It feels like everywhere
you turn these days,
AI is in the news, and rightfully so,
because AI is more of a game
changer than cell phones
and the internet combined.
And it's evolving more quickly
than anything we've ever seen before,
changing everything we know about
how work gets done
and how we build relationships
with our customers.
So what can I really do for a company
and what's the best way to get started
I'm Arinee and welcome back
to “Salesforce on Salesforce.”
Ashley Howard Neville, a Senior Data
Evangelist here at Salesforce,
is with us today to share three tips
for leveraging AI, data, and CRM to connect
with customers in whole new ways.
Ashley, the floor is yours.
by KPMG found that 77% of US
based executives believe that generative
AI has the potential to be the most
disruptive technology we've ever seen.
It's going to completely change
business models
the way we work and even
how customers interact with companies.
AI doesn't just bring disruption.
It also opens up new opportunities
for productivity, efficiency and innovation.
When your teams embrace
AI with data and CRM,
you can become an intelligent customer
company.
Building trusted,
personalized relationships with customers
and preparing your business for whatever
the future brings.
Here are three tips for using AI together
with examples of how we use them
at Salesforce today so you can move
one step closer to becoming
an intelligent customer company.
Tip number one, turn every customer
interaction into a WOW moment.
When you bring together
AI with data and CRM,
you can analyze vast amounts of customer
data, understand
individual preferences, and deliver
tailored experience on a large scale.
Turning every customer interaction
into a WOW moment
is key to building trusted relationships
that last.
At Salesforce, we utilize
AI built into our data cloud product
to analyze all our customer records
across our various applications
like sales, marketing, service,
and our website.
With millions of records,
AI powered algorithms
can identify commonalities in the data,
such as company, role, email, address,
and even nicknames
to identify the individuals
that exist in different systems
and bring that data together
into one robust customer profile.
Using these profiles
allows us to connect with customers in new
and innovative ways
that feel personalized to each individual.
We can automate tailored emails
with content that's relevant to their role
or industry and provide
information on products they might find
useful based on their current usage
and audience segmentation.
When a customer logs into our applications
with their Trailblazer ID,
our website and all of our applications
dynamically change
to suggest content videos
and Trailhead modules relevant to them,
helping them at every step
of their journey with us.
And believe me, this is just the beginning
of what is possible.
Soon, all of our marketers will be able
to hyper personalized experiences
For example,
when you join us in person for events
like Dreamforce, Connections,
or any of our World Tours,
AI will be able to analyze
multiple local data sources
such as location, weather,
or your social media activity
and your own personal browsing behavior
to provide you with recommendations,
offers, or updates to session details
directly from our app in real time.
So there's no more guessing
if you should pack an umbrella
or miss a location change for a session
you want to see.
AI will be able to keep you in the know
every time you need it and in the future
AI might enable us to do even more
to give the VIP treatment
to each and every conference attendee
from AI generated schedules
to personalized greetings on signage.
AI could unlock endless possibilities
of a curated guest experience.
Imagine for a moment, arriving
at the Dreamforce welcome cocktail hour
and being served your drink of choice
without even having to order it.
Tip number two, put customers at the center
of every decision.
Companies have more data than ever before,
but the challenge is
that the data is often housed
in disparate systems.
By combining all of that information
about our customers, we can assess
not just the health
of our business overall,
but the health of each individual
relationship.
We leverage AI to make recommendations
that strengthen customer
relationships for the long term
rather than making decisions solely based
on what benefits our bottom line today.
For example, our support engineers
also use AI to make sure
customers are getting the fastest,
highest quality support when they need it.
Say a customer calls us with an issue.
cloud voice to automatically transcribe
the conversation in real time.
And then AI uses that transcription
to offer relevant resources
and recommendations to quickly solve
the customer's issue.
This means that our agents can spend
less time on manual tasks
like jotting down notes or searching
through libraries of resources,
and they can spend more time focusing
on our customers. After a case is finished
that data is fed into Tableau, where our
service agents and our leadership teams
can analyze and visualize
the performance of our teams service
like customer satisfaction,
close and open rates, and time to resolve.
The result is a more personalized,
seamless customer
experience and higher
overall user satisfaction.
But in the future,
AI might allow Salesforce to dispense
with dashboards entirely.
Service managers could access data
by asking questions in plain language
to a GPT that generates
text and data visualizations in real time.
With AI running in the background
on cloud performance data
AI could proactively alert
when it finds patterns
or unexpected performance in the data
allowing Salesforce
to address issues
before the customer is even aware.
This would enable employees
to get insights from datasets far larger
than humans can comprehend
on their own today, while
still maintaining a focus on the customer.
Tip number three, make it easy
for employees
to make it easy for customers.
Imagine being a salesperson
who receives an issue from a customer.
you might need to open the account
in the CRM review documentation.
Reach out to colleagues for solutions
or even search the Internet for answers.
But as you do, you suddenly discover
a whole bunch of other tasks
that need your attention.
No wonder customers sometimes
feel like they're being left behind.
Many modern enterprises
rely on more than one thousand
different applications
to run their business, and the average
employee uses over nine applications
every day.
Task switching and changing applications
creates numerous opportunities
for customers to fall through the cracks.
That's where AI powered
automation comes in
to streamline
the sales workflow. At Salesforce,
our sales teams use AI powered automation
tools to handle repetitive and manual
tasks like data entry, appointment
scheduling and report generation.
We also leverage AI powered by the data
in our CRM to prompt our sales team
on which customers
would be most productive to engage with.
We integrate data science powered
propensity to buy models that analyze
the historical data and customer behavior
to predict the likelihood of a purchase.
Integration of Slack further enhances
collaboration and communication
within our sales team.
Through our CRM system, sales reps
can easily launch a slack huddle
or conversation,
bringing the entire team together
to discuss important details
or customer interactions.
This seamless integration enables
real time
information sharing alignment
and up to date knowledge,
ultimately improving teamwork
and enabling swift decision making.
Generative AI makes it easy for sellers
to ask AI to draft
personalized emails and communication
in the rep's own voice and tone
directly in the seller's flow of work
by leveraging this AI capability.
Salespeople can efficiently draft and send
tailored messages, ensuring consistent
and engaging communication with customers
without ever switching screens.
At Salesforce, we firmly believe that
companies will thrive in the long run,
that our communities will be more equal
and our society will be more just.
If we deploy technology in a way
that balances the benefits for all
When your teams embrace
AI with data and CRM,
you can build trusted relationships
with customers
and prepare your business for whatever
the future holds.
Thank you for watching this episode
of “Salesforce on Salesforce.”
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