„Customer Experience is heavily influenced by Employee Experience, meaning the conditions in which employees operate. Genesys and Salesforce aim to address these two areas by deepening their decade-long collaboration, drawing from the experiences of over 650 joint customers worldwide.“
With these words, our CEO opened the "Customer Experience Transformation" event, organized in collaboration with Genesys and Enehano, a systems integrator for Salesforce.
Did you know that Genesys and Salesforce have been working together to integrate their comprehensive services for years? Our event highlighted this collaboration and its benefits for contact centers and customers to all participants.
About Genesys and Salesforce
Salesforce is a global leader in cloud-based customer relationship management (CRM) solutions, specializing in providing comprehensive and innovative tools that help companies enhance customer care and build lasting relationships.
Genesys is a leading provider of contact center and customer care solutions, focusing on creating exceptional customer experiences through innovative technologies and cloud services. With over 30 years of experience, Genesys assists businesses worldwide in managing customer interactions effectively, offering consistent and personalized support.
The partnership between Salesforce and Genesys began in 2015, accelerating in 2022 due to growing customer interest. A new project led to a team focused on addressing client needs at an unprecedented level, driven by customer requests to link both systems.
The primary project questions included:
By linking the CRM system with an omnichannel contact center solution, Genesys and Salesforce have created a unified interface for agents, who no longer need to switch between various systems to handle customer requests.
The integration connecting CRM and contact centers enables real-time access to customer information. Both solutions, Genesys AI and Salesforce’s Einstein, offer their own AI integration, allowing customers to choose which option they want to use within their system. This approach supports the improvement of customer experience while protecting the investments of companies that are already utilizing one of these solutions.
The combined solution also enhances employee efficiency and reduces the time required to retrieve information. As a result, there is no longer a need to consult phone directories to identify callers or access data from previous interactions.
The unified workspace is also beneficial for employee onboarding. Whether it’s a call center agent, a branch worker, or a field salesperson, the workspace is the same for everyone, resulting in a smaller IT footprint and a better user experience for employees.
Beneath this unified tool lies a layer important for employee management, including quality monitoring, a knowledge base, and e-learning, which were previously separate tools. They are now integrated into a functional whole.
Customer Experience, or CX, refers to the overall interaction a customer has with a company or brand and its services or products. This interaction spans across all channels, both physical and virtual, from the first contact with the brand, through purchase and usage, to problem resolution. CX represents the intersection between customer expectations and how well these expectations are met. A positive customer experience often results in customer loyalty.
Customer experience orchestration, which we could translate as the setup or management of customer experience, is based on data, its visibility, and the company's ability to use this data effectively.
In a world of nearly identical services and products, customer care becomes the factor that can tip the scales in your favor.
For an agent to personalize the customer experience, they need clear and quickly accessible information about the customer. The customer expects fast, immediate assistance, so manual data gathering would only slow the agent down.
The ability to respond swiftly to customer requests is one of the key factors distinguishing companies that strive to improve CX.
Employee Experience (EX) refers to the overall impression and experience of an employee working within an organization. EX covers all aspects of an employee’s work life, from recruitment and onboarding to daily work, career development, and the work environment. The goal of EX is to create a positive, engaged, and productive workplace that fosters employee satisfaction.
Offering irrelevant products and services discourages customers from purchasing, causing negative emotions and associations with the brand. Although this may be a numbers game for salespeople, the success rate of additional services would be much higher if tailored to the customer’s needs.
The integration between Genesys and Salesforce enables real-time call transcription and machine analysis, identifying cross-sell or up-sell opportunities. We witnessed this directly during the event, where a model example evaluated communication between a phone operator and a customer.
Based on the customer’s usage and analyzed requests, the system was able to determine which package or combination of services best suited the customer and would bring the highest value. It then recommended contacting the customer through their preferred communication channels (email, phone, SMS).
Providing high value at an appropriate price enhances customer retention—quick, expert advice with prompt issue resolution is undoubtedly a way to retain customers long-term.
The purpose of our event was to show that with the right technology, companies can help themselves retain both customers and employees, improve work efficiency, and deliver greater value in customer service.
We would like to thank the representatives of both companies, Jiří Zeman from Genesys and Miroslav Výborný from Enehano, for sharing valuable insights about the technology that can significantly increase the efficiency of contact centers and improve customer and employee satisfaction.
In addition to an inspiring demo that showcased how the integration of both systems works, we had the opportunity to network with guests and discuss the challenges and obstacles we face in the realm of customer care.
We hope to organize another event of the same quality and benefit in the near future. Don’t forget to follow our social media channels to be among the first to know about it.
