Salesforce detailed what it describes as the "biggest innovation" in its CRM and sales enablement platform in the past two decades.
The newest addition, Salesforce Genie, is a service designed to unify customer data that is typically stored in silos across different channels and apps into a single, multi-use profile.
At Dreamforce 2022, Salesforce explained that the goal is to help customers deliver a personalized experience for their customers, informed by the most comprehensive and up-to-date set of information about past interactions.
sales force genius
Historically, companies have struggled to unlock the full potential of their customer data due to their complex and disorganized IT assets, leaving data stranded in isolated pockets.
According to Salesforce, midsize businesses rely on nearly 1000 standalone apps to support their operations, "fragmenting customer data and digital experiences."
Salesforce Genie works to solve this problem by incorporating and "harmonizing" the various disparate data sources, creating a complete customer graph that can be used to inform sales efforts and personalize the customer experience.
The company's other software properties should also benefit, though the details are a bit sketchy at this point. Genie for Tableau is supposed to enable automated workflows based on customer data, MuleSoft users will be able to "create connected and intelligent experiences," and Slack Genie will help bring "AI-powered insights to the workflow."
Salesforce also expects Genie to enhance its existing Einstein AI and Flow automation installations, which will be powered by a more comprehensive data set. Specifically, the former should generate more accurate and better tailored forecasts to help guide decision-making, and the latter will benefit from a new level of dynamism made possible by the centralized source of real-time data.
"We've completely redesigned our CRM from the ground up to enable applications that simply weren't possible before," Salesforce co-CEO Bret Taylor said during the keynote.
“With Genie, we've added a new foundational capability: a real-time, hyperscale data platform. It's about data; you can inject real-time and historical data to create a single source of truth. This is a game changer for CRM. »