, Inc. (CRM) New Tools Built To Improve Customer Service On Mobile

Learning from the customer’s needs,, Inc. (NYSE:CRM) has debuted Service for Apps and SOS tools as a part of the company’s Service Cloud. The new multichannel customer service tools will help companies to embed customer support within mobile applications. Meanwhile, Salesforce SOS replicates that of Amazon Mayday button.

Customer service built in-app

By launching the new tools, Salesforce is preparing its Service Cloud to cater to the customers when mobile applications will be the prime source of service delivery. The move is logical given Gartner’s findings that suggest 20% to 40% of customer interactions take place through mobile, but only 5% of the companies have tools to provide optimum customer service on a smartphone. Thus, came the initiative by Salesforce, which is moving from mobile browsers to in-app service.

Interesting features

Some of the features that Service for Apps includes are Tap-to-call for Apps enabling a direct phone support, chat for apps to let customers connect with service representative through instant messaging. Knowledge for apps covers FAQs and other detailed information while Cases for Apps helps one to use the camera and add it to the case.

On the other hand, SOS functionality will enable customers with live video support, screen sharing and guided assistance. Service for Apps is set to be available on beta during the second part of the year. At the same time, Salesforce has released a version to help small and medium-sized businesses (SMBs).

Salesforce’s SVP of product marketing for Service Cloud Sarah Patterson claimed that the new offerings are nowhere available in the market as customer service efforts in apps are either limited or custom built. It is expected that with the company’s effort of creating a new channel of customer service will disrupt contact centers in the coming days. Besides this, the new CRM service will push companies to improve in- app functionalities, which otherwise can eliminate from the race.