Introducion

Nowadays company data and its treatment are the basis for success in several business areas such as sales, services, marketing, commerce, information technologies, among others. To achieve success, it is important that there is good data quality across the entire organization, based on a single source of truth.

Currently the data belonging to a company is separated by several applications, constantly updated, isolated, duplicated and the more applications there are more versions of the data will exist, thus making it difficult to standardize information and provide a personalized response with quality and in real time to the customer, raising risks such as that of an agent losing a client by not having all the necessary information in real time. Responding to customer needs in real time it is increasingly important and challenging due to the amount of data created and daily consumed.

To address this problem, Salesforce announced on September 20, 2022, during the Dreamforce event in San Francisco, the Genie Platform as one of the greatest innovations in the company's history, opening the way to provide highly personalized customer experiences in real time.

What is the Genie Platform

The Genie Platform resulted from the rethinking CRM to enable applications that were not possible until now, adding the fundamental functionality of having a hyperscale real-time data platform as the only source of truth, which ingests and stores all the company's data streams, in real time, combined with Salesforce transactional data.

Genie runs on Salesforce cloud infrastructure (Hyperforce), uses Salesforce's metadata model, and powers Salesforce Customer 360, thus creating the world's first real-time CRM, more automated and intelligent.

Allows companies to take advantage of their data and deliver a seamless experience in their business areas, that continuously adapts to customer information and needs in real time, linking in the best way the interactions between the real world and digital.

The interconnection of all company data is possible through Genie's built-in connectors that bring data from all channels (mobile, web, APIs), obsolete system data through MuleSoft and historical data from data lakes (in trusted partner ecosystems), creating a unified customer profile record synthesized in real-time graph, which can be usable throughout Customer 360, AppExchange and customer applications due to Genie's use of Salesforce metadata model.

Innovations

With the arrival of Genie there are several innovations in features that already existed, bringing intelligence and automated experience to several business areas, forming Customer 360 in real time. These are the features:

• Einstein AI: That already generated more than 175 billion predictions per day, can now provide real-time data-based predictions, as a guide during a call with the client that suits the conversation;
• Flow automation services: Which already saved billions of monthly work hours in workers manual executions, can now use real-time data to trigger automatic actions.

To further extend Genie's power with data, AI and advertising systems, strategic partnerships have been created, for communication with the platform, including:

• Snowflake in data sharing without movement or duplication;
• Amazon SageMaker using the machine learning platform directly with Einstein, for the construction of new models of artificial intelligence suitable for the business and their use in Customer 360;
• Advertising partners like Amazon Ads or Meta in a secure, personalized and efficient marketing offer on a large scale;
• AppExchange multiple partner applications that extend the power of real-time data to multiple uses.

In terms of use, Genie brings several innovations associated with the introduction of real-time information across multiple Salesforce applications/platforms, as is the example:

• Sales Cloud Genie: Recommendations during a sale;
• Service Cloud Genie: In conjunction with IoT the agent now receives alerts of a real-time occurrence;
• Marketing Cloud Genie: Custom messages between channels, appropriated to the various customer activities;
• Commerce Cloud Genie: Adequacy/Construction of purchasing experiences according to customer actions in real time;
• Tableau Genie: Monitoring KPIs in real time.

Conclusion

With the rise of Salesforce Genie that powers Customer 360, with a hyperscale real-time platform that acts as the only source of truth for all company data profiles, the world's first real-time CRM now exists, that allows to provide a personalized, intelligent, automated and individualized experience to the customer in the different areas of business, saving time, money and increasing your revenue.

Companies such as L’Oreal, Ford, Formula 1® and PGA TOUR Superstore are already using the Genie platform to reinvent the way they relate to the customer. Will your company be next?

References

1. Salesforce Announces Genie – a New Data Platform Powering the World’s First Real-Time CRM (https://www.salesforce.com/news/press-releases/2022/09/20/genie-news/?utm_campaign=us_cbaw&utm_content=Salesforce_Dreamforce&utm_medium=organic_social&utm_source=linkedin)
2. What Is Salesforce Genie? (https://www.salesforce.com/blog/what-is-salesforce-genie/)
3. Salesforce Genie (https://www.salesforce.com/br/products/genie/overview/)

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