Chapter 4: Improving Results with Real-Time Data
Enhancing the Power of Salesforce Genie
To keep marketers, salespeople, managers, and others aware of constantly changing customer activity, Salesforce Genie connects customer data from apps, devices, and real-time streams, automatically harmonizing it into a single customer graph. Real-time data allows managers to see incoming order flows and make better decisions about purchasing and stocking to keep up with demand trends.
Having data at your fingertips allows you to meet your customers where they are — but only if you know how to use it. And despite all the information today’s companies collect, many have trouble deploying it effectively. In a Salesforce survey of more than 1,000 marketing executives, 57% said they often don’t have the data to understand customers or anticipate their needs.
With the AppExchange Genie Collection, you’ll do more with Salesforce Genie by connecting you to apps and experts designed to build efficiency. For example, Chargent adds real-time customer payment data from over 30 sources — including PayPal and Stripe — to your Salesforce ordering and invoicing systems, updating your records with accurate information in near real time.
Other Salesforce Genie apps help you improve data collection. For example, Criteo uses lookalike modeling across a network of 685 million shoppers to help you find new prospects similar to your own most loyal shoppers. Nine Audience Activation and Resolve Connector for CDP gives you ways to track customers without using cookies. And these three apps are free.
Salesforce Genie apps improve the quality of your customer data. For example, Identity Enrichment by LiveIntent updates and verifies the demographic information on customer profiles, including age, gender, income, children, marital status, education level, household status, language, lifestyle, and interest categories.
In addition to apps, certified consulting partners can help you build better customer profiles and automate the delivery of relevant, up-to-date advertising that will lead to measurable improvements in customer experience, customer acquisition, conversion, customer service, and loyalty.
Delivering Smarter Marketing with CRM Analytics
The AppExchange CRM Analytics Collection uses data analytics to deliver intelligent recommendations leading to faster, better marketing decisions — and bottom-line results. A Salesforce survey of customer success metrics found that using CRM Analytics increased close rates by 26%.
Apps in the CRM Analytics Collection make your marketing stand out even among the toughest competitors. For example, Tableau CRM Learning Adventure gives you step-by-step instructions for designing powerful apps with data visualizations that capture and hold customers’ attention. Its best-practice examples and use cases make creating these dynamic apps easy and fun.
Sales Analytics brings the power of Einstein Analytics to Sales Cloud, delivering instant insights that show you what's happening, why it’s happening, and what to do next. You can set accurate forecasts and prioritize working on deals that stand the best chance of closing, delivering revenue sooner. Associates and managers can track pipeline movement and update records in real time on any device. With Einstein Analytics Bulk Actions, you can launch custom actions to give each campaign the boost it needs to succeed.
With so much data flying around both within and outside of the organization, it’s important to protect the organization’s sensitive information. Metazoa Snapshot enables you to improve security and compliance and monitor user activity over time. It also simplifies administrative chores, removing unused data and connections to inactive users to save you money.
Real-time data gives you a deeper understanding of how your teams function and what your customers want. Used in the right ways, the insights it provides are powerful. The Collections pages for Salesforce Genie and CRM Analytics are filled with apps that enable you to collect the right data and maximize value, making operations more efficient across the organization and delivering superior marketing that gets results.
The Right Tools for a New Era
In an age when customers expect a seamless journey, constantly updated information, and personalized experience across all channels at all times, organizations need a strong arsenal of tools to keep up. With its ever-growing collection of partner apps and experts, AppExchange offers a vast choice of standout solutions that work hand in hand to turbocharge your Customer 360. No matter what industry you’re in, you will find tailored apps — often available for free or at low cost — to solve your business challenges and achieve measurable results.
Discover the right apps and experts for you on AppExchange.
