Personalization with AI in Salesforce Experience Cloud

Author

mirketa

February 20, 2024

Introduction

In today’s fast-paced digital world, delivering personalized experiences is more than a trend—it’s essential. Customers expect tailored interactions, relevant recommendations, and content that resonates with their preferences. Salesforce Experience Cloud, combined with the power of Salesforce Marketing Cloud and Einstein AI, empowers businesses to create dynamic, individualized customer journeys.

Why Personalization Matters

1. Boosts Engagement

Personalized content is 41% more effective in capturing customer attention than generic content.

Example: A retailer using Salesforce Marketing Cloud can showcase personalized product recommendations based on browsing history, driving deeper engagement.

2. Increases Conversions

Personalized offers convert 7x better than generic ones, leading to higher sales and revenue.

Example: An e-learning platform leveraging Salesforce Experience Cloud suggests relevant courses tailored to a student’s learning goals, boosting course enrollments and overall revenue.

3. Strengthens Loyalty

Customers who feel valued are more likely to become repeat buyers and brand advocates.

Example: A travel agency using Salesforce Experience Cloud curates vacation packages based on customer preferences, fostering loyalty and repeat bookings.

AI: The Personalization Powerhouse

Einstein Tools in Salesforce

Salesforce Experience Cloud utilizes Einstein AI to deliver impactful personalization:

Marketing Cloud Personalization: Offers real-time recommendations and dynamic content tailored to customer behavior.
Einstein Recommendations: Suggests relevant products or services based on user preferences and past activities.
Einstein Decisions: Predicts the next best action for customers, optimizing engagement and conversions.

Example in Action:

Imagine a customer visiting your e-commerce platform. With AI-powered personalization:

They see a hero banner featuring products they viewed previously or items in their cart.
Personalized offers are displayed based on their purchase history.
Content recommendations match their unique interests and browsing behavior.

Beyond Basic Recommendations

Salesforce Experience Cloud extends personalization to:

Content Personalization: Dynamically adapts website pages, emails, and messaging based on customer profiles.
Example: A financial services firm using Salesforce Financial Services Cloud recommends tailored investment options based on a customer’s risk tolerance.
Community Engagement: Recommends relevant forums, groups, and discussions to foster meaningful connections.
Example: A professional networking platform connects users with similar career goals, boosting community interaction.

How to Get Started with AI-Powered Personalization

Define Your Goals: Clarify specific outcomes, such as increasing engagement or boosting sales.
Leverage Data: Use customer data stored in Salesforce Marketing Cloud and Salesforce CRM to create detailed profiles.
Start Simple: Begin with rule-based personalization, tailoring offers based on demographics or purchase history.
Incorporate AI: Scale efforts with Einstein Recommendations and Marketing Cloud Personalization to automate processes and enhance results.

By adopting AI-powered personalization in Salesforce Experience Cloud, businesses can enhance customer engagement, drive conversions, and foster loyalty.