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How Salesforce Uses Natural Language Processing

By Miko DiGiacomo-Castillo | Updated November 12, 2020

Natural language processing is a valuable AI technology used in Salesforce Einstein to understand client intent and sentiment, along with offering other insights and tools. To maximize CRM and AI investment, consider adding intelligent market monitors that process billions of data signals to best equip salespeople to perform their best work.

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Salesforce Uses Natural Language Processing

Natural language processing is a type of AI that works with the usage and grammar rules of language. It does this by finding patterns within large data sets. It can be used to create engaging features that embody what it means to use AI for better business, but it faces complex challenges for successful implementation. Thankfully, Salesforce has taken on these difficulties and manages to deliver an intelligent range of natural language processing tools for users to take advantage of.

What Is Salesforce Einstein AI?

Salesforce uses natural language processing and other AI technology in its Einstein platform and features. Many of these tools can be used seamlessly with other Salesforce products like Sales Cloud and Marketing Cloud. Businesses can also search through the AppExchange marketplace for additional AI apps that work directly in Salesforce.

Natural Language Processing Isn't the Only AI

Along with natural language processing in Salesforce, there are two other main types of AI that the popular CRM uses. Machine learning powers many intelligent features, like Einstein Discovery and Einstein Next Best Action. Computer vision is also used for Einstein Vision. Everything from digital sales assistants to automated personalized messaging can be accomplished with Salesforce AI.

We Already Use Natural Language Processing

One of the easiest ways to understand AI and natural language processing is through the everyday examples almost everyone encounters. This list makes the complex technology seem a bit more approachable and similar capabilities become clear. This not only illustrates how digital AI tools work but also how it can be applied to business challenges. There is some overlap between which AI technologies are used in each example, like machine learning also powering smart assistants.

  • Predictive text in email communication.
  • Language translation apps.
  • Chatbots while online shopping.
  • Smart assistants like Siri and Alexa.
  • Voice-to-text as an accessible feature.

There Are Two Key Salesforce Features

There are two leading Salesforce Einstein features that use natural language processing. Both Einstein Language and Einstein Bots use AI to understand client communication and respond appropriately using reliable data from past interactions. Salesforce describes these features as using natural language processing to find linguistic patterns that can be used to answer questions, respond to requests, and identify pertinent brand conversations online.

Understand Intent and Sentiment

Einstein Language is a great AI tool for large organizations with several incoming client inquires to attend to. Salesforce AI can learn to understand how clients feel and begin to classify underlying intent and sentiment. These kinds of insights make it easy to quickly assign inquires to the correct department or team member. With this greater understanding, the marketing team can even learn to create more personalized messaging to anticipate any client questions or concerns.

Effortlessly Route Inquiries

To break down the Einstein Language feature further, Salesforce offers Einstein Intent as another customizable service. It can learn the intended meaning in a body of text which makes it a great tool to understand how clients feel when communicating with a business. This is also the part of natural language processing in Salesforce that can route inquiry cases to the correct department or team member. This is just a fraction of the intelligent features available to users, a list of which is more deeply explored in Everything to Know About Salesforce Einstein.

Natural Language Processing Learns From the Past

Complementing Einstein Intent is Einstein Sentiment. This is the function of Einstein Language that determines if a body of text is positive, negative, or neutral. It is a sentiment analysis model that is trained from a range of data sources. As with all AI-powered digital tools, data is an incredibly valuable component that is used to teach the AI how to process its intelligent insights.

Create Meaningful Client Connections

If Einstein Language is the tool with intelligent insights, Einstein Bots is the tool to build intelligent processes. This is a feature that Salesforce describes as being able to easily build, train, and deploy custom bots on digital channels connected to CRM data. Again, this is great for large organizations that still want to create meaningful connections with clients. When teams have the right digital tools, they can resolve any business challenge.

Natural Language Processing Works for the Entire Business

Einstein features that use natural language processing are ideal for sales, service, and marketing teams. Each department could gain a valuable tool for their work process to not only improve internal performance but also deliver a greater experience to clients. When expert employees are equipped with the best digital tools, they can perform their best work.

Salespeople Need Intelligent Insights

Expert salespeople need the best tools to build successful client relationships. This includes features like Einstein Language and Einstein Bots. With these tools, salespeople are equipped with insights from natural language processing so that they can make better business decisions based on client communication like email exchanges. Salesforce describes sales teams as being able to estimate the likelihood of a potential sale, detect the best possible deals, or identify deals that are at greatest risk of being lost.

Natural Language Processing Helps Exceed Client Expectations

The core of any successful business is the individuals who make it a point to exceed client expectations. Whether this is a dedicated service team or salespeople in a small business, natural language processing in Salesforce could help respond to client messages faster than ever before. Einstein Language automatically analyzes written communications and can route them correctly so that they can quickly be resolved. Clients may not realize that AI-powered tools are at work, but they will appreciate the speedy response.

Make Client Interactions More Effective

Knowledge is power for marketing teams. That's why a tool like Einstein Language to understand how clients feel when engaging with or talking about your business online is a valuable resource. Marketers can use this to make every client interaction more effective by creating personalized messages and content based on their preferences and needs. Marketing teams can also take advantage of other intelligent features powered by machine learning to more fully understand how their specific actions have effects on clients.

Get Started With Salesforce Natural Language Processing

After being introduced to how natural language processing works, the different Salesforce Einstein features, and how businesses can leverage it—it's time to think of how to start using it in practice. Any AI implementation can seem like a lofty complicated investment, but Salesforce users have the advantage of intelligent tools readily available in their CRM tools. For a more in-depth exploration of adopting AI, read the guide on How to Prepare for Sales AI and the Future of Work.

Learn Best Data Practices on Salesforce Einstein

Salesforce defines some best practices for using its natural language processing features. These primarily have to do with the quality of data and how a business continually works with it. For example, they recommend having no more than 100 labels for a natural language processing data sheet for optimized model accuracy. There's a lot to know about Salesforce Einstein, but rest assured there are many comprehensive articles on their site and other helpful Salesforce guides.

Salesforce Einstein Needs Quality Data

As with any AI project, a team will need to build from a reliable and quality source of data. Any conversation about AI adoption will always include data—think of this as the fuel that powers the intelligent tools. Quality, reliable data is absolutely required to teach the natural language processing features the patterns that will allow them to offer relevant insights. That's what makes Salesforce a great partner in AI because there is already an abundance of valuable data stored on the other CRM products.

Unlock More Out of Salesforce Einstein

To fully take advantage of Salesforce Einstein's natural language features and transform your CRM, consider adding intelligent market monitors that process the external data points. At Aptivio we understand how to harness the power of AI tools to best serve clients. Our Aptivio Intelligent Market Monitor for Sales creates simple dynamic digital sales playbooks from billions of buying signals—this can maximize your CRM and AI investments.

Transform the performance of your sales team with action cards presented at point-of-impact. They're generated by analyzing 150 proprietary signals from billions of external data points. With seamless integration directly into Salesforce Einstein, Aptivio is the missing link to creating a digital sales machine. Ready to learn more? Get started for FREE today!

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