For years, Salesforce has stood as the world’s leading Customer Relationship Management (CRM) vendor, offering an ever-evolving suite of tools to CX leaders. From its comprehensive cloud-based platforms to its artificial intelligence systems and innovative partnerships, Salesforce has unlocked countless ways for business to cultivate impactful customer relationships and maximize its value prop along the customer journey.
Today, the suite is evolving faster than ever, thanks to the rise of generative AI, large language models, and increasingly unique and demanding customer needs.
So, what is Salesforce doing to stay on top in this changing landscape? What’s next in the industry giant’s masterplan, and how can business leaders take full advantage of the Salesforce suite?
The Evolution of Salesforce CRM
Since 1999, Salesforce has been building and improving the world’s number one CRM platform, Salesforce Customer 360. Unlike other vendors in the space, Salesforce has long taken a comprehensive approach to ensuring businesses have full visibility into every stage of the customer lifecycle.
The Salesforce Data Cloud, embedded into the Einstein 1 platform, helps to bring insights and processes together throughout sales, marketing, service, and IT teams, creating a unified foundation for growth.
Today, the complete CRM solution is adaptive, flexible, and compatible with more than 8,700 partner apps and services. It ensures companies can connect with and support customers throughout the full customer journey, on any channel.
Through cross-cloud integrations in the Salesforce suite, businesses can access a unified view of the voice of their customer, translating vast amounts of data from every cloud environment into cutting-edge insights about what customers truly need and want. The Salesforce Einstein Copilot AI assistant offers businesses powerful AI capabilities to seamlessly enable cross-app workflows and leverage in-depth analytics instantly.
On top of that, businesses also gain access to end-to-end collaboration solutions, through one of Salesforce’s latest acquisitions, Slack. Perhaps the biggest selling point of the Slack platform is its flexibility, which enables businesses to connect various team members and ecosystems, driving robust decision-making strategies and growth opportunities via real-time collaboration enablement.
The Salesforce AI Roadmap
We’ve already mentioned Salesforce’s Einstein innovation, offering businesses a comprehensive generative AI and analytical tool to enhance customer service experiences. They’re not stopping there. Salesforce is constantly taking new steps toward the future of AI-powered CRM technology.
In the last year, the company has partnered with numerous AI innovators and other business leaders. For instance, they recently introduced a Workday AI integration, and a collaboration with Box that allows users to access unlimited Box AI queries within Slack.
Plus, aside from infusing AI capabilities into virtually every cloud-based offering in their ecosystem, Salesforce has introduced various new dedicated AI applications. The introduction of Einstein Service Agent this year is a great example as it’s a fully autonomous AI agent that can understand and respond to a range of service issues without pre-programmed scenarios.
According to the company, its focus is on developing a future where human and digital agents can join forces to improve every customer interaction. Salesforce’s AI solutions aren’t intended to replace agents, but augment how they work, making them more efficient and productive.
Enhancing Data Management and Compliance
Data forms the heart of Salesforce’s suite, driving AI and analytics that fuel business decisions and opportunities to enhance the customer experience. Already, Salesforce offers a variety of solutions to help companies manage their data, minimize duplicate records and standardize formats.
In addition, the company is committed to helping businesses protect their data in the age of AI, using a combination of human intervention and automated security controls. Salesforce has deployed a comprehensive Einstein Trust Layer to ensure the ethical use of AI through transparency, control, and accountability over AI predictions and decisions.
For instance, Service Cloud now comes with enhanced tools for identify verification, engagement timeline management, and a comprehensive business rules engine . The rules engine even allows companies to adapt quickly to insights from their data, with automated workflows that align with their business goals and distinct customer needs.
Unlocking the Full Benefits of Salesforce with Partners
Salesforce offers businesses of all sizes one of the most comprehensive and powerful solutions for data management and customer relationship management available. However, unlocking the true power of the suite while maintaining data governance and compliance can be complex.
That’s why Salesforce works extensively with partners, to help businesses unlock the full value of their technology. For instance, OneMagnify, a leading Salesforce partner, helps companies implement, optimize and manage Salesforce solutions with a focus on customer experience and digital transformation.
“We commonly see organizations struggle to implement Salesforce when they fail to align internally and break down data silos as the foundational step to their digital transformation. Defining the solution with the end in mind while allowing for quick, focused wins is a great strategy to achieve the long-term organizational buy-in needed for implementation success,” states Adam MacDonald, Salesforce Solution Engineer at OneMagnify.
The company works with businesses to build the end-to-end architecture of their Salesforce suite, developing technology and platform strategies, implementing systems, and enabling integrations with external apps and ecosystems. Plus, they provide organizations with a comprehensive intelligence foundation to ensure high-quality data is used to drive analytics and AI solutions within Salesforce and to power personalized interactions throughout the customer journey.
OneMagnify can support businesses with end-to-end CX solutions through this integration of digital, technology, and intelligence expertise. Read about how OneMagnify helps their clients prepare data and teams for Salesforce in their latest blog on B2B loyalty programs.
Stepping into the Future with Salesforce
As the world of customer experience continues to evolve, Salesforce has the resources and expertise required to deliver the innovative solutions businesses need to transform interactions. Offering a unique combination of tools for data management, AI analysis, and CRM transformation, Salesforce continues to excel as a technology leader.
However, maximizing the true value of Salesforce, from the benefits offered by a unified voice of customer strategy to artificial intelligence, requires the right support. Salesforce enables partners like OneMagnify to collaborate with business leaders to develop tailored solutions for their unique needs. These partnerships allow access to full data integration that empowers teams to deliver better service, unlock valuable insights, and drive opportunities for growth.