If you are selling sales, customer service and marketing software, especially in large enterprises so Artificial intelligence and machine learning has become essential. The biggest vendors from Adobe to Sales force to Microsoft to Oracle are jockeying for position to bring automation and intelligence to these areas.
Oracle announced several new AI features in its sales tools suite and Sales force did the same in its customer service cloud Just today. Both companies are building on artificial intelligence underpinnings that have been in place for several years.
By using increasing levels of automation and intelligence all of these companies want to help their customers in achieving their business goals. “while AI has been around for many years, it’s just now reaching a level of maturity to be of value for more businesses”,Said by Paul Greenberg, managing principal at The 56 Group, who has written multiple books about the CRM industry, including CRM at the Speed of Light, that
“The investments in the constant improvement of AI by companies like Oracle, Microsoft and Sales force are substantial enough to both indicate that AI has become part of what they have to offer — not an optional [feature] — and that the demand is high for AI from companies that are large and complex to help them deal with varying needs at scale, as well as smaller companies who are using it to solve customer service issues or minimize service query responses with chatbots,” Greenberg explained.
This would suggest that injecting intelligence in applications can help even the playing field for companies of all sizes, allowing the smaller ones to behave like they were much larger, and for the larger ones to do more than they could before, all thanks to AI.
In fact, Greenberg says that AI has improved enough in recent years that it has gone from predictive to prescriptive, meaning it can suggest the prospect to call that is most likely to result in a sale, or the best combination of offers to construct a successful marketing campaign.The machine learning side of the equation allows these algorithms to see patterns that would be hard for humans to pick out of the mountains of data being generated by companies of all sizes today.
Brent Leary, principle at CRM Insights, says that AI, especially when voice is involved, can make software tools smoother to use and increase engagement. “If sales professionals are able to use natural language to interact with CRM, against to typing and clicking, that’s a huge barrier to adoption that begins to crumble. he said And making it easier and more efficient to use these apps should mean more data enters the system, which result in quicker, more relevant AI-driven insights,” .
In an interview last year at the Adobe Summit, Adobe CTO Abhay Parasnis had this to say about AI: “AI will be the single most informational force in technology,” he told Tech-Crunch. He appears to be right. It has certainly been trans-formative in sales, customer service and marketing.All of this shows that AI has become an essential part of these software tools, which is why all of the major players in this space have built AI into their platforms.
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