In the past, customer service was mainly focused on face-to-face or phone-based conversations, but nowadays the ax has been significantly shifted. People seem to prefer social media, instant chats and computer-aided assistance more simply because it delivers an immediate experience and helps them resolve their problems right on the spot, regardless of their location. We are witnessing the traditional contact means (fax, letter, telephone, even email) being rapidly replaced by the social environments, with more and more customers preferring to turn to Twitter or Facebook in search for an answer. This in fact creates plenty of opportunities for businesses, but it also involves risks. For example, due to the high visibility of brands on these social networks, even the slightest mis-step can translate to brand damage and a decrease in profitability. However, in spite of its problematic nature, it might represent the best chance for businesses to get in touch with their audience. The faster a business acts in solving a customer’s problem, the higher its visibility is likely to become. Therefore, the challenge for businesses remains to approach their customers in a speedy manner. But besides this, the cultural aspect is also important. All customer queries need to be answered, otherwise they might quickly turn to the competition. In multichannel communications, it’s all about delivering a quality and consistent experience to all your customers. In this regard, Salesforce has come to the aid of organizations with Service Cloud. Thanks to it, everything in customer service changes, from social media, self-service communities and more. What it does is to deliver a multi-channel and fully operational contact center equipped with customer support, communities’ aid, Chatter and a whole amount of related features. One of the most popular companies which benefits from this service is Activision, which is best known to gamers for creating the Call of Duty series. Activision uses Service Cloud to deliver users a top-notch customer experience regardless of their location or the community they’re part of (i.e. online forums, social media, etc.). Burberry is also an active client of Salesforce Service Cloud, which empowers their Burberry World store. With its aid, the company has managed to provide an interactive, entertaining and very lively environment for customers interested in fashion. Thanks to the Social Contact Center which is part of the Service Cloud, customer service employees can work more efficiently and reach their audience in a matter of seconds through a unified console, regardless of the platform used by customers. The Social Customer Service provided by Salesforce is also not to be ignored. With its help, questions and comments that users address to the company on various social networks reach the agents’ bureau directly, where they can be monitored, prioritized and answered in the shortest time possible. Service Cloud also comes with a dedicated Communities area, which is able to create a bridge between traditional peer-to-peer and self-service. With Communities, clients can address their queries into one place and get them answered right there, by specially trained customer service agents. Service Cloud also delivers tools which can track milestones and metrics, providing an interface where one can easily track progress, create a visual workflow and automate the entire support process. Everything from call scripts to quotes and resolutions can be addressed by the virtual assistant, which can also assign incoming emails according to their priority. In addition, web chat, instant messaging, and file sharing deliver a more personalized and complex approach, while custom dashboards and reports will keep you up-to-date with the latest customer’ queries and complaints. All in all, Salesforce has revolutionized customer service as we know it, and with the aid of Service Cloud companies can truly enhance their online assessment possibilities.