Today's blog post was written by Troy Oliveira, Principal Developer at Sonoma Partners.
Unless you have been living under a rock, you know that the big announcement out of Dreamforce this year was Salesforce Einstein, Salesforce’s Artificial Intelligence (AI) engine. But you probably have also spent some time wondering what the announcement means for your business and your day-to-day interaction with the platform.
A common sentiment we hear is, “Einstein sounds great, but what does it really mean for me?” The answer to that it is as complex as AI itself. In short, I try to tell folks that this is an investment in the platform, and as with any investment, it is likely going to take some time for everyone to see the benefits. Some will see immediate benefits, while others will be waiting for awhile as Einstein becomes more widespread.
One thing is for certain: AI is the future, and Salesforce is committed to bringing AI into your business processes.
Making Salesforce the World’s Smartest CRM
The world is creating and storing new information at an astounding rate, and the amount of data that we are creating keeps rising on a day-by-day, hour-by-hour basis. For most of us, the question isn’t about not having enough information to make decisions, it is the exact opposite. We are flooded with too much information and cannot tell what is important and what is just white noise. That is where Einstein comes in.
Salesforce loves to use the following equation to describe how Einstein works and what it means to you.
Customer Data + AI + Salesforce Platform = World’s Smartest CRM.
Through a combination of predictive analytics, machine learning, and natural language processing, Salesforce is able to comb through the data already in your Salesforce ecosphere and give you a better glimpse into what that data means as well as make suggestions and predictions on how you can act upon it.
As a salesperson, imagine the possibilities if you could focus your efforts on pursuing the best leads - not by guessing, but by using AI lead scoring to tell you based on what has actually happened in the past who the best leads are for your business. Or a Marketer who can now segment their audiences by predictive open rating and send emails to every recipient at the exact right time. Or a Customer Service Representative who is automatically prompted by case resolution steps and recommended responses? This is the power of AI in CRM and that is what Einstein brings to Salesforce.
What does that mean for me, right here, right now?
This all sounds great, but what does it really mean for you today?
First, if your company or organization is using Salesforce Classic, you’ll want to consider moving towards Salesforce Lightning Experience. As with a lot of the new, shiny features that Salesforce has been releasing and will continue to release, the biggest benefit from Einstein is going to be found by those who are using Lightning Experience.
Second, since Einstein is machine learning and predictive analysis of YOUR data, the more data you have in Salesforce, the more accurate the predictions will be, and they will improve as you get more data into the system. That’s why it is called machine learning. The benefit to this is that your organization has predictions that are specific to you, not some generic model developed in a basement somewhere. The downside is that if you have bad data, you’re going to get bad predictions.
Lastly, keep an eye out for the future. At Dreamforce, only 17 Einstein features were announced, but we expect that number to grow tremendously over time. Meaning, if there isn’t something that you are interested in today, that doesn’t mean that Einstein isn’t right for you. Start taking the steps above to improve your data and work toward moving in the Lightning Experience direction because you never know what is coming in new releases.
How can I be a better consumer?
Keep an eye out for more information. I’ve linked to a number of blog posts that go deeper into how Einstein works and what it means for the different Salesforce clouds. Obviously this post isn’t meant to be the definitive source of information on Einstein, but we hope it can serve as a stepping-off point.
- Salesforce Einstein – Product Overview https://www.salesforce.com/products/einstein/overview/
- Introducing Salesforce Einstein https://www.salesforce.com/blog/2016/09/introducing-salesforce-einstein.html
- Sales Cloud Einstein https://www.salesforce.com/blog/2016/09/artificial-intelligence-builds-olympic-sales-team.html
- Service Cloud Einstein https://www.salesforce.com/blog/2016/09/future-customer-service-introducing-einstein.html
- Marketing and Analytics Cloud Einstein https://www.salesforce.com/blog/2016/09/intelligent-marketing-and-analytics-salesforce-einstein.html
- Community Cloud Einstein https://www.salesforce.com/blog/2016/09/salesforce-einstein-smarter-productive-connections.html
- IoT Cloud Einstein https://www.salesforce.com/blog/2016/09/iot-cloud-einstein-farewell-dumb-iot.html
- App Cloud Einstein https://www.salesforce.com/blog/2016/09/enterprise-apps-learned-to-love-ai.html
If you have any questions about Salesforce Einstein, Lightning Experience, or need help implementing your solution with Salesforce, please contact us.