Salesforce Acquires HeyWire Mobile Messaging Application

Salesforce plans to integrate HeyWire’s technology into its Services Cloud, opening up a new way of communication between companies and their customers. SQDM shares an article published on the TechTarget portal, detailing how Salesforce expands the reach of its communications to any instance or channel that the customer wants to use.

Focusing on service and customer communication, Salesforce has made its eighth acquisition this year, purchasing Boston-based HeyWire Inc. for an undisclosed amount. Heywire produces a mobile messaging application built on the Salesforce platform, which enables companies to interact with their customers and will be integrated with the Salesforce Service Cloud.

“The channels that sales agents are using, and the way customers want to interact with companies, have changed substantially,” says Michael Fauscette of G2 Crowd Inc. “When companies built a customer service suite, they used a call center, but as people we don’t talk much on the phone anymore. Salesforce wanted to add a different way for companies to interact with their customers.

Today, companies are taking on other ways to interact with their customers, changing call centers and formats sent by physical mail, to electronic formats, social networks and SMS messaging.

“The idea of the service cloud is to provide the tools and software needed to provide great customer service and to engage the customer,” says Raj Suchak of Huron Consulting Group. “When you consider that, you think about where the world is going digitally – social networking and mobility are the two most important trends.

The integration of HeyWire’s mobile messaging application with Salesforce is most likely what led to the acquisition of that company specifically and not the purchase of a different SMS messaging company, such as Twilio.

Meredith Flynn-Ripley, CEO and co-founder of HeyWire recently wrote that HeyWire will bring its technology to the cloud of services, with “fully integrated mobile messaging capabilities that allow companies to connect with their customers in entirely new ways.

Maybe Salesforce can use this technology in new ways-at some point during sales or with some kind of interactive marketing. That would be nothing new for Salesforce, which has frequently bought companies and incorporated the acquired technologies – most recently with the CPQ software company called Steelbrick. By purchasing HeyWire, Salesforce can package this technology into its existing portfolio, rather than making it a third-party application.

“Salesforce knows it must communicate with its end customers on their terms-where and when they want to communicate,” says Karl Becker of The Carruthers Group. “By innovating and expanding more and more, Salesforce expands the reach of its communications to whatever instance or channel the customer wants to use. The vision and commitment of this comprehensive tool, which continues to expand, makes Salesforce more valuable as a unique solution in an aggressively competitive environment.

Read the full article, here.

For years, SQDM -Software Quality Driven Management- has advised a number of companies with professional consulting services on CRM strategies. SQDM is an official business partner of Salesforce and a leading consultant in the design and implementation of Steelbrick solutions.

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