How to Conquer Artificial Intelligence with Salesforce Einstein

With the artificial intelligence (AI) dream becoming more and more of a reality every day, Salesforce users will have a plethora of new ways to utilize Salesforce’s Einstein AI.

“Salesforce Einstein is the first comprehensive AI for CRM. It’s an integrated set of AI technologies that makes the Customer Success Platform smarter and brings AI to trailblazers everywhere.”

After its release in Spring ’17, Einstein has been paving the way for increased productivity, clicks not code, and of course, smarter data. It’s an exciting addition to the world’s most powerful CRM, but its immediate benefits might not be so obvious. The key to making Einstein effective for your Org is to use a large amount of data so it learns the most, the larger the data set, the more Einstein can accurately help. How exactly can you leverage the power of Einstein?

Here are a few use cases for some of Salesforce’s most popular clouds:

Sales Cloud

With the sales world becoming more competitive, Einstein can keep track of your customer data and create recommendations that save an organization both time and money. Einstein lead scoring is a great example of this. In the past, users would source data from other places to score leads. This can provide potentially inaccurate data and take up valuable time. As a result, lead scores can be inaccurate and cause hot leads to be overlooked by your sellers. This is no longer an issue with Einstein. Einstein automatically scores your leads based on your customer history and past deals, so your reps will know when a customer is ready to buy or needs to be put on the back burner. This will allow sales reps to correctly target promising leads faster.

Along with lead scoring, Einstein will also provide you with insights into your opportunities and accounts based on historical data making every interaction with a customer a chance to sell smarter. This can help sales reps work, manage, and prioritize customers easier, which leads to closing deals faster and increasing sales for your business. The more you use the feature the more Einstein will learn, constantly making the process faster and increasing sales productivity at the same time.

Service Cloud

With Service Cloud, customer satisfaction is everything. With Einstein, your support processes and customer data play a huge factor. Agents spend valuable minutes searching for answers, if an issue comes in that reps have seen before. They may have to dig through numerous articles to find a solution that they have already solved for once. This lengthy process can leave customers frustrated by issue resolution times or just plain unsatisfied. With Einstein, your past cases that are similar will be grouped together so you can find the solutions for your customers faster. For example, if a product isn’t working as intended, cases involving that product will be automatically associated with instructions on how to resolve the issue. Along with finding answers easier, predictive close times allow your reps to estimate and prioritize customer routing based on Einstein’s estimation of close times. These close times are based on historical case data and help Einstein learn over time.

Einstein is going to transform the way users make decisions and interact with their customers on a daily basis. On top of the use cases I’ve described here, Einstein can automate many more moving parts in Marketing Cloud and Community Cloud with the right amount of data. Reducing the need for data scientists and simplifying your daily work are clear advantages to leveraging Einstein to make your organization smarter much faster.

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Patrick Kotek

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