2/23/12  

 

 

 

 

 

 

 

 

 

 

 

 

 

SFDC  Service  Cloud    Drives  Global  Best  Practices  

for  a    Better  Customer  Experience  

 

Business  Transformation  through  IT  Transformation    

 

 

 

 

 

 

   

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Summary  VMware’s  Global  Support  Services  (GSS)  organization  sought  to  improve  its  customer  support  experience.  Its  legacy  on-­‐premise  application  was  cumbersome,   limited  and  not  scalable.  Further,   it   lacked   integration  with  sales   information   and   wasn’t   consistently   implemented   across   global   support   operations   —   the   customer  experience  could  vary  depending  on  which  contact  center  handled  the  issue.  Employees  were  frustrated  with  the  system’s  instability  and  insufficient  integration  with  the  email  and  web  tools  that  were  required  to  provide  great   service.   The   old   system   did   not   provide   a   consistent   view   into   all   customer   touch   points,   so   support  people  often  lacked  full  information  about  a  customer’s  previous  contacts  on  an  issue.    When  IT’s  assessment  determined   that  an  upgrade   to   the   legacy   system  would   still   not  deliver  all   the  desired  benefits   and  would  present  scalability  issues,  it  was  decided  that  GSS  would  move  to  the  Cloud.    

The  Journey  The  sales  organization  had  recently  adopted  Salesforce.com  (SFDC)  and  was  realizing  the  benefits  and  agility  of  a  hosted  solution.  VMware  GSS  and  IT  decided  to  implement  SFDC  Service  Cloud  because  the  platform  was  easy  to  use,  scalable  and  applied  best  practices  right  out  of  the  box.  It  also  enabled  the  team  to  gain  a  unified  view   into  customer  history.  As  part  of   the  VMStar   initiative,   IT  participated   in   the  global   rollout  of  a   single,  Cloud-­‐based  platform  for  sales,  support  and  partner  relationship  management  (PRM).    

 

“Salesforce   is   a   highly   agile   platform   that   accommodates   changes   in   business   requirements   very   rapidly,”  noted  Ajay  Sabhlok,  IT  Director,  SFDC  Technical  Services.  “It  is  well-­‐suited  to  our  support  organization’s  needs,  tightly   integrated  with   Interactive   Voice   Response,   supports   case   creation   via  multiple   channels   and   offers  great   end-­‐user   performance   globally.     The   Force.com   platform   allows   you   to   add   or   change   a   customer  attribute,  for  example,  in  a  matter  of  minutes.”  

 

The  Cloud  model  affords  high   scalability  at  a   low  cost  per  user.    VMStar  has  been  able   to  add   in  VMware’s  partner  organization,  around  300,000  new  users,  without  creating  significant  new  dependencies  on  IT.    

 

SFDC  Service  Cloud  is  highly  searchable,  making  it  easy  for  support  people  to  find  information  while  engaged  in  a  service  encounter.  Integration  with  email  means  they  can  send  information  to  a  customer  without  having  to  leave  Service  Cloud.  Web  integration  means  they  can  launch  a  WebEx  in  the  middle  of  a  service  call,  easily  capturing  the  conversation  and   incorporating   it   into  the  customer’s   record.    Service  Cloud  makes   it  easy   for  multiple   customer   service   representatives   to  pick  up  a   customer   incident   and  deal   effectively  because   they  have  all  the  needed  history.    

 

“Support   people   like   that   the   system   is   really   easy   to   use,”   said   Sabhlok.   The   user   interface   is   intuitive,  navigation   is  easy  and   the  search  capabilities  are   robust.  Multiple   tabs  can  be  opened  simultaneously   so  all  needed  resources  are  in  front  of  the  support  representative  when  they  need  it.      

 

The  new  solution  offers  tighter  integration  with  VMware’s  Avaya  telephone  support  platform,  improving  the  efficiency  with  which   customer   support   people   can  work   across   channels.   The  unified   view   into   all   support  interactions  provides  consistent  information  and  improves  service  levels.    

 

   

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Previously,   support   relied   on   email,   but   now   incidents   move   through   the   system   via   workflow.   Email   was  difficult  to  standardize  and  could  waste  cycles  going  to  a  person  not  best  suited  to  handle  an  issue.  Business  rules   set   up   in   workflow   standardize   problem   resolution   chains   and   give   managers   insight   into   incident  tracking.   “Workflow  ensures  consistent  escalation  of   issues   to   the   right  person  and  allows  managers  a  view  into  the  status  of  incidents,”  noted  Sabhlok.      

 

IT  helped  integrate  VMStar  with  Oracle  BI  and  Catalyst  applications  and  has  customized  the  email  integration  for  communication  between  GSS  and  customers  and  other  VMware  organizations,  Sabhlok  noted.  

 

“The   old   on-­‐premise   solution   was   really   a   case   management   application,”   said   Sabhlok.   “In   keeping   with  VMware’s  strategic  move  to  the  Cloud,  it  was  necessary  to  use  a  best-­‐of-­‐breed  SaaS  platform  for  rapid  time  to  benefit.”    

 

The  End  Result  GSS  now  enjoys  a  single,  global  solution  and  easily  applies  consistent  best  practices  throughout  the  enterprise.  More  importantly,  VMware  customers  anywhere  in  the  world  can  be  supported  by  any  contact  center  that  can  rapidly  address  any  issues.    This  drives  a  more  positive  customer  experience.