Service Cloud 3: A Look at Next-Generation CRM
These days, seemingly innocuous online comments can end up causing a lot of damage to brand reputation if left unattended. Enter Service Cloud 3 from Salesforce (news, site), a tool that allows CRM cases to be automatically created out of status messages on Facebook, Twitter and other sites for immediate follow-up by customer service agents.  

Socializing CRM 

Reportedly the company's fastest growing product, the newest version of Service Cloud combines real-time social analytics with data tracking tools in order to prioritize responses across a variety of channels including phone, e-mail, chat or social networks.

For example, here's a peek at how it works with Twitter:

The update to Service Cloud also features support for video calling, mobile devices (such as the iPad 2), and the ever-popular Salesforce Chatter service for optimizing internal collaboration. 

“The explosion of social technologies has changed the game for customer service,” explained Alex Dayon, executive vice president of CRM, salesforce.com. “Facebook and Twitter taught consumers to expect social customer service in real time. Service Cloud 3 is the next-generation social contact centre that lets companies prioritize and manage a high volume of customer issues over any social channel.” 

Extra Trappings

Fancy add-ons include a new Radian6 AppExchange app (scheduled to be available in the third quarter of fiscal year 2012) which let agents achieve this level of engagement entirely from within Service Cloud 3, and features a customizable workflow rules engine.

Meanwhile, an upcoming optional Live Agent service can be embedded  within a company’s webpage for US$ 50 per agent, per month. The service integrates with Service Cloud 3, meaning no additional installation is required. 

Service Cloud 3 sans frills is ready for use today, and you can check it out here