For companies that rely on tools from the customer relationship management, or “CRM,” industry, utilizing the best customer service software to manage clients is not only beneficial, but – in today’s competitive environment – essential.

By implementing CRM software provider Salesforce.com’s (News - Alert) Service Cloud software, information is transferred to both sales agents and customers to ensure a more congenial experience for both parties.

What makes the Service Cloud preferable over other similar solutions? 

Kyle Christensen, director of product marketing at Salesforce.com, told TMCnet in a recent podcast that, in the current market, there’s a shift in how customers are looking for customer service. 

“It used to be that you could pick up a phone and call an 800 number, but now people are turning more to the Web more often for service, whether it be a Google (News - Alert) search or a company’s Web site or on a social network like Facebook or Twitter,” Christensen said, adding that some analysts are predicting that 50 percent of conversations are actually taking place online, in the cloud today.

“The challenge that many companies are having is that they’re using technology platforms that were designed and built entirely around the call center and the contact center,” Christensen said. “These are technologies that are 15, 20 years old and were invented before there was such a thing as a Google or Twitter.”

As a result of these dated technologies – and with the increase in more Web-based communications – companies utilizing these older systems are missing out on half of the conversations their customers are having.

According to Christensen, the Service Cloud and Service Cloud 2 applications allow companies to go beyond the traditional needs of a service and support system and embrace new technology channels companies are turning to.

“Whether you want to deliver service in conjunction with a partner, or set up your own service Web site or online community, share your knowledge with a Google search, or even join conversations in social channels like Facebook (News - Alert) or Twitter, we do all that stuff; it’s all part of a single, cloud computing application,” Christensen said.