At Dreamforce 2024, Perficient explored the integration of Databricks and Salesforce Data Cloud, focusing on an insurance industry use case. This session showcased data processing, customer engagement, and AI-driven insights, offering real-world value to enterprises.
Here’s a comprehensive recap of the session, highlighting the key takeaways and technical depth discussed.
Speakers
Two of Perficient’s top experts, Eric Walk (Director, Data Strategy Consulting) and Johnathon Rademacher, JR (Principal, Salesforce Global Operations), led the session.
Both speakers brought years of expertise to the discussion, focusing on helping enterprises become more data-driven with AI and cloud-based technologies.
Business Scenario: Insurance with Real-Time Customer Data
The session featured a real-world auto insurance scenario. The story centered on Roberta, a customer of Acme Insurance, and her son Ricky, who is flagged for risky driving behaviors. Acme’s use of telematics and a safe-driving tracker, combined with real-time insights from Databricks and Data Cloud, allowed Acme’s customer service team to proactively engage the family.
This outreach not only enhances customer satisfaction but also offers potential savings on insurance premiums.
Technical Integration: Data Cloud and Databricks
Attendees discovered how these technologies work together to:
- Process massive data pipelines in real time, leveraging Databricks’ Lakehouse architecture.
- Use ACID transactions and data governance to maintain data integrity while benefiting from the flexibility of data lakes.
- Drive personalized customer experiences with AI and machine learning models that can be quickly deployed using the Databricks and Salesforce Data Cloud platforms.
Key Features of the Integration
- Lakehouse Architecture: This hybrid system combines data lakes and warehouses to allow for both structured and unstructured data, enhancing scalability and flexibility.
- Data Harmonization: The integration unifies data from various sources, providing a consistent view across the organization.
- AI Integration with Salesforce: With tools like Einstein GPT, the combined platform makes it easier to derive actionable insights from data, improving both sales and service operations.
AI and Data Cloud Advancements
Eric and J.R. highlighted Salesforce’s paradigm shift, focusing on how the combination of Data + AI + CRM is set to transform customer relationship management. This includes Salesforce’s Einstein GPT, which leverages large language models and real-time data to automate tasks, deliver insights, and improve customer experience.
The addition of Databricks’ data processing capabilities allows for sophisticated data modeling and activation, giving enterprises the power to engage customers more meaningfully.
Technical Breakdown: Demo Architecture
A major part of the session included a demo showcasing how Databricks and Data Cloud work together. The demo architecture’s key components included:
- Data Ingestion: Bringing in large volumes of telemetry and customer data in real time.
- Data Harmonization: Consolidating disparate data into unified customer profiles, enabling a 360-degree view of the customer.
- Actionable Insights: Using predictive analytics to drive real-time customer engagement, including proactive alerts for risky driving behaviors.
The architecture leveraged Salesforce’s Service Cloud to provide customer support teams with the right tools to manage customer interactions. This holistic platform not only simplifies data management but also accelerates the time it takes to extract actionable insights, making it a key tool for data-driven companies.
PACE Framework
A significant part of Perficient’s service offerings is their P.A.C.E. Framework, designed to operationalize AI responsibly:
- Policies: Setting guidelines for AI usage.
- Advocacy: Promoting AI adoption.
- Enablement: Offering tools and resources for AI deployment.
- Controls: Ensuring governance and risk management of AI systems.
Final Takeaways: The Future of Data and AI in Customer Engagement
The session closed with an emphasis on the future possibilities of combining Databricks and Data Cloud. Businesses, especially in industries like insurance, can now engage with customers in real time, leveraging AI to deliver personalized and proactive experiences.
Much like how peanut butter and jelly combine to create a classic sandwich, the integration of Databricks and Data Cloud creates a powerful combination that’s greater than the sum of its parts.
Perficient + Salesforce
We are a Salesforce Summit Partner with more than two decades of experience delivering digital solutions in the manufacturing, automotive, healthcare, financial services, and high-tech industries. Our team has deep expertise in all Salesforce Clouds and products, artificial intelligence, DevOps, and specialized domains to help you reap the benefits of implementing Salesforce solutions.
Missed Dreamforce?
Don’t worry! Schedule some time with us and let our experts fill you in. And stay tuned to our Salesforce blog for all our post-conference insights.
