Salesforce’s Einstein Next Best Action: Deliver Personalized Recommendations

In today’s fast-paced and highly competitive business environment, delivering personalized customer experiences has become critical for success. Salesforce’s Einstein Next Best Action is a powerful tool that empowers businesses to provide targeted user recommendations and actions, driving engagement, customer satisfaction, and revenue growth.

Einstein Next Best Action leverages advanced artificial intelligence and machine learning capabilities to analyze vast customer data, including demographics, behavioral patterns, and purchase history. By processing this data in real time, Einstein Next Best Action can deliver highly relevant and contextual recommendations to each user. A report by McKinsey & Company found that personalization can lift sales by 5-15% or more.

Moreover, personalized experiences benefit customers and significantly impact business metrics. With Einstein’s Next Best Action, businesses can harness the power of personalization to stand out in a crowded market, build stronger customer relationships, and drive long-term growth.

In the following sections, we’ll explore Einstein’s Next Best Action, how to set it up, and real-world examples of how businesses can leverage this tool to create personalized recommendations that impact their bottom line.

What is Einstein’s Next Best Action?

Einstein Next Best Action is a powerful Salesforce feature that enables businesses to deliver intelligent, personalized recommendations and actions to their users. By leveraging advanced artificial intelligence and machine learning algorithms, Einstein Next Best Action analyzes various data sources, business rules, and predictive models to suggest the most relevant and impactful actions for each user.

At its core, Einstein’s Next Best Action consists of three main components:

1. Recommendations: These are the specific offers, actions, or content suggested to users based on their unique characteristics and behaviors. Recommendations are stored as standard Salesforce records and can be associated with flows and strategies.
2. Strategies: Strategies are the backbone of Einstein’s Next Best Action. They determine when, how, and to whom recommendations are presented. Strategies can be built using Flow Builder (recommended) or Strategy Builder and can incorporate many data sources, such as user attributes, past interactions, and predictive models.
3. Channels: Einstein Next Best Action allows you to display recommendations across various channels, including Salesforce Lightning record pages, app home pages, Experience Cloud site pages, Visualforce pages, and external sites. This flexibility ensures you can reach your users with personalized recommendations wherever they interact with your brand.

Also Read – Einstein Discovery: Salesforce AI Tool for Transformative Data Insights

One of the key advantages of Einstein’s Next Best Action is its ability to process large volumes of data in real-time. By continuously analyzing user behavior and updating recommendations accordingly, Einstein’s Next Best Action ensures that the suggestions presented are always relevant and up-to-date. This dynamic approach to personalization is crucial in today’s fast-paced digital landscape, where customer preferences and needs can change rapidly.

Another significant benefit of Einstein’s Next Best Action is its seamless integration with the Salesforce platform. By leveraging the rich data stored in Salesforce, such as customer profiles, past interactions, and transaction history, Einstein Next Best Action can generate highly targeted and contextual recommendations. This integration also allows businesses to track the performance of their recommendations and strategies directly within Salesforce, enabling them to optimize and refine their approach continually.

To illustrate the potential impact of Einstein’s Next Best Action, consider a retail company looking to boost customer engagement and sales. By implementing Einstein’s Next Best Action, the company can:

• Suggest personalized product recommendations based on a customer’s browsing and purchase history
• Offer targeted discounts or promotions to customers who have shown interest in specific products or categories
• Provide personalized content, such as blog posts or tutorials, to help customers make informed purchase decisions
• Recommend complementary products or services based on a customer’s current cart or past purchases

By delivering these personalized recommendations at the right time and through the right channels, the retail company can significantly enhance the customer experience, drive higher conversion rates, and increase overall customer lifetime value.

Get Started with Einstein’s Next Best Action

Follow these steps to complete each phase of the Next Best Action setup process, create personalized recommendations for your users, and implement decisions.

1. Define your objectives: Determine the goals you want to achieve with Einstein’s Next Best Action, such as increasing customer satisfaction, boosting sales, or improving user engagement.
2. Create recommendations: Develop offers or actions to recommend to your users. Recommendations are standard Salesforce records processed by strategies and associated with flows.
3. Build a strategy: Create a strategy using Flow Builder (recommended) or Strategy Builder. A strategy determines when and how to present recommendations on a Salesforce Lightning record page based on business rules, predictive models, and other data sources.
4. Display recommendations: Choose where to display your recommendations, such as Lightning record pages, app home pages, Experience Cloud site pages, Visualforce pages, or external sites.
5. Monitor and optimize: Track the performance of your recommendations using custom report types. Analyze which recommendations are accepted or rejected and who responds to them, and continuously optimize your strategies based on insights.

Also Read – Top Salesforce AI Tools 2024 – The Ultimate List

Einstein’s Next Best Action Examples

Here are a couple of examples of how you can use Einstein Next Best Action:

1. Offer a gift basket to each account: Create a recommendation that suggests offering a gift basket to each account based on certain criteria, such as customer loyalty or purchase history.
2. Create recommendations based on customer satisfaction score: Develop recommendations tailored to customers based on their satisfaction scores. For example, offer a discount or a personalized message to customers with low satisfaction scores to improve their experience.

Einstein’s Next Best Action Considerations

Keep these considerations in mind when working with strategies and recommendations:

• Ensure that your recommendations align with your business objectives and provide value to your users.
• Regularly review and update your strategies based on performance metrics and user feedback.
• Be mindful of the entitlements and usage limits associated with Einstein’s Next Best Action.

Einstein Next Best Action Entitlements

Einstein Next Best Action has usage-based entitlements. All orgs receive a free monthly allowance for Next Best Action requests. If your usage exceeds your allowance of free monthly requests or any entitlements purchased, Salesforce will contact you to discuss additions to your contract. To track your usage, navigate to Company Information from Setup.

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Conclusion

Einstein Next Best Action is a game-changer for businesses looking to deliver personalized customer experiences. You can create targeted recommendations that drive engagement, increase customer satisfaction, and boost conversions by leveraging data, business rules, and predictive models. Start exploring Einstein’s Next Best Action today and unlock the potential of personalized recommendations for your business.

Frequently Asked Questions (FAQs)  

1. What data sources can be used to create recommendations in Einstein’s Next Best Action? 

Einstein Next Best Action can leverage various data sources, including Salesforce records, external data sources, predictive models, and business rules, to create personalized recommendations.

2. Can I track the performance of my recommendations? 

Yes, you can create custom report types to report on and track recommendation data and strategy metrics. This allows you to analyze which recommendations are accepted or rejected, who responds to them, and more.

3. Is there a limit to the number of recommendations I can serve? 

Einstein Next Best Action has usage-based entitlements. All orgs receive a free monthly allowance for Next Best Action requests. If your usage exceeds your allowance or any purchased entitlements, Salesforce will contact you to discuss additions to your contract.

4. Can I display recommendations on external sites? 

Yes, besides displaying recommendations on Salesforce Lightning record pages, app home pages, Experience Cloud site pages, and Visualforce pages, you can also showcase recommendations on external sites.