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Your Data : AI-Ready and activated with Salesforce Data Cloud for Electra
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00:01So let's now go into our next segment, we're moving on from Quantum now into CRM's and our next speaker
00:09is joining us from Salesforce, today they're here to talk to us about your data, AI ready and activated with
00:20Salesforce data cloud for Electra.
00:22To truly harness AI you need trustworthy and unified data, join us to explore how Salesforce data cloud allows you
00:34to activate your data, transforming customer and agent experiences, so here to take us through that, if they're going to
00:45be ready, is Maxime and Christelle from Salesforce.
00:56Welcome, hi, how are you doing?
00:59Hi.
01:16Okay.
01:25So let's go, hello everybody, thank you to be there today, thank you to our customers, our prospects, our partners
01:33that are here today, we are pleased to get you here.
01:36So before starting, this is a presentation which includes some forward-looking statements, so please take into consideration that it
01:51could appear some uncertainty, so please take your decision based on the actual available products.
01:57I am Christelle Piton and I'm leading data cloud for France at Salesforce, and today I will speak about why
02:06AI by itself is not enough.
02:10AI is not enough, but people with AI is.
02:15And look at it, today we are speaking about AI and everybody has AI in top of mind.
02:24AI is not enough, but when you put this AI in the end of the people, enable them to make
02:30greater decisions, faster decisions, being more impactful, focus on added value, this is the power.
02:38But there is a catch, data is a fuel of AI, and without trusted real-time clean data, even the
02:48most powerful AI tool is useless, and even worse, it can be misleading.
02:54So why AI needs trusted data?
02:58That's the question.
03:01That's the question.
03:02Look at it.
03:03AI takes its decision, action, recommendation, based on the data it sees.
03:11But when your data is sealed across all your systems, when it's not up-to-date, or if it's like
03:19redundancy between all your systems, or even worse, if it's totally disconnected from what your customers really is, then your
03:29AI is driving blind.
03:31So what is the solution?
03:34So what is the solution?
03:35The solution is you need a platform when you have a clean data that you can activate.
03:40And that's where I'm introducing you to Data Cloud.
03:45Salesforce Data Cloud is a trusted data foundation that enables you to activate your data and create a real 360
03:54customer view.
03:55But how it works?
04:01So Data Cloud is harmonizing, connecting your data together.
04:07Whatever the data is, it can be structured data, it can be unstructured data, and basically 90% of your
04:15data is unstructured.
04:17That is to say it's video, pictures, PDF, emails.
04:21It can connect it wherever it is.
04:25It could be in your business apps, internal system.
04:28It can be as well in your data lake house, like Databricks, like Snowflake, GCP.
04:36And then it connects it together to create a 360 view of your customer without copying your data in real
04:45time.
04:45And what is really great is that as it is native to Salesforce, you can shoot it directly into your
04:54Salesforce apps.
04:55So you can see Salesforce Cloud.
04:57You can have Salesforce on power to take decision very, very efficiently, focusing exactly on the opportunities they need.
05:06And you can, on Service Cloud, empower your care agents with AI.
05:11For Marketing Cloud, it could be enabling the marketing campaign to be more personalized.
05:17Or on Commerce Cloud, to create really tailor-made buying experience.
05:23But it's without speaking about Agent Force.
05:27With Data Cloud, it enables your agent to create and to take action in real time and to create direct
05:35outcomes.
05:37So let's talk about business impact now.
05:40So you can, I will give you some data, some figures just to show you how much you can win
05:46with Data Cloud.
05:47Plus 30% of digital revenue for the Istro Airport.
05:55Plus 48% of click-through rates thanks to personalized marketing cloud campaign for Ford.
06:03and minus 30% time to result case for Windham Hotel.
06:12And it's without counting how much you can gain with less data redundancy and less EV tech stack complexity.
06:22And we make it easy to create, to take it into action with smooth integration with low code, no code,
06:30with pre-use cases and ready to fast time to value project.
06:35But now, I'm pleased to introduce you to Alexi and Maxime.
06:41We'll show you in action what it looks like.
06:44Thank you, Christelle.
06:45Hello, everybody.
06:46My name is Maxime Rogelard.
06:48So I'm a solution engineer here for Salesforce Data Cloud.
06:52I'm with my dear colleague, Alexi, who is going to go through the demo.
06:57So this demo is quite special because it's going to be super interactive.
07:01So we really need you guys to also come in and behave as if you were a customer.
07:09A customer of what company?
07:11The Elektra company.
07:13Elektra is an electric car manufacturer.
07:15And we need you guys to take up your phone and scan the QR code on the screen to pretend
07:22that you're going to be browsing on the Elektra website and configure your dream vehicle.
07:28And see how the Salesforce Data Cloud comes into the picture and helps you achieve your goals.
07:35So, I'll give you a few seconds for the remaining participants.
07:41Not everybody has to do it.
07:42On the right part of the screen is Alexi's own phone where he's going to also browse through the demo
07:50through the Elektra website on his own.
07:53So you can also follow here.
07:54On the screen, what's going on already?
07:57You can see on the left part of the screen is the Salesforce Data Cloud for Elektra.
08:02And what's happening here is all of you guys are connecting in real time.
08:08And we can see already all of your cookie ID here on the screen.
08:15Now, if you can go to the configuration part, now you should be going through a small questionnaire.
08:25Maybe all of you guys have done it.
08:27You should go through a small questionnaire.
08:29Alexi has already done it.
08:31Well, you're going to make some choices about what's your favorite band, what's your favorite holiday destination.
08:38And why do we do this?
08:40It's just to replicate some engagement data because we don't have the time today for you guys to browse on
08:46the website, spend some time on specific pages so that Elektra can know who you are and what you like.
08:52It's to replicate the engagement data and personalize then the result.
08:57So that's why you have to go through this small questionnaire.
08:59Now, what's going on here on the screen?
09:01We can see all of you guys and the small bubbles are all the choices that you made.
09:06I like Metallica.
09:08I like Safari trips, blah, blah, blah.
09:10So all of this is collected in real time and being displayed here on the Salesforce Data Cloud for Elektra.
09:17Okay, now we can move on to stage two of this demo.
09:24I'm a customer, so Alexi here is trying to configure his dream car.
09:29You should also have a vehicle that is proposed to you by Elektra.
09:34Here, in the case of Alexi, it's a blue electric sedan, which is exactly the car he wanted and that's
09:41based, that's personalized based on the choices that he made.
09:44You guys might have a different car, an SUV, a sports car.
09:48Now, let's ask the agent from Agent Force that is powered by the Salesforce Data Cloud.
09:54Okay, why did you propose me this vehicle?
09:58And here you can see that the agent already has the answer.
10:01He's saying, okay, because you like the car, you like chilling in the Caribbean and you like the matrix or
10:08whatever.
10:08But the main idea here is to realize that the agent is already aware of the engagement data from your
10:16browsing on the website and is able to leverage this information to answer your question.
10:22So that's because Agent Force is working on top of Data Cloud that is collecting all this data.
10:29Now, let's say Alexi is a great customer of Elektra, but he likes the blue color, but he does not
10:38want a blue car.
10:39He wants something more, let's say, exotic.
10:42So he's going to go for an orange car.
10:44He can also change the color or the specification of the car.
10:48But just replicating that in reality, you might want to tweak what's the result of what Elektra is pushing.
10:54Now, it's the vehicle that he wanted.
10:58It's the orange sedan from Elektra.
11:01That's exactly the car he wanted.
11:03Now let's save the configuration and have it saved by Elektra.
11:11And what Elektra is asking is, okay, in order for us to send you this configuration, we need small information,
11:19obviously.
11:20It's smart, like your email address, first name, last name.
11:23You can even take a picture.
11:25And here you can see the result is, Alexi, okay, he really loves the car.
11:30He's super happy.
11:31And what's going on here on the Salesforce Data Cloud again?
11:34We can see at the very top.
11:36Now it's no more an anonymous cookie ID, but we reconciled the profile with the car configuration, the orange car.
11:45And with the even the picture of our customer with being displayed again in real time here on the Salesforce
11:52Data Cloud.
11:53So you can see some of you guys are following.
11:56There are a lot of sedans or a minibus.
11:58There's an SUV.
11:59I mean, all sorts of cars, really a personalized experience to all the Elektra customers.
12:05Okay?
12:07So now, what's going on actually?
12:11What happens if we open the hood, not of the Elektra vehicle, but of the Salesforce Data Cloud?
12:16And how do we achieve all of this?
12:18So here you can see the data streams.
12:22This is the first part when we configure the data cloud, the Salesforce Data Cloud.
12:26We need to configure the data streams.
12:28How are we going to ingest and digest all the data that we need for all of our use cases?
12:35In this case, we connect to three types of data.
12:39The first one is obviously the engagement data that is flowing from the Elektra website in real time.
12:45So this is here.
12:46We also have what we call snowflake data.
12:50Here in this case, any organization has its own data lake, its own data warehouse.
12:55And that's great.
12:57That's why you centralize most of your organization data.
12:59And we don't want to have you move this data again and bring it somewhere else.
13:04So what we did with the Salesforce Data Cloud is create what we call zero copy, zero ETL connectors,
13:11so that we can just read and be aware of this data in real time, but not having to move
13:17it.
13:17So here we have snowflake data, where we have the Elektra financial contracts data of all of our customers.
13:23And finally, we also have Salesforce CRM data, because obviously Salesforce Data Cloud is a Salesforce product,
13:30and we natively connect to all the different Salesforce ecosystem.
13:34If we click on new, we can even see we have more than 250 built-in native connectors.
13:41The objective here is really to help you maximize your time to value by bringing you the tools to activate
13:48your organization's data.
13:51Okay?
13:53So that's the first part.
13:55Now that we've connected and ingested part of the data, what we need to do, because this data is heterogeneous,
14:01we need to map it to a canonical data model, not going too deep here.
14:07But basically, in the Salesforce Data Cloud, we ship out of the box a canonical data model with all the
14:13standard objects,
14:14so that you can again quickly map all of your data and activate it easily.
14:20Again, the objective here is time to value.
14:23We want you guys to make it work fast.
14:25So we have this canonical data model where you map all of your data.
14:29And finally, we have this data graph that really visualizes all of your organization's data that is needed for all
14:38of your use cases.
14:39Here is just a visual representation where we have the individual at the core, so the customers of Electra,
14:45and how they relate to the engagement data, the vehicle configuration data, the contract data, is also showable in a
14:55graphical manner.
14:56And finally, the last part of the under the hood part is the identity resolution.
15:02This is super important because you have maybe Alexi Renaud, who just browsed on the website.
15:08Maybe he's called Alex Renaud, and maybe he's already a customer.
15:12And how do we reconcile this different information that is coming from different systems?
15:16And how do we match all of those persons into one single person that we can activate with the right
15:22channels at the right time?
15:24Because if he's already a customer, it's different if he's a prospect.
15:27It's different if we don't know him at all.
15:29So let's see how we can do this in the Salesforce Data Cloud native.
15:34You can click button, drag and drop.
15:36No hard code needed.
15:37Instead, you just define your matching rules and your reconciliation rules to unify your profiles directly within the Salesforce Data
15:45Cloud.
15:46Okay?
15:47So now we will still need you guys because we're not done with the demo on the smartphone.
15:54So now, before we jump there, we can see the configuration that Alexi has done with this vehicle.
16:04You can see here on the right side, this is the latest customer configuration that we've done, which is the
16:12orange card.
16:14On the right side is displayed again in real time.
16:18This is the customer 360 view that is accessible from the Electra internal users.
16:25You can see the real time engagement data when you change the color, when you click on change page.
16:30All the browsing history is here in real time.
16:34You can see the date stamp. I'm not lying.
16:36On the top is the segment.
16:38We also have real time segmentation based on the choices that he made.
16:41We already have segments being created and attributed to this person so that it can be also used, activated by
16:47the marketers in real time.
16:49Okay?
16:53I just need a sign.
16:55Assigned.
16:56Right. It's all good.
16:57So now, if we can even see the financing data.
17:01Again, remember, this financing data is not sitting in any Salesforce system.
17:06It's in Snowflake, in the data warehouse of Electra.
17:09But still, we can see it directly with our zero copy, zero ETL connector.
17:15We can see that, actually, Alexis Renaud is a customer.
17:18He has a contract with us.
17:20He has a 36-month contract with us.
17:22He has a vehicle.
17:23He has 1,000 miles per year allowed on his car.
17:27And this is all showing up in my Salesforce customer 360 view, ready for activation.
17:33Okay?
17:34And that's really breaking the boundaries of, oh, I don't have to connect to an external system to see if
17:39he has a contract.
17:39This is all showing up.
17:41Okay?
17:42So now, if we move to stage three, what we're going to do here is, again, replicating being an Electra
17:52customer.
17:53So now, all of you guys, you can continue browsing, and we're going to simulate a driving behavior.
18:02So, Alexis is checking his phone because he's actually replicating small trips that you would be doing with the car.
18:09Why is that?
18:10Because Electra, let's say you have a sensor data in the vehicle to track how many miles the customer is
18:15doing.
18:16Because we have to propose him some maintenance, because we want to make sure that he's in line with the
18:21leasing contract that he has with us.
18:23So we have this IoT sensor in the car.
18:25How can we also leverage this data for agents for activation?
18:29So, Alexis has reached, you know, 2,500 kilometers.
18:34And remember, he was only allowed 1,000 kilometers in the contract based on the Snowflake data.
18:40So all of you guys, you can see the distance also on the left side.
18:43It's being broadcasted live.
18:47Now, what we can do already is ask the agent forward by Data Cloud, hey, can I get a service
18:54on my car?
18:58And giving it a little bit of time, he should be answering, oh, you're not eligible anymore.
19:05Why is that?
19:06Because you've reached the limit of 1,000 miles.
19:09Think about it.
19:10The agent is already aware that we've reached the limit.
19:14He's already aware of how many miles I was allowed, which is not even Salesforce data.
19:20Again, this is Snowflake data.
19:22But he can read this data and activate it and being aware of this for answering you, right?
19:28So this is, again, super, super powerful.
19:30And now what we're going to do is say, ah, actually, it was a mistake.
19:35He's allowed more than 1,000 miles per year, which is very small.
19:38So let's go directly within Snowflake because I have the Snowflake also accessed in the database.
19:46And it was a typo.
19:47So let's change the contract mileage value to not 1,000, but 10,000 per year.
19:54OK?
19:55So Alex is doing it.
19:56You can see that he's changed the contact ID and the number of miles for this specific Snowflake contact.
20:24Okay, I'm sorry, there is a problem with the mic.
20:26So just to finish up on this small demo.
20:32Now, already in real time, again, what happened is the agent is aware of the new mileage coming from Snowflake.
20:41And he says, now you're eligible for a service because you're below the limit of 10,000 miles.
20:54So, yeah, so I hope you liked it, guys.
20:58It was, yeah, a small tour of really the power of data cloud, of the Salesforce data cloud,
21:03plus agent force that feeds itself from all the data that you connect on your Salesforce data cloud ecosystem.
21:12So that you can offer personalized real-time engagement to all of your customers.
21:20So I will let Christelle finish up on this.
21:23Yeah, so three main key...
21:25No, it's not working.
21:27So three main key takeouts, you have understood.
21:31No trustworthy AI without clean data, great data.
21:36Data clause is really the data activation enabler for all your Salesforce system.
21:41And then when you activate AI, data, and CRM, that maximize your ROI.
21:48So thanks a lot for your intention.
21:50And if you want to discuss a little bit more with us, we have our Salesforce AI avenue just beyond
21:57you.
21:57Thank you.
22:04Do you want to just stay a couple more minutes for questions for the audience?
22:09Before you go, does anyone have any questions for Salesforce?
22:14About anything that you saw?
22:18No?
22:21No.
22:23Okay.
22:23All right, well, I have a question.
22:24I'll ask you a question.
22:25I'll keep it going.
22:27So this AI data center that you're building, when did this project start?
22:35This one is a demo.
22:37Okay.
22:38Data cloud has started three years ago.
22:41Okay.
22:41And it's a fast-pass product at Salesforce that we're investing a lot.
22:46Yes.
22:47And we have a lot of customers.
22:49I mentioned we have Ford, we have ADECO, we have Windham Hotel, we have Israel Airport, we have Jaguar, for
22:59example.
23:00Yes.
23:00Just some of them.
23:01So, so.
23:03Okay.
23:04All right.
23:07No questions?
23:08No questions.
23:08Well, listen.
23:09We'll leave it there.
23:10Thank you.
23:11Okay.
23:12Salesforce, ladies and gentlemen.
23:14Okay.
23:15Okay.
23:15Okay.
23:17Okay.
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