Salesforce Announces Several New Services & Cloud Tech To Help Marketers Connect With Audiences

San Francisco, United States - August 24, 2018: Outside Salesforce Tower in San Francisco, located at 415 Mission St. Salesforce is an American cloud computing company with headquarters in San Francisco, California.
B&T Magazine
Edited by B&T Magazine

Salesforce has today introduced new service and marketing cloud features that humanise the customer experience with new AI-powered conversational intelligence, mobile offline access to relevant information, and customer data platform innovations.

These technologies will help service teams and marketers create more personalised experiences that drive lifelong customer relationships for every industry including retail, manufacturing and healthcare.It’s no secret rising inflation is shrinking consumers’ buying power and forcing them to scrutinise their spending.

With 88 per cent of customers saying the experience a company provides is as important as its products and services, companies must provide personalised experiences that remove friction and foster trust and loyalty. “Seventy-six percent of customers expect companies to understand their unique needs, yet only 34 per cent feel like companies actually treat them as individuals,” said Lidiane Jones, EVP and GM of Salesforce Digital Experiences.

“Any company not investing in this area is putting their entire business at risk. With Salesforce’s powerful service and marketing innovations layered with AI, businesses can deliver the personalised, connected experiences that build trust, loyalty, and longevity with customers.”

Service Cloud Innovations: Digitising voice turns agents to trusted advisors

A considerable 79 per cent of service professionals say it’s impossible to provide great service without full customer context. With new voice innovations, agents can become trusted advisors, delivering more personalised interactions, driving more value from purchases, and solving problems fast.

The next generation of Service Cloud makes it easier for companies to deliver personalised experiences at scale, leveraging new data and AI capabilities. These innovations will empower agents to create more empathetic, human experiences, which are critical to fostering customer loyalty.

Meanwhile, Contact Lens for Amazon Connect offers advanced conversational transcription for even the longest phone calls, real-time sentiment analysis, real-time supervisor alerts to deliver agent coaching and full-text search on call transcripts.

Furthermore, Service Cloud partners Google Cloud and Genesys will each offer customers more choice in how they use Service Cloud Voice and enable AI-powered recommendations and automated workflows for their teams. With new telephone connectors from both Google Cloud and Genesys, companies may integrate phone and customer data, automate call transcriptions and notes, and enable agents to receive real-time suggestions while they’re on a customer call.

Field Service Innovations: Mobile workers can provide and get support from anywhere

With skills shortages affecting field service teams, it is more important than ever to scale service efficiently.

Salesforce Field Service’s modern mobile platform can connect teams on the frontline with their headquarters, with other subject matter experts in the field, and with customers.

Field service workers can access the information they need to get their jobs done even if they are offline, and service technicians can use augmented reality to help customers resolve issues.

Workers providing in-person service with the Salesforce Field Service App now have a Multi-level Offline Briefcase to serve up necessary records whether or not they are online.

Furthermore, Visual Remote Assistant now gives customers the option to schedule in advance and initiate a 1:1 virtual support session with augmented reality from their phone. Companies can reduce truck rolls and give customers options for faster resolution.

Marketing Cloud Innovations: New CDP and Intelligence features to better know your customers

Only 33 per cent of marketers are fully satisfied with their ability to create more relevant experiences with customer data.

The next generation of Customer Data Platform, formerly known as Salesforce CDP, helps marketers create a single source of truth so they can get to know their customer and engage with relevancy at scale and in real time.

With streaming insights and data actions, marketers can capture near real-time data signals, such as a new customer, a recent product transaction, or payment issue, to trigger workflow events.

Advanced identity resolution is another handy tool, and uses AI to match and merge disparate data for better customer identification.

New anonymous profiles also enable marketers to track profiles and build a rich history of data on customers when they are in the anonymous state and then connect that data to their profiles once they become known. An online retailer can analyse a web visitor’s interactions, stitching data together when they have signed in to the site with their previous interactions, allowing for better personalisation like improved product recommendations.

Marketing Cloud Intelligence, formerly known as Datorama, helps marketers unify analytics and leverage AI insights to continually optimise outcomes that increase customer value and growth. New Intelligence innovations announced today include:

New enhancements to Intelligence Reports for Engagement help marketers shift from email open rates due to privacy changes. Now organisations can evaluate email performance by device, client, OS, and browser and optimise new KPIs for conversions, clicks by link, bounce types, unsubscribes, complaints, and click event lag.

Intelligence now enables marketers to explore and analyse deep data sets with new interactive visualisation tools to easily compare currencies, channels, campaigns, time series, business units and more in a single customisable view.

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