Software-as-a-service pioneer Salesforce.com introduced Service Cloud Jan. 15, an approach to customer service that leverages Google search, Facebook social networking and other services for its hosted software customers.

Service Cloud was created from the assets of the hosted CRM software provider's $31.5 million purchase of InStranet. Customer services agents in companies such as 3M, Comcast and Business Objects use InStranet to access online reference and policy databases to answer customers' questions.

Running on Salesforce.com's Force.com platform, Service Clouds combine the InStranet knowledge bases with Google search, Facebook connections and other services to help businesses get better insight into their customer service channels.

By integrating these platforms into the Service Cloud, and letting customer service experts communicate with customers via phone, e-mail and chat, Salesforce.com believes it can provide a more intelligent, efficient support system over the Internet to customers who need help.

Alex Dayon, senior vice president and general manager for customer service and support at Salesforce.com, said Service Cloud marks a departure from traditional customer service, where customer service experts sat by the phone, manning an 800-number to field complaints and support issues. 

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