The B2B Guide to Slack Customer Support Integration

More and more companies are turning Slack into a customer support tool. You might already use Slack for internal chats, and it’s likely that your customers do too: Over 100,000 companies reported working with Slack in 2022, and Slack’s only expanded its reach since then. 

This means there’s an opportunity for B2B support teams to help their customers in a familiar user interface. 

In this guide, we’ll cover how to set up a Slack customer support integration and get the most out of this tool.

Why Use Slack for Customer Support?

Slack channels don’t have to be limited to internal conversations. Here’s why many companies are now using Slack for customer service:

• Familiar platform. Instead of asking your customers to try a new software, Slack is a platform they’re likely no stranger to. This makes it more likely they’ll actually use Slack when they run into problems for a better long-term experience with your company.
• Higher customer satisfaction. Companies that use a Slack customer support integration report happier customers. Intuit QuickBooks, for example, saw customer satisfaction improve by 12% in six months.
• Seamless integration. Using a support platform that integrates Slack with your other channels means you can provide omnichannel support and more easily create a central knowledge base.
• Speed. Slack works in real time, which makes it possible to respond to problems faster. In the same case study, Intuit QuickBooks reported a 36% increase in case resolution speed.

Integrating Slack With Customer Support Tools

A well-implemented Slack customer support integration brings everything into one place. That way, your team can access all the information they need about each customer and query.

Slack has over 2,600 possible integrations available in their app store, so common platforms like Salesforce, Jira, and GitHub already exist in Slack. You can also add automations, such as AI assistants who can answer common questions or generate tickets from conversations in a channel.

For the best support experience, many support systems now offer native Slack integrations that turn threads into trackable tickets. For example, Pylon makes Slack a scalable support channel for B2B teams by integrating it with a ticketing system, knowledge base, and other customer support tools to track customer needs.

Setting Up Slack as a Customer Support Hub: 6 Steps

Here’s a six-step guide to get Slack ready for customer service case management.

1. Create Well-Organized Channels

Set up your channels and naming conventions consistently and purposefully. Each company will need a dedicated channel, and your team should have topic-based channels where they can collaborate and escalate issues.

2. Set Up User Access Roles

It’s OK to keep general support channels public, but make sure customer channels aren’t open for everyone. Only grant access to the right support team members to keep confidential information safe.

3. Add Integrations

The Slack app is a flexible customer communication tool that’s easy to integrate with other systems and apps. 

Many support platforms like Pylon offer a Slack integration so you can manage customer conversations as tickets, and connect them to other support tools you need:

• CRM software
• Project management tools
• Product usage data

Once you’ve integrated other programs with your Slack support system, determine where automated additions like chatbots and triage escalations fit. This way, you can build a truly robust and efficient support system in Slack before customers join. 

4. Invite Customers

When everything is set up, invite customers to join your Slack workspace via Slack Connect. Make sure your post-sales team is ready to welcome them and answer any onboarding questions they have.

5. Create a Knowledge Base

If you already have a knowledge base, add it to Slack for easy reference. If not, note what questions customers often ask and use them to build an FAQ or larger knowledge base so you can offload some work from your support team.

6. Measure and Refine

Even if you’ve planned and set up your Slack ticketing system carefully, there will still be something you can improve. Over the first few weeks, monitor how the system integration is working, measure response times and satisfaction rates, and adjust as necessary.

Building an Effective Support Process in Slack

Your team is the most important part of establishing a new process. Before you launch your Slack integrations, make sure everyone’s on the same page about how the integration will change their workflows. Make sure it’s clear who’s doing what and when: Pair team members with customers and specify who will respond to questions in account channels, including automated bots.

Decide what reasonable response times look like to you and set clear expectations with your team. Some customers expect instant responses to their support tickets on chat platforms, so keep expectations realistic (but fast).

For frequently asked questions, try using Slack bots to give your customers instant answers and free up your team for more complex tasks. Look for integrations that connect Slack with your knowledge base software or program a bot yourself.

Best Practices for Customer Support on Slack

Once you’ve integrated Slack into your workflow, here are some best practices to help your team make the most of it:

• Communicate clearly. Set expectations up front. Each customer should know how quickly you’ll respond, what your team’s working hours are, and how to escalate urgent issues outside of your hours. Display this information in a pinned document or channel description as a reminder. 
• Stay responsive. Because the Slack app enables real-time communication, customers will expect fast responses. Be ready to follow up promptly so the interaction feels like a real conversation, and keep track of each customer issue until it’s resolved. Slack ticketing integrations can automatically create tickets from Slack conversations to stay organized.
• Keep conversations open. Encourage customers to post in their dedicated channel instead of using DMs. That way, other team members can answer if their colleague is unavailable, and your team can refer to the conversation in the future.
• Make a plan. Create a customer success playbook to give your team step-by-step instructions for efficiently dealing with common problems.
• Get feedback. If you want to know whether your changes are making a difference, just ask. Set up an automated message at the end of each conversation to ask the customer a simple question, like “Was this helpful?” You can provide a link to a full customer survey for those who want to give more detail, but the automated question should be answerable in a single click for easy responding.

Collect Your Customer Support Across Channels With Pylon

Turning Slack into an integrated customer support hub helps you meet customers where they are. And with platforms like Pylon that help you track Slack conversations as support issues and collaborate with teammates to resolve them, you can turn Slack into a true scalable channel for customer support.

Pylon is the modern B2B support platform that offers true omnichannel support across Slack, Teams, email, chat, ticket forms, and more. Our AI Agents and Assistants automate busywork and reduce response times. Plus, with Account Intelligence that unifies scattered customer signals to calculate health scores and identify churn risk, we're built for customer success at scale.

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