The four innovations that change everything

Christophe Bellocq, Partner at EI-Technologies, analyses four recent innovations of the platform and their implications on the Salesforce users supported by EI-Technologies.

1/ Customer 360°, the validation of Salesforce opening to B2C

Centralize to gain efficiency. Salesforce makes the Customer 360° dashboard available to users. A small breakthrough for the CRM world leader’s customers who can now integrate and consolidate all their clients’ data from the different Salesforce clouds (Sales & Services Cloud, Marketing Cloud and E-Commerce Cloud), in a single place. This new hub gives the company easier access to the consolidated information of each customer, by allocating a unique ID. For Christophe Bellocq, Partner at EI-Technologies, the introduction of Customer 360° marks the opening of Salesforce from B2B to B2C, which started a few years ago, “knowing that the major challenge in B2C is precisely the scattered information between the customer’s different sources of information!”

2/ Mulesoft to reinforce data treatment

Another example of this enhanced integration is the acquisition of Mulesoft for more than six billion dollars. “Salesforce wants to position its Mulesoft-based integration platform at the heart of its solution,” says Christophe. Mulesoft is based on a network of Application Programming Interface (API) to interconnect the data. In other words, “Mulesoft acts like a sort of glue between the different systems and connects the customers’ dispatched information”.  A company uses an average of 1020 applications but only “29% of these applications are interlinked”. The computerization of information processing thus allows professional users to focus on creating value for their customers.

Effectively, Mulesoft is a powerful solution for retailers who would be able to gather information managed by different applications: A CRM platform, customer database, loyalty program, mobile applications… All this information will be centralized instantly! When better used on a single platform, it is possible to design coherent omnichannel customer journeys: “Simply put, it generates the proper response with the right module for each customer request. Efficiency gains are tremendous” says Christophe Bellocq. « Afterall, the point is to empower the marketing teams to focus on value creation rather than spend hours generating SQL requests in databases!

3/ Einstein Voice: finding your voice using AI

« Voice command control is the future, » says Christophe with enthusiasm, and it is demonstrated with the launch of  Einstein Voice. The service platform leverages voice technologies and artificial intelligence allowing users to speak directly to Salesforce. “Einstein Voice is the first step towards new usages and daily increased productivity, he emphasizes. For example, for a sales representative, it would be much easier to dictate his customer meeting report from his car, using voice technology, then Einstein, the artificial intelligence technology, analyses the report and understands its content to propose relevant actions such as creating a lead, an account, a contact, an opportunity, a task,…”

And technology is deploying progressively, particularly with the Google and Amazon voice assistants: “Five years from now, no one will be surprised anymore to talk to his computer.” For EI-Technologies, the development of voice chatbots within the enterprises’ customer services reflects this tendency: “In 2019, we built many proofs of concepts and chatbots pilot projects. Beyond technology, it is the human support that takes precedence during the change of process, to instill a new positive dynamic within the company.

4/ A strategic partnership with Apple

The native integration of Salesforce mobile applications with Apple iOS is the fourth innovation to mention. “Among other things, this partnership offers Apple customers a better experience when using the Salesforce apps such as Face ID or Business Chat ”, explains Christophe. As far as apps optimization is concerned, Einstein also completes the Siri service. Apple’s voice assistant would be able to build on the AI data processing instantaneously. In parallel, Salesforce and Apple have upgraded their Software Development Kit (SDK) to better integrate with iOS. It allows using the Salesforce Lightning platform within an iOS application based on Swift, Apple’s proprietary language. To make this technology widely accessible, a training module is already available on Trailhead, Salesforce’s training.

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