Salesforce launches, extends CRM platform

by CXOtoday Staff    Feb 01, 2012

The new tool is aimed at SMBs for delivering better customer service through the social and mobile media channels.

Deployment of social media as a key customer relations management (CRM) tool is increasing and so are the offerings in this space.

With the aim to empower small and medium businesses (SMBs), Salesforce launched a tool that now extends its customer relationship management (CRM) platform reach into the mobile and social networking arena.

Called, the tool is a customer helpdesk dashboard that integrates Facebook and Twitter feeds alongside regular traditional corporate channels like email and phone calls.

“We built so that every company can deliver personal customer service in a social and mobile world. is social at its core; its mobile app instantly lets any employee, anywhere, deliver awesome customer service; and it can be deployed quickly and easily,” said Alex Bard, Vice President and General Manager,

Salesforce also introduced Mobile, which runs on any device that supports HTML5, including iOS and Android devices. Users can respond to support cases using the same familiar filters from their desktop client and can access the entire macro library without having to type long replies. They can also re-assign, change groups, change status, change priority for cases, and modify customer information associated with cases.

Many enterprise CIOs want to have social integration features that enable them to gather insights into customer behaviour and products by integrating real-time social media conversations into their existing CRM methods.

According to Gartner, the worldwide social CRM market is forecast to reach over $1 billion in revenue by year-end 2012, up from approximately $625 million in 2010.