The new normal in CRM software: AI-integrated Salesforce Einstein

Imagine what it would mean if you could improve your sales performance by 15 percent, decrease your churn by 10 percent and accurately predict your customers’ mood? We now find ourselves at the beginning of an era where this is all possible. With the introduction of Salesforce Einstein, AI can now also be used to improve customer relationship management.

Recent implementations of the AI-driven Analytics Cloud—Salesforce Einstein Analytics—are showing excellent results. It’s fair to say that Einstein is a game-changer and will quickly become the new normal in CRM. By using and implementing Salesforce Einstein appropriately, you can rev up your CRM system and stack many benefits. Let us walk you through how you can kick off your future progress.

Einstein is a game-changer and will quickly become the new gold standard in CRM

To show you the business benefit from this quantum leap in CRM, we will be taking a closer look at Salesforce Einstein: what it is, what it can do for your organization and what you need to do to implement it successfully.

Before we get started, it’s helpful to know that Einstein is a collective term for all the AI applications that Salesforce has integrated across its entire platform. One example is the feature in the Service Cloud that allows you to make the lives of your service agents easier by fielding Einstein Bots to automatically handle chats with clients. Another example is Einstein Vision, which uses image recognition to identify the product your clients created a case for. We will focus on Einstein Analytics, Salesforce’s AI-driven Analytics Cloud.

Einstein makes artificial intelligence accessible for everyone

It used to be impossible to get interesting insights from your CRM data without relying on the expertise of an external data science department. Thanks to Salesforce Einstein, that’s all in the past. Einstein can give you the proper insights and make recommendations based on aggregated data at the client or lead level.

In basic terms, AI consists of complex mathematical formulas. These algorithms are great at finding patterns in large amounts of data. The next step is that AI determines the probability of a given outcome. Think of it like this: 'If client X encounters situation Y, there is Z percent chance of outcome A.'

Because you can now use AI within the context of your CRM, it’s also considerably easier to discover new opportunities based on your customer data. Salesforce Einstein uses these deep data insights to suggest specific actions to end users that will allow them to take a proactive approach, either by convincing potential customers or retaining existing clients. We’ll go into more detail on this later.

Implementing Einstein adds valuable context and direction, smart CRM

AI contextualizes customer data and helps improve customer experience

Applying AI and analytics allows Salesforce to enrich CRM processes across the board. Where traditional CRM is often little more than a glorified digital rolodex containing basic customer information like addresses, service calls and sales orders, implementing Einstein adds valuable context and direction, smart CRM.

Context gives you insight into what has transpired within the relationship with a given customer and shows you how that relates to other customers with similar profiles. Meanwhile, direction identifies and prioritizes the next steps you can take to improve the relationship or customer experience.

Salesforce Einstein makes artificial intelligence user-friendly

Salesforce has set up Einstein in a way that AI isn’t rocket science anymore. It is not necessary to build complicated models—as the features are available in Salesforce out-of-the-box.

If you're an experienced analytics user or business analysts with a good understanding of processes, you'll be able to make changes easily. The technology has become so user-friendly that it is no longer a limiting factor. This means Einstein is user-centric from the get-go, which benefits the user adoption and acceptance of the new way of working.

How can Einstein add value to your company?

The key question here is how your organization wants to add value to your customers. Do you want to focus on building strong customer relationships? Is your main goal to deliver a product that sets you apart from the competition? Or is a competitive pricing strategy your primary asset?

Once you’ve answered that question, you should then ask yourself how AI can help you achieve this. As soon as you’ve established a business case for Einstein, you can start using its predictive power and recommendations to drive the business outcomes you desire. Here are two examples of how that might work.

Team meeting - The new normal in CRM software: AI-integrated Salesforce Einstein - Accenture

Example 1: How Einstein helps lower churn

To reduce your churn rate, you’ll need to know what the propensity is that a given customer will end their relationship with your organization, as well as which actions your service department can take to prevent this. Einstein will analyze data from various data sources—such as your ERP system, Salesforce itself—determines the possibility of churn and makes targeted recommendations to lower them. 

This might well be a proactive step, like contacting the client by phone or making a specific offer. With Einstein, you ensure that customers feel heard and appreciated, which results in increased customer loyalty and less churn.

Example 2: How Einstein helps lower customer acquisition cost

To decrease the costs of sales, you might want to improve the conversion rate on your leads and help your salespeople focus on the most valuable leads. Once your leads have been enriched with relevant data, Einstein will analyze them and determine the propensity that a given lead will become a customer. The system will then indicate recommendations with the highest probability for success to the sales professionals

Basically, Einstein ensures that your efforts are focused on the areas and tactics most likely to bear fruit, which in turn means you’ll pay less to acquire new customers.

Sales - The new normal in CRM software: AI-integrated Salesforce Einstein - Accenture

How can you implement Einstein successfully in your organization?

By putting advanced AI and analytics in a simple, user friendly package and putting that power directly into the hands of your people, Salesforce Einstein has much to offer your organization. But how can you introduce a solution like this effectively? Discover now what it takes to effectively introduce Salesforce Einstein into your organization and make sure your implementation goes off without a hitch

It’s important to realize that Einstein represents an entirely new generation of CRM software that needs a new generation of implementation methodology. That’s why we developed our D3 methodology—'Data-Driven Design'—to ensure successful implementation. 

The D3 methodology combines agile software development, advanced data modeling and a human–centered design philosophy. New features are developed and introduced in short iterations, always tailored to the needs of your users.

Do you want to introduce Salesforce Einstein into your organization? If so, please remember the following guidelines, that are crucial for any successful implementation.

1. Make sure your implementation is user–centric

Throughout the entire implementation process, the users should come first. Technology is a secondary concern. What are the problems the users encounter and which insights and recommendations do they need to execute their day-to-day job properly? The D3 methodology provides the tools you need to find answers to this from the users’ perspective.

2. Let your organization get used to Einstein–enriched processes

Starting small will allow you to build the support base you need to go big. Start with one case that adds maximum value for your organization. In order to build broad organizational support, we usually start with delivering a proof of value first. 

Over an approximately six-week period, this proof of value reveals exactly how Einstein will support your organization. Once management is convinced, you’ll have the support you need to roll out the first use case effectively. This will be the foundation for smart CRM.

3. Convince line management of the day-to-day value Einstein has to offer

Use your proof of value demo to show management the actual added value that using Einstein will offer your organization. Quantify and clarify. By using historical data, you can estimate the business case for Einstein based on specific projections, like a 10 percent less churn. The key is to make the added value tangible. And once you’ve implemented Einstein, make these numbers measurable as well.

The new normal in CRM software: AI-integrated Salesforce Einstein - Artificial intelligence - Accenture

Artificial Intelligence: the new gold standard in CRM

In the years to come, there is no doubt AI will be raising the roof within CRM. It's time organizations start making a clear commitment to embracing its potential today, and get prepared for decisive competitive advantage tomorrow.

Would you like to know more about how big of a difference Salesforce Einstein can make for your company? If so, feel free to contact us, we are here to help!

Author: Joke Landman