5 Steps to Using Salesforce Chatter for a Leading Customer Experience

A couple of years ago Salesforce introduced the idea of the “Social Enterprise.”  I’m sure back then many were scratching their heads regarding how their enterprise was going to become more social and why it needed any more social activity in the first place.  After all, budgets had already been cut and the last thing that would be approved was another social event.  Little did most understand, the core principles of Social Media could, in fact, transform today’s organizations into a collaborative social enterprise that would improve internal efficiencies and the customer experience.

From Fortune 500 enterprises to new emerging companies, there is a common thread regarding the need to effectively communicate and have a method of collaboration which drives knowledge sharing and, in turn, a better customer experience through better service, faster answers to questions, and competitive intel.

1. Getting Started

Recruit an initial user group who will champion cross-functional participation in the utilization of Chatter.  Chatter is emulated after the world’s most popular social networks so training on the basic utilization should be limited, however an introduction as to how a tool like this fits within the organization should be helpful.  Be sure to have the team to fully complete their user profiles including their picture.  In larger organizations a picture goes a long way in bridging the gap between teams who may be unfamiliar with each other.

2. Groups

Create groups that would be relevant to those in the launch team and set up permissions accordingly. Ensure that the team has access to post to the general stream and structured groups from all relevant devices.  Chatter is accessible via browser, desktop application and the Salesforce1 Mobile app.

3. Notice Frequency

Chatter will provide updates in several ways, including apps and email. Users have the ability to determine the frequency of getting Chatter updates in their inbox.  As a best practice, you should start with high frequency posting alerts and reduce if it becomes unmanageable.  For front line customer-facing teams, they should consider keeping real-time notifications regardless of volume, so that customer responses are never delayed.

4. Invite Others and Scale Internally

For Chatter to be most effective in delivering a sound customer experience, it’s critical to have as much of the organization involved as possible.  Anyone who may have information that could help a customer solve a problem should be involved in the Chatter ecosystem.

 5. Just Add Customers        

Once you have fully implemented Chatter internally, why not share with select customers using private customer groups?  Allow customers to collaborate and interact with each other as well as your internal team.  Customers can only see the private customer groups they have been invited to so don't worry, your internal conversations and data are secure!

So What?

The speed of communications and access to information has changed dramatically in the past decade.  Along with that, the expectations of customers have also changed.  Whether its B2B, B2C or B2E, access to timely, relevant information, drives behavior and decision-making.  If you are bogged down with email as your chief collaboration tool, Salesforce Chatter just may be the answer you are looking for.  

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