Business is a broad concept that is automatically associated with sales. But what can be done to make this sale effective? What is needed is an appropriate strategy, based on an in-depth analysis of the needs, behavior and preferences of the client. But from where do you draw data for analysis?
It is best to check it at source – i.e. by analyzing customer behavior and reports.

Customer data, collected by various consultants since the beginning of cooperation, should be available in one place for all persons responsible for creating strategies and contact with customers. Thanks to this it is possible to optimize current activities or plan future ones, updated with information from the history of contacts.

The analytical capabilities of the CRM system will allow you to improve the quality of services, which will translate both into gaining new customers and retaining existing ones, from which more than 65% of companies generate constant revenues.


Improve your product based on customer feedback analysis

There is no ideal service – there are as many opinions as there are customers. However, with a 360-degree view of Salesforce Service Cloud, you can see clearly when a customer wrote their opinion, under what circumstances, what other issues they reported, and through which channels of contact they communicate with the company.

Such an extensive analysis allows you to examine the customer’s conversation with the consultant and make sure whether they previously indicated certain details of the order, the lack of which made them write a given opinion.

Simply open a specific customer card, which will show all the available information about the customer, such as contact details, history of reported issues and problems, history of orders or purchased products. By doing so, you can not only avoid repeated disappointment but also improve the service for future customers, reducing the risk of ambiguity to a minimum.


Prepare automatic responses and increase your productivity

Automatic responses are very convenient in everyday work, but how do you prepare them? You need a good tool that allows you to analyze opinions, e-mails and questions asked by the customer, e.g. in a chat with a consultant.

What’s more, it’s equally important to have information about the order and all the information about the customer, e.g. what age they are, what they do and what services they use most often.

Based on this information, you can assign the customer to a specific group and then check if the questions asked by that group are repeated. Thanks to this, you will pleasantly surprise regular customer by answering questions aptly, yet automatically. You can even provide them with a reply by submitting an article that you have prepared for a given type of question.

Through effective analysis, you can predict the behavior of customers and their questions. By anticipating the next customer’s move, you can easily set up an automatic response, speeding up your work and increasing customer satisfaction by up to 32%.

In addition, through the 360-degree view you can analyze not only the content of e-mails or conversations. Order details, customer profile and order history are also available, allowing you to identify the potential needs of new customers and increase efficiency and sales.

If chat is an important channel of Customer Service, you can introduce even more automation based on the information available in the system. Salesforce offers Einstein Bot as part of the online chat. It is designed to relieve consultants in the first contact with the customer.


Prepare a personalized action strategy

People appreciate fast and convenient service, especially when we talk about online service. Knowing your client, you can tailor your actions, gaining a satisfied user who is likely to share a positive opinion with others and become a brand ambassador.

However, in order to know how to act, you need to prepare the right strategy in advance. For this purpose, you can use Service Cloud functionalities, which can be freely selected.

For example, a customer who has a rich order history has exchanged a number of e-mails with your company and has had many conversations with a consultant. Based on these specific data, you can extract the following information:

  • what the customer orders most often,
  • what he asks about in e-mails,
  • what topics are discussed with the consultant.

Based on the above information, you will develop a strategy, which may include e-mail marketing, preparation of personalized ads, the involvement of appropriate experts from the company who will help in the service.


Remarketing, remarketing, remarketing

When running a broadly understood business, you often provide products or services that are interrelated. This creates an opportunity to resell to the same customers, although there is a problem with matching the intermediate service to the customer.
And how would that be, if we knew what the customer probably expects?

This is how a strong remarketing strategy, tailored to each customer, works. For this purpose, it is worth using another Salesforce tool, which is Marketing Cloud.

It enables the automation of marketing, i.e. building Customer Pathways based on the collected history of the customer. In this way, you can conduct automatic plus personalized marketing communication in e-mail channels, text messages, through a mobile application or social media.


Improve your FAQ and make a blog about it

Sending the right article to the customer was mentioned in reference to automatic responses. Why is it worth running a corporate blog or interactive community?

A blog, a corporate community is a powerful generator of traffic and a set of substantive values. Everyone can use the knowledge from the relevant article, and sending it to the customer will broaden his perspective and answer additional questions, making the service more enjoyable for both parties.

In the case of creating FAQ, the analysis of conversations with customers is a key element. This is where you will find all the misunderstandings, as well as the positive aspects of the offer. You will find out what customers ask about most frequently so that you can regularly improve and expand the database of frequently asked questions. Additionally, FAQs often contain more complex questions, which can be an inspiration to write a thematic entry on the blog.



Designing an effective strategy depends on the knowledge of the customers’s preferences and behavior. Thanks to the CRM system you have access to full, personalized customer data. Starting from the bot collecting information about customer preferences, through the appropriate allocation of tasks, to the effective analysis of effects. Using these tools will allow you to improve both your company’s internal operations, external solutions, as well as customer service.


  • Aleksandra Pasek
  • Product Marketing Manager
  • She has been involved in the IT industry and Salesforce for three years. At the moment, she works on business development, generating leads, organizing business events and widely understood product marketing. She supports Craftware’s sales team reaching new customers and building long-term relationships with them. A certified Pardot specialist, a tool for automation of B2B Salesforce marketing.

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