Einstein Case Classification is about to change the way you do business and experience customer service. It may sound strange that something related to service — namely, cases in Salesforce — may change your world, but it’s going to happen sooner than you think.
What is Einstein case classification?
Let’s start with cases, which are descriptions of a customer’s feedback, problem, or question stored in Salesforce. Service centers use cases to track, solve customers’ issues, and automate a number of processes around cases to deliver exceptional customer experiences.
Case classification uses predictive intelligence to recommend or populate picklist and checkbox fields on new cases based on past case data. It uses machine learning, an artificial intelligence (AI) technology, to determine case field values so that a human doesn’t have to figure them out. This AI helps keep data accurate and prevents human errors. It also frees up time for support agents to spend more time with you, the customer, to make you happy.
Case classification and artificial intelligence
Machine learning — the backbone of case classification — is only as good as the data it’s provided. Since machine learning runs on data, the accuracy of data on resolved cases, along with the number of resolved cases used to build the learning model helps Einstein correctly predict field values. Most machine learning relies on human beings to identify and describe features in a data set — in this case, cases in a specific Salesforce org. Once humans have done all the identification work, the machine uses a learning algorithm to adjust the weighting of each feature to make more accurate predictions.
Benefits of case classification
Machine learning brings a number of benefits to you — the customer — and service centers.
| Benefit | Description |
Saved time for agents | As support agents work on cases, they spend less time scrolling and searching through picklists for the right values, so they get to spend more time with you. |
Improved data quality | The predictive model improves data accuracy on cases because there’s less likelihood for human error, and this means data about you or your purchase is captured correctly for better, faster service. |
Resolve cases faster | Since cases are automatically classified by user histories and trends, cases can route to the right support agents for quicker resolution, therefore giving you back more time. |
Better customer service | More time for agents, improved data accuracy, and faster case resolution leads to more focus on building outstanding customer relationships and higher customer satisfaction scores (CSAT). |
Customer experience is everything
Salesforce research indicates that 62% of customers are open to companies using AI to improve the experience they receive. In addition, 84% of customers believe that the experience a company provides is as important as its products and services. What does this mean for you?
As a customer, companies are rethinking and rebuilding service to keep you loyal to their brands. Since you have more options than ever to take your money elsewhere, most businesses understand that it’s not just their products and services that are in competition with each other — the quality of their service is now a competitive consideration too.
Enter case classification. Any technology that increases the amount of quality time service agents can spend with customers will likely be used by brands as a competitive advantage. As tools like case classification roll out at more service centers, you may get more of the customer service you’d like. Imagine a world where you no longer feel rushed by support agents through phone, email, text, or social media exchanges. Think about a future where you don’t dread contacting support because you know your issue will get resolved quickly and you’ll receive personalized service.
The future is about to get more efficient
Case classification is just the beginning. In the future, machine learning will work its way into more technologies that store and track data. More applications will include learning models that predict your requests and learn how to offer services or recommendations before you realize that you need them. As a writer on Salesforce’s Content and Communications Experience team (we’re the team that creates the user interface text, feature callouts, videos, graphics, online help, release notes, Trailhead, and more), predictive intelligence apps already help us keep our grammar in check — and save us time. As Salesforce adds more AI options to its Customer Success Platform, your future will include more efficiencies in a variety of paths on your customer journeys. The forecast calls for better experiences all around.
Learn more about How Customer Experience Is Rewriting the Rules of Business Success.
