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What is generative CRM?
Generative CRM combines the power of generative AI with CRM data to boost productivity and efficiency of teams. It has the power to execute limitless functions such as responding to queries, generating conversational text, suggesting next steps, drafting emails and more. The beauty of Generative AI is that the more people use it, the smarter and faster it will become.
In the coming months and years, Generative CRM will effortlessly perform tedious everyday tasks, freeing up time of your teams so they can focus on more important tasks. With the ability to comb the internet for relevant data in a matter of seconds, it can help draft more meaningful responses thereby significantly boosting the efficiency of teams.
How generative CRM can boost productivity, efficiency, and customer relationships
People spend hours executing ordinary day to day tasks. They sift through data and information, wrack their brains to come up with new social media ad campaigns, iterate multiple times to create a perfect email pitch for a prospective customer, and engage in a fire fight to resolve issues of dissatisfied customers. What if they had a tool to streamline all of that, irrespective of the industry or department they work in?
Generative AI is on the brink of redefining CRM across companies in the coming years. Let us dive deeper to understand how this new age tech, when combined with your CRM, can help teams become more productive and deliver stunning customer experiences.
The employee view
If you are a new sales rep, and you have just been assigned a new account, it would take you many hours, perhaps even days to get an overview of the company, catch up on the latest company activities, discover the right contacts, and prepare an introductory email. With Generative AI, all this can be done in a matter of seconds by your CRM. So you can refine that email and connect with the right person sooner than ever.
This is the potential of generative CRM. When the power of generative AI combines with your CRM data, it unlocks a never seen before power of your CRM.
The view across teams
Generative AI is poised to reshape how teams work across departments in the years to come. It will empower enterprises to quickly and effortlessly generate AI-driven content across multiple departments -sales, customer service, marketing, commerce, and IT.
Service teams would have the power to create automated, smarter, more personalized chatbots that can engage with customers just the way a human rep would, but much faster. They would have the ability to anticipate, comprehend and respond to customer requests faster than ever.
For marketers, generative CRM can help in quickly creating accurate, compelling product descriptions that are optimized for web search.
Here are some key benefits that generative CRM would deliver going forward.
Reduce time to value
AI has already been around for a while with Salesforce Einstein delivering over 200 billion predictions every day. Today, AI products like ChatGPT and Dall-E are empowering millions of people across industries to work more effectively. Generative AI is a deep tech that will filter out the noise that we encounter on the web. If you can ask the right questions contextually, generative CRM will be smart enough to know what to look for and how to present it to you.
Free up humans for high-value work
If you are a sales rep, imagine trying to acquire a potentially big new customer. You will have to spend hours sifting through data to strengthen your sales pitch, and by the time you do so, it may end up being archaic. You then comb your network and the prospect website and social media handles to find that perfect person to connect with, only to find that they moved on to another company recently. These repetitive, cyclical and routine tasks to acquire a new customer often waste precious time.
Generative AI can speed up these routine activities to make you far more productive. It will allow you to spend more time to do the real thing, which is building relationships with prospects and customers.
AI that you can trust
Security and privacy will be a critical aspect of generative CRM. Governed by guidelines that specifically address security and privacy concerns, generative AI will build on long standing principles for trusted AI.
While publicly available generative AI tools depend only on publicly available data and information, generative CRM will be grounded on private and secure customer data, while also drawing on publicly available data and information such as social media and corporate websites. The ability to fuse public and private data is what makes generative AI driven CRM a trusted, and impactful experience for customers.
Generative AI at Salesforce
AI is already an integral part of the Salesforce Customer 360 platform, and its potential is limitless. Salesforce Einstein AI technology delivers over 200 billion predictions on a daily basis across multiple Salesforce’s business apps. This includes:
Sales, which utilises AI powered insights, to establish the best next steps so reps can close deals faster.
Service, which utilises AI to have bot-based natural conversations and provide the best fit answers, freeing up reps to work on more complex and important tasks.
Marketing, which uses AI to better understand customer behaviour and personalize marketing campaigns to boost their efficacy.
Commerce, which utilises AI to deliver personalized buying experiences and smarter ecommerce.
With generative AI, businesses can connect with their audiences in completely new, more engaging ways across every interaction.
Guidelines for Trusted Generative AI
Like they do with all their technology innovations, Salesforce is rooting ethical guidelines across all their products to assist businesses innovate rapidly and responsibly. With the tremendous potential and challenges emerging in generative AI, Salesforce is building further on their Trusted AI Principles with a new set of guidelines to push for responsible development and deployment of generative AI. Here are 5 such guidelines.
Accuracy: Use models to deliver verifiable results allowing customers to train models on their own data. Communicate when authenticity of the AI’s response cannot be established with certainty and enable users to ratify these responses. This can be achieved by citing sources, explaining why the AI gave those responses, underscoring areas to double-check such as stats, dates, and creating checks and balances that prevent certain tasks from being fully automated (like code review before deployment)
Safety: Effort should be made to mitigate any bias or harmful output by conducting robustness assessments. The privacy of any personal private information should also be protected by creating guardrails.
Honesty: When aggregating data to train and evaluate AI models, the source of data should be respected by ensuring their consent for use. Transparency in communication should be maintained by clearly stating that autonomously generated AI content has been delivered.
Empowerment: While in some cases, a fully automated AI driven process may be the best option especially for non-critical, publicly available data, there are cases where AI should augment a human role, especially where human judgment is necessary. One needs to establish the right balance to turbo charge human capabilities and make generative AI solutions accessible to all.
Sustainability: In our endeavour to establish more and more accuracy in our models, we should develop most appropriate-sized models wherever possible to reduce our carbon footprint.
Summary
If you are a Salesforce Consultant, this is an exciting time for you. Generative AI has the power to take CRM to the next level. By following the above guidelines, you can deliver never before seen value to your customers with the power of AI.
Girikon is a Certified Salesforce Development Partner delivering value to customers across the globe. To know more about how Generative CRM can work for you, contact us today.
About Author
Indranil is a technology enthusiast with over 25 years of experience in project management, operations, technology and business development. Indranil has led project teams in egovernance, business process re-engineering, product development and worked with Government and Corporate customers. Indranil truly believes in the power of technology to drive productivity and growth for teams and businesses.
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