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Salesforce has detailed what it describes as the “biggest innovation” to come to its CRM and sales promotion platform in the past two decades.
The new addition, Salesforce Genie, is a service designed to bring together customer data typically stored across channels and applications into one multipurpose profile.
At Dreamforce 2022, Salesforce explained that the goal is to help customers enable a personalized experience for their customers, based on the most complete and current information about past interactions.
Salesforce Genius
Historically, companies have struggled to unlock the full potential of their customer data due to their complex and disorganized IT domains, leaving data in isolated pockets.
According to Salesforce, the average company relies on nearly 1,000 different applications to support their operations, “that fragment customer data and digital experiences.”
Salesforce Genie attempts to solve this problem by including and “harmonizing” the various disparate data sources, creating a comprehensive customer graph that can be used to inform sales efforts and personalize the customer experience.
The company’s other software features will also benefit, although the details are a bit vague for now. Genie for Tableau will supposedly enable automated workflows based on customer data, MuleSoft users will be able to “build connected, intelligent experiences” and Slack will help Genie bring “AI-driven insights into the workflow”.
Salesforce also expects Genie to improve its existing Einstein AI and Flow automation facilities, which will be fed with a more complete set of data. In particular, the former is expected to generate more accurate and tailor-made predictions to guide decision-making, and the latter will benefit from a new level of dynamism enabled by the centralized source of real-time data.
“We completely redesigned our CRM to enable applications that were simply not possible before,” said Bret Taylor, co-CEO of Salesforce, during the opening speech.
“With Genie, we have added a fundamental new feature: a real-time hyperscale data platform. It’s all about the data; you can inject real-time and historical data to create a single source of truth. This changes the game for CRM.”