A quick glance at the best of Salesforce Winter ’17 release


Customer relationship management (CRM) is a lot like dating. Before you roll your eyes, let me explain. Suppose you are interested in someone, and you ask the person out on a date. What are the chances of a positive response? Now imagine if you could read his/her mind, know exactly what (if) they are looking for in a relationship. Wouldn’t it be much simpler?

Hits and misses are an integral part of CRM. There may be a considerable amount of data to work with, of course, but there’s also an element of guesswork. How can companies be absolutely certain about what every customer wants? Well, it’s time to let Artificial intelligence (AI) do the job. With Salesforce Einstein Winter ’17 release, it’s now possible for companies to predict customer needs, behaviors and interactions with much greater accuracy.

Einstein is not just another product in the Salesforce ecosystem; it is a layer being introduced to all the products as an assistant. Salesforce CRM developers have introduced AI assistance across sales, marketing, service and IT segments. Also, App Cloud users and developers can now bring predictive intelligence into new or existing apps.

Armed with over 300 new and improved features, Einstein uses customer data, activity data from Chatter, email, calendar and ecommerce information, social data streams and even IoT signals to help companies make smarter decisions. Salesforce customer relationship management (CRM) developers have integrated the power of artificial intelligence (AI) across its cloud products to facilitate smarter business decisions. Let’s take a look at how this works.


Getting perceptive

Sales Cloud Einstein drastically cuts down on the ‘what ifs’ from the CRM equation, thanks to the predictive lead scoring (see and engage with your highest value leads), opportunity insights (know whether a deal is trending up or down) and automated activity capture (get your email and calendar activity in sync with the right Salesforce record and deliver predictions).

Similarly, there’s little left to chance when it comes to assigning service cases to agents. Service Cloud Einstein recommends case classification that will automatically pre-populate key case fields and route them to the right agent predictively. It’ll push the most likely responses to service agents and predict close times related to issues as well.

The idea is to understand what the customer really wants and then offer them that. For instance, Salesforce offers product recommendations and business insights as part of the Commerce Cloud Einstein.

Making it to order

You don’t have to stick with standard templates; customize them as you please. You can also create and use custom Lightning components, moderation criteria and act on community reports directly from Community Management. These features are available only in Salesforce Classic, though.

With the Lightning Experience, you can use animated, interactive charts to illustrate data. Get ready to explore and visualize your data as you like by cloning lenses, creating open-ended date filters and viewing your Wave assets in lists with descriptions. In other words, you can now view and share your data, your way.

Offering support, faster

When it comes to support services, even small delays can be critical. Time is of essence. Keeping this in mind, Einstein’s redesigned service console lets the support team spot customer data faster, attach files to cases quicker and improve monitor times on service agreements.

Furthermore, Salesforce Einstein allows agents using web chat to raise a virtual flag to get help from supervisors; administrators can block sensitive data from chats in real time. Now, it’s also possible to suspend a data sync connection between Salesforce organizations while deploying changes.

Another news worth cheering about is that Service Cloud now has the power of computer-telephony integration (CTI) in Lightning. So, companies can connect with customers and resolve issues faster with Lightning Open CTI.

Marketing smarter

Marketing Cloud Einstein enables you to build a single view of your customer-leveraging data from any source. This way, a company can not only plan and deliver personalized content across channels and devices, but also evaluate the impact of each customer interaction. And all this happens in real time!

You can now make fairly accurate predictions about the everyday yet essential aspects like likelihood of a customer engaging with an email, for instance. Based on predicted customer behaviors and preferences, Einstein makes it possible for the company to have meaningful interactions with existing and prospective customers.

Analytics advantage

Data by itself is of little use, unless you know how to analyze it and use the information prudently. Analytics Cloud Einstein helps customers to access predictive wave apps, thereby finding and explaining insights from company data as well as uncovering future business patterns.

Irrespective of whether you are the CEO or the marketing manager, Wave Analytics ensures that everyone in the organization gets immediate access to powerful data insights through its intuitive point-and-click visual interface. Because CRM is, essentially, all about teamwork. The entire team needs to be on the same page in terms of business goals, insights and strategies.

All things considered, the most innovative thing about Salesforce Einstein is that it gets you all the relevant data across verticals in an intelligent and insightful format in no time. And knowledge, as they say, is power. But only when you know how to use it at the right time and in the right context. That hold true for CRM as much as it does for the dating world, right? Share your opinions on this.

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Author : Saranya Balachandran Date : 14 Dec 2016