Customers are increasingly demanding personalised and integrated engagements from the brands they consider and buy. A recent survey conducted by Salesforce reveals that millennials value superior and customised experience as much as or at times, more than the real products and services purchased. As a result of this shift from customer relationship management (CRM) to customer experience (CX), Salesforce has now started to concentrate more on CX-enabled tools. By leveraging artificial intelligence (AI), these tools not only promise to provide more personalised experiences but also help quantify marketing campaign effectiveness with regard to various cutting-edge metrics. Additionally, AI has been assisting in automating and improving the efficiency of many critical tasks, such as responding to customer service requests, which further enhances CX.
Although there have been discussions around the application of AI in the Salesforce ecosystem for many years, most of the top Salesforce solution providers have only recently started incorporating AI in their offerings. This trend is anticipated to grow in the near future, with businesses using AI not just for marketing and sales initiatives but also in various other verticals. AI is likely to bring about a major restructuring in many businesses, from the way product cycles are being designed to how these products are marketed. In the same vein, Salesforce’s smart CRM assistant—Einstein AI—has been assisting in automatically customising models for every single customer. Powered by advanced machine learning, deep learning, predictive analytics, natural language processing, and smart data discovery, Einstein AI learns, self-tunes, and gets smarter with every interaction and additional piece of data.
Last year, Salesforce took a step ahead by launching Einstein Voice Assistant, which enables conversational updates to Salesforce and puts them to work with AI. For instance, users can verbally log updates for a forthcoming meeting using the Salesforce mobile app. Einstein Voice will intelligently find the relevant records and automatically update fields with the latest information, create follow-up tasks, and notify teammates. Along with AI, Salesforce is also focused on integrations that will facilitate the smoother movement of customer data across multiple clouds to offer organisations a more holistic view of their customers. Last year, the company acquired MuleSoft—a provider of integration software for connecting applications, data, and devices—to extend the capabilities of its Customer 360 offering. As an enterprise-grade customer data management and activation platform, Salesforce Customer 360 now has the potential to build a unified profile of every customer and deliver hyper-personalised engagement across marketing, commerce, service, and beyond.
With continual technology improvements across the Salesforce landscape, organisations must choose Salesforce solution providers that not only help solve their business challenges but are also updated with the latest market trends. To assist organisations with the selection process, our distinguished panel comprising key decision-makers and experts along with CIOApplications Europe's editorial board has shortlisted some of the most promising Salesforce solution providers across Europe.
We present to you CIOApplications Europe’s “Top 10 Salesforce Solution Providers - 2019.”