Written by Rabeea AqilSalesforce Architect
In Winter '22 release, Salesforce rolled the Outbound Messaging feature within the Lightning Flow that requires Outbound Messaging API utilization. An outbound message in Salesforce is an action that sends the information to an endpoint or external service in the form of an Extensible Markup Language (XML). It sends object field data to third-party applications to perform a specific task as per the requirement. This has played a vital role in integrating Salesforce with any other application. Outbound messages can now be sent using workflow, entitlement, or approval processes.
The main highlight of outbound messages is that no apex codes need to be written; they can be created by using a simple point & click method. Furthermore, when any message is sent to an endpoint, it gets the data in the fields that are being sent out in the form of XML.
Outbound messaging allows customers to stay engaged and informed in convenient ways – either on their mobile devices using a phone number or on messaging apps such as SMS messages, Facebook Messenger, and WhatsApp. There are two types of Outbound Messaging:
It is essential to differentiate messaging from a chat session. Messaging occurs over third-party channels like SMS, Facebook Messager, or WhatsApp. In contrast, chat is a window that pops up on a desktop or mobile web browser for customer service conversations. Messaging is an asynchronous channel, signifying that the communication doesn't have to happen simultaneously. Rather than waiting for an immediate response, a user can send a message and leave it, expecting to receive a response. Whereas in chat, it is synchronous, meaning that the communication happens simultaneously and is in sync.
There are many ways to set up outbound messaging, and the implementation of which depends on what the messaging services is intended to do and which apps it needs to use. However, there are a few prerequisites that need to be considered before proceeding:
Under the actions, Outbound Messages are now available in Flows. The entry criteria or record triggering event can feed into the flow, and an outbound message can be selected from the actions to work through the Outbound Messaging API.
Like other channels, messaging appears on the Service Console, so agents have a 360-degree view of each customer and their service interactions. In addition, the console is a virtual help desk that allows anybody part of the service team or organization to view a personalized view of each customer and their cases. Along with the agents being able to communicate across different channels with the customers simultaneously, messaging also includes the following benefits:
|Provide Anytime Help from Any App||Connect agents to customers at any time, across international markets, through mobile messaging apps. Use customers’ preferred messaging channels like SMS, Facebook Messenger, or WhatsApp|
|Proactively Keep Customers Informed||Send customers notifications and updates without them having to reach out to the agents for help or information. Avoid or deflect cases by sending outbound messages to customers based on CRM field changes on their records.|
|Messaging in One Place||Get instant access to all customer information to address customers within the console. Gents can start outbound conversations from customers’ lead, case, contact, personal account, or opportunity records|
|Automate Service with Simple Conversations||Add Einstein Bots to SMS text messaging and WhatsApp conversations to automate routine tasks and satisfy high customer demands. Off-load simple, common questions to chatbots so agents can resolve complex cases|
Royal Cyber understands the importance of leveraging Salesforce’s Outbound Messaging API and how it can help in accelerating an eCommerce business. So, contact us and learn how our Salesforce experts can help you implement and execute this messaging service to ensure increased customer satisfaction and lead conversions.