11th Annual Salesforce Conference Recap: Why AI is the future of CRM
“Today, we can create exponentially growing companies with much lower initial costs compared to 10 years ago. You need a good visionary, a good product manager, and GPT AI. Furthermore, the technology nowadays allows you to really innovate your internal processes and gain a significant competitive advantage,"
Throughout the conference, Georgi Trenkov, Chief Operations Officer at Intermedica, discussed the company’s CRM integration experience and success story while discussing the future of AI in healthcare. Meanwhile, Lina Varbanova, CRM Head, Retail at Postbank brought an insightful presentation about the AI use cases in banking. She addressed the participants and encouraged them to experiment with the toolset and options and be prepared to scale up or down projects. "Invest in building understanding, set clear requirements, and build the necessary architecture," she added. Both Intermedica and Postbank are valued customers of Next Consult.
Next Consult is a leading digital transformation consultancy with over 500 customers and 2000 realized projects across 20 countries. The company, covering the entire Salesforce portfolio, has accumulated significant specialization and industry experience in sectors such as finance, pharma and healthcare, FMCG, manufacturing, logistics, retail, professional services, real estate, telecommunications, and media.
From predictive analytics to generative AI to autonomous agents
In one of the many insightful sessions Alexandru Ursu, Regional Marketing Account Director at Salesforce explained that putting the customer at the center and having a proper data strategy is key for the creation of any AI-powered journeys.
Starting there, you can then use the customer data points for a wide range of use cases in the Salesforce ecosystem - from marketing and sales through commerce to customer service.
Every AI product has three core layers: data, model, and UI. However, businesses don't need just models based on any data but on their data - and this data should remain private so their competitors can't use it to gather insights for their business.
During the conference, Cristian Nedelcu, Senior Digital Account Executive at Salesforce explained in great depth the way the Einstein Trust Layer has been designed to avoid sharing sensitive data with OpenAI and other LLM providers: ”It takes your prompt, it masks it, and it makes sure nothing is shared outside of your Salesforce environment. At the end, the data is wiped from and nothing gets stored or shared with the LLM model”.
He went on to elaborate the transformational capabilities of AI for Service. For example, the bots can recommend specific personalized answers as customer service agents chat with clients or provide conversation summaries to supervisors who need to stay on top of what’s happening. Another exciting capability is that of generating knowledge base articles once a case has been resolved.
In the following sessions, Georgi Zapryanov, Managing Partner at Next4Commerce presented many interesting developments in the Salesforce ecosystem related to Einstein GPT for Commerce. The purpose of this Commerce Cloud innovation is to combine real-time data with generative AI to improve purchase recommendations and personalize the shopping experience.
Unifying all data
On top of everything mentioned so far, businesses quite often have their data siloed across multiple databases. If you manage to unite and connect your data, you have another competitive advantage.
To solve all these problems, Salesforce developed its Data Cloud that integrates structured and unstructured data into Salesforce with a library of connectors and delivers trusted, secure, and relevant results without expensive model training - unlocking enterprise data for better customer experiences.
As Cary Chow, a Newsroom Anchor for Salesforce, points out: “The AI revolution is a data revolution; the AI revolution wouldn’t exist without the power of all that data. 71% of your company applications are disconnected. That’s not good, but we want to help you bring it together so that you can use it in your AI. And that’s why we have Einstein 1 Data Cloud. It’s included in all the applications: Sales, Service, Marketing, Commerce, Industries, everything."
And with Flow for Einstein, users can unlock process automation across applications using natural language prompts.
Stay tuned for our in-depth case study with Intermedica, showing the impact of Next Consult and Salesforce in transforming the healthcare industry.
Selecting the right CRM software will provide your business huge benefits in various areas and significantly enhance your business growth. Reach out to Next Consult as your trustworthy partner in selecting the best solution to achieve your business goals, whether you want to generate more leads, improve customer service or boost deal closures.
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