Author Archive

The Changes In Customer Service Standards Due To COVID-19

Monday, August 24th, 2020

As a result of the COVID-19 pandemic, businesses across the world found themselves having to reiterate their operational models.

Customer service centres experienced a massive spike in call volume, especially across the travel industry after numerous trips were being cancelled. Other examples include financial service companies, such as lending institutions, having to shift their priorities, as many customers required additional support through these difficult times.  Countless businesses quickly embraced self-service channels, pushing customers towards chat, email or social media.

Luckily, Cloud technology helped employees deal with multiple enquiries, shift channels to free up capacity and adapt to this new situation quicker.  Based on what we’ve seen unfold so far, the question remains — how do we approach the future of customer service? Read on to find out.



Three Common Email Marketing Mistakes You Should Avoid 

Friday, July 17th, 2020

Email marketing is still one of the leading ways to connect with your leads and customers.

Or annoy them.


Today, marketers are bombarded with tactics and methods promoted as the ‘the next best thing’ – urging them to try it out. Furthermore, it’s a fantastic opportunity to live in a resourceful world where our message can effortlessly show up in the inbox of thousands of people at the same time. 

But, a lot of us forget that acquiring prospects’ email addresses and sending our marketing messages to them should be treated with respect, as it’s like an invitation to someone’s home.


There are many mistakes we can make with email marketing (and we all did them at some point), so here, we bring you the three big blunders you should avoid at all costs.

1) Ending up in the spam folder

It’s ok, we all end up in the spam folder sometimes, but there are things you can do to avoid that happening in the future.


Avoid heavy imagery and attachments

Making your emails visually appealing is advisable, but in most cases, using one to three images is enough. 

Some email client’s settings block images by default, and if you use too many images, your email may end up looking odd. To avoid this from happening, make sure your content does most of the explaining, while the images come as a complementary add-on.

Finally — don’t send attachments. The only occasion when you may use attachments is when customers have specifically requested them, or else you will risk appearing scammy.


Don’t ignore GDPR

If you acquire someone’s email address, your emails must be based on transparent and unambiguous communication.

To ensure you adhere to GDPR, consider: 

  • Disclosing where you got the recipient’s email address
  • Giving an option for the recipient to choose the type of messaging they would like to receive
  • Having the unsubscribe button easily accessible

When you exercise the best practice this way, you gain trust with your customers and minimise the risk of losing them.


2) Disregarding the timing and frequency element

Firstly, starting on the right note matters. “Welcome” and “Thank you for subscribing” messages are expected nowadays, and if you don’t include them, you may end up appearing as shady.


A good Welcome email includes:

  • Clear welcome or thank you message
  • Set expectations (Example: how frequently will your subscribers hear from you)
  • Recommended content choices (For further segmentation and personalisation purposes)


Another occasion when the time element plays a significant role is when companies send out too many emails during a short period — customers get annoyed. The same goes for sending emails at a low frequency — customers forget about you.

To help nail down the ideal email frequency you can: 

  • Give your subscribers the option to chose their email receiving frequency
  • Hold A/B tests to uncover the best frequency for your subscribers or a specific segment


3) Not providing quality content

To achieve and maintain quality content, start with your audience, more precisely — with segmentation. Quality segmentation is the prerequisite for personalisation, and personalisation is what drives marketing today.

To summarise — if your email looks more like it comes from a friend rather than a corporation, your subscribers are more likely to read it.


Achieve quality email messaging by:

  1. Personalising your message based on demographic, behavioural or historical data.
  2. Delivering value without trying to sell. Put your customer first.
  3. Using professional and respectful language throughout your email.
  4. Choosing relevant and eye-catching subject lines.
  5. Editing the sender filed. Please don’t leave it as Do-not-reply.
  6. Including a clear call-to-action.
  7. Provide a way for subscribers to reply or get in touch with you. 


Final thoughts

There are many more occasions when we see email marketing go wrong, such as broken links or irrelevant offers. The road to successful and healthy email marketing may take some training, but without it, you will be facing a lot of spam reports and unsubscriptions.

And if you are eager to step up your game – your best solution is embracing marketing automation technology. For more information on that, get in touch with the team here at Cloud Orca.

Dreamforce 2020 Will Become A Virtual Experience

Saturday, May 9th, 2020

Salesforce has announced that its trademark annual event, also known as Dreamforce, will be getting a new appearance in 2020—a virtual one.

The Dreamforce 2020 event is scheduled for November 9th to 12th. The same event last year attracted over 170,000 Salesforce enthusiasts.

Due to the current climate, the cloud giant will be redesigning all of its upcoming events in 2020, including; Dreamforce, Tableau Conference 2020, Tableau Conference Europe, TrailheaDX India and their World Tours. 

According to Salesforce update, every event will be reimagined in a new and virtual way.


Virtual is the new normal

Salesforce had already managed to carry out a virtual experience in March this year when the World Tour Sydney was delivered as a virtual event. As a result, the World Tour Sydney was viewed by over 80,000 people which was a significant increase, considering how the same event was an 11,000-person affair before.

The Dreamforce usually offers over 2700+ sessions over four days. The entire experience includes product panels, keynotes, prominent guests (last year Barack Obama was one of them) and even after-session gatherings and social events.

Reimagining such a huge event will be a new undertaking for almost every business, so it would be exciting to see how Salesforce carries the new Dreamforce through. 



In addition to announcing the news for Dreamforce 2020, Salesforce has also shared how they will be refunding all purchased passes. However, it might take a bit more time until Salesforce works out all of the details.

To follow regular updates on the event – check out Salesforce Dreamforce’s FAQ page.

How Quip strengthens collaboration while working remotely

Saturday, April 11th, 2020


Salesforce buys Vlocity for $1.33 billion

Monday, March 2nd, 2020

Salesforce continues to acquire prominent companies in the enterprise technology arena—this time, the chosen cloud solutions provider is—Vlocity. 

The takeover will happen over the next year, and the overall cost of acquiring Vlocity for Salesforce is set to $1.33 billion.

In the CRM market, Vlocity is already well-known for building industry-specific solutions including Communications, Media & Entertainment, Energy & Utilities, Insurance, Health and Government. (more…)