For a business to be successful, it is important to use a Customer Relationship Management (CRM) tool to increase your customer base, sales and revenue. The one name that stands out above all others when it comes to CRM solutions is Salesforce.
With the rapid advancement in technology and heavy competition among businesses, even leaders and business owners are looking for solutions to improve their relationships with customers.
Let’s take a look at the future of Salesforce and how businesses can benefit from these new trends and features.
The Salesforce Evolution
Customer 360 Journey:
The pandemic has bought a lot of changes in every business, but perhaps the biggest is the need to focus on digital-first with regards to customers. Accelerating the need for digital solutions like the Salesforce platform. According to a report from McKinsey, more than 75% of customers in the US experimented with other brands and retailers during the pandemic and 60% of them made a shift to a new brand. This shows how important it is to evolve with the customer and their needs.
Organisations nowadays are looking and analysing the data of their customers for seamless interactions from various touchpoints (social media, newsletters, physical sites, phone support, etc.). But according to reports from Salesforce, only 50% of organisations are able to access and visualize the data. This is down to the fact that most of this data is scattered and resides on multiple clouds. This is the reason people use Salesforce as it helps businesses to collect all their data in one place, allowing different departments in the company to collaborative more cohesively.
Artificial Intelligence and Machine Learning Approaches:
Developing platforms that learn by themselves, is interesting right? Salesforce has recently come up with AI-powered Einstein, which gives insights and recommendations that help companies in making better sales decisions. Custom deep learning models are available that make predictions by reading your CRM data. Here are some of the features that show how Salesforce is using AI and ML to develop a better platform for organisations.
- Tableau: Tableau for CRM is used to design and create a dashboard within a few clicks. Tableau is the top Business Intelligence and analytics software.
- Voice-enabled Analytics: Einstein’s voice was launched by Salesforce in the year 2018. This feature uses Natural Language Processing (NLP) to process the user requests and users can update or delete records or tasks using their voice. Einstein voice bots enable users to design their own voice assistants for custom applications.
- AppExchange: AppExchange is a marketplace for third-party apps. Salesforce is working to upgrade its AppStore, by providing more installable apps to improve sales, marketing, and customer interactions of the businesses.
Salesforce offers open-source Blockchain technology from the hyper ledger and enables users to migrate their data and workflows.
Being one of the most popular CRM software tools, there are also thousands of other applications that can be integrated with the Salesforce platform to extend the capabilities and functionalities of the platform based on your needs.
Lightning Web Components:
Lightning web components are HTML elements that enable users to develop lightweight UI designs.
According to Gartner, it is predicted that mobile technologies are being used by 40% sales organisations for most of their tasks. Salesforce has been constantly striving to get the entire CRM into a mobile application. Salesforce has laid a solid foundation to achieve this goal and here are some of the upgrades that Salesforce is currently aiming for:
- Salesforce has partnered with Apple to redevelop a native Salesforce app to leverage the capabilities of Siri and other Apple features.
Developing Industry-specific Platforms:
Salesforce is more dominant in finance, media and retail, and sales and marketing industries. With the advancement and rising demand in other industries, Salesforce is developing solutions that are prevalent in healthcare by developing a health cloud and CRM to access and manipulate this data.
Here are the trends that are being implemented by Salesforce to transform the CRM industry. As the competition gets more fierce, companies will start looking for solutions that can cater to their needs and make them stay ahead in the competition. Salesforce’s motive is Industry + Innovation.