A Software Company Enhances Customer Support and Improves Marketing Efficiency with Einstein for Service and Marketing Cloud Account Engagement

The Challenges

Our client, a leading tech company that provides businesses with enterprise resource planning software, was looking to improve both its customer service operations and marketing effectiveness by working with Kelley Austin.

On the customer support side, the company had a robust knowledge base and structured workflows in Service Cloud but struggled with optimizing response times and service rep productivity. Key challenges included:

Time-Consuming Ticket Resolution: Service reps had to sift through lengthy email threads to understand past customer interactions, slowing down response times.

Inefficient Knowledge Retrieval: Service reps were presented with multiple articles rather than direct solutions, increasing time spent troubleshooting.

Manual Effort in Customer Support: Service reps had to manually summarize interactions and identify resolution steps, leading to inconsistencies and errors in responses.

On the marketing side, their existing Marketo environment was cluttered with outdated assets and automations that no longer supported the needs of the marketing team. This limited their ability to effectively manage their marketing funnel, attribute marketing efforts, and deliver personalized customer experiences. Specific challenges included:

Outdated Marketing Funnel & Lead Lifecycle: Processes weren’t aligned with business goals, limiting efficiency and insights.

Inadequate Attribution Models: Difficulty tracking the true impact of campaigns across touchpoints.

Suboptimal Prospect Experience: Legacy assets and lack of centralized preferences led to a disjointed customer journey.

The Solution

To address the challenges in both customer support and marketing, Kelley Austin delivered a comprehensive, two-pronged solution that combined AI-powered service enhancements with a modernized marketing platform. 

Einstein for Service

To improve service operations, our team enabled Einstein for Service within the company’s existing Service Cloud instance. This AI-powered solution streamlined customer service processes and improved service rep efficiency through two key capabilities:

Ticket Summarization: Einstein automatically generates concise summaries of past customer interactions, allowing service reps to quickly understand issue history without reading through entire email threads. 

AI-Powered Answers: Instead of displaying multiple knowledge articles, Einstein analyzes the knowledge base and extracts the most relevant information to provide direct, actionable responses. This ensures that service reps can quickly access precise solutions without manually sifting through multiple sources.

Marketing Cloud Account Engagement 

We implemented Marketing Cloud Account Engagement (MCAE) to replace the company’s outdated Marketo system and build a scalable, data-driven marketing foundation. Highlights of the solution included:

Enhanced Marketing Funnel & Lead Lifecycle: Redesigned data model, automations, and segmentation for improved attribution and flow.

Preference Center: Enhanced the existing Marketing Cloud Engagement Cloud Page to serve as a centralized preference center for both Marketing Cloud Engagement and MCAE Audiences.

Campaign Attribution Models: Configured multi-touch attribution models (first, last, and multi-touch) for accurate campaign impact reporting.

Asset & Automation Migration: Rebuilt essential forms, landing pages, email templates, and automations aligned with current business goals.

Integrations: Connected 6Sense, Zoom, and ZoomInfo to enrich data and enhance campaign execution.

Customer Impact

The combined impact of Einstein for Service and MCAE was transformative for our client, delivering measurable improvements across both customer support and marketing operations. 

"I wanted to reach out and express my gratitude for the tremendous thought and hard work you put into the MCAE launch. I really appreciate everything you did for us and I'm so excited for us to fully move over. This was easily the most collaborative implementation I've ever been on, and it made the experience so much more enjoyable. I hope we get to work together again!"

— Director, Marketing Operations

By leveraging AI-driven tools and a modern marketing platform, the company achieved greater efficiency, accuracy, and insight — empowering teams to deliver exceptional experiences at every stage of the customer journey.

Faster Response Times: With AI-driven ticket summarization, agents can quickly assess past interactions and resolve issues more efficiently.

Enhanced Accuracy in Support Responses: AI-powered answers ensure that agents provide the most relevant and precise solutions, reducing troubleshooting time.

Streamlined Agent Workflows: By automating information retrieval and summarization, the company’s support team can focus on delivering high-quality service rather than searching for answers.

Optimized Funnel & Attribution: Enhanced visibility into campaign performance and lead progression.

Personalized Prospect Experiences: Centralized preferences and tailored touchpoints improved engagement.

Modernized Marketing Solutions: Outdated assets and automations were replaced with a scalable, integrated solution.

Stronger Insights: Multi-touch attribution and advanced reporting provided actionable data to drive decisions.

With these enhancements in place, our client is now equipped with the technology and processes to scale confidently, respond to customer needs faster, and make data-driven decisions that drive growth. 

By modernizing their service and marketing capabilities, they’ve laid a strong foundation for continued innovation and customer success.