Boosting efficiency through unified CCaaS and Salesforce CRM

Securing clients’ talent pools

In 2004, three friends from Gothenburg, Sweden, devised a solution that has reinvented how progressive organisations manage HR processes. Today, Benify is a firmly established global tech company with a market-leading online employee engagement platform. Supporting over three million users worldwide, its platform enables 1,600-plus companies to tailor their benefits and rewards experience, while reducing administrative time and costs.

Like most digital-first businesses, Benify recognised the need to update its customer service model to supercharge a 20-person team dispersed across five European countries. That meant replacing legacy PBX phone systems with omnichannel communications, real-time data and a game-changing integration between Genesys and Salesforce.

“We wanted a solution that was inexpensive to implement and maintain, and easy to use across all groups — agents, team leaders, administrators and developers,” said Philip Hagenfeldt, Commercial System Lead at Benify.

Unified contact centre and CRM

The answer was CX Cloud from Genesys and Salesforce — a jointly developed integration that natively combines a unified workspace that’s grounded in data and trusted AI. This solution combines the power of Salesforce Service Cloud with industry-leading contact centre and workforce engagement management (WEM) capabilities from the Genesys Cloud platform. Bidirectional, pre-integrated data between the platforms helps Benify eliminate operational blind spots and enrich their AI tools.

“The CX Cloud solution took about four hours to set up,” said Hagenfeldt. “We’ve fully optimised our data, bots and channels from both Genesys and Salesforce, with no coding required. That’s massive. It means fewer open tabs and screen hops. And it gives our agents the aggregated 360-degree customer view they were missing, to deliver a better personalised experience.”

Working as a cohesive unit

Previously, agents wasted valuable time frequently switching between different systems to manage cases across email, voice and chat channels. Now, all customer correspondence is collected in one single view, contributing toward a 20% reduction in time to resolution.

“Our move to Genesys Cloud and Salesforce revolutionised operations, particularly in the way we handle conversations,” said Hagenfeldt. “We now have a centralised platform to efficiently manage our voice and chat channels, optimising customer interactions and boosting agent productivity.”

It wasn’t long before Benify started to see improvements to other KPIs such as average handle time, first-contact resolution and overall customer satisfaction. Other key benefits included more robust reporting, quality assurance and resource planning assisted by the introduction of Genesys Cloud Workforce Engagement Management.

“With our old switchboard, supervisors had no real insight into what was happening,” added Hagenfeldt. “Now, we’re able to help agents on live calls. We can see what’s going well and what’s not. And make sure we have the right staff at the right time, working across the right channels.”

Payoff from self-service and digital workflows

To solve a time-consuming and error-prone process, Benify leveraged the Genesys Cloud platform APIs to digitise and store customer benefit receipts. Now, customers receive prompt email notifications acknowledging acceptance of their physical documents, along with estimated processing times. This has significantly reduced manual effort and eliminated errors, while also enabling customers to self-serve. In addition, arming agents with data-driven insights has enabled them to better comprehend customer needs, preferences and behaviours, facilitating more personalised interactions.

“We’ve seen a noticeable uptick in customer satisfaction thanks to quicker processing, reduced wait times and heightened accuracy in managing receipts,” said Hagenfeldt. “Moreover, having all data within the same system made it possible for callers to self-serve. That’s not only reduced the burden on our agents, but also empowered customers to access their receipt information independently.”

Genesys tools and automation also created a more fulfilling work environment. Released from mundane tasks, Benify employees focus on value-added activities, fostering higher job satisfaction and retention rates. Improved receipt handling processes have also contributed to lower workforce churn.

Seven-figure financial benefits

The efficiencies Benify gained through Genesys solutions over the last three years have resulted in a $1.65 million total cost savings. Highlights include 17% lower total cost of ownership (including two system retirements), 23% less error handling and 30% improved receipt processing efficiency, plus reductions in tasks and costs per receipt.

Next, the company intends to advance its AI strategy and extend its current use of chatbots, which handle about 25% of all interactions. Innovations could include conversational AI, predictive analytics and call summarisation.

“Combining the best of Genesys and Salesforce in one integrated solution, CX Cloud has yielded a plethora of benefits,” concluded Hagenfeldt. “We’re now reaping rewards from heightened operational efficiency, enriched customer experiences, substantial cost savings, improved employee satisfaction and invaluable data insights.”