Using AI in CRM: Insights from a Salesforce System

AI in CRM is revolutionizing the way businesses interact with customers. Salesforce, a leader in CRM solutions, demonstrates how AI transforms raw data into actionable insights, automates routine tasks, and enhances decision-making. As AI continues to evolve, leveraging its power within CRM systems is becoming essential for businesses.

In this post, we’ll delve into what’s the use of AI in CRM, examine AI tools in Salesforce CRM, compare CRM vs AI-powered CRM, and find out where to start with AI in CRM. 

What’s AI in CRM?

AI in CRM integrates technologies like machine learning, natural language processing, and predictive analytics into CRM systems. These technologies analyze vast amounts of customer data, identify patterns, automate tasks, and enhance customer interactions.

Machine learning analyzes historical data to predict customer behavior, while NLP processes customer queries in real-time. Predictive analytics offers actionable insights, such as lead conversion likelihood, allowing sales teams to focus on high-value prospects. Companies using AI in their sales processes have seen a 50% increase in leads and appointments​. Additionally, AI in CRM has been shown to increase sales productivity by up to 34%​.

These technologies automate tasks like lead scoring, customer segmentation, and personalized communication, resulting in targeted marketing and efficient sales. AI-powered CRM systems can also reduce customer service costs by 40-60%, further enhancing operational efficiency​. With the global CRM market projected to grow to $81.9 billion by 2025, largely driven by AI integration​, adopting AI in CRM proves to be a game-changer for businesses looking to stay competitive.

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Top Main AI Tools in Salesforce CRM

Salesforce AI, known as Einstein, is a suite of AI-powered tools and services embedded within the Salesforce platform. It helps businesses automate tasks, gain insights from data, and personalize customer experiences. Here’s a breakdown of its key features:

#1 Sales & Marketing:

• Einstein Activity Capture: Automatically logs emails, calls, and meetings to Salesforce, saving reps time and ensuring data accuracy.
• Einstein Lead Scoring: Prioritizes leads based on their likelihood to convert, helping reps focus on the most promising opportunities.
• Einstein Analytics: Provides visual dashboards and reports to track key metrics and identify trends.
• Einstein Bots: Creates chatbots that can answer customer questions, qualify leads, and schedule appointments.

#2 Service:

• Einstein Case Classification: Automatically categorizes cases based on keywords and sentiment, routing them to the right agent.
• Einstein Next Best Action: Suggests the next best action for resolving a case, based on similar cases and historical data.
• Einstein Knowledge: Provides agents with relevant knowledge articles and solutions to customer problems.

#3 Platform:

• Einstein Discovery: Analyzes large datasets to uncover hidden patterns and insights.
• Einstein Vision: Enables image recognition and classification for various use cases, such as product recommendations and fraud detection.
• Einstein Language: Provides sentiment analysis, entity extraction, and other natural language processing capabilities.

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CRM vs AI-Powered CRM

AI integration has transformed CRM platforms like Salesforce, expanding their capabilities. This table outlines the key distinctions between standard Salesforce CRM and its AI-enhanced version with Einstein.

In short, while Salesforce CRM offers a solid foundation, its AI-powered version provides enhanced analytics, automation, and personalization, albeit at increased complexity and cost.

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How to Build Custom AI Solution in Salesforce?

Building a custom AI solution in Salesforce requires careful planning and execution. Here’s a breakdown of the key steps:

#1 Define your objective:

• Identify the business problem you want to solve with AI. Is it lead scoring, churn prediction, next-best-action recommendations, or something else?
• Clearly define the desired outcome. What does success look like for your AI solution? Quantify this with metrics.

#2 Assess your data:

• Gather and analyze the data you’ll use to train your AI model. Is it clean, accurate, and sufficient for the task?
• Identify potential data challenges and plan for mitigation. You might need data cleansing, feature engineering, or synthetic data generation.

#3 Choose your approach:

• Leverage built-in Einstein AI features: Salesforce offers pre-built AI tools like Einstein Discovery, Einstein Analytics, and Einstein Bots. Consider if these can meet your needs without custom development.
• Build your own model: If a custom solution is necessary, choose a development approach whether it will be Einstein Custom AI or an external ML platform.

#4 Model development:

• Prepare your data for training. This involves defining features, splitting data into training, validation, and test sets, and potentially applying data transformation techniques.
• Choose your ML algorithm. Different algorithms are suited for different tasks. Consult experts if needed.
• Train and test your model. Monitor performance metrics and iterate to improve accuracy and generalizability.

#5 Deployment and integration:

• Deploy your model in Salesforce. This may involve packaging it as a Lightning Web Component or integrating it with workflows and automation tools.
• Monitor and track performance. Continuously monitor your AI solution and adjust based on feedback and real-world data.

Additional tips:

1. Start small and pilot your solution before scaling. This reduces risk and allows for iteration.
2. Involve stakeholders throughout the process. Get buy-in from leadership, users, and IT to ensure successful adoption.
3. Prioritize security and compliance. Ensure your AI solution adheres to relevant data privacy regulations.

Remember, building a custom AI solution is an iterative process. Be prepared to adapt and adjust your approach as you learn from your data and user feedback.

What to Start With?

When considering implementing AI in your CRM, the first step is to identify areas where automation can make the most impact on your business. Whether it’s streamlining sales processes, enhancing customer support, or improving data analysis, understanding your specific needs is crucial.

If you already use a CRM, such as Salesforce, you might be exploring how to enhance it with AI capabilities. This is where Synebo Salesforce agency can help. With more than 8 years on the market, we have expertise in automating CRM systems using AI technologies tailored to your business requirements. Our team can assist you in integrating AI into your existing CRM, whether it’s setting up Salesforce’s Einstein AI or building custom AI solutions.

Reach out to us, and let’s discuss how we can make your CRM work smarter for your business.

Final Take

AI in CRM is no longer a luxury but a necessity for businesses aiming to enhance customer interactions and streamline operations. With Salesforce’s AI-powered tools like Einstein, companies can automate processes, gain deeper insights, and provide personalized experiences. Implementing AI in CRM, whether through built-in features or custom solutions, drives growth and efficiency. 

To leverage AI in Salesforce CRM, you need external expertise and assistance from a trusted provider. Here, at Synebo, with more than 1000 projects under our belt and substantial relevant expertise, we are ready, willing, and able to contribute to your best project. 

Need AI in CRM assistance? Reach out to Synebo