Service Cloud in Salesforce


“Service Cloud” refers to the “service” (as in “customer service”) module in It also encompasses features such as the Public Knowledge Base, Web-to-case, Call Center, and the Self-Service Portal, as well as customer service automation (e.g. escalation rules, assignment rules). It is designed to allow you to support past, current, and future clients’ requests for assistance with a product, service, billing, etc.

Service Cloud in Salesforce allows users to automate service processes, streamline workflows and find key articles, topics, and experts to support the agent. The purpose is to foster one-to-one marketing relationships with every customer, across multiple channels, and on any device. Service cloud can “listen” and respond to customers across a variety of social platforms and automatically route cases to the appropriate agent.

Social customer service is integrated with the Salesforce Customer Success Platform, which allows the social team to gather a comprehensive picture of the customer to inform responses. Service Cloud built on a SaaS model.

Important objects in Service application

  • Case
  • Solution

Case Management in Salesforce


Cases are used to track support issues. If a customer purchases a product or service and calls in for support, this would get tracked using a case record. A case can be a customer’s question or feedback. An open case is unresolved while a closed case is resolved.

Support agents can review access to see how they can deliver better services. While sales representatives can use cases to see how they affect the sales process as responding to your cases keeps your customers happy and enhances your brand.


Important fields:



It is a required field which describes the status of a Case such as New, Working, Escalated, or Closed.


Case Origin:

It is also a required field and describes the origin of the case that can be Phone, Email, or Web.


Contact Name:

It stores the ID of the associated contact which describes that this case is related to this contact/customer.


Account Name:

It stores the ID of the associated Account to the case which describes that this case is related to this account/company. It is auto-populated when we select Contact but can be changed later also.


Parent Case:

It stores the ID of the parent case in Case Hierarchy.


Assign using Active Assignment rule:

It is only available when submitting cases manually. When checked it uses the active assignment rule to assign the case to a user/queue. Otherwise, the case is assigned to the user submitting the record.


Send notification email to contact:

This checkbox when checked sends a notification to the Contact/Customer stating that their case has been registered within our organization and will be resolved soon.


Web Email/Phone/Company/Name:

All these fields get filled automatically when a case is submitted through our Web-Form or Email. These fields are different from the Contact Email/Phone/Name and Account Name. Also, these fields are only visible on the records submitted through other channels like web or Email.


Case Number:

Assigned automatically when each case is inserted. It can’t be set directly, and it can’t be modified after the case is created. It is used to uniquely identify a record.


Related Lists:


Case Comments

Case comments let support agents add, edit and delete public and private comments on a case. All comments appear in this related list and can be private or publicly available to a case’s contact on the customer portal, self-service portal, or chatter answers. Comments can be made private or public depending on the sharing model.


Case History

This related list tracks the changes to the case. Anytime a user modified any of the standard or custom fields whose history is set to be tracked on the case, a new entry is added to the Case History related list. This list is not editable.


Case Teams

A case team is a team of users that work together on a case. For example, it may include support representatives, support manager, and a product manager.

Every member in the case team has a particular role assigned that determines access to the case, like Read Only or Read/Write, and also whether the user is visible to users in the customer portal or not.


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