João Gomes

3 ways to leverage your company with Salesforce service Einstein

3 min

What is Salesforce service Einstein?

Salesforce service Einstein is the first to include Artificial Intelligence (AI) for CRM. It’s an integrated set of AI technologies that makes Salesforce Customer 360 smarter, and it helps the Service team to focus uniquely on the tasks that matter. Einstein for Service makes AI easy to use because it’s built right into Service Cloud, your service channels and your CRM data.

Through this article, we will share a possible use case for some Einstein features which can help organisations to improve customer experience.

Einstein features to help your service team:

1 – Chatbots

Chatbots are a fast and easy way to communicate with your customers, reducing customer service employees’ time for more urgent and critical cases. Some of the chatbots’ main goals are:

👉 Helping more customers resolve common issues fast with Salesforce chatbots, without the need of a service agent.

👉 Guiding customers through multistep actions, all inside one conversation.

👉 Collecting and qualifying customer info, then seamlessly connect them to the right agent.

👉 Integrating Einstein Bots with Chat and Messaging (SMS, Facebook Messenger and WhatsApp) channels to give the user a friendlier experience.

Let’s assume your company has a high volume of clients requesting information about your business, such as product information, payment methods, business schedules, etc.

We can configure chatbots to request the client’s information, understand who the receptor is (if you have multiple client levels this is highly important), then ask what the client’s concern is and show them some common categories. From this moment, the configuration is similar at every step: setting multiple answers for one question. After some iterations, Einstein will start to understand what the most likely questions/answers per client pattern are and new questions to ask.

2 – Next Best Action

The Einstein Next Best Action tool uses artificial intelligence to give recommendations to users, so they have guidance on what to do next to improve customer satisfaction. Next Best Action uses information from your customer data, finds patterns and advises the user to take the action that best suited other customers with similar issues, so your organisation can improve this customer’s satisfaction too (by providing the best answer, the best product, and the best action in order to sell).

To illustrate this feature, let’s imagine an organisation that receives a message from a customer asking about payment methods. Einstein Next Best Action can suggest telling the customer that if he pays his bill by Direct Debit he can get a 10% discount on his invoice.

3 – Article Recommendations

This model is similar to the previous one, but now with reference only to customer help. Einstein learns how customer service teams solve customer problems, checks the Knowledge Articles already available and compares them with the current case/ticket so that it can recommend articles to help customers resolve new similar cases.

Users can also attach one of the recommended articles to a case, edit an article or mark an article as “not helpful”, so Einstein can learn for future cases and become more accurate.

For example, an organisation receives a complaint about invoicing, with the customer saying that he’s received an invoice containing products not bought by him. If Einstein and Knowledge Articles are configured, Einstein will analyse the problem in this case, compare it against other cases and point the user to the right article, guiding them through the steps to resolution.

Final Thoughts

In a constantly evolving world and with consumers becoming more informed, companies must position themselves more strategically in the market. Salesforce service Einstein came to revolutionize customer support, making your experience increasingly memorable and differentiating.

If your company is looking for a solution like the one we describe in this article, don’t hesitate to contact us!


João Gomes3 ways to leverage your company with Salesforce service Einstein
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Marketing and Sales: 4 reasons to bet on a unique vision between teams

3 min

When we look at a sales funnel, we usually worry about the number of opportunities that come at the end of the funnel – that is, that they actually materialise in a sale. However, the quantity and quality of the converted opportunities are directly related to their nutrition, as well as the new Leads (potential new customers).

By this I mean that in order to have good sales, the sales teams and the marketing teams must be in full harmony, they must bet on a unique vision between teams. And this should happen not only in planning and retrospective meetings, but also in constant communication and information sharing, since this alignment is a critical factor for success. It is in this continuity that platforms such as Salesforce (Customer Relationship Manager – CRM) become a fundamental support.

Here are 4 key points for the cohesion of information between commercial and marketing teams.

1. 360º view of the client

One of the central points of information for both teams is what is usually called the “360º Client View“.

The 360º view is not only the details of a customer file, but also the name, address or website. It is also the information about all the opportunities (remembering that an opportunity is a possible sale) and the information about how many of those opportunities actually materialized in sales, how many requests for support this customer has and, in the case of Business-to-Business (B2B) businesses, the contacts that are associated with this customer.

The marketing teams are usually the first to realize that some information is not according to what was planned. This is because there is a variation between the conversion rates of the campaigns when compared to those planned.

As far as the sales teams are concerned, they are in most cases responsible for introducing and updating most of the information that will be used by the marketing teams later on. More on this topic.

2. Campaigns

Speaking of information used by marketing teams, it is in marketing campaigns that information about customers has its most critical role.

Today, any action taken is focused on customers, not products. Campaigns are the entry point for various leads and opportunities. But I’ll speak better of quantity than quality. For the moment, let’s return to the fundamental point: how to make each communication unique for each client.

Before we customize the actions, it is necessary to segment the customers so that they can enter the right campaign. This is where marketers use customer data – which, as I said in the first point, it is essential that they are up-to-date – to target campaigns and, consequently, sales. Some common points of segmentation are: region, trend of products already purchased, degree of satisfaction, indicators from websites visited, etc.

After the segmentation is done, the marketing teams define a certain workflow to reach the sales target. In this process, we may have digital points and/or points of contact with sales teams (mostly in B2B). It is in this nutrition process that the 360º vision information is being updated.

3. Quantity Vs Quality

As I addressed in the previous point, we should focus our marketing and commercial actions on people and not on the products and/or services we provide.

Leads and poor quality opportunities are not only cold leads/opportunities, but also inappropriate leads/opportunities. And they are inappropriate because companies will waste time and resources trying to convert an opportunity that, in the beginning, they would no longer convert. And when do these inappropriate leads come out? When there is a lack of information or when the information is of poor quality.

Maintaining a strong and careful relationship with the client helps to maintain a good relationship with them. With more confidence, there is more and better information, brought by the sales teams, which in turn will feed the marketing actions. In other words, it is more important to nurture leads and increase their quality, than to bet on quantity – since what we will achieve are leads with no real interest in our company.

4. Retrospective

Finally, it is in the analytical component that both teams can draw conclusions. The marketing team usually looks for conversion rates, campaign ROI, publication views. The sales teams look for indicators such as sales volume by customers, quantities sold, top customers, etc.

Although both teams have their reports, the most important thing to analyse is the crossover of both sides. We remind you that the commercial pipeline begins with the discovery of opportunities, follows the nutrition path – usually used in marketing automation tools – but also supported by sales teams, teams that carefully monitor customers and feed CRM platforms, such as Salesforce, to feed back marketing initiatives.

In conclusion, the sales funnels must be worked by the marketing and sales teams together, and this is the only way to guarantee the quality of the leads, verify which are real opportunities, and improve the results of the marketing campaigns carried out. Only a single 360° view between the two teams guarantees the best results, and a tool such as Salesforce can in fact be an extremely facilitating element.

João GomesMarketing and Sales: 4 reasons to bet on a unique vision between teams
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