Salesforce customer relationship management system -

Salesforce, the company is famously known for revolutionizing the CRM industry through its
innovative use of cloud computing. CRM has become affordable for business. One doesn't need
to maintain or upgrade the CRM system. Uses and features can be added anytime, accessible
from multiple devices.

Why CRM?
Let us imagine a shop where a customer enters to buy shoes. The shopkeeper must have a proper
understanding of the customer choices so that he or she can match their preference and
requirement like size, type and model with the shoes, hence offering the best service. The
shopkeeper also needs to collect all the data to understand the end-user needs and give a
recommendation. This scenario applies to all sorts of companies including information age and
industrial age company.
To give recommendations, there is need for a massive amount of data, data scientists, engineers,
preparation of that data and huge technology infrastructure. Artificial intelligence (AI) is as
mentioned above in the report, a technology with the ability to store large volumes of data in the
cloud. AI encompasses machine learning, deep learning, natural language processing, and
analytics. It has self-learning feature from our interactions and helps to identify your customer's
expectations. AI can possess all customers’ data and perceive everything about their choice. This
will help in the business to become smarter. It is based on three things in the picture mentioned
below

Let us take the case of salesforce further-

Suppose a bank has its application built on Salesforce CRM platform, upgraded with Einstein.
The AI would be able to decipher who the customers are, the history of their banking activity,
and solving their issue based on their queries in the past and present. Advantage is that the
customers can get their question answered faster, which will lead to greater customer
satisfaction, satisfied customers help to increase revenue for the bank. Significantly, the
customer service managers no longer must go through long lists of incoming service calls to
prioritize their time.

What is Salesforce Einstein?

Salesforce Einstein is like keeping a data scientist to bring AI in your customer relationship. It’s
self-learning feature helps it learn from customer data sourced from email, CRM data, social, &
IoT (Internet of Things) helping in offering recommendation and prediction in the context of
what you are trying to achieve. AI has benefits aspects of the business apart from customer
service. Sales representatives no longer must enter sales data manually. Marketers do not need to
use manual testing to select the best social media images for their next campaign.
Different Einstein platforms -
• Einstein Voice gives the ability to talk to salesforce and have an AI-powered assistant on any
device
• Einstein Bots enables in building a custom service chatbot trained on CRM data, natural
language processing (NLP) and customer feedback using a simple point and click interface.
• Einstein Prediction Builder: allows admins to make predictions on standard or custom objects
in Salesforce with clicks, using a simple wizard.
• Einstein Discovery: helps business analysts find important insights hidden in the CRM data,
also explaining those key insights using simple language, and then furthering these insights into
Salesforce
• Einstein Next Best Action: enables delivery of contextual recommendations at the time of
engagement by using a combination of Salesforce data, third-party data, business rules, and
predictive models.
• Einstein Vision and Language allows developer to build smarter apps using a set of APIs that
give them the ability to use their unstructured image and text data.
Salesforce Einstein: The Elements for True Customer Intelligence
Salesforce Einstein can enhance the digital experience for those working in several roles with
distinct levels of responsibility-
Sales Cloud Einstein improves the professional experience for sales reps by scoring leads,
pointing to prospects most likely to convert into customers and identifies deals in the
pipeline most likely to yield sales.
Marketing Cloud Einstein provides insightful recommendations to increase average order values,
convert more anonymous web visitors, and quickly recommend the next best product,
content, or offer for customers on different channels.
Einstein Social Insights helps marketers manage social interactions by automatically analyzing
their tone, sentiment, and degree of spam. These tools get to the heart of each function,
turbocharging processes and increasing employee effectiveness and satisfaction
Why is it unique?
Two features that makes Einstein different from other platforms-
 Data cleansing in an automated way. For instance, there's a particular feature that's highly
correlated with another, it can automatically detect and remove it. Or, if there's a
particular column that doesn't have much variance, it can be removed.
 Second, it can surface insights about the models, called explainability.This informs the
user of things such as, "These were the most interesting factors in your models”, giving
insightful results to the user.
How do Einstein and Watson work together?
Einstein is basically focused on structured customer data to predict likely outcomes, facilitate
smarter decision-making, enhancing recommendations, automatically scoring and
prioritizing sales leads, and send notifications, alerts about the same. Succinctly, Einstein
provides insights from CRM data, Watson on the other hand excels at developing meaning
and sense of unstructured data that isn’t necessarily within a business’ database–drawing
insights from text, video, images, emails, customer surveys, and social media etc. In practice,
the collaboration between Einstein and Watson allows an insurance company to pull local
forecast data from IBM Weather into Salesforce, and automatically send safety and policy
information to customers who are at risk of being affected by severe weather crisis.