Are You Running a Stone Age Contact Centre?
Designing an Omnichannel Experience with Salesforce Service Cloud in Australia
Too many companies are still stuck on legacy telephony systems. On the surface, they get by answering calls and resolving issues. But behind the scenes, they are holding themselves back from the transformation reshaping customer service.
In 2025, we at ProQuest continue to meet businesses that underestimate the power of their contact centres. Every missed opportunity in your contact centre isn’t just a lost call, it’s a lost customer. Treating your support team like a cost centre instead of a loyalty engine could be the most expensive mistake you're making in 2025.
While your team juggles 5 disconnected systems, your competitors are delivering seamless support from a single console.
In the time it takes your agents to switch tabs, your customers have already switched brands. 80% of customers say the experience a company provides is as important as its products or services. Customers want choice, personalisation, and seamless service across every channel.
From Legacy to Leading Edge: What a Future-Ready Contact Centre Looks Like in 2025
The state of the art in customer support today is omnichannel. This means not just adding more communication options, but integrating them so that customers enjoy a consistent, seamless journey. When a customer moves from chat to voice or from email to social, the conversation continues without missing a beat.
Omnichannel is also about efficiency. Modern platforms like Salesforce Service Cloud allow companies to find new points of leverage:
- Smarter routing that ensures the right agent handles the right query
- Automation that removes repetitive work and speeds up resolution
- Real-time visibility into customer sentiment, case trends, and agent performance
When you combine seamless experiences with operational efficiency, the contact centre stops being reactive and becomes a strategic driver of customer loyalty and business growth.
Key Components of a Modern Contact Centre
A future-ready contact centre needs to combine people, process, and technology. Some of the core elements include:
- Unified Agent Desktop: A single view of customer information, history, and case management
- Channel Flexibility: Support for voice, live chat, SMS, and messaging apps like WhatsApp
- Strong Knowledge Foundation: Structured, high quality information that equips agents, enables self service, and prepares content for AI. Too often, knowledge is trapped in PDFs or images; organising it properly is key to better outcomes.
- AI and Automation: Chatbots, self-service portals, and knowledge bases to reduce repetitive tasks
- Analytics and Reporting: Real-time dashboards to track KPIs like first contact resolution and CSAT
- Scalability: Ability to adapt quickly to seasonal peaks or evolving customer demands
Customer Service Powered by Salesforce Service Cloud
Salesforce Service Cloud has been named a Leader in the Gartner Magic Quadrant for CRM Customer Engagement Centre for 14 consecutive years, more than any other platform. It provides a complete toolkit to enable omnichannel customer engagement, ensuring that no matter how people choose to engage, all interactions connect to Service Cloud and are routed to the right people at the right time.
- Omnichannel Routing: Automatically directs cases based on agent skill, availability, and priority. Workload can be balanced across the team using configurable rules, removing reliance on manual assignment by contact centre managers. Customers wait less, agents handle the right tasks, and managers are free to focus on improvement rather than queue-shuffling.
- Voice (Service Cloud Voice): Integrated telephony inside Salesforce, enabling agents to handle calls with AI-powered support and access to full customer context.
- Digital Engagement: Extends Service Cloud to chat, SMS, WhatsApp, and social media, ensuring a consistent single experience across all digital channels.
- Einstein AI and Agentforce: Powers intelligent routing, sentiment analysis, next-best actions, and case classification. Importantly, Agentforce does not just help customers, it actively supports agents by surfacing data, reasoning through tasks, and suggesting the best course of action.
- Experience Cloud: Provides branded self-service portals where customers can access knowledge articles, community forums, and personalised content. This empowers customers to resolve issues on their own terms while reducing demand on agents.
Better for Customers. Better for Agents.
Omnichannel isn’t just about choice, it’s about impact.
- Customers get faster resolutions and a consistent experience across all channels
- Agents work smarter with fewer screens, helpful AI, and less stress
The result? Higher satisfaction, happier teams, and a more efficient contact centre.
Case Study: Kogan's Transformation
Kogan, one of Australia’s leading online retailers, faced high volumes of customer queries and systems that could not scale. With ProQuest, they migrated from Zendesk to Salesforce Service Cloud, embracing a true omnichannel strategy that unified voice, chat, social, and self-service. The result was streamlined operations, empowered agents, and faster, smarter customer service.
Ready to Upgrade Your Contact Centre?
ProQuest helps Australian businesses modernise customer service with Salesforce Service Cloud.
