Salesforce has detailed what it calls the “greatest innovation” introduced to its CRM and sales enablement platform in the past two decades.
The new addition, Salesforce Genie, is a service designed to unify customer data, typically stored across different channels and applications, into a single, multi-purpose profile.
At Dreamforce 2022, Salesforce stated its goal is to help customers deliver a personalized experience to their customers, informed by the most complete and up-to-date information on past interactions.
Historically, organizations have struggled to unlock the full potential of their customer data due to their complex and disorganized IT estates that leave data in isolated pockets.
According to Salesforce, the average company relies on nearly 1,000 different applications to keep their operations running, “which fragments customer data and digital experiences.”
Salesforce Genie works to solve this problem by taking the various disparate data sources and “harmonizing” them, creating a comprehensive customer chart that can be used to inform sales efforts and personalize the customer experience.
The company’s other software properties will also benefit, although the details are a bit vague for now. Genie for Tableau will reportedly enable automated workflows based on customer data, MuleSoft users will be able to “build connected, intelligent experiences” and Slack Genie will help bring “AI-driven insights into the workflow”.
Salesforce also expects Genie to enhance its existing Einstein AI and flow automation facilities fed with a richer dataset. In particular, the former is expected to generate more accurate and tailored predictions to drive decision-making, and the latter will benefit from a new level of dynamism enabled by the centralized source of real-time data.
“We redesigned our CRM from the ground up to enable uses that just weren’t possible before,” said Bret Taylor, co-CEO of Salesforce, during the keynote address.
“With Genie, we’ve added a fundamental new capability: a real-time, hyperscale data platform. It’s all about the data; You can feed real-time and historical data to create a single source of truth. That changes the game for CRM.”
https://www.techradar.com/news/salesforce-unveils-its-biggest-innovation-in-twenty-years Salesforce unveils its ‘biggest innovation in 20 years’