Three years ago, Salesforce launched Lightning Experience, an entirely reinvented version of its CRM platform. The first solution migrated to the new platform was the Sales Cloud. Since then, Salesforce Lighting has greatly expanded to reach, and even surpass, the coverage of Salesforce Classic. Today, it manages the whole customer experience, from marketing to sales, and from purchase to support. The solution has now achieved a good level of maturity and the vendor pushes its customers to adopt it.

If your company is still wondering if it should migrate to Salesforce Lightning, here are a few things you must consider.

Salesforce Lightning is the Place to Be for Innovation

First, Lightning is the privileged platform if you want to benefit from the latest innovations from the software vendor. Lightning Experience continuously evolves to offer advanced features to the users. In fact, Salesforce’s roadmap puts Lightning at the center: most of the new features are now only available on this platform. For example, in the “Spring 19” release, Salesforce announced Sales Cloud Einstein, with extended Opportunity scoring features.

A Fully Customizable Interface to Enhance Productivity

Lightning Experience also provides a new user interface, innovative and flexible. For example, users get a fully customizable homepage, where they can put only the applications they need, track their objectives and analyze their performance. They can display an activity feed to stay informed of upcoming events, create customized list views, and set their own navigation bar. Salesforce has also enhanced the reporting, with a powerful dashboard builder and interactive diagrams. Moreover, the solution can be configured to comply with your corporate identity (logo, colors…)

This interface is also designed to be mobile first. Lightning provides a unified and seamless experience to the users, whatever device they use: smartphone, tablet or desktop computer. This means that once they are used to the new interface, they won’t be lost if they access the solution from another device. This accelerates the adoption by end users.

Last, but not least, since the “Winter 19” release, Salesforce Lightning provides extended support for Right-to-Left languages, such as Arabic, Hebrew and Urdu: a real plus for Israeli companies.

Artificial intelligence in action with Einstein

Einstein Artificial Intelligence technology is natively embedded into Lightning. It uses deep learning and predictive analytics for many use cases : to assess and score the leads, to recommend appropriate actions, to provide sentiment analysis or to predict customer engagement. Salesforce’s customers attest strong benefits using Einstein : + 30% more deals closed, email opening rate up to 71%, +10% conversion rate and so on.

Many Must-have Features for Your Sales Representatives

The platform includes elegant productivity tools that can be useful for sales representatives, such as Kanban view of opportunities, or the “Path” feature that allows companies to implement guided processes that can be followed step-by-step. With theses tools, commercial teams can easily navigate into the whole sales pipeline.

For B2B sellers, Lightning also includes a powerful CPQ process, result of SteelBrick acquisition.

Apps Development Made Easier

Lightning Platform supports various ways of developing new apps. It includes a component-based builder, that can be used by non-technical users to create simple Lightning apps through drag-and-drop.

For developers, Salesforce has recently announced Lightning Web Components, a programming model based on JavaScript, one standard Web language widely used.

New Ways of Interacting with the Customer

Lightning provides many features designed to help your teams interact with the customers. For example, commercial teams can use Lightning Voice, a click-to-call feature embedded into Sales Cloud, to dial a number or take incoming calls without even leaving Salesforce. If the caller is a prospect, the solution will automatically display the related information. Your sales representatives can also take notes directly into Salesforce during a call. For your company, this means more time saved and less information lost.

For their part, service teams can answer the customer requests in real time through snap-ins chats. This feature allows them to connect with the customers through customized video chat, wherever the interaction takes place : websites, mobile devices…

Your company doesn’t know where to begin? We can provide you guidance for your migration project and help you get the best value from Lightning Experience. Wait no longer: contact Enventiva to learn more.