• by Ray Schultz , September 20, 2022

Salesforce has kicked off its 2022 Dreamforce conference in San Francisco by debuting Genie, a data platform that it says now powers the Salesforce Customer 360 CRM tool. 

Salesforce Genie contains built-in connectors that pull in data from every channel, along with Salesforce transactional data and historical data from proprietary data lakes.

Genie harmonizes this data into a real-time customer graph to create a unified customer profile record.

The goal is to make “every part of Customer 360 more automated, intelligent and real-time," says David Schmaier, President and Chief Product Officer, Salesforce.

Companies have an average of 976 separate applications, potentially creating 976 versions of a single customer, the company notes. 

Sales reps need real-time insights about every customer, service agents require a complete view across every touchpoint and healthcare providers need timely data to deliver care recommendations. 

Salesforce Einstein, which now generates over 175 predictions per day, can with Genie deliver personalization and predictions based on real-time data, the company adds. 

Genie, which runs on Hyperforce, the Salesforce public cloud infrastructure, is now available with these capabilities and versions, the company says:

• Sales Cloud Genie allows sales reps to receive real-time guidance from Einstein during customer video and voice calls. 
• Service Cloud Genie provides proactive alerts from the contact center to service reps in the field. 
• Marketing Cloud Genie enables marketers to deliver personalized messages across channels.
• Commerce Cloud Genie helps retailers build tailored shopper experiences based on customer actions, including abandoned shopping carts and actions taken on a website or mobile app.
• Tableau Genie lets businesses monitor KPIs.
• MuleSoft Genie unlock data across modern or legacy systems.
• Slack Genie enables IT teams to automatically view data from any channel with intelligent workflows.

Salesforce serves a variety of brands, including Formula1 and L'Oréal. "A global TV audience of 1.5 billion is at the heart of everything we do,” says Marek Borowik, global head of fan engagement at F1," adding that the company partnered with Salesforce to attain a "full view of our fanbase, increase and deepen the intensity of fan engagement, and attract new fans." 

Asmita Dubey, chief digital and marketing officer at L'Oréal, says Salesforce Marketing Cloud, Personalization Commerce Cloud, and Service Cloud can help connect with consumers "at every point of their shopper journey via their preferred on-line and off-line channels, including web, mobile, and in-store."