Salesforce Research: COVID 19 Has Accelerated Investment in Technology and Reskilling in Service Driven Organisations

Insights from the survey suggest that a new digital-first playbook is emerging as customer expectations shift. Customer service teams are struggling to deal with the increasing complexity of consumer demands. In response to the pandemic, 87% of service decision maker respondents in India say that they have invested in new service technology.

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Salesforce, the global leader in CRM, today released India insights from the fourth edition of its State of Service Report. The report  provides an unparalleled view of how the trajectory of customer service has — and hasn’t — changed while illustrating the strategies embraced by businesses as they plot their futures. The report surveyed more than 7,000 global decision makers, agents, mobile workers, and dispatchers across 33 countries, including 300 in India.

Insights from the survey suggest that a new digital-first playbook is emerging as customer expectations shift. Customer service teams are struggling to deal with the increasing complexity of consumer demands. In response to the pandemic, 87% of service decision maker respondents in India say that they have invested in new service technology. Providing field service has also remained a key differentiator for brands during the pandemic. Consumers say they still prefer in-person service appointments over alternatives. 94% of service decision maker participants from India say that field service is a key part of their overall business strategy and 90% of service decision maker respondents from India say that field service drives significant revenue for the company.

Agents have considerably expanded flexibility, means of communication, and success measures to improve customer experiences. While automation is helping teams to find relief from increased demands of customer service, the skills required of agents are becoming broader and more complex than those traditionally associated with the role. Soft skills such as communication, adaptability and empathy are in high demand. In India, 93% of service decision maker respondents are saying that significant investments are also being made in agent training, and 87% of service agent respondents are able to see a clear career path for career growth at their job.

Commenting on the findings of the report, Deepak Pargoankar, VP, Solution Engineering at Salesforce said “The pandemic has challenged service teams by creating radically new standards of engagement between businesses and their customers. Sharply shifting business models have created new working environments, including distributed workforces, and a host of new and evolving customer needs. Decision makers are now increasingly adopting technology to mitigate its implications on customer service and how their teams are able to function efficiently despite the challenges. This is an opportune time for businesses to embrace digital transformation”.

 

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