Maximizing Your CRM Investment using Custom Fields
Your CRM is a powerful tool—but only if you’re using it to its full potential. In this session, we’ll challenge the status quo, showing how custom fields in SupportLogic can supercharge your CRM’s capabilities. You’ll see how personalized data inputs can deliver more precise insights, maximizing the return on your CRM investment and driving better business outcomes.
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Okay, folks, we're ready for our next session.
Please welcome Nepal to this stage.
He's going to talk all about custom fields.
It's going to be an amazing session.
Here's your microphone.
Thank you.
I hope everyone can hear me today.
Hi, everyone.
Nepal is setable here.
It's a solutions architect here at Support Logic.
Today, I'm talking about custom fields and how this can really enhance your
support logic
experience.
So, yep, this is just a picture of me.
I'm going to introduce a solutions architect here.
I'm happy to show you some new stuff.
Today's agenda, we're just going to talk about why custom fields are important,
where
you guys collect these custom fields, what type of custom fields are out there.
We'll also talk about how we can utilize those custom fields inside Support
Logic and also
combine complicated and complex types of fields.
At the very end, we'll kind of show you what these custom fields can really do
for you
inside the Support Logic experience.
Okay.
So what is a custom field?
Everyone today has been collecting custom fields since the start of the CRM
industry.
Really collect custom fields to really help organize the case data that comes
in, or really
any data that comes in.
You capture the region, the case status.
These are just custom fields that you would help understand your support
organization.
But there are other types of custom fields that really help you make dynamic
and impactful
decisions that you can get from your CRM systems, not just your CRM systems,
but other systems
that might have fields that can be incorporated and help drive business
decisions.
So today, we're going to be digging deeper into each of these different
scenarios of
how you can utilize standard custom fields, regular custom fields, and complex
custom fields.
So what we do today, Support Logic is the reiteration.
We take all of your communications and we extract sentiments from it.
I'm sorry about that.
And on the right side are all the signals that we extract.
We roll them up and provide context, like the two scores that we show you.
Sentiments score and the intention score, we can also roll that up into the
Support Health
Score.
Now what's important about these custom fields is that we incorporate these
into our Support
Health Score.
It's important to incorporate all these other additional fields that might be
related to
the case or even the account, right?
Because that could be very useful information to provide and drive decision-
based actions.
And from there, we can also customize ontologies.
So with the custom field, we can create a dictionary that looks for new fields
within
your ticketing data inside Support Logic, right?
And these things could be new categories, new topics.
We can even incorporate competitors into these.
So if you define your competitors, we can use the Power Support Logic to
uncover competitors
in the conversations of your customers.
And everything else kind of rolls into predictions and agent recommendations
that can be utilized
by the structure of custom fields, right?
You can set specific cues and recommend agents based off of those custom fields
Perhaps you want cases to only be assigned in certain categories or certain
regions
or maybe certain support level types.
We can define those cues inside Support Logic and use agent recommendation to
get it to
the right agent.
So why does custom fields so important?
NLP.
NLP has been around for quite a while.
And we've been kind of in that same step.
We've started using NLP and applying our technologies back in 2017, 2018.
And we've just been reiterating on the models and understanding that as it
evolves, we need
to evolve as well.
And so by combining the new type of NLP with custom fields, we can really
provide structure
to unstructured data that we've been extracting using Support Logic.
It's just the second portion of this.
Next one.
So where can you use or how are our customers using custom fields?
The first part is really just utilizing alerts, right?
These are ways that we can send our signals that we've extracted from your
customer's
case data externally to either your third party API application or maybe MS
teams or Slack
or MS teams and even email.
By combining the custom fields that we've captured from your Salesforce
implementation
or CRM implementation, we can create prescriptive alerts, right?
Now I only want to be alerted on if this particular case fits this particular
region or maybe
the account is a top performing account, right?
You can be very prescriptive in how we want to set up alerts to be received
from Support
Logic.
And by including these custom fields, not necessarily just from the case object
, but
we can also incorporate ones from the account object, right?
So now you can create alerts when a specific account has a certain custom field
criteria,
right?
Maybe their support level for that particular account doesn't meet the alert
criteria that
I am interested in, right?
I only want to be alerted on accounts that maybe have the premium support level
tier
or maybe they hit a certain ARR number that I've captured in my custom fields.
I want to bring that in and I want to apply it to my alerts here.
And so I can get alerted on these types of accounts specifically when we're
seeing issues
with them.
Another way is just building reports.
So being able to bring in those custom fields, we have a trend.
Trends in analytics page that can look at these different data points and
analytics
points at two different custom fields level, right?
On the left-hand side, first we're looking at the different origins and we give
you trend
lines for each of those data value sets for each of those custom fields.
And below that, we have a second custom field that you can actually look at the
patterns
and trends, patterns and outliers for that specific and selected field.
So that second thing that we're looking at is case severity.
And right now I'm looking at all of the cases but I can really drill down into
specific
type of severity.
And I can even change it, right?
If I only want to focus on email or maybe the portal type cases and then maybe
normal
severity type, I can really drill deep into my reporting using these custom
fields.
And similarly on the right side, we can again take advantage of the custom
fields that
we brought in.
It looks like it's the same picture.
Case severity as also looking at different patterns and outliers.
So what are the types of custom fields that are available out there?
If all we mentioned really one, which is the case, but we also have the ability
to incorporate
others.
But specifically the case one, this is stuff that maybe you've already been
capturing
with your CRM implementation today.
You either have the customer fill out what they need to get the cases created
and passed
through your organization.
And maybe you have your agents also filling out other metadata that can help
provide context
in the form of custom fields.
And what that can do is you can help create all these other charts that are
available
inside SupportLogic on the Text Analytics page.
And all these charts are dynamic.
And as you add these custom fields or build these charts based off of these
custom fields,
they're all very much interactable.
And I'll show you that in the demo later today.
The second one and also just as important are account custom fields.
And a lot of customers are starting to bring this in to be able to build these
newer reports
around accounts.
And we did discuss a lot today showing that our next available things on the
roadmaps
are going to be account centric type signals.
And so this is something that's very useful to bring in when you're using
SupportLogic.
Account type custom fields could live inside the account object.
These things could talk about not only the support level, but also ARR if they
meet a
certain criteria.
You have customers who bring in account level to help fill in the contributing
factors for
the account health score, like engineering issues and things like that.
So what is this handling complex and expanding with data sources?
So this is one thing that SupportLogic does very well.
Right now we are ingesting to your CRM system.
We're looking at your case object and account object.
We can even look at your user and contacts and bring in those custom fields
from those
other places.
So for example if you had a manager tied to an agent, we can bring in the
manager custom
field for that agent.
And we can highlight that if you need to contact the manager, that is the
manager for the case
owner or the agent that's assigned to the case.
And we have other things like maybe you have an engineering system that's tied
to your organization.
And there are statuses and custom fields that you want to incorporate towards
cases that
are tied to those engineering issues.
We will be able to incorporate those.
And so that's what this chart is going to show you.
Right now we are connecting to your CRM system, but say you do have an
engineering system,
sort of like JIRA or ClickUp or something like that.
We can also ingest custom fields from those objects as well and make relations
to the
cases that you're opening up inside SupportLogic.
So what you get at the very end is you'll get not only the case custom fields,
you'll
get the account custom fields, and you'll also get any engineering statuses
that may
be tied to a case linked to an engineering issue.
So a lot of customers will get a lot more information.
Is this case tied to an engineering?
Is it waiting on engineering?
If so, what are the statuses of it waiting on engineering?
We can bring that inside SupportLogic today.
And so we can tie those things and bring additional custom fields from other
data sources into
SupportLogic.
And we can combine those here inside SupportLogic by either combining the
fields.
We can even do some logic, sort of like calculated fields inside Salesforce.
Or more we can just bring in the field and show it to you here inside Support
Logic.
One other thing that we can do since we are a UI layer that sits on top of your
CRM system,
we can actually change the data types and values or what we call labels inside
SupportLogic.
And what this does is a lot of our customers who would want to merge statuses
together,
for example, they don't want to see waiting or bug or in progress, we can
combine these
fields so that it only shows one thing on the SupportLogic side.
There's going to be no confusion.
A lot of things this helps for the customer, or what this helps for the
customer, is maybe
they've gone through a migration a couple years ago, right?
And they have these old status fields that they don't use today, but they still
or may
have reverted to something new.
We can go into SupportLogic and change those status fields so that it matches
what you're
using today, right?
And that way you have a whole history of all of your cases analyzed by Support
Logic and
it's all pretty much standard across the board.
Okay?
Again, we are CRM agnostic, so we have customers who've gone from CRM to CRM
utilizing SupportLogic,
and we're just changing the field names without having them going into
migrating and doing
a whole complete upload of changing all their statuses to what they're using
today.
So we can save a lot of time for customers doing it that way.
What we also do is being able to highlight and show custom fields that are
relevant to
the profile, to the user that's being logged inside SupportLogic, right?
So we have an agent profile that may come in and only want to see certain
custom fields
that may apply to them, right?
They don't care about other things.
They only want to see the region, the portal, the origin, whatever they may
need to complete
the task at hand.
But maybe a CSM will log in.
They don't need to know all these things.
They want to see account type custom fields.
We can create a profile that will only show details that's pertinent to them,
right?
Same thing for leadership, same thing for anything else that want to see
reporting from
SupportLogic, we can hide the things that they don't want to see.
So some practical applications of the custom fields.
This is just me I'm going to go through and show you where you can utilize
custom fields
inside SupportLogic.
Basically being able to structure your cases so that you can help prioritize
cases in your
backlog using custom fields.
I showed you a little bit about the alerting, how you can actually create
specific and prescribe
alerts with specific case criteria or account criteria.
I'll show you a little bit about creating charts using these custom fields.
These are dynamic charts and interactive charts.
You can click on anything as we create these charts and show them to you.
And the last thing is the keywords and ontology.
So this is more of a customized ontology that looks at the conversation piece
of your customers.
And from there we'll use a customized ontology to uncover specific keywords
that's unique
to your domain.
So as part of this, I will go to the demo.
Looks like I should have done this before.
All right, so the very first thing that we're going to show you is the backlog
page.
And this backlog page is really here to help agents or support managers
prioritize their
cases by SupportLogic metric.
And we really combine our scores or any of the SupportLogic metrics that you
see here
with your custom fields to help organize your list of cases that you want to
prioritize.
And so what we've done is we've created or we will create these cases for you
or you
can create and edit this on your own.
But essentially bring in any list and support it and sort it by a SupportLogic
metric.
So the first one that we're seeing here is showing me all of my cases with the
lowest
sentiment score.
And with the custom fields, I can then go ahead and be more directive on how I
want to
look at these cases.
Maybe I want to focus on only enterprise premier support because those are the
people
that are paying, right?
I can apply.
And all of this will change in real time to update only cases that meet that
specific
custom field.
Everything else will go back.
Everything else should load automatically.
And when it does, you will have a prioritized list of cases.
Of course, this thing doesn't seem to work.
And we want it to.
I have the same delay.
Oh, man.
I believe in on the hotel internet.
Yeah.
The internet's not working for you in this room?
Okay.
That might be a little hard to do a demo.
But we will try and go through it.
Okay.
So you saw the backlog page.
That's cool.
We can go back and show you the trends in analytics.
So we can do this, but I can't really click on anything to show you the
interactiveness.
But essentially, with the custom fields, we have a text analytics page that
will combine
our sentiment analysis, so everything that we've detected in the unstructured
portion
of your case data and marrying it with the custom fields that you see here.
And so we have a timeline of all of our cases year to date.
It's not really that many cases.
But below are all of the charts, all the cases charted in a dynamic fashion
tied to their
custom fields.
And as I mentioned, everything is interactive.
Let's see if it's going to open up.
But you can click on it and you can drill deep into the exact case that you
have there
for you.
All of these are interactive reports.
You could download these as a chart or you can download them as specific pieces
of data
as a CSV file for you to use in your reporting.
I wish you'd download the whole scrolling page.
Oh, it doesn't?
We'll look into that one as well.
And the last, not least, is alerts.
We have the alerts here to be able to show you that we have all of the criteria
, all
the sentiments that are available that support logic will capture from the un
structured portions
of your data.
And then we can create criteria as specific custom fields to fire these alerts
when the
criteria has met.
As I mentioned before, I only maybe only want to look at enterprise support
cases or premium
account support cases.
I only want to be alerted on those because those are my paying customers.
Or maybe I only want to focus on premium severity or high severity type cases
because
those are the ones that are going to cause a lot of noise if we leave them be.
Here it is.
We can add these as custom fields, including those JIRA statuses.
Those could be incorporated here as well and be used as alerts for support
logic.
One final thing I did want to show you here is the ontology.
And that's this piece here on the left-hand side.
This one is a customized dictionary that we work with you during the onboarding
process.
And what we do is we define keywords and domains that are unique to your space.
So if you have products and your customers may refer to those products using
abbreviations
or maybe their own special way of calling their own product, we can define
those here
inside the customized ontology so that when you're searching for that product,
it will
look for that variation of definitions used by your customers or your agents as
well.
Okay.
You have a question?
So do your ML models pick up common phrases that are used often by the support
cases on
custom issues?
We have a set of standard keywords like tech terms that we will uncover.
We also have a way to look at the different patterns that come up.
So if there is enough of like a pattern for a keyword or saying that's going to
show up
inside the ontology as well.
Yeah.
But mainly for us to define specific keywords for you so that we can help
uncover that
inside the instruction data.
Yeah.
So in your initial slide, you had one section called product issues.
Yes.
Those phrases were that coming from here that was from ontology?
That.
Or was that somewhere?
Product issues will come from product feedback and a little bit from the ont
ology as well.
Yeah.
As we define product and the definitions for the product, we can do that.
But what we do have also is specific signals, I don't probably, it's probably
not going
to work, but specific signals around the product itself.
For example, if there's a feature request or there's an issue around
documentation for
a product, we will uncover those as signals going forward.
Okay.
All right.
I think that's pretty much all I have.
Let me see if I go back to Scott here.
Well, I guess I was early for the Q and A, but continue with any other
questions here.
Yeah.
Yes.
So some of our folks are mapped to like people, like account managers or
support engineers.
Yeah.
Do you have a vision supporting a mapping of custom fields to make people or
supporting
the technical?
Yeah.
Absolutely.
Today we have some customers that are incorporating technical account managers
to accounts so that
when they pull it up inside support logic, they'll be able to see who's the
account manager
of this particular account so that if I need to reach out, I can immediately
reach out without
having to bother somebody or anything like that.
But absolutely right.
It's not limited to just technical accounts.
If you have custom fields on the user object as well, like managers for that
agent, we
can incorporate that into support logic also.
Yes?
As far as I know, there is no limitation on the number of custom fields.
It does get kind of crazy when you hit like the 200 level.
Yeah, absolutely.
Yeah, absolutely.
Yeah, if you have more than like 50 custom fields, I think that's kind of a lot
Yeah.
Absolutely.
All right.
Thank you very much.
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