Salesforce Einstein Copilot: Leveraging Artificial Intelligence (AI) In Salesforce
Dec 6, 2023
Originally published in
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This October, Salesforce released the Einstein 1 Data Platform, featuring major advancements for Salesforce Data Cloud and Einstein AI capabilities, all built on Salesforce’s underlying metadata framework.
Wondering what sets this release apart?
Patrick O’Leary, Director of Salesforce Engineering at Whereoware breaks it down. “Essentially, Einstein 1 is a new real-time CRM platform, sitting underneath the standard Salesforce Cloud applications.
It consolidates all the data from Salesforce Sales Cloud, Service Cloud, Manufacturing Cloud, Marketing Cloud, and other connected sources into a single, real-time customer view. Through this clear data lens, users have a sharper, unified profile of their customers, enabling AI engines to analyze, automate, and extract actionable customer insights.”
In addition to Data Cloud’s platform capabilities, Salesforce is doing more than just keeping up with generative AI ― it's pioneering the path forward for data management.
AI's profound impact is evident:
61% of salespeople believe generative AI will help them better serve their customers, and
over 60% of business owners believe AI will improve customer relationships and enhance client interactions.
With AI powering the next generation of all Salesforce applications, we’re excited to introduce Einstein Copilot, Salesforce’s conversational AI Assistant.
Let’s dive into how Einstein Copilot benefits sales, marketing, customer service, ecommerce, and administrative teams, and how to weave Einstein Copilot into your Data Cloud to achieve greater business performance.
Think of Einstein as Salesforce's friendly, AI-powered sidekick, always ready to chat and assist in your daily workflow.
Einstein Copilot’s GPT-enabled interface feature helps sales and marketing teams get a deeper understanding of their customers by interacting with Salesforce records, reporting, and development.
Just like a conversational buddy, you can ask Einstein Copilot questions in your natural language, and he'll chime in with trustworthy answers. He's not just about chit-chat, though.
Picture a sales representative inquiring, “Which contacts have I called this week with the highest spend?” Einstein Copilot processes this request and delivers a curated list, streamlining the rep's focus on valuable leads.
Or a marketer might command, “Generate a list of top-scoring new leads,” and quickly receive a curated list of contacts for an account-based marketing (ABM) campaign.
The magic of Einstein Copilot lies in its ability to tap into Salesforce’s structured data, respond with precision, and pave the way for a smoother sales process and healthier bottom line.
Einstein Copilot Benefits + Use Cases Across Roles
With Einstein Copilot, manual research is a thing of the past. Let’s dive further into how Einstein Copilot simplifies and improves common tasks for various types of users.
How Sales Teams Use Salesforce Einstein
Sales can prompt Einstein Copilot to:
Prepare sales reps for meetings by researching accounts and updating Salesforce with vital info to close a deal.
Pull video call highlights, summarize salient points, gauge customer sentiment, and even suggest next steps.
Write cold emails, ensuring it's on-point with tone, style, and context.
At Whereoware, for example, let’s say December is focused on selling Salesforce Marketing Cloud implementations. Our Sales Manager can ask Copilot to find the sales conversation transcripts that mentioned Marketing Cloud, but didn’t close. Our sales team now knows just who to call to follow up on selling Marketing Cloud.
Sales teams using Copilot can identify opportunities and devise strategic approaches to inform more profitable sales conversations.
How Customer Service Teams Use Salesforce Einstein
With Copilot, complex customer issues transform into concise, actionable overviews and automations.
Whether it's via live chat, SMS, or social media, service agents using Salesforce Copilot gain clear directions to ensure top-notch service to customers in need of support.
Customer Service can prompt Einstein Copilot to:
Help navigate real-time conversations with a step-by-step guide, making resolutions faster when faced with intricate customer problems.
Anticipate customer needs, by analyzing past interactions and suggesting proactive measures to delight customers, fostering loyalty and satisfaction.
Pull trending issues and common queries, for Service Managers to analyze and pinpoint areas for product or service enhancements and relay these insights to the development team for action.
Copilot benefits customer service teams by equipping agents with customer insights, allowing them to go beyond merely solving issues to proactively creating experiences that resonate on a personal level.
How Marketing Teams Use Salesforce Einstein
Using natural language, Marketers can prompt Einstein Copilot to:
Create a segment of customers who’ve interacted with a past ad campaign, but did not make a purchase - to then send a retargeting campaign to.
Build a journey map, craft an email campaign, and generate a landing page for a segment of “hot” leads to nurture them into making purchase.
Design a product satisfaction survey to foster continued engagement and capture customer feedback.
Marketers benefit from using Einstein Copilot by enhancing campaigns, creating content assets, and improving automations with a personalized touch.
How Ecommerce Teams Use Salesforce Einstein
Ecommerce Teams can prompt Einstein Copilot to:
Provide a framework for a redesign of a digital storefront to improve user experience, and Einstein Copilot will outline key design changes, based on consumer behavior analytic sand conversion rate data.
Update a product catalog with new items written in multiple languages, and Einstein Copilot can generate the updates, pulling in all the details.
Generate SEO metadata for new product pages, and Einstein Copilot will provide optimized titles, descriptions, and keywords likely to improve search rankings.
Compare similar product listings against competitors, and Einstein Copilot will deliver a pricing analysis.
Copilot improves ecommerce operations by automating complex tasks, improving SEO, and provides multilingual support.
How Administrative Teams Use Salesforce Einstein
Administrative Teams can prompt Einstein Copilot to:
Identify customers more likely to miss appointments by analyzing past behavior patterns.
Develop a list of customers for sending targeted reminders of upcoming appointments, proactively reducing no-shows.
Discover upticks in customer cases to predict trends and prepare staffing, resources, and supplies.
Build custom learning paths for training by analyzing individual performance and engagement data.
Einstein Copilot's proactive approach benefits administrative teams by streamlining tasks, anticipating pain points, and identifying trends to enhance efficiency and customer service.
Next, let’s shift our focus to Einstein Copilot’s robust data safety mechanisms.
Curious About Data Safety?
Einstein Copilot and Einstein Copilot Studio secure data with the Einstein Trust Layer.
With Einstein Trust Layer, data is never retained by third-party LLM providers, and customer personal identifiable information (PII) is masked to deliver added data privacy.
Think of it as an invisible shield - safeguarding business and customer data, while ensuring companies can confidently act on trusted information to refine AI interactions.
Best Practices for Implementing and Customizing Einstein Copilot
Einstein Copilot natively integrates with Salesforce Data Cloud and taps into data from any Salesforce application to generate more accurate AI-powered recommendations and content.
It’s not just a flip of a switch. Consult with a Salesforce Partner (like Whereoware) to meticulously audit, plan, strategize, and execute a successful and smooth Salesforce implementation.
Not ready? Follow these best practices and strategies to ensure a successful Einstein Copilot setup.
Prioritize Data Integrity
AI's success is rooted in data quality. For optimal insights from Einstein Copilot, maintain a robust data hygiene regime. Regular validation, cleaning, and deduplication is crucial.
If your data is unreliable, it can significantly compromise the accuracy and effectiveness of the AI-driven insights and recommendations generated by Einstein Copilot.
Poor data quality leads to erroneous predictions, misguided strategies, and ultimately, decreased user trust and confidence.
Set Clear Goals and KPIs
Whether it's enhancing lead scoring accuracy, refining sales forecasts, or boosting customer service, set clear goals before diving into a Copilot implementation.
Setting distinct KPIs ensures Copilot is set up to align with your business objectives. It establishes a concrete framework to evaluate implementation progress and gauge success.
Invest in Training and Stay Informed
Make sure your team not only knows how to prompt Einstein Copilot, but can interpret its insights.
Continuous training, tailored to the evolving capabilities of Einstein Copilot, is pivotal.
AI is continually evolving ― stay updated with the latest Copilot developments from Salesforce and its larger technology offering.
While Einstein Copilot is a sophisticated tool, new features, improvements, or integrated tools offer further opportunities for your B2B operations.
Why use a Salesforce Developer and Partner?
Companies are understandably eager to reap AI’s benefits, but their approach must be thoughtful, outcome-focused, and powered by a strong data strategy.
The right partner will act as an extension of your business, helping you prioritize goals, audit existing instances, and identify a roadmap for improvement.
Whereoware, a Salesforce Partner, can set up Einstein Data Cloud 1 for your team.
As a Salesforce Partner, Whereoware steps in to accelerate this journey. Our role involves handling the intricate aspects of integrating Einstein Data Cloud 1.
Our expansive experience across Sales Cloud, Marketing Cloud, Data Cloud, and Experience Cloud, equips us with the expertise to facilitate quicker implementation, enabling businesses to see positive impacts sooner.
Plus, not only do we have Salesforce customization experts on-staff, we also have an in-house data team to support your data technology, integration, and maximization needs.
Our comprehensive customer data platform (CDP) framework encompasses:
Integration and data setup: We connect various data streams, users, and permissions to create a cohesive system. This includes customizing dashboards and setting up automations for a streamlined experience.
Organizing data architecture: Our team ensures data cleanliness and mapping to establish a clear data model.
Enhancing data: Building audience segments based on thorough customer analysis allows for more targeted strategies.
Activating data: We push actionable data to various platforms for real-time decision-making.
Providing ongoing strategic support: Identifying new opportunities to improve your unique Salesforce instance and overall technology stack, ensuring continuous UX improvement, efficiency, and adoption.
Incorporating Whereoware's expertise across the Salesforce ecosystem, including the pivotal role of setting up Copilot in the initial stages, ensures that businesses move beyond generic insights to capture deeply relevant, actionable customer intelligence.
Ready to advance your customer data platform? Connect with us to learn more.