Have you ever called a service executive, just to know the number of free services available for your car, but instead spent a good deal of time making them understand what you are looking for? Or browsed through an e-commerce site, expecting to see those cute pair of analog watches that you planned to present for your parent’s anniversary, but got lost in options that didn’t interest you?
Well, these are all common experiences that every one of us would’ve faced. We want brands to update all our expectations in real-time and when that connected experience doesn’t happen, we get disappointed.
According to Salesforce, “Companies on average, have 976 applications to run their business! – That’s potentially 976 versions of a single customer.” And believe it or not, in the next two years, the amount of data that will be created, captured, replicated, and consumed will become more than double of what it is now, leading to more disconnected digital experiences!
The need of the hour now is an innovation that can integrate data from every step of a customer experience and turn it into a unified customer profile! This is precisely what Salesforce Genie does in ‘real-time’ to help you create a personalized customer experience that feels like magic!
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Why did Salesforce introduce a new ‘Genie’ platform?
In today’s hyper-digitalized world, customers expect a truly connected experience. But however, siloed applications and customer data can stand as a roadblock and stop your enterprise from delivering that impeccable customer experiences your customers long for!
So, what’s the solution?
We all know that CDPs do an amazing job in uniting siloed data into a shared view. But the truth is they have historically been more of a marketing tool! To create a lifelong affinity with customers, enterprises need to deliver personalization across touchpoints like marketing, sales, service, commerce, and so on!
And that’s where ‘Genie’ comes in to help enterprises with the power of real-time CRM! Now, imagine, just having a unified profile for your customers is delivering so much to you and your marketing team! How nice would it be if you could get insights into an infinite amount of data across customer 360 in real time?
Now, this is the innovation Salesforce has brought into the CRM industry to help businesses thrive and sail through the hyper-competitive digital age!
What is the business impact of Genie?
No matter what the industry is, the need for real-time data today is immense! Just a small service inconvenience due to a lack of real-time update is enough to make your customer switch to a different shopping app and the list goes on…
To understand the impact of real-time data, let’s see some interesting use cases!
Saves the lost credit card! – Let’s take a scenario where your customer lost their credit card and reports it as stolen by 5.00 P.M. Now when someone tries to make a purchase using the card by 5.03 P.M. the card would’ve got automatically blocked because you have all the details updated in real-time through Commerce Cloud Genie.
Seamless service interactions! – Let’s visualize a situation where your customer purchased an electronic oven from your e-commerce site. Now, since they have issues with the product, they have reached out to you on your service team seeking a solution. If you have implemented Service Cloud Genie, the platform will automatically trigger an action to pause all the interactions from Marketing Cloud and Sales Cloud. As a result, your customers will be spared from the kind of everyday annoying interactions about the same product they have an issue with.
Personalization in fingers! – The best time to personalize the experience for your customers is right when they are on your site! But how would you provide this personalization without real-time insights? Worry not! Marketing Cloud Genie has got you covered! When your customers are looking for a personalized offer on your website, you can easily bring what they need, just with a single click or action they perform in your marketing email.
Healthcare-needs simplified! – With access to real-time data about your patients or medical resources, you can deliver proactive guidance and save millions of lives in a matter of a wink!
In all the above use cases, milliseconds matter the most! And the cost of not keeping up with data in real time can lead to poor reviews on social media, inefficiency in healthcare management, and so on!
How does Salesforce Genie work?
When Salesforce adds an innovation, every cloud gets better! Previously when Salesforce added Flow and Einstein the overall customer 360 (sales, service, marketing, and commerce) experienced the power of automation, and intelligence. And now with Genie, Salesforce democratizes access to real-time data across every cloud.
Now, let’s see how this works!
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Connect all your data – Salesforce was primarily built to deal with transactional data! The addition of Genie complements the existing transactional database with its potential to process huge volumes of data in real time. Moreover, as Genie is built using Salesforce metadata, the data stored in it will be visible and available to be used across Customer 360.
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Harmonize your data – Salesforce has created a super intricate data model (customer graph) that harmonizes data from diverse streams in a single customer profile! With this innovation, you no longer need to worry about where a specific piece of data originated or how it was initially labeled. Now it’s all a part of the profile!
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Engage your data to put it to work for you– Your customer data is everywhere around your business system! Now Genie can make it work for you by combining the entire history of interactions (both known and anonymous) into a single profile.
Since Genie stores all its data using a lakehouse architecture, you can easily classify and categorize an array of unstructured business data in a matter of seconds.
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Create a better experience– That’s all right! You have a big pool of data! And it’s all about your customers! But what’s the point if you still choose to look at your customer through a narrow lens? – Like customer A opened a mobile app, customer B opened a marketing email.
With Genie, you can create memorable experiences that touch the hearts of your customers by resolving and consolidating your customer data.
When your customer contacts your service team regarding availing of the free service, your service executive knows what your customer is looking for and can answer queries on the spur of the moment! “Hi, Sarah! Seems like you are looking forward to making use of the first of the three free services for your XUV! Can I know when you are interested to hit our showroom?”
Are you curious to uncover the power of customer magic?
Salesforce Genie has everything you need to revolutionize your data processes and hyper-customize the experience for your customers. Moreover, in an age where customers prioritize aspects like how their data is used, Genie can be an ideal solution as the platform is built with data ethics best practices from the ground up.
If you are looking forward to delivering delightful customer experiences that feel like magic, we can do it for you!
Our experts here at AVASOFT have vast expertise in re-engineering the innovations offered by Salesforce for specific business needs! No matter what stage you are in transforming your customer experience, with proper analysis, our experts will help you implement a fitting Salesforce solution that will unlock magic across Customer 360.
