Salesforce.
A more recent and even bigger challenge was of course the covid-19 pandemic which unfolded in 2020. Flights were forced to stay on the ground leaving stranded passengers scattered across the globe and putting an unknown hold on future travels for countless of others. Our daily cases spiked from 5.000 to 50.000. A staggering and record-breaking amount and we quickly needed a new way of working. One of the solutions was to build and implement a 9-step prioritisation model to manage cases in a customer-centric way. The front of the queue consisted of cases with flights leaving in the next four hours, followed by cases with flights leaving in the next 12 hours and cases containing keywords like ‘urgent’. The queue was then made up by cases that contained new sales opportunities or questions from loyal passengers. Customers who were waiting at the end of the queue would receive a message we would get back to them as soon as possible.
And of course, we’re still evolving and keeping up with recent developments in customer relationship management. That’s why we recently launched the CSC360 console, a new comprehensive platform that harnesses the power of AI, but still centres around our customer service heroes who are better enabled to bring the customer experience to the next exceptional level.
Salesforce and Rituals
As one of our clients in the retail industry, we face different challenges with Rituals. When you visit a Rituals store, you’re pampered with a hand massage, a cup of tea and product samples. Rituals and Cygnific want to offer the same personalised customer journey for online customers. We face that challenge with great confidence, because we have the technology of one of the best customer relationship management systems combined with the right people who know how to enrich the customer experience with both functional and emotional elements.
To lift the veil slightly of how we do that, we offer multilingual customer service that responds to a variety of questions received via e-mail, telephone and social media. Considering that Rituals faces peak periods like Christmas and Mother’s Day, it’s important that the team can work efficiently. Salesforce offers us the technology to categorise and prioritise customer enquiries. With the Salesforce Sales Cloud and Service Cloud, we can also log every customer purchase and interaction which opens a treasure chest about consumer behaviour. We want to get to know our customers, so we can combine knowledge from our online and offline channels to deliver an even better customer experience. Digital Director at Rituals, Martijn van der Zee wants to make optimal use of the possibilities in the Salesforce Service Cloud.
It’s the gateway to seamlessly connect the online and offline customer experience.
You can read more about here.
