Revolutionizing Customer Experiences Using Einstein Next Best Action

Introduction

Have you heard of Einstein Next Best Action? It’s a fantastic feature from Salesforce that automates your business processes. With this powerful tool, you can get optimal recommendations for various business scenarios with just a few clicks – no coding required!

Using AI technology, Einstein Next Best Action automates your business rules, streamlining your operations. You can easily connect data from your CRM or any external systems to implement this feature seamlessly. Whether it’s within your Salesforce records or Communities, this feature can make a significant impact on your business, tailored to your specific needs.

Steps to set up Einstein Next Best Action

1. First, you’ll need to choose the type of recommendations you want to implement.
2. Next, create your Action Strategies to define how you want the recommendations to work.
3. If needed, you can integrate various sources of insights to enhance the recommendations further (this step is optional).
4. Now, embed these personalized recommendations into your system.
5. Finally, take action based on the recommendations provided by Einstein Next Best Action.

In this business scenario, we want to update the Close Date when Close Date is in the Past.

To start using this feature, the first step is to choose the type of recommendations we want to implement for our business scenarios. This process automation involves creating recommendations that align with our specific needs and can be applied to records.

There are two types of recommendations we can create:

a. Most relevant add-on offers/discounts for customers based on their recent/last purchase.

b. A support system that offers perfect troubleshooting solutions for their recent/last purchased items.

Salesforce provides a standard object called “Recommendation” that allows us to create new recommendations for updating the Close Date. We have the option to either create a new record under the Recommendation object or reuse an existing recommendation record if it fits our requirements. In this case, we will proceed by creating a new Recommendation record as follows:

Step 2: Creating Action Strategies

Action strategies are a powerful blend of insights and business rules, enabling the generation of recommended actions for end-users. When crafting an action strategy, it’s crucial to specify the target object clearly, indicating where we intend to present this recommendation. This approach helps prevent errors while building the actions in the expression builder.

To build action strategies seamlessly, we can utilize Next Best Action – Strategy Builder. Let’s proceed by creating a new strategy following these steps:

Step 3 : Embedding Recommendations

Now that we have our recommendation ready (Fig 1), we can seamlessly add it to any Salesforce record or external page. To achieve this, we’ll utilize the Next Best Action – Strategy Builder.

In this instance, we’ve applied a filter to display the recommendation only for Opportunity records that are overdue on the Close Date. This ensures that the recommendation is not shown for Opportunities that do not meet this criteria.

Let’s go ahead and embed the Action Strategy as illustrated below:

Step 4 : Flow Automation

Flow plays a significant role in this implementation, as it automates the entire business process. Here’s how the flow works step by step:

1. It starts by identifying the Opportunity records that have an overdue Close Date.
2. If an Opportunity’s Close Date is overdue, the user is prompted to update the Close Date.
3. If the user accepts the recommendation, a screen is presented to enter the new Close Date.
4. On the other hand, if the user chooses not to accept the recommendation, no updates will occur for the Opportunity.

 

Step 5 : Adding Einstein Next Best Action (NBA)

To incorporate the powerful Einstein NBA (Lightning Component) into the Opportunity record page, follow these simple steps in the Lightning Builder:

 

Step 6: Taking Action

After the recommendation is presented, users have the option to either accept or reject it. Since it’s a Lightning flow, any action, such as an update, will be executed swiftly.

With the action now prepared, the recommendations will be displayed according to the criteria we defined in the flow, specifically based on the Opportunity Close Date. As a result, the Opportunity shown below has an overdue Close Date.

Once the user accepts the recommendation, the system prompts them to enter the new Opportunity Close Date, as shown below:

The Opportunity record has been successfully updated with the new Close Date, as per the user’s input.

Salesforce allows you to track the progress of your support case through the “My Cases” section, accessible from the Help & Training page. You can check for updates, communicate with support agents, and view the resolution status of your case.