Salesforce has unveiled its latest State of Service report, which illuminates the evolving priorities, challenges, and strategies within the customer service landscape. The report, which surveys over 5,500 service professionals from 30 countries, includes input from 100 experts in Singapore.
One of the key findings from Singapore highlights a significant shift in perspective towards customer service. A notable 80% of service professionals in the country now view customer service as a potential revenue driver rather than merely a cost centre. This trend has prompted service teams to scale up, with 77% expecting increased budgets and 71% anticipating a boost in headcount over the coming year.
Another major trend is the increased reliance on artificial intelligence (AI) to enhance operational efficiencies. An impressive 90% of service professionals are either already utilising or are in the process of evaluating AI technologies. Furthermore, these professionals plan to ramp up their AI investments. The top three AI use cases identified include automated summaries and reports, customer-facing intelligent assistants, and improved service responses. It is reported that 97% of those using AI have already observed time savings in their operations.
The report also points to escalating demands on service teams. Some 65% of professionals forecast higher case volumes in the next year and a striking 81% note that customers are increasingly demanding. These pressures underscore the urgency for service teams to streamline processes and harness technological advancements to meet growing expectations.
In response to these pressures, service professionals are focusing on enhancing their data capabilities. A substantial 72% believe that better access to data from other teams would significantly boost support services. Accordingly, 87% are increasing their investments in data integration. The integration of data within service departments is seen as crucial for empowering both human agents and AI systems, facilitating more efficient and effective customer service delivery.
Gavin Barfield, Chief Technology Officer and Vice President of Solutions at Salesforce ASEAN, remarked on the findings: "Service teams cannot afford to miss the moments in the overall customer journey to build stronger relationships and loyalty. Generative AI will allow agents to provide a smoother and more personalised customer service experience, freeing up time to focus on relationship building. At the same time, data and AI enable service teams to demonstrate their ability to drive revenue growth through greater efficiency and upsell activities."
Barfield emphasised that AI helps customer service agents by reducing administrative tasks, allowing them to focus on delivering personalised experiences and generating revenue. This shift marks a fundamental change in the role of service teams within businesses, transitioning from cost to profit centres.
According to the Singapore Business Federation's National Business Survey, revenue growth (76%) and cost reduction (62%) are among the top priorities for local business leaders amid ongoing economic pressures and uncertainties. The findings from Salesforce's State of Service report suggest that AI and improved data integration are key strategies being adopted by service teams to achieve these goals.
