Salesforce now has a Genie to cast customer magic

Source: Salesforce. Screen capture of Salesforce Genie with the Genie mascot.
Source: Salesforce. Salesforce Genie unifies data to build a real-time customer graph and single source of truth.

Salesforce, the customer relationship management (CRM) provider, has unveiled Salesforce Genie, a hyperscale real-time data platform that powers the Salesforce Customer 360 platform. With Genie, every company can turn data into customer magic, delivering seamless, highly-personalised experiences across sales, service, marketing, and commerce that continuously adapt to changing customer information and needs in real time, Salesforce said.

Salesforce pointed out that 71% of customers expect every interaction with a business to be personalised, a tall order when data remains siloed and duplicated across most companies. Companies on average have 976 separate applications to run their business — in a worst-case scenario, they would maintain 976 versions of a single customer, leading to extremely fragmented digital experiences. 

Responding to customer needs in real time is also more critical than ever, but seems impossible with the amount of data now created, captured, replicated, and consumed each year. Already high, this volume of data is expected to more than double by 2026.

“Every business leader wants to take advantage of real-time data to create compelling, personalised customer experiences — milliseconds matter in this new digital-first world,” said David Schmaier, President and Chief Product Officer, Salesforce.

“That’s why we built Genie, our most significant innovation ever on the Salesforce Platform. Genie makes every part of Customer 360 more automated, intelligent, and real time.” 

As the heart of real-time Customer 360, Salesforce Genie ingests and stores real-time data streams at massive scale and combines them with Salesforce transactional data. All inputs are covered: Genie includes built-in connectors that bring in data from every channel (mobile, web, APIs), legacy data through MuleSoft, and historical data from proprietary data lakes.This allows Genie to identify the same person on different channels.

Genie then transforms and harmonises the data to produce a real-time customer graph – a unified customer profile record. As Genie is built using the Salesforce metadata model, everything in the customer graph is visible and actionable across the entire Customer 360, every industry solution, AppExchange, and customer apps.

With Genie, Einstein AI and Flow automation services can harness the power of hyperscale real-time data to enable more dynamic and responsive actions and engagement. Einstein, which generates over 175 billion predictions every day, can now deliver personalisation and predictions based on real-time data. Flow automation, which saves customers over 100 billion hours every month, can now use real-time data to trigger actions automatically.

Further, Genie runs on Hyperforce, Salesforce’s public cloud infrastructure. Hyperforce provides data residency, security, privacy, and regulatory compliance controls, with built-in data ethics features that govern data and increase consumer trust.

Additionally, partner innovations are available to augment Genie. Real-time data access and sharing with Snowflake is a reality, as is ‘Bring your own AI’ with Amazon SageMaker. There are also privacy-safe first-party advertising integrations on offer.

Ford, L’Oreal, Formula 1, and PGA TOUR Superstore are already using Salesforce Genie to reinvent how they connect with customers by delivering real-time, personalised customer experiences at hyperscale, the company disclosed. 

"For us, the relationship with our customers and beauty over time should be based on data and improved.. and I think that that’s really how we believe that this amazing partnership that we have with Salesforce will enable us to go into the future and enable to give people a more in-depth level of information about their beauty to ultimately get them to the level of beauty that they desire," said Guive Balooch, Global VP of L’Oréal’s Technology Incubator.

Marek Borowik, Head of global fan engagement, Formula 1, noted that the challenge for the organisation is making sense of all the data captured from a global fan base of 500 million, plus a TV audience of 1.5 billion.

"We need to understand the journey that the fan has been on to arrive into our world. We want to make sense of...who they are, where they are, what type of fan they are, and for us we want to be able to..activate it in real time so that we can create and more importantly curate the best experience for them," he said.

Hashtag: #DF22

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