Einstein? Can you map out the future of customer success? 

We’ve been hearing a lot about the transformational impact of CRM built on real-time data management and AI technology in all major industries. 

It’s timely. 

Almost all (97.2 percent) organizations plan to invest in big data and AI technology soon. They’ve seen the positive impact AI-based CRM offers their workforce as much as their customers. 

“Digital platforms that can not only centralize all communications across the various channels but also integrate into other aspects of the business such as the shipping or marketing departments can provide agents with easier and faster access to data and allow them to multitask with less stress,” says Eli Israelov, co-founder of Commbox, and a Forbes contributor. 

With AI-backed CRM, customer service strategies can seamlessly move from reactive strategies to proactive engagement, elevating customer satisfaction. With GPT and automated workflow, organizations can take personalization in customer engagement to unprecedented, headline-worthy levels. 

In this article, we’ll explain why using Salesforce Data Cloud with EinsteinGPT and Salesforce Flows for your CRM is helping organizations collect and analyze data to understand their customers better and how AI helps customers learn what service levels they can expect from you.

 

Data Cloud

The primary appeal of Salesforce Data Cloud can be summed up in two words: Real-time. 

By utilizing customer data collected within milliseconds, brands can respond to customers with immediate service, product upselling opportunities, discounts, promotions, and more. 

Second, it empowers meaningful collaboration among departments and teams to respond collectively to real-time data on sales, service, marketing, or commerce. 

“Before Data Cloud, Salesforce was built to deal with mostly transactional data, explained Sanjna Parulekar, a Salesforce Data Cloud expert. “The addition of Data Cloud complements our existing transactional database with the ability to take in massive volumes of data in real-time. Like all other Salesforce platform features, Data Cloud is built using Salesforce metadata, meaning data stored in Data Cloud is visible and available to be used by Customer 360.”

Adding GPT capabilities to the Data Cloud platform opens up new sales engagement opportunities. 

 

Einstein GPT

When Salesforce introduced Einstein, the first comprehensive AI technology designed for CRM, in 2016, it transformed the functionality of Salesforce 360. 

In March 2023, Salesforce announced the next generation of AI technology with Einstein GPT. Adding the GPT feature means customers can use natural-language prompts based on CRM data to deliver personalized and automated AI-generated content. 

Experts estimate that Salesforce Einstein generates around 200 billion predictions every day. 

What does this look like for customers? In a recent interview, Jayesh Govindarajan, Salesforce’s Senior Vice President of AI and Machine Learning at Salesforce, shared three significant advantages. 

Consider the nature of generative AI in the workplace. Your sales and service teams can compose emails and schedule meetings using auto-generation. Teams can also auto-generate personalized agent chat replies for improved customer satisfaction and engagement through personalized and expedited service interactions.

“The second is our technology,” says Govindarajan. “Salesforce can be a powerful multiplier of generative AI experiences because Einstein GPT blends public data with CRM data, and when several million of our customers are all using Einstein GPT, the model gets refined with each instance and becomes more accurate. It’s a cumulative effect and is really a huge differentiator for Salesforce.” 

Using a single platform, users can ask questions, make a request, and then take action. For example, 

Einstein? Can you show me the top sales contacts? (Yes. Yes, it can.) 

Einstein? Can you create a lead generation form? (Yep.) 

Einstein? What is the best reply for this customer service issue? (Insert applause here.) 

Finally, this system ensures data is secure. As the popularity of AI and GPT innovations grows, so does the market for AI-based system providers. Salesforce is a globally trusted name for building these customer-centric systems at scale and with security as the primary focus. “For us, this is a next evolution of our work in AI, and is the byproduct of everything we’ve built,” Govindarajan added.  

With Einstein GPT working with Data Cloud, companies can automate complex system processes with Salesforce Flow. 

 

Salesforce Flow

To get the most value from your CRM, sales, service, marketing, and e-commerce must share a single view of the customer. You must respond to activity as it happens to create meaningful customer engagement. Salesforce Flow automates complex workflows and triggers actions based on real-time changes, such as an abandoned online shopping cart or a customer repeatedly clicking on a product. A marketing automation system can trigger an immediate follow-up email with a personalized discount code to encourage them to complete their purchase. 

“Flow helps customers quickly automate complex business processes across any system, and today is delivering 1 trillion monthly automations and saving customers 109 billion hours every month,” said John Kucera, SVP of Automation, Salesforce. “By powering Flow with Einstein and GPT and Data Cloud, we’re not only enhancing usability but also ensuring our customers have access to the most advanced tools to achieve even more productivity, efficiency, and growth. This democratizes enterprise AI for everyone.” 

Today’s digital innovations are guiding the future of customer success. By implementing generative AI CRM technology and backing it with Salesforce Flow, your sales and marketing teams can create a fully automated conversational interface that simplifies workflow processes that connect with customers.