Salesforce Basecamp Melbourne 2017
Key speakers took centre stage, while breakout sessions, an expo theatre, workshops, circle of success, and the developer zone provided a platform to talk tips and issues.
With a focus on connecting to customers and ‘blazing a trail to customer success’ as the hook, our tech team, CRM and MA specialists, senior account manager and call centre manager joined in the conversation for the future of Salesforce technology.
So, what did we get out of the event to implement for our clients?
Marketing Automation Producer
Salesforce technology is evolving rapidly toward a customer-centric focus and utilising all data to personalise a unique experience for each lead. CRM software can capture data and provide analytics but isn’t known for a customer-first ‘human approach’ – until now.
It’s great to see so many companies turning their focus toward the ‘job to be done,’ putting the customer first, allowing sales and marketing to focus on personalised solutions that can be provided not only for clients but for every individual customer.
The Future of CX: How AI Will Humanise Every Customer Journey
This was was my even highlight. It was eye-opening to imagine a world where AI could empower each and every interaction. The emails sent, Facebook ads, push notifications and website experiences can be created specifically for you, the customer.
Our customers are savvy, they are immune to bulk email blasts with a generic message, the future of customer experience is here and it is what customers expect.
Better humanise the customer experience by finding ways to create:
- Empathy: Empathise with their social and emotional needs.
- Serendipity: Add elements of surprise to your customer’s journey. One thing your prospect will remember is HOW you make them feel.
- Privacy: Respect your prospects’ privacy. Listen to their digital behaviours and understand when and when not to connect. Don’t ruin your chances by overwhelming them.
Senior Account Manager
Artificial Intelligence integrating into the everyday workforce really blew my mind. Knowing that ‘digital humans will be to chatbots what TV was to radio… an infinitely more engaging experience’ is further proof that technology is advancing at an accelerated speed.
It was exciting to discuss creating emotionally intelligent digital humans – which can be undertaken via two pathways:
Biological research embodies cognition and social learning; basically an understanding of what makes us tick.
Technology focuses on creating a compelling user interface with features such as state of the art facial recognition.
This technology is already available, with digital humans expected in the workforce within months!!!
Head of Technology
It was amazing to see how much the Salesforce software suite is expanding. A great event for people looking to get a high level view of all the different Salesforce software and what will soon be on offer.
I loved Salesforce’s vision of data in the future; a future not too far from now, where the benefits of deep data analysis continues to work its way down from enterprise to small business and mostly importantly, to the end consumer.
Smaller, niche business will be able to aggregate larger sets of data to deliver more custom experiences for their users, while at the same time the user will be able to tap into this and facilitate their purchase decision through a network of connected software and hardware.
In doing so, they will further customise their profile within the company’s database and so help to deliver a better experience each time an interaction takes place.
It was great to see a demo of the various use cases for Einstein and how AI has been embedded across the Salesforce product suite.
For a company like ours, that has a lot of data but doesn’t invest heavily in the data science resources, Einstein enables us to take advantage of insights and work smarter by learning, delivering predictions and recommending actions for users to take.
One use case that we’ll be exploring is for our LeadConvert operations where we hope Einstein will help us to understand the correlations that exist between a lead generated, call centre agent actions, the appointments booked and sales outcomes.
Call Centre Manager
The work Soul Machines are doing and the progression of AI blew my mind, especially the detection of human facial expressions and tonality, and their ability to respond in kind.
But what really caught my attention was the marketing cloud and Einstein Insights, where the social listening tools detected your branding in pictures without any mentions, tags or keywords.
These breakthroughs in AI and emotional intelligence are going to be a massive opportunity for brands to engage with their customers across multiple channels and create a truly personalised and memorable experience!
As a whole, we walked away from Salesforce Basecamp Melbourne 2017 feeling inspired.
The customer speakers used their own case studies to share learnings and experiences of how the Salesforce technology connects customers in a whole new way.
It was great to see first-hand the success very different industries have with Salesforce CRM application when a strong customer focus is incorporated.
And for most of us, it really was Salesforce Einstein taking centre stage.
Einstein left us curious to learn more about the ways we can utilise large volumes of data to deliver predictions and recommendations based on unique business goals.