Salesforce Generative AI: Better Customer Experiences and Streamlined Operations

If you haven’t looked into Salesforce Generative AI tools lately, you might be surprised at how their cutting-edge technologies are transforming the ways in which all types of organizations serve their customers — Salesforce and AI are unifying data across silos, automating manual processes, and empowering teams with valuable, actionable insights.

Whether you’re already using Salesforce’s Generative AI solutions or wondering whether they’re right for your organization, there’s very likely a Salesforce tool that can help at any stage of your customer, client, or citizen journey.

What is Salesforce Generative AI?

Salesforce Gen AI is a collection of proprietary AI models that securely combine with public models like Open AI’s ChatGPT to transform customer experiences across sales, service, marketing, commerce, and IT. It also enhances data processing with streamlined workflows and generates operational efficiencies.

Part of the Salesforce platform, this tool is designed to seamlessly integrate with and complement your organization’s existing Salesforce functionalities.

Some of the main benefits includes:

• Automating content creation and other manual processes for various business needs
• Increasing both personalization and customer satisfaction across marketing channels
• Providing valuable, actionable insights for better, faster decision-making

Let’s start with an overview of the Salesforce AI ecosystem.

Key Features and Capabilities

Salesforce’s AI solutions include these key components:

Einstein GPT serves as the foundation for many of Salesforce’s Generative AI tools, integrating AI capabilities into the Salesforce CRM platform. It uses natural language input to generate personalized emails and messages across marketing channels. It can also generate task lists, meeting summaries, data summaries, code snippets, and much more. Open and extensible, Einstein GPT securely uses both public and private AI models to improve your customer experience.

Salesforce Einstein Copilot is a powerful AI assistant that empowers your users across Salesforce clouds including Sales, Service, Marketing, and more. It comes with powerful, out-of-the-box capabilities and automated responses, but is completely customizable and anchored in your organization’s data and metadata. Its reasoning engine interprets user intent in real time and chooses the best responses and follow-up actions. Best of all is its ease of use — you can access Copilot with voice-to-text functionality from anywhere through the Salesforce mobile app.

Data Cloud eliminates data silos across the enterprise, bringing customer data together into a unified platform for real-time CRM capabilities. It connects and harmonizes data from various sources, providing a 360° view of customers and allowing Einstein GPT to access and analyze this information to deliver personalized experiences and insights. 

Consumption-based pricing ensures you only pay for the services you use, making Data Cloud very cost-effective. Data Cloud can handle whatever you throw at it, including structured and unstructured data, PDFs, emails, transcripts, and more.

Einstein Trust Layer builds confidence in AI adoption by ensuring your data adheres to ethical guidelines and is kept secure and private. It helps organizations meet regulatory requirements with detailed logs of AI usage and provides a comprehensive audit trail. 

Data masking and zero data retention ensure that personally identifiable information (PII) and other sensitive information is masked before sending prompts to external large learning models (LLMs).

Applications and Benefits of Salesforce Generative AI

In addition to industry-specific use cases, many of the benefits of Gen AI apply across the board.

How Does This Improve Customer Experience?

No matter the industry or who you serve, Salesforce Gen AI empowers you to increase both the quality and frequency of your communications, boosting customer satisfaction and loyalty at scale.

Your organization will offer customers:

Increased personalization. Using customer name, preferences, and history, you can deliver customized experiences, making every interaction with your organization more relevant and engaging. 

AI analyzes customer data to create tailored marketing campaigns and individualized support, leading to greater customer satisfaction and increased brand loyalty.

Multichannel support. Provide a seamless experience, whether your customers are reaching out via phone, email, chat, social media, or a combination. Speed up response time and provide better support, with all relevant information at your fingertips. Avoid the common frustration customers feel when they have to repeat their stories across communication channels and between different agents.

Self-service options. Visitors overwhelmingly appreciate self-service options over more traditional help desks or phone-based service options. Empower your customers to find answers quickly with chatbots and knowledge bases, increasing customer satisfaction while freeing up your team to focus on more complex issues and value-added activities. Leverage Gen AI to automatically keep your knowledge bases up-to-date, making life easier for both internal and external users.

Fast, round-the-clock support. Send automatic status updates to keep customers in the loop regarding order status — or, use it in law firms, legal departments and public service agencies to keep clients and citizens informed of the status of their cases. Let chatbots or knowledge bases assist with many types of inquiries outside of normal business hours. Streamline time-consuming manual processes such as refunds, service requests, and warranty returns.

Proactive predictions. Salesforce Gen AI can analyze and anticipate changing customer needs and behaviors, allowing you to proactively provide timely and relevant service. Optimize your service offerings or create  new products and services based on real-time insights. Identify trends in dissatisfaction and resolve them before they escalate into more serious complaints.

Real-time insights. Analyze your customer interactions as they’re happening to help identify common issues and behaviors. Use the understandings you gain to make better data-driven decisions, proactively head off issues, and optimize resource allocation.

Smart routing. Direct service inquiries to the right person more quickly, from the beginning of every interaction. Increase efficiency, cut wait times, and improve issue resolution rates and customer satisfaction — all while saving your support staff time and improving team satisfaction.

How Gen AI Improves Business Operations

In addition to enhancing your customer service, Salesforce Gen AI helps you streamline admin, back-office, and professional tasks to achieve meaningful improvements in the non-public facing aspects of your operations.

Increase productivity and efficiency. Automate repetitive tasks, freeing up employees to focus on higher-value activities. Streamline processes to save time, cut costs, and see significant improvements across all your operations. Eliminate the need for multiple screens and logins to find basic information with data that’s no longer siloed but shared across work functions. Use Salesforce Gen AI to generate responses for customer service teams, summarize case resolutions, and build and update knowledge bases.

Simplify content creation. Salesforce Gen AI can help your team craft high quality sales emails, social posts, marketing materials, and web content. Summarize all types of content quickly to draft presentations, reports, and more. Reduce the time and effort spent creating repetitive manual responses and free up your employees for more strategic tasks and complex issue resolution.

Support sales and marketing. Make your lead nurturing more effective during long buyer journeys with regular communications that appear customized. Automate routine tasks like analyzing traffic, summarizing sales, and forecasting sales opportunities. Drive revenue growth by freeing your team to spend more time on value-added activities like building relationships and closing deals.

Improve decision making: Gain valuable insights from real-time data to make better  informed business decisions. Quickly analyze large amounts of both structured and unstructured data to help understand customer behavior and trends. Better anticipate both issues and opportunities. Improve sales and financial forecast accuracy, leading to better resource allocation, budgeting, and strategic planning.

Accelerate innovation: Empower employees to experiment with and speed up execution of new ideas and solutions with rapid prototyping and development. Automate repetitive coding tasks with code generation and auto complete features, allowing you to  bring ideas to life faster and accelerate time to market. Iterate more quickly and supplement your teams’ creative processes with AI-generated design concepts.

Gain a competitive edge. With faster innovation, you can distinguish your organization as the most modern, efficient, and cutting-edge option when compared to your competitors. Don’t be caught flat-footed by changing market conditions, instead stay agile and flexible. Attract top talent that aligns with your culture, mission, and values as a strong, engaging brand.

Future-proof your operations: Put the foundations in place to be able to respond to “tipping point” moments that could cause your processes to break if you don’t address them right away. Stop relying on star team members to pick up the slack. Scale quickly as part of having a strategic plan for AI.

Compliance: Automate compliance checks and reporting while minimizing penalties. Consider using Gen AI to constantly digest new regulations as they’re created. Build the structured output that tells you where to apply these new regulations into your governance and ethics characteristics and embed these into your data models.

Specific Use Cases

HIKE2 has the deep knowledge, experience, and expertise to help clients in the industries we support to get the most of their Salesforce and artificial intelligence investments. Here are some common use cases that may spark your thinking.

Law firms and corporate legal

Significantly enhance your firm’s efficiency and accuracy, improving client service while freeing up lawyers to focus on more complex and strategic work.

Automate and personalize client communications including email updates and reports. Program chatbots to handle routine inquiries and provide basic guidance.

Generate and analyze contracts. Automatically create draft agreements and other legal documents using AI-powered templates and natural language prompts.

Analyze and summarize complex legal documents, identifying key clauses, potential issues, and inconsistencies.

Research, analyze. and summarize relevant cases, arguments, and precedents.

Stay on top of compliance by monitoring changes in regulations and legal requirements across different jurisdictions. Identify potential risks and set up alerts for required actions.

Streamline due diligence with automatic review and reporting on large volumes of documents.

Use predictive analysis to assess the likelihood of potential outcomes and determine strategies.

Automate time tracking and billing processes, create detailed invoices and reports.

Implement knowledge management best practices within your department, agency, or firm.

Automate contract lifecycle management from creation to renewal and review current contracts for key terms, obligations, and possible risks.

Public sector

Cut the time needed to create case reports by automatically summarizing and filing case notes after field interviews.

Transcribe calls in real time to keep case documentation always up-to-date.

Centralize detailed case notes, assign security levels, and quickly find documentation on past interactions.

Use context and knowledge articles to respond efficiently to service support requests.

Automatically stay up-to-date with changes and regulations and requirements and receive alerts to ensure compliance.

Streamline time-consuming manual processes with automatic drafts of legal documents and compliance reports.

Use AI training programs to uplevel public sector workers’ skills to better serve your constituents and make the most of AI tools.

Banking and Financial Services

Quickly process vast amounts of data to provide insights for risk assessment and investment strategies. Make better informed decisions and take a more proactive role to risk management.

Boost efficiency with automated document verification, data entry, and transaction processing, streamlining activities like loan underwriting and claims processing.

Use predictive analysis to forecast trends and assess credit risk. Make better investment decisions and innovate on new products, improving business performance.

Streamline compliance checks and reporting, reducing penalties.

Analyze transaction patterns to find anomalies and detect fraud. Proactively take preventative measures to protect customer assets.

Make customer onboarding, background checks, and data collection and analysis easier, more efficient, and more customer focused.

High tech and SaaS

Tailor your product offerings with deep insights into behaviors, preferences, and needs gleaned from thorough analysis of large amounts of data.

Score leads and prioritize opportunities to help your sales team increase conversions and efficiency by focusing on the leads with the highest potential.

Reduce churn, increase engagement, and target your audience more effectively with predictive analysis.

Use deep insights based in data to develop new products. Analyze user feedback and behavior to identify areas for product improvement and innovation, ensuring your products stay relevant and continue to meet customer needs.

Create personalized recommendations for visitors, generate product descriptions, and automate responses to product-related questions.

Professional services

Save time on routine tasks like scheduling, time tracking, and invoicing and let your professionals focus on serving clients.

Create project timelines, allocate resources, and manage budgets with predictive analytics. Optimize project delivery and ensure that it’s on time and within budget.

Analyze large volumes of data for actionable insights on strategy, client management, and service offerings.

Better manage your organizational knowledge, organizing, retrieving, and allowing professionals to easily access relevant data, case studies, and best practices.

Speed up drafting proposals, reports, and presentations by pulling relevant data and insights from your organization’s histories and libraries and ensure consistency and accuracy.

Attract and retain clients more effectively with targeted campaigns and personalized outreach.

Ensure you have the right people working on the right projects at the right time —identifying skill gaps, predicting staffing needs, and optimizing resource allocation.

Identify at-risk clients with predictive analytics and plan strategies to retain them. Scale more efficiently, continuously identify areas for improvement.

Frequently Asked Questions

Is Salesforce Generative AI suitable for small businesses and organizations?

Yes, Salesforce offers various pricing tiers and solutions tailored to businesses of all sizes.

How does Salesforce ensure the accuracy and reliability of AI-generated content?

Salesforce uses a combination of human review and automated quality control measures to ensure the accuracy and reliability of AI-generated content.

Can Salesforce Gen AI be customized for specific industries or use cases?

Yes, Salesforce provides tools and resources to customize its AI models to meet specific business needs and industry requirements.

Continue Your Organization’s AI Journey

HIKE2 is a Salesforce partner and the most innovative and collaborative digital consultancy in the ecosystem. We are a fresh company with years of experience and success helping our clients better serve their customers while growing profitably and operating more efficiently.

Interested in learning how Salesforce Gen AI can help your organization? Talk to one of our experts.