Salesforce Connections took place from June 16-19th in Chicago this year and, as usual, exciting developments and innovations were the spotlight of the show.
The conference included keynote presentations with valuable marketing, commerce, and technological insights. Workshops and networking opportunities were also a highlight of this years’ conference.
Further connectivity between all elements of the complete Salesforce Cloud software suite were a focus - including an enhanced Customer Data Platform (CDP) and a new Commerce Page Designer that are sure to excite users at all levels within the retail and eCommerce industries.
“New platform services enable companies to unify customer data, manage identity and consent, segment and activate audiences, and optimize engagement with AI-powered insights. Part of Salesforce Customer 360, companies can now build a single view of their customers to deliver personalized engagement across marketing, commerce, sales and service.”
Providing a unified experience to all customers that still feels personalized is a constant challenge. Salesforce Customer 360 strives to do exactly that by aggregating customer data across all channels, platforms, clouds and on-premise.
The next generation of Salesforce Customer 360 will enable:
“Quickly create and manage engaging customer experiences with clicks, not code”
The new commerce page designer gives Salesforce Commerce Cloud users the ability to build pages on their eCommerce sites using an intuitive drag and drop interface, and without needing to have extensive coding or web development prowess.
With easy-to-use capabilities, merchandisers and marketers can quickly design rich, engaging eCommerce experiences without code:
Another hot topic was how to elevate the effectiveness of service bots. Pretty much everyone has had a bothersome experience with automated customer service, and the problem is that for some more complex issues a human touch is absolutely necessary.
Salesforce commits to using new Einstein bot capabilities to make the AI representatives more adept at determining when to escalate to a human to support a customer.
Einstein Bots can now be deployed on multiple new messaging channels including SMS, Facebook Messenger, WeChat and WhatsApp. Einstein Bots empower companies to scale their self-service capabilities by responding to customers immediately, automating routine service requests, gathering basic information and seamlessly handing off the conversation to human agents when necessary. And because Einstein Bots are connected to CRM data and processes, and powered by machine learning and natural language processing, they learn your business and get smarter over time.
With Einstein Bots, service leaders and admins don’t have to be data scientists to take advantage of cutting edge AI capabilities. We’ve made the setup process easier than ever, with a new map view that gives admins a visual guide to help design conversations, ensuring customers won’t get stuck in a dead-end during a service interaction. The new exact match capability lets admins quickly create intent models that train Einstein Bots to quickly recognize what customers are asking for and help them instantly. And dynamic routing directs customers to a specific queue based on their conversation, ensuring customers are on the best path to quick resolution with the right agents. [Salesforce]
SmartOSC specializes in optimizing and implementing commerce strategies and unifying the customer experience using the Salesforce Cloud suite. Get in touch with us today to see how Salesforce can benefit your brand.