A
rtificial Intelligence in Today’s World
Artificial Intelligence is present all around us, on our daily basis, making it simpler and easier to live. Don’t believe it? Just watch! When Siri advises you to try that restaurant which is just next door. That time Spotify suggested that amazing playlist that is just your music taste. The day Netflix recommended you what is now your favorite TV show. Or, even at the end of the day, you are just so tired and sick of the traffic, and Waze shows you the best driving route home. Those are all examples of AI working for you. Working for us!
What really is Artificial Intelligence?
The idea behind Artificial Intelligence is to have machines performing tasks that ease our lives. AI has become so developed that today it reasons, plans, learns, and even understands our complex languages. In fact, AI is based on complex technical solutions, such as natural language processing and deep machine learning. AI really is keen on making our jobs easier and more productive, allowing us take smarter and more informed decisions.
But artificial intelligence is not that brand new. It has been creating buzz and calling the attention of leaders all around the world for years. Leaders who now truly understand the power of AI over businesses. Yet, at the beginning it was difficult for many companies to take advantage of AI. They lacked technical expertise, infrastructure, and other necessary resources. Now, the time has changed, and everything became clearer and simpler, thanks to companies like Salesforce, IBM, or Google who made AI solutions available to everyone, anywhere.
What is Einstein and how does it help?
In 2016, Salesforce launched Einstein. This AI solution is meant to remove complexity out of your business. It offers a set of services that couple AI capabilities into all Salesforce Clouds, making it the smartest CRM platform in the world. Einstein really was born to explore data at scale and get actionable insights for your sales, marketing, or service teams. Today, it is an invaluable tool to leverage the efforts of employees and teams in any company.
“Salesforce Einstein is powered by deep and advanced machine learning, predictive analytics, natural language processing, and smart data discovery. Einstein’s models will be automatically customized for every single customer. It will learn, grow, and get smarter with each and every customer interaction and additional piece of data. Most importantly, Einstein’s intelligence will be embedded within the context of your business, automatically going through relevant insights, predicting future behavior, proactively recommending best next actions, and even automating tasks.”
(source: Salesforce)
How are we using Salesforce Einstein at Stellaxius?
Our own Salesforce instance is powered by Einstein, and we are using a number of features, some of which came out of Sales Cloud and Salesforce Platform. In the example below, you can witness our Assistant alerting us about an Opportunity with overdue tasks. This may seem a very basic example, but when you are working on multiple opportunities, each with its multiple tasks, this comes quite handy.
The Assistant goes far deeper into the Opportunity guidance. It also ensures that when you reach certain stages, you are filling in all the relevant information. For instance, it alerts you for the need to map the Buying Center. This need emerges when your opportunity is approaching a negotiation or decision phase. Moreover, Einstein also makes recommendations based on dynamic data. In the example above, the dynamic information is Chatter group I, which you may or may not want to join.
Another feature of Einstein that we are using is the Einstein Activity Capture (EAC). This is a powerful tool to automatically log all your e-mails and events from Outlook (Office365) or Gmail, into Salesforce. It got a great improvement with the Summer ’18 release. Using this tool, there is no longer need for Sales Cloud Einstein or Inbox license. This means it is free for up to 100 users.
On top of these, Einstein is also running Insights, which contextualizes your sales and keeps you informed of the relevant emails. Insights make it easier to send the perfect response at perfect timing. They notify you and further explain e-mails’ content. For instance, Einstein alerts you for Scheduling Intents or an Executive Involved.
Besides, at Stellaxius, we also have a license for Einstein Analytics. In fact, we are looking for ways to use capabilities, such as Einstein Vision. These capabilities are ready to ameliorate some employee’s tedious and repetitive processes. All in all, at Stellaxius, you can really have a taste of Einstein’s general applications in Sales, Service, and Marketing Clouds (described below).
Einstein in Service Cloud
Consumer expectations regarding service quality are increasingly higher. They want their own perfectly personalized offer. They want you to take into account their specific situation as fast as they ask the question. As you can imagine, this may be very challenging and in some cases almost impossible to achieve without intelligence. In fact, intelligence is key to make sense of data and solve cases as fast as possible, by sharing knowledge and information.
With Salesforce Einstein your customer experience is transformed. AI really makes service more predictive, automated, and intelligent. Einstein automatically classifies cases based on users’ histories and trends, assigning them to specific agents when necessary. It automatically recommends responses based on cases’ context and history. And, it also gives your agents the knowledge they need to solve the problem, allowing them to focus on more complex cases. At the end of the day, it helps teams escalating and prioritizing cases, by predicting the time needed to solve an issue. Einstein learns over time, making services smarter case after case.
Einstein in Sales Cloud
The way consumers evaluate options and decide what to buy is changing. They are now better informed, even before they start interacting with a sales representative. Thus, they demand a personalized and unique approach. Consumers now want the sales person to tell them how the product will help them specifically and individually.
Facing this new reality, companies strike to keep their focus on getting accurate consumer insights, and made them available for sales people on demand. It is critical to find ways to connect data, channels and departments to get a single view of the customer end-to-end – the so-called Customer 360, often a hot topic at Salesforce events. These days, companies are more than ever committed to predict the future, so they can better understand which leads will become opportunities, and which opportunities will become clients. Ultimately, companies even want to know when and how sales people should intervene on an individual consumer basis.
Einstein is the key to summarize all the data in your CRM. Then, Einstein will turn the information into useful insights that help your sales team get all the knowledge they need. After it, it will be easy deciding what to offer, who to target, and where and when to approach. Get to know how Einstein can power up your sales cloud.
Einstein in Marketing Cloud
Most marketers keep a love hate relationship with the amount of data they have available. They love it because the myriads of data they have can transform the way they do marketing. They hate it because often they don’t have the right technology to make sense of it, blocking the way to drive actionable insights.
Salesforce Einstein is a huge help in that matter, because it enables you to shift from analyzing customer past behavior, to start predicting what your audience needs and expects. It settles the right time and channel to approach, along with the marketing message you should use. Einstein organizes your data and identifies trends. Moreover, the predictive scoring feature enables marketers to know what is driving engagement. And, the predictive audiences help you build segments of people showing predictive behaviors in common. Finally, the automation enables you to send messages at the optimal time to maximize the ROI of marketing initiatives.
We hope this brief walkthrough helped you better understand what Einstein is all about, acknowledging its full potential. What would you like to learn more about? We are glad to help you and to promptly answer to your questions! 🙂
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