Salesforce Poised to Strike with Its Field Service Lightning Solution (Part 1 of 4)

[This is part 1 of a 4-part series on the launch of Salesforce Field Service Lightning. Part 1 focuses on the composition of the new offering, within the context of the overall components that are designed to support Field Service Organizations (FSOs). Parts 2 through 4 will follow over the next few weeks.]

Note to Readers: While this document is primarily focused on the description, assessment and evaluation of the newly-launched Salesforce Field Service Lightning offering, we have attempted to also convey an understanding of the new offering within the overall context of the Salesforce Customer Success Platform, including Sales Cloud Lightning and other key components of the company’s Lightning products.

The rationale behind this decision is that past Strategies For GrowthSM (SFGSM) research has revealed that many services organizations have historically been using various components of the company’s flagship Customer Success Platform products as tools for running their services organizations prior to the recent announcement and release of its Field Service Lightning solution. As such, it was our goal to adequately explain the potential interactions and synergies between and among the various Salesforce products as they are already being used by a number of Field Services Organizations (FSOs) to assist them in managing their overall business operations.

Also, a reminder that all non-SFGSM research is cited specifically by its source (i.e., published Salesforce documents and press releases, or published materials from other third-party sources). The remaining narrative solely reflects the opinions, perceptions, forecasts and assessments of the author

Salesforce Announces Its Spring/Summer 2016 Product Strategy / Expands Its Service Cloud Footprint to Include Field Service Lightning

On February 2, 2016, Salesforce, the Customer Success Platform and self-billed ”world’s #1 CRM company,” introduced the next generation of its Customer Success Platform, Salesforce Lightning, and previewed its product strategy for the first half of 2016. However, for the Field Services Management (FSM) marketplace, the biggest news, by far, was the company’s extension of its Service Cloud footprint into the Field Service Management (FSM) segment through the introduction of Field Service Lightning – the company’s first formal foray into the multi-billion dollar global FSM market

In a wide-ranging and fairly comprehensive press release made available that day, Salesforce also announced the expansion of its Sales Cloud Lightning and Service Cloud Lightning Editions, along with “new packaging” and pricing models to provide its customers with “more customization and capabilities to accelerate growth. New Salesforce Lightning advancements announced via the press release included, “Salesforce SteelBrick CPQ, SalesforceIQ Inbox and Field Service Lightning. In addition, Salesforce announced new packaging for Sales Cloud Lightning and Service Cloud Lightning.

The official launch of Field Service Lightning was later announced, via a Salesforce press release dated March 15, 2016. This release confirmed the launch of the highly anticipated solution calling it, “a new field service solution built for today’s connected world.” It went on to state that “Harnessing signals from connected devices and customer data from Salesforce, Field Service Lightning is a modern approach to field service that is built for mobile and the Internet of Things (IoT). With Field Service Lightning, companies can now unite customers, connected devices, agents, dispatchers, and employees in the field with one powerful service platform to deliver a seamless customer experience from phone to field.

According to Marc Benioff, chairman and chief executive officer, Salesforce, in the company’s original announcement, “Lightning is a game-changer for Salesforce and our customers. It is fueling an unparalleled level of innovation across our entire Customer Success Platform. No other company is delivering this kind of platform, ecosystem and user experience to enable companies to transform themselves and connect with their customers in entirely new ways.

The overall thrust of the original press release was to define, explain and promote the company’s Salesforce Lightning offering, as “One Platform, One Experience”. To do so, Salesforce led off with the explanation that it “has been on a continuous journey for the last 17 years to completely re-imagine CRM for the digital era. In 2015, the company launched the new Salesforce Platform – Salesforce Lightning, a powerful multi-tenant, next-generation metadata platform that provides a consistent, modern user experience across any device.

“With the Salesforce Lightning App Builder, business users and developers can quickly and easily build apps, and the thriving Lightning Ecosystem provides customers with a broad array of third-party apps and components for everything from financials to human resources, fully integrated with Salesforce. More than 90,000 customers and 55 partner components take advantage of the advanced features of Lightning today.

Sales Cloud Lightning – “Reinvented”

According to Salesforce, the company’s Sales Cloud is used today by “tens of thousands of companies worldwide” and, as such, “has become the world’s leading sales application”. Sales Cloud was the first of the company’s Clouds that was “completely reinvented by Lightning”. The “reinvented” Sales Cloud Lightning now “provides an entirely new experience for sales reps.

New advancements made to Sales Cloud in Spring/Summer, 2016 include

  • Salesforce SteelBrick CPQ – Built on the Salesforce platform and leveraging Lightning, SteelBrick CPQ is now part of Sales Cloud with the February 1, 2016 close of Salesforce’s acquisition of SteelBrick. Now Sales Cloud is the industry’s first comprehensive sales platform that offers everything from lead-to-cash, empowering salespeople to sell faster, smarter and the way they want
  • Lightning Voice – Natively embedded in Sales Cloud Lightning, Lightning Voice will empower reps to connect with prospects faster with click-to-call, auto-logging of calls, and call forwarding to take calls from anywhere
  • SalesforceIQ Inbox – SalesforceIQ Inbox turns employees’ inboxes into a CRM app by bringing the power of Relationship Intelligence to Sales Cloud users directly in their email. The intelligent iOS, Android and Chrome apps combine the power of Sales Cloud data with email and calendar, enabling sales reps to easily manage their email, leads, contacts and opportunities with proactive notifications and smart scheduling
  • Sales Wave App – Optimized for sales, the Sales Wave App delivers data-driven insights to reps on any device and empowers them to take action. With Lightning Actions in Sales Wave, sales reps can collaborate, create and update Sales Cloud records directly within Wave. New dashboards for pipeline trending, performance benchmarking and activity management help reps drive better performance and close more deals
  • Salesforce1 Mobile – Now with full offline capabilities for iOS and Android, Salesforce1 Mobile users can enter information anywhere, anytime and sync it when they are reconnected. With new, enhanced Wave Charts and Dashboards, Salesforce1 Mobile users now have the power of analytics
  • 20 New Lightning Sales Components – Lightning Components are the reusable building blocks of modern apps and can be as simple as single User Interface (UI) elements, or as robust as microservices with embedded data and logic. New Lightning Sales Components include Sales Path, Account Insights and Kanban, all designed to enable reps to sell faster and be more productive

While not necessarily a direct component of Field Service Lightning, the new advancements to Sales Cloud announced on February 2, 2016 are indicative of the various types of improvements that are being included in the company’s “reengineered” and “reimagined” product rollouts for the first half of 2016

Service Cloud Lightning – “Reimagined”

Salesforce goes on to explain that, “Service has changed rapidly over the last decade, expanding beyond customers contacting vendors via call centers to connecting through channels such as social, email, mobile and in-app experiences. Service Cloud Lightning provides companies with a unified service platform and ecosystem to ensure that every interaction with a customer is an opportunity to create a memorable experience

Today, building on Salesforce’s leadership in service, the company is taking a significant step forward with new innovations for every service employee including:

  • Field Service Lightning – Organizations can connect their entire service workforce with tools for agents, dispatchers and mobile employees, giving customers a seamless service experience. Dispatchers can leverage smart scheduling to provide automatic, real-time assignments based on employee skills, availability and location. Service employees in the field are able to create and update work orders, and can also change requests and job status from any device, making them more productive than ever.
  • Omni-Channel Supervisor – Now call center managers have greater insight and visibility into their operations and agents’ workloads, enabling them to allocate resources to provide the best customer experience possible. Capabilities include real-time activity view, operational alerts, filtering and sorting capabilities and dynamic activity tracking and routing to help during high-demand service periods.”

Pricing for Field Service Lightning was also announced by Salesforce on March 15, 2016, starting at “US$135 for organizations that have at least one Enterprise Edition or Unlimited Edition Service Cloud License”.

Salesforce Customer Success Platform – Advancements

The company also announced that, “In addition to the innovations coming to Sales Cloud Lightning and Service Cloud Lightning, Salesforce’s Spring and Summer releases include more than 300 advancements across the entire Salesforce Customer Success Platform.”

New capabilities in these releases are to include:

  • App Cloud – The new Process Builder makes it easy for anyone to quickly automate business processes using drag-and-drop criteria and enterprise workflows. Additionally, new services for the Lightning Component framework enable developers and partners to easily build custom components for the Lightning App Builder.
  • Heroku Enterprise – CIOs need the flexibility and control to build, scale and manage the applications that connect brands with their customers. Heroku Enterprise enables developers to create connected apps using network, data and identity services shared across the App Cloud. In addition, new customer-centric big data services like private Postgres, Connect and Redis enable CIOs and their developers to easily harness and deploy the development tools that are essential to building trusted, modern applications.
  • Marketing Cloud – Creating 1-to-1 personalized journeys is how forward-looking companies keep customers engaged with their brand. New email marketing innovations deliver a content management system, updated email creation flow and an email marketing mobile app to help marketers accelerate the delivery of scalable and personalized email programs. Workbenches for Social Studio provide brands with deep social insight to inform marketing strategy, surface trends and uncover opportunities to engage customers. The next generation of Journey Builder will also deliver Predictive Journeys that use data science to learn and score a customer’s likelihood to engage.
  • Community Cloud Lightning – New Lightning Community Templates, Lightning Community Management and Integrated Live Agent enable companies to become smarter and more connected. Lightning Community Templates allow companies to create rich online communities in days, Lightning Community Management empowers the community manager with analytics and tools to foster community growth and Live Agent connects any self-service community directly to the service console to provide seamless customer support.

Overall, the basic premise of Salesforce’s introduction of Field Service Lightning is to ”Transform [the] customer experience with connected field service.” According to Salesforce, the main drivers underlying its entry into the global FSM market are, essentially, that:

  • Customer Expectations Have Changed – that the connected world has shattered expectations for customer service (i.e., through the combined impact of Cloud, mobile, social media, data science and the Internet of Things, or IoT).
  • The IoT is Forcing Customer Organizations to Evolve – that connected devices are redefining customer interactions with service (e.g., that 92% of executives believe they need to adapt their service models in order to keep up with customers’ needs).
  • Current Field Service Solutions Are Disconnected – that 54% of companies are using manual methods to handle field service; 1 in 3 service executives admit that site visits usually require a follow-up visit; and 77% of companies are still using an on-premise field service solution.

These are acknowledged as the main reasons for why the company has decided that the global field services market is one that:

  • Requires a more centralized, accessible and robust FSM solution, and
  • That Salesforce, through its Field Service and related Lightning offerings, can be the one company to deliver it all.

As a result, Salesforce has seen an opportunity to introduce its Field Service Lightning as a “Best-in-class solution to deliver a complete service experience,” built on the following three primary components – all on “the world’s #1 customer service platform”:

  • Connecting the entire workforce – i.e., putting agents, dispatchers and mobile employees on one platform to deliver 360 degree support.
  • Intelligently scheduling and dispatching work – i.e., automating scheduling based on skills, availability and location to optimize on-site service.
  • Tracking and managing jobs in real time – i.e., updating work orders, change requests and job status anytime, anywhere.

[Watch for part 2, to be published on our Blogsite shortly.]