Scoping Best Practices
Digital Engagement
September 2020
Agenda
DE Scoping Best Practices
Big Picture
Breaking It Down
Key Resources
Big Picture
Connect Every Digital Experience on One Platform
Digital Engagement
Lightning Service Console
Resolve Issues Faster With Bots
Enhance and automate every interaction with
intelligence
Deliver Consistent Experiences Across Channels
Increase CSAT by providing personalized digital support
across every device and channel
Drive Agent Efficiency
Provide consistent support with a complete customer
view and increase productivity with automation
50% 20%
Case Deflection w Bots Decrease AHT
Einstein Bots for Service Chat Messaging Social
Source: Pearson
Deliver Customer Success with Digital Engagement
Costs Training CSAT Scale
Deploying Bots to Automate
Time Servicing Customers on Handling Multiple
Conversations Single UI and Consistent Agent
Preferred Channels Conversations Simultaneously
Experience Across Channels
Make the Complex Seem Simple
Big Picture
Messaging Gateway Service Cloud Real-Time Stack Analytics / Visualization
Gateway
SMS
Queues
Conversation Management
Mapping
OTT PROVIDERS
Microservices Cache
MESSAGING
Core CRM / Lightning
SALESFORCE HEROKU / AWS
APIs
SMART APPLIANCES / DEVICES
BOT Runtime
Omni-Channel Routing / Presence Conversational UI / UX
Einstein Language Users Analytics Builder
Channels BOT
SNAP-INS / LIVE AGENT CLIENTS SALESFORCE HEROKU / AWS
Filtering Rules
Platform Encryption Lead / Referral
Transcripts
Event Logging / Txn Case
Templates Security
Field Audit History Appointment Booking
Analytics
MESSAGING SHIELD FSC
SALESFORCE PLATFORM
What’s Your Customer Conversation Preference?
Perform a channel check
Where are you Desktop Mobile Social
1
supporting your
customers currently?
Custom App % Facebook %
Website %
What is the current Twitter
iOS / Android % %
2 percentage of users Portal %
across devices? Mobile Browser % YouTube %
Messaging Apps % Instagram %
Facebook
Based on the In-app Chat
Web Chat
above, what SMS Twitter
3 channels WeChat
YouTube
makes sense?
WhatsApp
Instagram
What are your top
4 use cases to
automate with
bots?
Blueprint for Deploying Digital Engagement Products
Crawl, Walk, Run
Most common sequence of which these channels are deployed:
1. Start with helping customer help themselves with self-service portals
2. Build chat experiences in customers' “owned properties” like websites, portals and mobile
apps
3. Connect with your customers across Social networks like Twitter, Facebook, YouTube, and
Instagram
4. Connect with your customers across 3rd party messaging apps like SMS, Facebook
Messenger, WeChat (coming soon), WhatsApp (coming soon) and more etc.
5. Deploy Bots across these channels to enhance and automate interactions
Breaking It Down
5 Steps to Success with Digital Engagement
5 Steps to Success with Digital Engagement
Define
Define
● Review a feature overview and
demo
● Determine use cases
● Interview agents for additional
use cases
● Use case sign off
5 Steps to Success with Digital Engagement
Define Design
Design
● Design agent and visitor
experiences
● Configure in a sandbox
● Deploy in a test environment
(web page/social
media/mobile app)
● Test and validate use cases
RE
YOU A ● UAT sign-off
HERE
5 Steps to Success with Digital Engagement
Define Design Deploy
Deploy
● Create a training plan
● Run baseline reports
● Create an internal
communications plan
● Create external marketing
messages
RE ● Enable the new DE channel(s)
YOU A
HERE in Production
5 Steps to Success with Digital Engagement
Define Design Deploy Optimize
Optimize
● Review and reiterate current
processes
● Review impact of
multi-channel work
RE
YOU A
environment
● HERE configurations (ie
Advanced
Conversational Bots vs menu
driven bots)
5 Steps to Success with Digital Engagement
Define Design Deploy Optimize Validate
Validate
● Run reports to compare
baseline metrics
● Collect feedback from Agents
● Review customer survey
Breaking It Down
Five Phases to Deploying Bots
Use a Phased Approach When Implementing Einstein Bots
How to get started with bots
2
Select Use Cases
Identify intents and
Choose Your Channels define FAQ you
What channel has the want to the bot to Configure your bot
highest volume? What handle Prepare the bot to answer
channels do you want to 1 3 customer questions,
offer 24/7 customer support perform actions in
on first? Salesforce, or define
criteria for agent transfer
Track your bot’s
Measure, Optimize & Expand performance
Continue to add additional use cases
5 4 How is the bot affecting
& expand across digital channels for your KPIs? - AHT,
increased efficiency & seamless deflection
service
Phase 1: Choose & Implement your channels
Where do you want your bot to live first?
Implement channels prior to bots to determine
customer adoption, case volume, FAQ, and capture Web Chat
data
Facebook
SMS
Start with channels that have high volume and traffic Messenger
to add bots
WhatsApp
• Heavy mobile browser traffic? Add bot to SMS and Facebook
• Desktop browser your top channel? Add bot to web chat
• High volume in your app? Add Messaging or bot to in-app Chat WeChat
• Do you have self-service? Add bot to portal or community
Voice
Source: State of the Connected Customer, Second Edition
Phase 2: Select Use Cases & Audit
What are your highest volume use cases that you can automate?
Look at repetitive requests, think about all
the ways they can be asked
Determine qualifying information you can
Case Volume
have a bot gather upfront before agent
handoff
Define top use cases where an agent is not
needed to resolve the case (simple FAQ)
Use Cases
Phase 3: Configure Your Bot
What do you want your bot to say & how do you want it to handle questions?
Prepare an FAQ that expresses your brand’s
personality and all the variations of Q&As
Define criteria for agent handoff
Tie bot to existing Knowledge Base to help
customers better self-serve
What is the best way to roll out your bot?
Determine the use case and segment to
roll out to (be bold – high volume use
cases will deliver more realistic results)
Train Natural Language Processing with
real data
Engage agents in testing to help train the
bot
Connect bot to a snap-in & deploy
Einstein Bots on any world wide web
page, self-service portal, or in-app
Phase 5: Measure, Optimize and Expand
How is my bot doing, and when do I take on more?
Track bot’s performance with out-of-the-box
dashboard and analytics (and how it is
effecting KPIs – deflection, AHT, etc.)
Watch bot grow in sophistication and ability to
deflect cases with more conversations over
time
Expand to additional use cases and channels
(SMS & Messenger bots coming soon), deploy
same bot framework
Assess team skill-sets and modify as needed
Key Resources
Digital Engagement
Equip yourself on Salesforce Service Cloud
Call to Action
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Explore the Service Cloud Discovery and Scoping Toolkit
Scoping Trailmix
Service Cloud Discovery and Scoping Toolkit
● Trailmix on Trailhead
Appendix
Project Scoping Sample
EXAMPLE
Project Goals
Goals
•Ability to service customers via the following digital engagement channels:
• Chat, Messaging (SMS, Messenger, ABC, WhatsApp), Bots, Social (FB, IG)
•Establish customer service foundation on cloud-based, scalable platform.
•Reduce the need for customers to have to change channels to have their
question answered or to receive assistance.
•Increase level of service provided to customers.
•Create ease of use and customer support in a more timely and cost effective
way.
•Implement internal knowledge base to house articles and answers to common
questions.
EXAMPLE
Project Scope
Chat Case Management
•Chat solution delivered to CSRs and •Cases are used to capture the chat
available via <Client> web properties. interactions
•Track and Capture Customer Website •Case queue and foundation for
Activity subsequent case management
•Migrate ticket history from legacy
Service Cloud Console
system
•Console to support
• Chat Salesforce Knowledge
• Chat Transcripts •2 Article Types
• Case Management
• Knowledge
•Knowledge Articles populated by
<Client>
EXAMPLE
Project Roles
Roles and responsibilities to ensure success
Project Roles Availability Description
Project success Project Sponsor 75 – 100% Overall responsibility for guiding the project to successful completion.
via collaborative Full-time role responsible for the overall shaping/creation, prioritization
and clarification of the requirements and functionality. Owns the
effort requirements and the acceptance of cycles.
Business SME 25 – 50% Work with the client and Salesforce teams to make certain that a
Ensuring that the business, workable solution is being created. Explains a-day-in-the-life for
project, technical, and various roles. Helps with process flows. Assists with user experience.
Salesforce teams work Helps with UAT.
together to validate
requirements and capability is IT 25 – 50% Works with the Salesforce team to define and identify technical needs.
critical to ensure project Plans and creates the solutions in <Client> environments.
success.
Salesforce SBA 100% Leads detailed requirements and design discussions; configures
Salesforce roles lead and own
application; sets up users, roles, and profiles; assists development
the activities with continued
input from the <Client> roles. activities; and responsible for deliverables.
Salesforce Dev 50% Validates requirements, develops and tests custom code
Salesforce 20% Drives overall project plan; ensures quality and timeliness; serve as
Engagement an escalation point; and manages project budget and schedule.
Manager
EXAMPLE
Customer Service Profile Overview
1. What is the primary business function of your service organization and how do you measure success?
2. Who is the customer (small companies, large corporations, consumers, etc.)
3. Where are your support centers?
4. How is the product support organization structured (Org chart, tiered)? Are there multiple levels of
escalation and related expertise for support issues?
5. What are the hours of operation for the support center?
6. Do you have any 24 x 7 support operations? Do you do any follow-the-sun support services?
7. What are your top challenges with your current processes and systems?
8. What are the top 3 things that you would like to improve in Customer Service?
EXAMPLE
Support Profile – Services and Products
1. What are the primary products and services that you support?
2. How often are new products introduced and what impact does it have on the support model?
3. How complex are the products and the knowledge required to resolve issues?
4. Any cross-sell / up-sell opportunities exist for agents? If so, what are they - are they simple or
complex in terms of determining who to make the offer to?
5. Do you prioritize customer service for your customers based on their status / purchase history, etc
(e.g. do you have premiere queues)?
6. What variations are there regarding entitlements, SLAs, and service contracts or warranties? Are you
dependent on detailed asset information to provide service?
EXAMPLE
Support Profile – Service Channels
1. What are the case intake channels currently supported?
2. Phone, email, web, social, chat, transfers from other groups, other
3. Are you looking to continue, discontinue, or add channels?
4. What is the distribution of cases across channels?
5. How do you manage agent workload across channels? How many interactions/cases per day for an
agent?
6. What is your web self service site built on?
7. What percentage of your customer base is using the site?
EXAMPLE
Support Operations – Day in the Life
Take me through the various types of interactions from an agent and system perspective. How do they
receive a request (case/ticket), act on it, and track it through the lifecycle? Include process steps including
routing of requests, escalations, case/ticket assignment, and notifications:
• What are your Case types – equipment, transaction processing, general, other?
• How are cases assigned? To individuals or queues?
• Are cases reassigned?
• How are cases escalated?
• What follow-up is required with your customers?
• What is the criteria for closing a case? Can Cases be reopened?
• How many distinct skill-sets are required to support your business offerings?
• Are agents skilled in multiple services?
• How do you manage cases where it is a new account (not in Salesforce.com)?
EXAMPLE
Use Cases
The weekly reviews focus on the progress made to date. The purpose of the use cases is to
identify 3 – 5 realistic scenarios step through as we validate the capabilities of Salesforce against
typical scenarios. Items to consider are:
•Personas – the Actors. ex: agent, website visitor, chat supervisor, etc
•Scenarios – the Situation.
•Expected Behavior – the Results.
The use cases will increase in complexity as the project continues. The Product Owner is
responsible for executing the use cases with the support of the Salesforce team.
EXAMPLE
User Management
Users
•Who are the <Client> Users who will access Salesforce for support?
Profiles
•How are the users grouped in teams or structure?
Supervisors
•Who will supervise the Chat CSRs?
Skills
•What different skills or support types do CSRs possess?
