Most people on popular microblogging site Twitter (which just turned three) have probably seen customer service-type queries from other users — questions about how to make a product work, or complaints that it’s broken. That’s one of the reasons companies like Google have created their own Twitter accounts, and its why Salesforce.com is adding Twitter integration to its customer service product, which it calls the Service Cloud.
The core insight behind the Service Cloud is the fact that customer service has become decentralised and spread throughout the web. If customers need answers, they’re no longer calling into the company for help. They may not even be logging into the company’s customer service website. Instead, they’re looking on Google, on their social networks, and on other websites. The Service Cloud allows companies to use their Salesforce customer relationship management (CRM) accounts to find customer service queries across the web, to track them, and to capture those questions and answers for use elsewhere.