Intelligent CX: Harnessing Generative AI for Smarter Customer Relationship Management by Sales and Service Executives

[Rishi_Hemdev]

In the ever-evolving landscape of customer relationship management (CRM), businesses are turning to cutting-edge technologies to streamline processes and enhance customer interactions.

One such groundbreaking innovation is Generative AI in business context, which brings a new level of intelligence and increased productivity for Sales Representatives and Service Executives.

In this blog, I would like to walk you through the four Generative AI capabilities that are made available in SAP Sales Cloud Version 2 and Service Cloud Version 2 with the December 2023 release

1. Case Interaction Summary: This capability generates Case Interaction summary from multiple back and forth email interactions between the customer and service agent summarizing the entire conversation history in a easy to consume paragraph.When a case is being handed over from one processor or team to another, new processor needs to go through every interaction to understand the case history or​ when a service manager wants to quickly get an update about a case, he/she needs to go through all the interactions in the respective case.With Case Interaction Summary enabled - summary of all the inbound and outbound interactions between the customer and service agent is generated and displayed within the Case UI such that Service Agent/Manager does not need to scroll through the interactions in Timeline this streamlining the support process making it easier for service agents to focus on productive tasks thereby speeding up processing of cases.


2. Email Draft Recommender: Email Draft Recommender brings a game-changing feature which takes into account historical interactions and the purpose for which an email needs to be sent out.Say goodbye to the days of staring at a blank screen investing your precious time wondering how to draft the perfect sales pitch email describing the product or providing a service update about the reported case. While email templates come in handy for such purpose, they are static in nature and lack personalization.With Email Draft Recommender enabled - the Draft recommender can craft personalized and contextually relevant emails improving not just efficiency but also enhancing the quality and personalization of communication, fostering stronger customer relationships also allowing the sales representative and service executives to tweak the length, tone and style of the generated email draft as needed with quick toggles and focus on core day to day tasks of deal closures and resolving customer issues


3. Lead Booster: Lead Booster provides customized information with respect to a lead and its products that helps the sales representatives to close the deal more effectively empowering the sales team to increase their efficiency and effectiveness in converting leads to opportunities.For sales representatives, having the right talking points is crucial when engaging with potential leads. Sales teams often have limited information about the sales account’s needs and preferences, products and solutions offered by competitors and how they compare to their offerings thus an effective communication is crucial for understanding the personalization the account may need. The preferences may change over time due to various factors such as market trends, technological advancements or shifts in business priorities.Lead Booster takes the guesswork out of this process by analyzing lead data and products generating relevant talking points. Whether it's the data captured as part of the lead, included products or recent interactions, Lead Booster provides sales teams with tailored information that enhances sales team’s understanding of the account’s needs and increases the likelihood of successful sales conversion empowering them to have more informed and meaningful conversations with their lead contacts.
   

   

   
   


4. 
   

   Account Synopsis: Understanding the complete picture of an account is vital for effective customer management and Account Synopsis helps the Sales and Service teams get a holistic view of the sales account in different dimensions such as business, culture, competitive landscape, etc.
   
   Sales teams often struggle to gather comprehensive and reliable information about an account and the lack of information about the account’s business model, offerings and target market greatly impacts sales. Researching customer’s competitors which is essential for positioning products and services effectively is often an added manual work. Account Synopsis ensures that your team is always equipped with the latest information, enabling them to make well-informed decisions and deliver a superior customer experience. It helps improve business relationships by showing an understanding of the account’s journey, facilitates targeted and relevant sales conversations by addressing specific pain points and helps sales teams to identify opportunities for collaboration based on shared objectives.

   
   

 

Getting Started with Generative in SAP Sales Cloud Version 2 and SAP Service Cloud Version 2

Generative AI features are available only when you have a valid license for usage of SAP AI Units.

1. SAP AI Units can be purchased through an SAP Account Executive over SKU 8016532 “SAP AI Unit”


2. Once SAP AI Unit SKU is provisioned, raise an incident with the CEC-CRM-ML component, mentioning that you have a valid license for SAP AI Units.


3. Once the SAP Support confirms successful enablement of Generative AI capabilities - Log in to the system as an admin and go to the “Generative AI” section in Machine Learning Administration settings


4. Each of the capabilities described above would be available for activation based on whether the tenant is Sales Cloud Version 2, Service Cloud Version 2 or both

Wrapping Up: 

As businesses strive to stay ahead in a competitive market, the introduction of Generative AI capabilities in SAP Sales and Service Cloud Version 2 would prove to be a game-changer.

From automating case summaries to enhancing email communication, providing insightful lead talking points, and delivering dynamic account summaries, Generative AI is revolutionizing how we manage customer relationships. By embracing these capabilities, businesses can not only boost efficiency but also elevate the overall customer experience, fostering stronger and more meaningful connections.

 

References:

https://help.sap.com/docs/CX_NG_SALES/ea5ff8b9460a43cb8765a3c07d3421fe/6e88df6e12e94f5f87024978399c2...

https://help.sap.com/docs/CX_NG_SVC/56436b4e8fa84dc8b4408c7795a012c4/bd9d187188f040d3bb9b45d1d11cf29...

https://www.sap.com/india/products/artificial-intelligence/generative-ai.html