In our time, not using the advantages of digital automation for business is like moving on a cart wrapped in horses in a race while everyone else moves on Ferraris. Yes, the cart also moves, and there is some romance in that, but the one on the cart never wins the race.
Today's businesses stay competitive only when they work on their operational advantage: shorten sales cycles as much as possible, simplify the client's access to the service and optimize the time of going through the sales funnel.
Digitalization helps increase conversion and customer satisfaction, because they have to go through fewer steps than if it were manual service there. Moreover, customers’ needs grow and modify; people demand faster service as the pace of life is growing. One of the steps towards digitalization on practice and at scale is to implement AI-based solutions.
Salesforce Inc, as #1 CRM service provider in the world, was the pioneer and continues to be a leader in AI adoption. They pulled together 175 data scientists to help create Salesforce Einstein AI. Since then, Salesforce services are even more customizable as AI can be adapted to each business's unique strategies and customer approach.
AI makes Service Cloud more efficient (after implementing AI, you will see this from the financial reporting). Earlier, in pre-AI life, during the same period, 3 people could be served for an hour, and with AI - 10, let’s say for example. Let’s find out from this article where such service speed came from. We will discuss Einstein bots; will talk about Service Cloud Einstein features, such as next best action, reply recommendations, service analytics, and more.
What is Salesforce Service Cloud Einstein
Since September 2016, Salesforce has adopted AI to its core cloud products. The name of Salesforce artificial intelligence is Einstein. It helps to add an intelligent layer wherever possible in the entire Salesforce platform. Among the AI technologies included in Einstein are Machine Learning (ML), deep learning, predictive analytics, Natural Language Processing (NLP), and smart data discovery.
In Service Cloud, artificial intelligence helps your customer support team to provide customers with better and faster service.
Einstein in Service Cloud is an intelligent assistant that keeps in touch with your customers 24x7 as well as simplifies the work of the support assistants.
The biggest power of AI is the ability to learn. Einstein analyzes previous conversations with customers and their personal data, makes predictions, and gives individual recommendations.
Companies apply Einstein AI to analyze incoming cases and predict case fields with Einstein Case Classification. Call centers can automate the initial case triage process by automatically applying predictions and routing issues to the needed agents. Moreover, Einstein AI, combined with both Salesforce and third-party data, uncovers deep customer insights to deliver recommendations for agents with the Einstein Next Best Action feature.
Einstein Service Cloud features
Salesforce has a lot of cool AI-based offers for business automation:
1. Next Best Action
As the name implies, Einstein Next Best Action recommends to users the next action to take. According to each business's unique strategies and logic, you can develop a strategy to get recommendations. This feature might suggest someone needs to prolog a subscription, sign some documents, etc. When the recommendation displays, an agent has an option: accept or reject. "Each recommendation contains an image, important text values such as button text and a description, and an assigned flow that runs when a user responds", - Salesforce help. So, to launch the recommendation process, design and build the screen flows or auto-launched flows.
2. Case Classification
Most likely, your customer support team has similar appeals daily, month by month (for example, your customers often have a problem setting up payment terminals). Due to Machine Learning, Einstein AI can analyze previous conversations with the customer, closed cases, and chat transcripts. Then AI classifies the cases due to your chosen settings and conditions. "The performance dashboard shows you how well Einstein's predictions are working. View the performance of predictions compared to the field value at the time the case is closed", - Salesforce help.
3. Case Routing
When the cases are classified, they need to be sent to the exact agents (Field Service) who will deal with each of them in the best way. For example, Edgar deals the best with setting up PS, and Alice is the most efficient in setting up TVs. Also, the routing can be both skill-based and queue-based.
4. Case Wrap-Up
As mentioned before, ML allows Einstein to learn from previous customer interactions. That also allows predicting final field values based on your closed cases and chat transcripts.
5. Reply Recommendations
Einstein can recommend the most relevant way to answer your agents while chatting with customers. Not a secret that the customer support team often needs to deal with typical cases time after time.
For example, you sell clothes online. Unfortunately, your customers often ask how to return the bought item. And your agents need to reply: "For a refund or exchange of goods should be an objective reason, as well as the obligatory presence of labels, packaging, and documents confirming payment (checks, receipts, courier, etc.)". With AI implementation, the client will get an answer to their standard question faster - therefore, it saves the operator's time (read: saves your money).
Einstein allows you to type this once and just select from a short list to plug into open chats or messaging sessions. Salesforce offers reply recommendations in 16 languages: English, German, Arabic, Chinese-simplified, Chinese-traditional, Dutch, French, Italian, Japanese, Korean, Polish, Portuguese, Russian, Spanish, Thai, and Turkish.
6. Service Analytics
Collect the statistic without accuracies and in real time with Einstein Service Analytics.
When your business process manually all of customer cases and customer support agents type answers to each of the customers questions, you probably have to hire one more team just to analyze all those interactions. Because displaying appeals’ statistics (topic, number, frequency) takes so long and plus, absolutely impossible in real time. With Salesforce Einstein Analytics It will be easier to analyze the typology of requests and identify technical problems in the product/service in order to correct them and eliminate this cause of requests. Einstein Analytics is a Salesforce platform that provides data exploration and predictive analytics. Service Analytics is a type of Einstein Analytics template that performs and displays behavioral metrics, to help you define your goals and KPIs clearly. Einstein Analytics simplifies measuring NPS (Net Promoter Score) and increase it. CSI (Customer Satisfaction Index) and clients’ feedback are on your fingertips as well. Service agents use these data and customer analytics to respond to queries. In the Einstein Analytic platform, separate data points come together in dynamic dashboards that automatically surface the metrics that matter most to the business, giving you a true 360-degree view of your customers.
7. Einstein Bot
Unfortunately, sometimes the customer has to wait hours for their question to be resolved, while the support service goes through all the steps to collect data and give an answer. And then such a customer must describe their case to different operators again and again, as the case is passed from department to department. So, both parties of the dialog (the Business and the Client) are wasting time on the problems which can be resolved immediately. And at the same time, your customer support is so busy with typical cases that solving the really complex and trivial ones takes a crazy amount of time.
Most customer cases require an immediate solution, because their sales cycles are fast (especially relevant for FMCG businesses), but you need a lot of time to solve the case - this is a loss for the client, who is dissatisfied and what is worse, they will start looking for an alternative to you. AI-powered chatbots can easily deal with that and save time for what really matters.
Each Salesforce AI-based bot is customized by each business to fit their needs and is powered by predefined business rules through a conversational user interface ( you can even set up your tone of voice to make the bot sound more friendly or more formal). And also, when your business grows and changes - bot can keep up with that as it is flexible. Service scenarios are easy to change, answers - to supplement, and save resources on staff training.
When a customer initiates a customer service chat (CSC), they are immediately connected to an Einstein bot first. If the user has a severe problem or difficult question, the bot sends a request to the support team, and then the live agent takes that case. When the bot takes over typical questions, the support service will deal only with more complex cases, which will improve the service quality.
One more benefit of Einstein chatbot: chatbot helps upsale. Because after solving the problem, during the interaction bot can offer more product-complements.
8. Einstein Article Recommendations
Knowledge article is online documentation that answers a frequently asked question (FAQ) or provides instructions for solving a problem that customers commonly run into. If you have articles that explain how to deal with some specifics of your products, this feature will be useful for your business. Due to natural language processing (NLP), artificial intelligence compares customer cases with the excited knowledge articles' content and then recommends an agent to attach the article to the case. Your model would be periodically retrained or rebuilt to keep up with changes in your case and article data.
Einstein AI is a Salesforce-native AI technology that underpins the Service Cloud platform. Equipped with NLP, ML, deep learning, and predictive analytics, artificial intelligence help business understands their customers better. Having learned client history, previous behavior, and personal data, Einstein quickly recommends to agents how to deal with the current request. Also, AI adoption relieves the customer support team from doing their boring routine tasks.
According to Salesforce research, the benefits of AI-powered customer service are significant. AI-powered customer service can increase agent trust and confidence by 75% and first contact resolution by 82%.
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