Companies large and small are scrambling to keep up with the demands of an increasingly mobile world, and on Thursday Salesforce unveiled a new line of tools that’s designed to help.

Salesforce Service for Apps taps the CRM giant’s Service Cloud to let any organization to embed multichannel customer service—including live video chat with a customer-service agent—directly into the mobile apps they offer their customers.

Salesforce SOS is the first to arrive in the new line. Similar to the Amazon “Mayday” button, it provides live, personalized and interactive video support, on-screen guided assistance and screen-sharing with an agent.

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