Describe your issue, and Einstein picks the support channel
Salesforce offered every support channel, and most customers opened a case, often the slowest option.
I designed AI Contact Support, where Einstein matches the described issue against the customer’s history and recommends one channel.
CSAT doubled after launch, and case volume dropped.
The page asked customers to make a decision they had no information to make.
Contact Support listed every channel with no sign of which fit the issue, which the customer’s plan included, or which was fastest. Dashboards, support tickets, interviews, and a survey with 90+ responses all pointed to this.
Three limits shaped the flow: first, enterprise customers on different support plans; second, no upselling in the support flow; and third, Einstein as the routing engine.
Customers took the slowest route, and support took on cases it did not need.
Most customers opened a case, often the slowest option, even when chat would have solved the issue in minutes. The obvious fix, showing plan details, read as upselling in the middle of a support request.
I made the system responsible for choosing the channel.
Ask for a description before showing channels
The first thing a customer sees is a box to describe the problem. Channel options come after the system has matched the issue.
Instead of A cleaner, better-labeled grid of every support channel.
Trade-off Customers who already knew which channel they wanted take one extra step.
Recommend one channel
Einstein matches the description against the customer’s history, suggests topics to narrow it, then shows the one channel most likely to resolve it.
Instead of A ranked list of every channel with estimated wait times.
Trade-off Customers see fewer choices, and routing is only as good as the model’s match.
Help home, where customers start. From here, Contact Support recommends one channel instead of listing them all. Keep plan upgrades out of support
Routing only shows channels the customer’s plan includes, so asking for help never turns into a sales pitch.
Instead of Show premium channels with an upgrade prompt.
Trade-off The business gave up an upsell spot on one of its highest-traffic pages.
The case list. Customers still open cases when a case is the right channel, but fewer end up here by default.
When Einstein is unsure, it asks before it routes.
- DescribeThe customer types the issue in plain language.
- MatchEinstein compares it with the customer’s history.
- Low confidenceSuggests topics to narrow the problem.
- RecommendShows the one channel most likely to resolve it.
- No matchFalls back to opening a case with the description attached.
CSAT doubled, and fewer customers needed to open a case.
- 2×CSATAI Contact Support · measured
- FewerCases createdafter launch · measured
Salesforce kept investing in AI-assisted support after this launch.
I would measure routing accuracy from the first day.
CSAT showed customers were happier. Tracking how often the recommended channel solved the issue would have shown why.