As your business scales, your dependency on hard-coded assignment rules can have a crippling effect. Introducing a dynamic distribution model for Lead & Case assignment can be the catalyst for change that your business needs.
Salesforce assignment rules are fine for basic lead and case assignment scenarios, where round-robin distribution and/or simple territory assignment are the order of the day. But at the Enterprise level, or with a business which is scaling quickly, they sometimes don’t cut the mustard. If yours is a complex sales or service environment, with dozens or even hundreds of live agents processing requests, then a more dynamic distribution model is required.
Salesforce assignment rules allow Leads or Cases to be automatically assigned to specific users or queues. This is commonly done to create Lead or Case queues which are organised by territory (for example East Coast versus West Coast, or North vs South). The problem with static, hard-coded assignment rules is two-fold.
Hard-coded Assignment Rules
Firstly, because native Salesforce assignment rules are static, as your business grows and the number of agents increases, so too will your requirement for additional assignment rules increase. Individual rules need to be created for each user or queue, and this may result in having to create and manage a huge number of assignment rules manually. It’s not uncommon for larger organisations to need to manage hundreds or even thousands of assignment rules as the business scales. In fact, here at Ortoo, we have engaged with customers who have tens of thousands of hard-coded assignment rules in place! Keeping on top of so many hard-coded assignment rules at the Enterprise level, or in a business which is scaling fast, is labour-intensive, counter-productive, inefficient and expensive. As your business grows, you need to drive economies of scale, and large numbers of hard-coded assignment rules simply do not align to that.
Round Robin and/or Load-Balanced Distribution
Secondly, hard-coded assignment rules often lack intelligence. Tickets are often distributed on a round-robin basis, or according to agent load or availability, or a combination thereof, so it’s often the luck of the draw who gets to process each ticket, with no account being made of the skill-set of each agent and the nature of the lead or case in question. That cannot be efficient. You run the risk of your less experienced agents being tied up on complex leads or cases which are sometimes beyond their capabilities, whilst your more experienced agents may be working on simple requests that do not make the most of their skills and experience. Sure, you can set up different queues for different levels of experience, but that requires more and more hard-coded assignment rules to ensure that “tickets” are being routed to the right queues. And this modus operandi still doesn’t tap into the specific skills of the agents themselves.
What is required, is a dynamic distribution model which takes into account the skills and capabilities of each individual agent, as well as their load and availability status at any given time.
Dynamic Assignment Rules
In terms of maximizing workforce productivity, the holy grail for Helpdesk managers around the world is dynamic ticket assignment. Routing the right ticket to the most appropriate agent, each and every time, not only maximizes the productivity or your agents, but also optimizes conversion rates, minimizes waiting times (or time to first contact) and gives you every chance of increasing your overall profitability and customer satisfaction rating.
Introducing Q-assign: The Dynamic, Automated Assignment Solution
Q-assign is a 100% native Salesforce app which automates the process of distributing Leads and Cases (in fact, any SFDC object) through the implementation of dynamic assignment rules. With Q-assign, Leads, Cases or tickets are matched to reps, agents or queues as soon as they are created. From the outset every agent is scored or tagged in SFDC according to their skills and capabilities: experience, product knowledge, certifications, language, territory, time zone, workload, availability – in fact, any criteria you care to specify.
Matching Tickets to the Best Agents
Once that is done, every incoming ticket is analysed for its characteristics: product category, product type, language, territory, time zone, complexity etc – and once that is done the ticket can be “matched” to the agent who is best qualified to deal with that specific lead or case.
These dynamic assignment rules are always evaluated before any standard assignment rules, so where multiple agents are eligible to be matched to a particular lead or case, then more traditional assignment rules (e.g. round-robin, load-balanced or points-based assignment) can kick in to decide who, ultimately, is assigned the ticket.
By matching Leads, Cases or tickets to the very best available agent, a large or fast-growing organisation can ensure that all help desks, be they internal or external, can operate with maximum efficiency and, perhaps more importantly, maximum effectiveness. Leads and Opportunities can be converted more quickly. Queue times can be reduced. Cases can be closed with minimal churn. CSAT ratings can go through the roof.
Economies of Scale for Expanding Businesses
As your business expands, it will be critical that you have scalable processes to underpin that expansion. You’ll want to employ additional sales reps to help fuel your growth, and you’ll need to employ more agents to manage your increasingly demanding customers. So it’s important that you are able to do just that without having to employ a whole host of Salesforce developers and a tier of middle managers just to keep on top of your static distribution model. You need your management team focused on your long-term strategy and, with an intelligent and dynamic lead and case assignment model, you’ll be able to achieve just that.