Service organizations have long played a pivotal role in customer experience. But technology like generative AI is about to take service operations to the next level. And as companies face stiff economic headwinds, new Salesforce research reveals how companies are using digitization and automation to drive efficiency, productivity, and cost savings.

In the face of economic uncertainty, teams are increasingly focused on metrics that signal efficiency. Case in point: The share of service organizations tracking case deflection — often achieved through self-service tools for customers or automated processes — jumped by 20% since 2020.

For the fifth edition of State of Service, we surveyed more than 8,000 service professionals across the globe to understand companies’ evolving strategies and the role played by technology. To give service professionals the insights they need to plan for the road ahead, we’ve compiled the top three customer service trends driving a strategic role in the customer experience.