Salesforce AI success unleashed: 5 companies transforming their business operations

At Dreamforce 2023, the excitement around artificial intelligence was palpable. Though many of the presentations hinted at what’s on the horizon, some companies have already adopted Salesforce’s AI and automation features. We start with an exploration of Regression, Classification, and Generative AI, supported by real-world examples. Next, we look at the businesses already using Salesforce AI to drive efficiency, personalized experiences, and better customer service. Plus, how you can implement these technologies into your business.

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The AI Trio: Regression, Classification, Generative

AI’s applications are manifest. But before we look at how companies are using Salesforce AI, let’s understand these three types better and what benefits they can bring to businesses.  

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Regression in AI

Regression, a pillar of supervised learning, predicts continuous outputs based on many inputs. Regression in AI’s main use is forecasting numbers.

Applications:

• Sales Forecasting: Projecting future sales, informed by historical trends and economic factors.
• Pricing: Digital retailers can find the sweet spot for product pricing, considering demand dynamics, competition, and seasonal trends.
• Marketing/Media Mix Model: Weighing marketing channels by their influence, companies spend their budgets smarter.

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Businesses using Regression in AI:

Airbnb: Uses regression models to suggest the best pricing for hosts; specifically dynamic pricing, where prices change based on supply and demand. Airbnb factors location, seasonality, amenities, and more to arrive at a price for each listing. Regression enables them to maximize profits, but still provide competitive rates for guests.

Uber: Also uses dynamic pricing (also known as surge pricing). Like Airbnb they use regression to adjust prices in real time based on peak hours, weather conditions, traffic conditions and other factors.

Nielsen: A leader in measurement, data, and analytics uses marketing/media mix models to help businesses understand the impact of their spend across different channels.

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Classification AI

Classification recognizes category types based on attributes. For example, train AI with cats and dogs, and it’ll recognize them when it “sees” one.

Source: Zdnet

Applications:

• Email Filtering: AI sifts emails into “spam” or “legitimate” buckets.
• Customer Churn Prediction: By analyzing behavior, AI predicts loyalty or at-risk customers.
• Credit Scoring: Banks gauge creditworthiness using AI-based classifications.

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Businesses using Classification AI:

• Google: Gmail uses classification algorithms to filter emails into categories like Primary, Social, Promotions, and to identify potential spam or malicious emails.
• Netflix: The streaming platform uses classification to categorize movies and shows into genres and recommends content to users based on their viewing habits.
• JPMorgan Chase: The bank uses a program called Contract Intelligence (COIN) to quickly review documents. COIN helps avoid mistakes and saves lawyers and other employees 360,000+ hours a year.

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Generative AI

Generative AI crafts content, from images to audio to text, based on the data it’s trained on.

Generative AI Use Cases:

• Content Creation: Open AI’s ChatGPT can generate text, while DALL·E can generate images based on text-based prompts.
• Data Augmentation: Businesses with limited data can use generative models to expand their datasets and train other machine learning models.
• Product Design: Fashion companies can tap into generative AI to develop new designs  based on existing trends and styles.

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Businesses using Regression in AI:

Midjourney: Midjourney uses diffusion to filter out “noise.” In this model, random noise is added to a training dataset of images. Over time, it learns how to reverse the noise and recover the original. And, with enough training, it learns how to generate brand-new images.

Stitch Fix: Uses AI to model outfits and suggest daily outfit combinations, craft engaging ad copy to speed up campaign creation, and help stylists quickly understand shopper preferences by summarizing their feedback.

Promethean AI: Promethean AI assists gaming artists and creators in building virtual worlds. It can generate intricate digital scenes from text-based descriptions.

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Salesforce AI Use Cases

Let’s take a look at 5 companies across industries using Salesforce AI and the results they’re seeing.

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#1 Salesforce AI Use Case: Customer Service

Wonolo — “Work Now Locally” — fosters on-site job successes. But navigating the maze of customer queries is daunting, especially for newbies. Enter AI-generated chat content.

Takeaways:

• Enhancing productivity: AI is not replacing humans, it’s helping them. By segmenting agents by skill, AI ensures customers connect with the best-suited rep.
• Precision and Speed: With Salesforce’s Service Cloud Einstein, replies are not just faster but sound less robotic and are more helpful to customers.
• Boost in Morale: With AI, consistency reigns. Agents, no matter their mastery of English, are empowered with AI-crafted text, amplifying their confidence.

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Looking Ahead

Wonolo wants to tackle “knowledge grounding” next. Rather than rummaging through articles, agents would have AI-curated content at their fingertips. To gauge the initiative’s success, Wonolo will test knowledge grounding with half its agents and let the other half operate as usual.

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By The Numbers:

• 20% Decrease in Average Handle Time (AHT).
• AI replies in 2-3 seconds, as opposed to 5-10 seconds.
• 5+ hours saved in just one week with 11 agents.

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#2 Salesforce AI use case: Personalized interactions

Global makeup brand L’Oréal is using automation and AI across its brands to create unique beauty experiences, strengthen customer relationships, boost revenue, improve agent satisfaction, and recreate in-store interactions virtually.

How L’Oréal is using Salesforce AI:

Personalized Consumer Interactions: L’Oréal uses Marketing Cloud to personalize interactions with consumers across its 35 brands. They use AI to create tailored product recommendations, beauty advice, and special offers based on real-time and historical data, improving consumer satisfaction and loyalty.

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Direct-to-Consumer Revenue: Commerce Cloud and Einstein Product Recommendations enable L’Oréal to design integrated shopping experiences, increasing average order value by 6-12%. L’Oréal analyzes consumer shopping habits and makes product recommendations with AI.

For example, if someone buys lipstick and has been browsing eyeshadows, they’ll see eyeshadow recommendations tailored to them.

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Customer Care: Service Cloud consolidates consumer data across brands and channels, giving agents a single view of every customer. As a result of automated processes, chatbots, and real-time data updates, L’Oréal agent satisfaction has increased by 70%. Happier agents feel valued and provide better service. Why that matters: higher a Net Promoter score. Bain and Company found that a higher NPS score has a customer lifetime value that’s 600-1,400% higher than a detractor. And, companies that excel at customer experience can grow their revenues 4-8% above their market.

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In-Store Interactions: L’Oréal’s AI-powered Virtual Try On tool allows shoppers to try products using augmented and virtual reality. In addition to letting consumers try before they buy, this reduces the need for physical testers, reducing the transfer of germs. This AI-powered technology led to a 336% increase in use. Complemented by virtual beauty consultations, shoppers get individualized attention and makeup advisors can provide value by connecting consumers with products that fit their needs.

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#3 Salesforce AI use case: Customer loyalty

Casey’s General Stores, is the third largest convenience store chain in the US. Wanting to boost customer loyalty and marketing effectiveness, they’ve integrated more automation and AI into their business.

Here’s how they’re using AI, and its results:

Relevant Messaging

Casey’s transitioned from sending generic batch emails to personalized messages across channels (email, SMS, and app) using Marketing Cloud and Data Cloud. They personalize offers based on purchase history, address customers by name, and celebrate special occasions, resulting in a 16% increase in conversion rates.

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Real-Time Data Activation

With real-time data activation, Casey’s can create personalized email segments 30 times faster than before. They segment customer data into unique groups, allowing for tailored offers and promotions based on customer behavior, leading to increased engagement.

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AI-Driven Timing

Data Cloud enables Casey’s to send messages when customers are most likely to act. By analyzing customer behavior, they adapt send times and content. For example, if a customer deviates from their usual order time, Casey’s sends a reminder through the app.

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API-Led Integration

Casey’s uses MuleSoft for API-led integration, connecting data across multiple systems and third-party apps. Connecting the proverbial dots gives them a comprehensive view of customer accounts, past purchases, and rewards history. This 360-degree view allows service teams to resolve cases faster. API-driven integration has also accelerated the introduction of innovative services by four times. Overall, Casey’s automation and AI initiatives boosted personalization, customer engagement, and operational efficiency, driving deeper customer loyalty.

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#4 Salesforce AI use case: Streamlining operations

AAA – The Auto Club Group is tapping into automation and Salesforce AI to streamline their operations and transform customer service. Let’s see how.

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Automating Roadside Assistance

AAA uses field service capabilities and automation tools like Salesforce’s Appointment Assistant to streamline emergency service dispatch and optimize fleet management. As a result, AAA automated the process of dispatching service techs to members in crisis. This not only reduced response times by up to 10%, but it also improved gas efficiency and optimized fleet management.

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Self-Service Capabilities

An automated self-service system lets customer schedule non-crisis services through a website or app, offering convenience and freeing up resources. AAA enabled members to self-service non-crisis requests, deflecting over 30% of cases, saving time for both members and agents.

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Consolidating Member Data

Utilize a customer platform like Salesforce’s Financial Services Cloud to integrate data from various business lines and provide comprehensive profiles of members. AAA consolidated member data across multiple lines of business, enabling a 360-degree view of each member. This facilitates personalized offerings and better customer service.

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Building a Scalable Digital Foundation

Leverage standard APIs and data visualization tools to integrate external data sources and anticipate customer needs in real-time. AAA uses APIs and Salesforce dashboards to integrate external data like weather and events, allowing them to plan and allocate resources effectively, ensuring top-notch service 24/7.

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Future Planning with Generative AI

Explore AI solutions like Einstein to automate responses to common queries and enhance customer support. AAA plans to use generative AI, such as Einstein, to automate responses to complex customer queries. This will lead to faster support for customers and increased agent productivity.

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How Your Company Can Implement These Salesforce AI Solutions

• Identify areas in your business where automation and AI can improve efficiency and customer service.
• Invest in technology platforms like Salesforce that offer automation and AI capabilities.
• Collaborate with experts (like SaltClick) to tailor these technologies to your specific business needs.
• Continuously monitor and refine your automation and AI systems so that they deliver optimal results.

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#5 Salesforce AI use case: Advanced marketing

Heathrow Airport uses AI and automation to provide top-notch service to its 70 million passengers annually. Here’s a summary of how these technologies have made a difference, along with ideas on how to implement them at your company.

Increase Customer Satisfaction with Seamless Digital Experiences

Tap into Salesforce Customer 360 to streamline digital services to make them more accessible to passengers. Heathrow improved customer satisfaction by offering seamless digital experiences. Passengers can access airport services with less friction, from their preferred devices, resulting in higher satisfaction ratings. Digital channel share also increased by 25% since 2019.

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Connected Customer Data Unlocks Richer Insights

Heathrow used Data Cloud to consolidate customer data from multiple sources for a better understanding of passenger needs. Heathrow’s Data Cloud enables the capture of passenger interactions from various channels, so decision-makers can see pain points and opportunities in the customer journey. Beyond that, centralizing data boosts agility and security.

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Boost Customer Spend with Greater Personalization

Use Marketing Cloud to deliver personalized communications and focus on the right campaigns to maximize ROI. Personalization through Marketing Cloud empowered Heathrow to send targeted communications. This led to an increase in average transaction value and spend per visit and a 49% open rate for personalized customer emails.

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Deeper E-commerce Integration Increases Digital Revenue

Integrate e-commerce platforms with customer service and marketing tools to provide seamless shopping experiences. By integrating e-commerce with customer service and marketing tools, Heathrow enhanced the shopping experience and achieved a 30% increase in digital revenue despite a 20% fall in passengers.

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Guide Passengers Efficiently with Customer Service

Use Service Cloud for efficient customer service and to automate categorization, prioritization of cases, as well as knowledge articles and chatbots. Heathrow employs automation, knowledge articles, and chatbots to empower passengers and colleagues to answer queries quickly and efficiently. About 4,000 questions are answered by chatbots in an average month. And, there is a 450% increase in live chat usage since launch, along with a 27% reduction in average call handling time.

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How Your Company Can Implement These Solutions

• Identify areas in your business where automation and AI can enhance customer experiences and operational efficiency.
• Select the right technology platforms, like Salesforce, that offer automation and AI capabilities.
• Collaborate with experts and a Salesforce consulting partner for implementation and customization.
• Continuously monitor and refine your automation and AI strategies so they deliver optimal results.

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Explore Salesforce AI solutions for your business

AI and automation are changing the way businesses across industries operate. From personalizing customer experiences to simplifying how things run, we’re at the dawn of a new age of productivity and experience. Explore your options with Salesforce AI expert. Contact us today.