Today at a conference in Sydney, Australia, Salesforce announced new analytics capabilities for its cloud-based services and marketing suite designed to humanize interactions between companies and their customers. While Power Salesforce says the new and updated tools seem promising and are aimed at simplifying processes like customer interactions and reconciling disparate marketing data.
“With these latest innovations, Salesforce is exploring how a combination of marketing and customer experience solutions can help global brands go direct to consumers and strengthen customer relationships while tackling social and economic uncertainties, customer challenges, raising expectations, and navigating the evolving world of hybrid work. A spokesperson for gaming-updates said in an email. “These technologies are helping service teams and marketers create more personalized experiences that foster long-term customer relationships.”
For cloud services, Salesforce is introducing Einstein Conversation Mining, an AI-powered system that analyzes customer interactions to identify spikes or trends in “service interactions” (such as email and text messages). The idea is to allow service managers to be better trained on how to deal with complex issues by automating parts of the conversation with a bot, reducing the time it takes to process or close calls.
Based on Einstein, Salesforce’s internal data mining ecosystem, Einstein Conversation Mining is in line with a trend that has accelerated during the COVID-19 pandemic: the introduction of customer conversation analytics. Faced with a growing volume of help desk calls and a shortage of staff, companies have turned to AI-based platforms to identify common customer issues. According to a 2021 Informs Connect survey, AI is a priority for 83% of call centers, with 54% of executives confirming that it is effective in improving productivity.
Somewhat relevant to this topic, Sales Cloud is also getting new connectors from third-party vendors that contain customer data, allowing companies to automate call notes and provide real-time suggestions to customer service reps. One of the connectors is a simple integration with Amazon Connect for Service Cloud Voice with AWS Contact Lenses, which enables call transcription and sentiment analysis. Astute readers will remember that Amazon Connect began supporting integration with Cloud Voice in July 2020, the same year that contact lenses went mainstream.
Salesforce says the new connectors allow the retailer to get recommendations on the next best course of action for processing returns or selling warranties. Or they can track customer interaction trends, find product reviews, and manage agents based on keywords.
Subscribe to anonymous profiles
With (and thanks to) a related update, Marketing Cloud now supports Streaming Insights and Data Actions, designed to trigger workflow events such as a new customer, a recent product transaction, or a payment issue in near real time. Another new capability, Advanced Recognition Solution, uses AI to match and combine customer data, such as duplicate fields or records with names that contain multiple spellings or often have nicknames (like “Sam” and “Sam”). Samantha”) shortened.
These are fashion features. Surveys show that marketers are adopting automation, with 63% planning to increase their marketing automation budget in the near future, according to a report from Invescrow. (That’s assuming, of course, that “automation” is a broad term.) By 2019, Social Media Today estimated that three-quarters of all businesses were using at least one marketing automation.
“Advanced Identity Solutions consists of two parts: matching and matching,” explained gaming-updates via email Bobby Jania, Salesforce senior vice president of product marketing, and Brenda Brown, vice president of product marketing. “Our solution creates a single profile that links the original profile together while retaining the original data. [An] The identification graph links them together, allowing the source system to easily query integrated profiles based on the recorded source data and vice versa, regardless of the negotiation process. [The solution] It also detects ambiguous matches in the image, leading to errors in names, surnames, [and more] To automatically match different systems… [Finally,] In addition to fuzzy matches, we now also offer normalized matches for emails, phone numbers, and addresses. This helps match records that were not standardized prior to identity resolution, which speeds up consolidation because similarly normalized data is matched.”
More importantly, Marketing Cloud now includes anonymous profiles, which allow anonymous people to track customer data in the platforms, which Salesforce explains “unknown data is merged into known customers.” In some ways, this is a reaction to the anti-trafficking movement, organized by consumer advocacy groups who want a fair degree of anonymity online.
Jania and Brown explain: “Anonymous profiles are profiles that do not contain personal information (such as name, email address, phone number, and address) and are therefore marked as anonymous. [T]These are their own anonymous profiles, i.e. the profile of the visitor to the company’s website, and the company has set its own cookie to track them. They do not recognize third party cookies. We fully track the anonymous behavioral data associated with each anonymous profile. If and when that individual is identified, we take all of that data and combine it into known profiles where further enrichment and aggregation with other data sources is possible.”
virtual service call
In the Salesforce Portfolio, employees using the Salesforce Field Service personalized service app can now access records (such as personalized action plans, flows, and security checklists) offline, which is no surprise that this was previously possible. When not physically present, they can provide virtual services using Visual Remote Assistant, a new feature that gives customers the ability to schedule augmented reality (AR) virtual support sessions from their phones. Salesforce writes, “For example, customers might schedule a meeting with a home appliance technician to show them what’s going on with their dishwasher, and the technician might point to the screen and instruct the customer in other ways.” . How to solve the problem yourself in real time.
“Consumers can pre-schedule virtual sessions using our Field Service Appointment Assistant product. Those who invite a support representative to their home or work will receive updates and notifications about their service session through Appointment Assistant,” said Jania and Brown. “Customers can conduct virtual sessions through the customer portal or Experience Cloud products. Our clients can implement the ability for consumers to start or schedule virtual sessions through the portal. We expect contractors who provide field services and communicate through the portal with corporate headquarters to also use this tool to connect with subject matter experts.”
The market for AI and AR-based virtual service applications has grown significantly in recent years, with companies such as CareAR, TechSee, Aquant, and Neuron7 vying for dominance. As customers move away from face-to-face video conferencing – at least when it comes to equipment maintenance – the industry may continue to grow. This is definitely a Salesforce condition.