AGILITY IN CUSTOMER SERVICE USING CLOUD BASED CRM SYSTEMS AND ENTERPRISE COLLABORATION TOOLS

Contemporary worlds of both the real and the virtual ones merge. Here comes the fourth revolution which equals to digitization. The digitization of customer service means for many companies the necessity of integration with the current exponential changes. Digitization impose changes in business models. Contemporary technologies like Internet of things, artificial intelligence, cloud computing and big data open new opportunities for enterprises but are very challenging at the same time. But especially for companies operating in a virtual environment customer service based on modern technologies became obligatory. These new technologies allowing full customization of the offer and highest level of customer service with acceptable costs and inputs. Using of these new technologies determine the position of the companies in the market. Instant share of knowledge, files, and customer related data across enterprise become crucial for gaining competitive advantage these days in turbulent and unpredictable business environment. Connect all employees with experts from whole organization regardless of their role or location is the best and most effective way to react quickly and proactively for customer's needs and expectations. Collaborate on sales opportunities, customer service cases and requests, marketing campaigns and innovative projects with embedded applications and custom workflows within one common integrated system open new markets. Agile (agility) become very popular term worldwide as proper usage of agile methodologies in business (especially in customer service) may lead to market success. This paper is devoted to the role of new technologies in the processes of customer service and enterprise social networks and collaboration. But also key issues in the introduction and use of these technologies are described. Authors presents how properly implemented instant communication tools can accelerate productivity and overall performance of the business including but not limited to sales and customer service processes. The article is based on case studies, research and experience authors have using one of the top CRM solution - Salesforce. In particular enterprise collaboration platform introduced by Salesforce called Chatter.