Salesforce Einstein 1: CRM gets an AI boost

The largest CRM platform in the world just got even better thanks to AI.
Salesforce Einstein 1, the future of the Salesforce ecosystem.

AI seems to be everywhere these days, from plant pollination to predicting earthworks. No wonder the world’s leading CRM has just announced its own revamped AI platform, Salesforce Einstein 1. But look a little closer at some of its features and it is easy to see why Einstein 1 is not just another AI tool. Here is how it can change every aspect of Sales and Marketing in the coming years.  

What is Salesforce Einstein 1

Technically speaking, Salesforce Einstein 1 is a unified AI platform for Salesforce’s suite of customer relationship management (CRM) solutions. These are some of its key features: 

  • Einstein Analytics: Filipe Sá, our Head of Data Analytics, summarizes what he does like this: “Data Analytics is the exploration of all available data, whether or not structured, to extract knowledge and plan actions that generate results.” In a nutshell, this is what Salesforce Einstein 1 allows every company to do: it allows businesses to identify trends, patterns, and anomalies much easier and with less human effort. 
  • Einstein Prediction: this is one of its most promising features. Salesforce Einstein 1 has predictive capabilities that rely on machine learning, coupled with data analytics, to predict customer and market behaviour, anticipate trends, and identify risks. 
  • Einstein Recommendations: Salesforce Einstein 1 creates personalised recommendations for products, services, content, or even actions based on previous customer behaviour and preferences. 

Why is Salesforce Einstein 1 such a big deal? 

Salesforce Einstein 1 has a few important advantages for business of all sizes. These are the main ones. 

 1. Improved customer service and feedback with Einstein 1

Decision-makers can leverage Salesforce Einstein 1 to perform sentiment analysis on customer queries, social media posts, and customer feedback, and to improve customer service by formulating more accurate responses. Not only that, but integrating image recognition into customer-service platforms can assist customer service agents in identifying products or issues via images shared by customers, or even allow customers to search for products or services using images, speeding up the process and enhancing the user experience.
 Salesforce Einstein 1 also comes with a few chatbots options: you can use ready-to-use modules or build one from scratch for more personalised assistance. These custom chatbots can be integrated on your website, online store, or even FAQ and support pages. The Einstein bots handle a larger number of inquiries simultaneously, can be integrated into multiple channels, from apps to social media or messaging platforms, and can be programmed to adhere to company policies and brand voice. 

How is Near Partner transforming customer support?

In our recent Salesforce project, we’ve revolutionized customer interaction by implementing an Enhanced Einstein bot that seamlessly integrates with both our client’s customer portal and WhatsApp support number. This game-changing integration has completely transformed the way customers engage with these channels. Now, instead of waiting for human assistance, customers are greeted by our intelligent bot, which is equipped to handle the most common queries customers typically have. 

But what if the bot can’t address a specific query, or if the customer prefers speaking to a human agent? No problem at all! We’ve got that covered too. Our bot effortlessly transfers the conversation to a live agent who steps in to provide personalized assistance through the Service Console. And here’s the best part – even if there’s no agent available due to high workload or after-hours, our bot doesn’t leave the customer hanging. It proactively offers to create a case for them. If the customer agrees, an automatic case is generated, and the case number is promptly shared with them for future reference.  

This ensures that our clients receive support around the clock, with no query left unanswered. Whether it’s during peak hours or in the dead of night, our customers can rest assured knowing that assistance is always just a message away. It’s all about providing unparalleled support and convenience to our valued clients.

2. Better insights from raw data 

Generative AI is not only useful for customer support or business-customer communication. In fact, generative AI makes it easier to translate data analytics, sales and market forecasting and reporting into business insights. Better yet, Salesforce Einstein 1 has the ability to present data in a myriad of ways, such as charts, graphs, tables, and maps, in order to facilitate interpretation and extraction of information that could be difficult to spot in raw data.

Salesforce Einstein 1 goes beyond predictive analytics and dives into prescriptive analytics and recommendations in real-time. For example, it can perform “what-if” analysis to simulate different scenarios and outcomes, and overall evaluate how these would affect the business. Say you would like to see how a change in pricing strategy would affect sales and revenue, or how changes in inventory levels or production schedules could optimize stock levels and minimize overstock or shortages.  

3. Improved security and compliance 

In a world with increasingly smart cyber security threats, you may be asking, is all this safe to use? Salesforce went with a “privacy by design” approach for Salesforce Einstein 1, and put a strong focus on security, compliance, and trust, ensuring that businesses can leverage AI responsibly and with confidence.  

Salesforce Einstein 1 adheres to advanced encryption techniques to protect sensitive customer and business data, both at rest and in transit. The comprehensive security measures are complemented by strict access controls and audit trails, to safeguard all sensitive or important data, track accesses and modifications, and ensure data integrity. 

And if you’re worrying about data utility after a long list of compliance measures, don’t. Salesforce Einstein 1 not only complies with a wide range of data privacy regulations, including GDPR, CCPA, and APAC-specific regulations, but also incorporates features for anonymisation and pseudonymisation of data, ensuring both compliance and data utility. Aside from this, the platform undergoes external audits frequently in order to validate its security and compliance posture. 

Explainable AI

Furthermore, Salesforce promotes transparency, explainable AI and responsible AI development in the Salesforce Einstein 1 Trust Layer, for increased trust and reliance in AI-driven outcomes. Explainable AI (XAI) refers to the ability of AI systems to provide a rationale for their outcomes, such as business insights in this case. In terms of responsible development, Salesforce has created a dedicated AI Ethics Council that reviews AI products and its ethical impacts on individuals and society, as well as its possible biases. These work together in tandem to ensure transparency and security, fostering trust between the platform and its users. 

Find your Salesforce extended team at Near Partner 

The Salesforce ecosystem is vast, dynamic, and continuously empowering for businesses of all sizes. The improved AI platform is just one of the features of Salesforce – albeit a critical one. However, the exponential evolution of AI can be daunting, especially for businesses that lack the in-house expertise to navigate its complexities. 

If you’re seeking to harness the power of Salesforce Einstein 1 to transform the way your business operates, we can help. We have an amazing team of Salesforce experts, ready to help you develop and implement a customized Salesforce AI strategy that aligns with your specific business goals.

Get in touch with Near Partner and let us be part of your Salesforce journey. Let’s create something together. 

Tânia Beja

I'm a Salesforce enthusiast with a knack for turning Salesforce features into customer magic! With a love for constant learning, top-notch communication, and tweaking processes till they shine, I'm on a mission to make Salesforce dreams come true for clients, partners, and all fellow Trailblazers out there!