Our team at Aptaria began by mapping out staff’s everyday tasks and protocols. Next, we translated those actions into a Service Cloud system on Salesforce.

As Monique Stevens, the Call Center Manager for APA, recalls, “We explained to Aptaria how we handle the majority of our calls and what we need from a number of different departments. Then we gathered a list of people that we transfer calls to. From there, Aptaria put the system together.”

Our team organized the system so that APA staff can conveniently open Salesforce, find the member making a request, and open a case for each call. Call center reps can escalate cases through Salesforce, and the corresponding department will get an alert.

To handle service emails, we linked APA’s general inboxes with Salesforce and established a queue system.

As each email comes in, the system forwards it into Salesforce, creates a case in the database, then puts that case into the queue. Representatives can easily check for new cases and look up the status of open requests in their assigned queues.

“We have the emails in the Salesforce system, so we can connect the email to the record for the member that sent it. If that request has to go to someone else, there’s a case number that goes with the email,” explains Stevens.

Each individual handling an email or call request can now instantly access the history of the case and the member attached to it.

We released APA’s Service Cloud solution in early 2017, around the same time as the Marketing Cloud system.

How has the call center seen the impact? Stevens appreciates how Service Cloud gives her a complete picture of open cases. “With the new system, I can see all of the cases to check whether they’ve been resolved or not. And that means everyone’s cases, including what my staff and the membership department’s staff have entered.”

Service Cloud gives call center reps the ability to categorize requests, as well as create and store templates. They can respond to cases more quickly and consistently.

“We can create our own templates for emails and add our own topics and subjects when we’re creating a case,” says Stevens. “We don’t have to go to Outlook. We can take care of our emails right in the database instead of going to another system or screen. It’s easier and it saves time.”

Best of all, “we have full autonomy over our system. We don’t have to wait for someone to enter our data into the database. We can do it ourselves.”

We don’t have to go to Outlook. We can take care of our emails right in the database instead of going to another system or screen. It’s easier and it saves time.

Stevens and the call center can independently run reports on types of cases, case outcomes, and more. Because Service Cloud connects to MemberNation, the entire organization can better understand members’ everyday needs and problems.

Moreover, departments outside of marketing and the call center are feeling the benefits of our implementation.

“The membership department mentioned that it’s faster to retrieve information through the case system,” Stevens reports. “They can go to one location to see how many cases they have. The case system is more conducive to their tasks.”

In just a few months, Aptaria not only provided new capabilities for APA’s marketing team, but also established a successful system for service case tracking.