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Today, at the Dreamforce conference, Salesforce announced the launch of Genie, a real-time customer data (CDP) platform that can help businesses deliver enhanced experiences for their customers.
Modern businesses run on hundreds (almost 1,000 average) of internal applications. Each solution has a unique purpose and collects valuable data about the customer. However, most organizations tend to keep this information in silos, leaving nearly 1,000 versions of information about a single customer. This is a big gap that leads to broken customer experiences.
While Salesforce Customer 360 solves the problem by bringing customer data together into a single, easy-to-understand view and enabling action on it. The CRM (customer relationship management) platform only solved part of the problem. The amount of data is growing rapidly and businesses need a way to act on information as soon as it’s generated – to acquire, retain and satisfy new customers. This is where Salesforce’s latest innovation, Genie, comes in.
“Milliseconds matter to every industry in every industry in this new world of data-driven digital experiences,” said Bret Taylor, co-CEO of Salesforce. “That’s why we developed Genie, the most important innovation in the history of the Salesforce Platform. Genie makes every part of Customer 360 more automated, intelligent and real-time, enabling customer experiences that were not possible before and deepening every relationship.”
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What does Genie do?
Genie is generally available today and adds a real-time touch to the capabilities of Salesforce Customer 360. The offering, as the company explains, ingests and stores real-time data streams and transactional data at scale, giving business teams seamless, personalized experiences. that continuously adapt to changing customer information and needs.
Ghost continues hyper strength public cloud infrastructure and uses built-in connectors to pull in data from any channel (mobile, web, APIs), legacy data via MuleSoft, and historical data from proprietary data lakes in real time. It then transforms and harmonizes the data into a real-time customer graph – a unified customer profile. Everything in this chart becomes visible and usable across the entire Customer 360, any industry solution, AppExchange, and custom apps.
With Genie, Salesforce CRM’s Einstein AI, which generates more than 175 billion predictions every day, can deliver predictions and suggested actions in real time. likewise, Salesforce flow Automation, which saves customers more than 100 billion hours per month, can use real-time information to automatically trigger actions. This could eventually change how different departments work with the help of Customer 360. For example, sales reps can get real-time guidance and recommendations from Einstein to adapt to an ongoing conversation and close a deal, while marketers can deliver personalized messages through various channels to adapt to customer activity across different brand features in real time.
Salesforce partners with data and AI players
Notably, Salesforce has also partnered with multiple players in the data and AI ecosystems to amplify Genie’s impact. This includes an agreement with Snowflake to allow Genie to access the data stored in Snowflake without duplication, as well as a partnership with Amazon to let organizations use SageMaker, Amazon’s cloud machine learning platform, with Einstein AI to build new AI models. .
David Schmaier, the chief product officer at Salesforce, said about 500 companies are already using Genie and reaping its benefits, including Formula 1, Ford, L’Oreal and PGA Tour Superstore.
“As golf has grown in popularity in recent years, we knew we needed to rapidly grow our digital presence and deliver personalized, relevant experiences to a new, diverse audience across every channel,” Jill Thomas, CMO at PGA Tour Superstore, said. “With Salesforce, we have much more control over our messages and are able to deliver the right message to the right person at the right time. This allows us to be truly customer-centric and meet people where they are in their journey with the game.”
Other announcements at Dreamforce
In addition to Genie, Salesforce also used the stage at Dreamforce to announce updates to Slack, including Slack Canvas, and a new Net Zero Marketplace that makes buying carbon credit easy and transparent.
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