webinar how artificial intelligence is redefining crm
TRANSCRIPT
Technology is evolving faster than ever. Cloud computing, social media, and mobi le dev ices are ubiqui tous . Everyone (and everything) is getting connected: 3 billion internet users, 5 billion mobile users, and 6 billion connected devices make up a network of information and interaction never before seen in history. But that’s just the beginning.
You have a great sales team, you’re hitting your quotas and automating processes. But how do you make sure you’re keeping pace with your customer's uniquely evolving needs whi le staying ahead of the competition?
The answer lies in technology and more
specifically, artificial intelligence. AI can
increase your sa les knowledge , improve communication, and optimize workflows.
AI is already Changing Your Life
Think artificial intelligence (AI) is still a dream of the future? Think again. It’s here, and it’s all around us. But not in a creepy way.
Most of us just don’t realize that many of the tools, apps, gadgets, and services that have made our everyday lives so much easier and more convenient over the past decade are actually powered by artificial intelligence
Quick Poll
Artificial Intelligence (AI) is the concept of h a v i n g m a c h i n e s “think like humans” in other words, perform tasks like reasoning, planning, learning, and understanding language. While no one is expecting parity with human intelligence today or in the near future, AI has big implications in how we live our lives. The brains behind artificial intelligence is a technology called machine learning, which is designed to make our jobs easier and more productive. DEFINITION
Artificial intelligence (AI) is the next major wave of innovation, driven by:
a) Advances in computing power b) The ability to store large volumes
of data in the cloud at minimal cost, and…
c) Access to advanced algorithms
And it will be more disruptive and powerful than any previous shift in technology.
THE PATH TO A SMARTER WORLD
Today, we have reached the intersection of the
three key ingredients needed to create true
artificial intelligence:
1. Smarter data models
2. Easy access to virtually unlimited amounts of
data, and
3. Cheap and powerful cloud computing
AI is present in our daily lives when we search
Google, ride in an Uber, or buy products on
Amazon.
WHAT AI MEANS FOR BUSINESS
Artificial intelligence (AI) embeddedi n to commerce and cu s tomerrelationship management (CRM)platforms creates new possibilities forcustomerexperienceandbeyond.
The business world is now entering agolden age of AI, and both customersandemployeescanexpect to reap thebenefits.
1) How much (and how fast) will your industry be disrupted by AI?
2) How will AI impact business operations and strategy in the next 5 years?
3) How will AI affect employees and how can companies help hire and train accordingly?
4) How will AI change the customer experience?
4 QUESTIONS EVERY EXECUTIVE SHOULD ASK
4 KEY
CHALLENGES IN ADOPTING AI
FOR BUSINESS:
• Data • Expertise • Infrastructure • Context
SALESFORCE EINSTEIN
IS THE FUTURE OF CRM
A predictive experience for
customer service, sales
and marketing.
SALESFORCE EINSTEIN IS ARTIFICIAL INTELLIGENCE INTEGRATED INTO THE SALESFORCE CRM PLATFORM.
Customer-focused AI: Salesforce Einstein
• Are you selling the right product, to the right
customer, at the right time?
• Do you provide customer service through the right
channel and with the right agent?
• Are you selling in the right channel, at the right time
and with the right content?
• Do you create applications that take advantage of AI's
predictive power?
With Salesforce Einstein, we have the solution to these types of questions:
Salesforce Einstein, AI for everyone
Enables everyone to discover new insights; predicts likely outcomes to p o w e r s m a r t e r d e c i s i o n m a k i n g ; recommends best next steps; and automates workflows so you can focus on building meaningful relationships with every customer.
Salesforce Einstein enables every business user to:
Discover. With AI inside of Salesforce, sales reps, service agents, and marketers will discover new insights about customers, faster and more easily.
R e c o m m e n d : What’s the next best step in a sales process, a customer service case, or a marke t ing nur tu re journey? AI offers it up so you can focus on
the relationship.
Predict. Knowing the likely outcome of a series of interactions gives you an AI-powered competitive advantage.
Automate: When certain processes are repeated over and over with the same solution, often that task can be automated. AI learns from p a s t a c t i o n s a n d automates those tasks.
of employees expect artificial intelligence that automates or assists in work-related activities to have a major or moderate impact on their daily work lives (Salesforce Research)
SMARTER SALES
If you are a salesperson, Einstein automatically captures your emails and activities, scores and prioritizes your leads. It also gives you information about opportunities and accounts. Representatives can use all this intelligence to identify their next deal and spend more time selling.
If you are a sales manager, Einstein predicts your forecast and tells you if your team is on track to meet the quota for the month or quarter.
Salespeople will benefit from AI in three ways:
1. Data is automatically captured, enabling reps to discover best next steps and closest connections
2. Predictive sales helps reps prioritize leads and respond faster to high-value opportunities
3. Digital assistants will help maintain the relationship once it’s established by scheduling calls and issuing reminders
SMARTER SERVICE
If you are a service representative, Einstein helps you offer proactive service by identifying cases early and recommending solutions before the customer knows they have a problem.
With AI, service can actually anticipate a customer’s needs, rather than simply reacting to them.
The conversation between customer and business is an interaction joined by the data the customer is generating on every digital channel (from smartphone to connected devices to social media), and the solutions the company finds based on that data. This solution may come before a problem even arises and the customer doesn’t have to make a call because the problem has been solved already.
Smarter service also allows a company to identify customer churn risks and thereby prevent customer at t r i t ion . Predict ive intelligence can identify customers who are at risk for churn, so that reps can renew or upsell with personalized offers.
Feeling neglected or ignored by a company, or forced to wade through inefficient systems, is a sure way to alienate customers. Companies that fail to apply AI to CRM will seem hopelessly mired in the past.
SMARTER MARKETING
Today’s marketers have a wealth of data and insight at their disposal — but that doesn’t always translate into intelligent customer and prospect interactions.
Create predictive marketing journeys
Deliver the right content, to the right audience, through the right channel, at the right time with AI!
• Leverage smart scoring to predict each customer’s likelihood to convert
• Use predictive intelligence to segment and build audiences based on likely future actions
• Automatically adapt the journey for each individual customer
• Deliver the best next product, content, or offer every time
• Send messages at the right time, when a customer is most likely to engage
The AI-enabled marketer will be able to:
1. Smarter awareness and acquisition: Expand reach to attract new audiences.
• Find your best customers. Without having to resort to painstaking manual effort and analysis, you can use AI to comb through consumer attributes and actions seamlessly and determine who is engaged and, more importantly, who is likely to continue supporting your business.
• Target individuals who look like your best customers. You can take that list of your best customers and run them through some AI-powered lookalike modeling, and voilà, you’ve extended your addressable audience many times over.
• Increase offer relevance. Do you feel valued when you get that “Dear Valued Customer” greeting? It’s much the same feeling that prospective customers have when they receive a generic ad meant for your entire customer base, or even a segment — not specifically for them.
3 MAJOR BENEFITS
2. Smarter onboarding and engagement: Make interactions personal from day one.
• Personalize content and offers. Remember when you used to merchandise and curate products and content manually? — No more. Artificial intelligence enables marketers to automate personalized recommendations of content or products across channels that continuously update as browsing behavior and consumer preferences change. Today you can convert anonymous browsers to buyers, add a personal touch to your welcome series, and tailor every campaign to the individual, at scale.
• Adapt to consumer behavior and preferences. AI can help marketers do two important things:
A. Understand the optimal path(s) to purchase or conversion that consumers take with their brand. No more starting from scratch and testing into oblivion to determine the right channels, the right number of touches, and so on.
B. Respond to changing consumer behavior and preferences — before they happen. AI can predict what actions consumers are likely to take (such as making a purchase) and where that engagement might happen (that is, their channel preference).
3 MAJOR BENEFITS
3. Smarter retention and advocacy: Have an active dialogue with your brand community.
• Understand consumer sentiment and influence. Marketers can turn to AI-driven sentiment insights to understand the intent of a post (whether positive or negative) and prioritize the ones that need the most attention. Models can also predict strong advocates or detractors of the brand for marketers to target with special programs.
• Facilitate a connected community. For brands with their own online communities, where consumers connect with peers and experts, AI empowers self-service by triggering knowledge-base suggestions to solve questions or cases alongside personalized recommendations on trending content or products.
• Uncover new opportunities through text and image recognition. While in the past our software models could recognize keywords in social posts, newer innovation has enabled these models to recognize important imagery such as brand logos, products, or relevant scenes.
3 MAJOR BENEFITS
Q&A
THANK YOU
Contact us!
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Doble Group, LLC
Doble Group, LLC is a boutique consulting firm that focuses on improving commercial business results through CRM solutions and the alignment of the organization, its processes and teams for success. We deliver our services through highly customized consulting, training and coaching programs and the world’s #1 CRM technologies.
