At last, Dreamforce 2022 happened in San Francisco! And this year it was a bounty for CRM enthusiasts as Salesforce introduced the first-ever real-time CRM Salesforce Genie – The purple-robed bunny that creates magical customer experiences!
With lightning-speed real-time data integration, Salesforce Genie aims to unify versions of the same individual across applications and deliver customer experience based on data sources beyond Salesforce. But does the work on Genie end with what is called a narrow definition of a customer data platform (CDP) added the real-time data streaming?
Being a trusted Salesforce partner, in this blog, we’ll explain everything about what Salesforce Genie is, and explain how Genie is 10X more innovative and advanced than a traditional customer data platform!
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Is Genie yet another Customer Data Platform?
We heard this question from many of our clients! And we know you have the same question too! “Isn’t this what a customer data platform does? By connecting all the customer data in a single place.”
While bringing out Genie, Salesforce didn’t want to create another customer data platform that builds a unified customer profile by matching data from diverse sources. The goal, in fact, is to bring to life a more amplified version of CDP!
Go beyond marketing! – When CDP focuses only on the marketing and acquisition part of the customer journey, Salesforce Genie unifies data across all the customer 360 products! Right from Commerce Cloud to various other interaction platforms like MuleSoft.
An integration that’s faster than air! – Salesforce Genie embraces a “zero-copy architecture”. When CDP syncs data to records, Genie can read data without moving or duplicating it into Salesforce. Now, this will help you process your data faster and make every millisecond count!
Not just quicker processing of data and unified customer data across customer 360, there are a lot of other differentiating factors that make Genie stand out from all the customer data platforms that are available in the market!
And to answer the question that we posed “Genie is obviously not another CDP, but it is a platform that harnesses the power of next-generation integration to fuel real-time CRM!”
What’s so special about real-time CRM?
One of the coolest things about Genie is that it collects and unifies data in milliseconds so that your brand can act instantly! The action can be anything like…
- Getting insights into the kind of offer your customers are expecting on a particular product,
- What they have already purchased last week or
- A Service intercommunication your customer is having with your brand right now for a specific issue.
Getting these insights in real-time will pave way for a new level of personalized customer interaction that is very different from what has been possible for brands until now!
With real-time data processing across customer 360 (Sales, Service, Marketing, Commerce, or any SaaS applications), your brand can now finetune the experience they provide to your customers based on what is happening right now in their world!
To make it simpler, let’s take an example where your customer has added a flight to their cart but hasn’t checked out yet! But you also notice that they have read the “pay using points” policy on your homepage. Now, when your service executive receives a call from the same person, they can easily begin the conversation with, “Hi Aaron! We see that you have a flight in your cart and are also interested in paying through points! Would you like to get assistance on checking out your tickets with points?”
Thus, with Salesforce Genie, you can deliver this level of a magical experience for your customers by driving more value out of the real-time data.
With Salesforce Contact Center Genie, you can also simplify all your contact center activities like integrating chats from the company’s website, app, and even from WhatsApp.
The driving force behind Salesforce Genie: Know how the Genie platform is built!
Salesforce Genie is built to ingest and store real-time data at an unimaginably stupendous scale! When you incorporate Genie across customer 360, every cloud in Salesforce gets better. Adding to that, Genie also has inbuilt connectors that can gather data from every channel, no matter whether it is mobile, web, or APIs.
Through the trusted partner ecosystem with MuleSoft, you can also bring legacy and historical data from proprietary data lakes to Salesforce. Now, this is the next generation of real-time integration we need to process data at warp speed!
Salesforce Genie is an organically built technology that is focused to make every cloud better. Previously Salesforce did this with Flow and then with Einstein, harnessing the power of automation and intelligence to enhance the experience across sales, marketing, service, and commerce.
The core pillars upon which the platform relies today are Flow, Einstein, Genie, and Hyperforce.
Flow: Salesforce Genie is built using Salesforce metadata, to make the data stored in it accessible across customer 360! When Genie gets the data input in real-time, Flow will use the data to trigger actions automatically across customer 360.
Einstein: By leveraging Salesforce Genie, Einstein can deliver cutting-edge personalization and prediction based on real-time data, enhancing the overall customer 360 processes.
Genie: A “hyper-scale data platform” that has built-in connectors to tap in and get data from any data sources or data lakes and combine it with Salesforce for unmatched customer experience and operational efficiency.
Hyperforce: Hyperforce is Salesforce’s public cloud infrastructure, which provides data residency, security, privacy, and regulatory compliance controls. The platform also has in-built data ethics features that govern data and elevate customer trust.
Genie is Open and Extensible!
The icing on the cake for aspiring Genie users is that the platform is “open and extensible!”
You can easily extend its capabilities without rewriting code or making any major changes to its core architecture.
The following partnerships expand the power of Genie with data, AI, and advertising innovation.
Open data Access – The Salesforce and Snowflake partnership will enable you secure access to data in Snowflake and vice versa without copying or duplicating the data! Remember? The zero-copy architecture we talked about? That is what it is!
Bring Your Own AI – Salesforce’s partnership with Amazon SageMaker will empower you to bring Salesforce data to SageMaker, from where you can create ML models based on that data. Once done, you can move it back to Salesforce where Einstein can leverage that model and drive intelligent tasks.
Secure first-Party Advertising – With Genie, you can enable new privacy-safe integrations for advertising activation and aggregated insights. Thanks to the power of unified first-party data (CDP) and Salesforce’s partnership with Amazon Ads and Meta.
Want to get started with Genie?
Customer data is going to be everything in the days to come! And innovations like Salesforce Genie will surely be a game-changing solution in redefining the way customer relationship management works for business!
If you are interested in leveraging Genie, the good news is that it’s super easy to get started, when you join hands with the right Salesforce solution provider like AVASOFT.
At AVASOFT, we are spurring up the digital transformation game in every way possible with top-notch technologies and solutions.
Connect with our CRM experts for a discovery call to know more about how real-time CRM can accelerate your business processes and boost your ROI.
