Data analytics is fundamental to business decision making. However, while specialists know that they can benefit from deeper data on customer behavior, they’re not sure how to use this information once they have it. Although 75% are generating insights from data, more than 60% don’t know how to use it in their customer interaction efforts.
If you manage your customer relationships with Salesforce, here are some questions to help you reflect on how much you’re leveraging the platform:
- Are you content with basic Salesforce reports to monitor your operation?
- Do your teams export data to Excel or other applications for analysis?
- Do they need to look at multiple platforms, including Salesforce, to get a complete view of the organization?
If your current reports don’t meet your analytics needs, it’s time to explore the advanced capabilities of Salesforce: Tableau, CRM Analytics, Tableau Pulse and Tableau Einstein.
Signs that you need advanced analytics
- Number of custom reports: There are limits in Salesforce editions on the number of custom reports. This may restrict the generation of reports tailored to your specific needs. For example, in the Professional edition, you can generate up to 50 custom reports; in the Enterprise edition, the limit is 200.
- Filter and formula management: Standard reports have limits on the number of filters and formulas, which restricts advanced analysis. For example, you can build up to 3 filters per board in the Unlimited edition.
- Historical data display: Standard reports display up to 2,000 data records. This can make it difficult to analyze long-term trends, especially in large companies.
Robust analytics strategy
A telecommunications company transformed its approach to customer retention through a churn model using Salesforce’s predictive AI models, integrating not only CRM information but external sources such as the billing system to incorporate key variables that influenced attrition. The results were shown on CRM Analytics dashboards, allowing the Salesforce user retention team to make informed decisions and act accordingly to achieve a 25% reduction of the original churn rate. In addition, they implemented Tableau to distribute information to all employees, ensuring that every department has access to relevant data that impacts customer satisfaction and churn reduction.
A robust analytics strategy is key to increasing productivity in your CRM. It provides relevant and timely information to users, which can encourage them to record data and improve analysis. Showing how data impacts daily decision making can be a powerful motivator.
Exploring analytics platforms
- Tableau: Allows you to create interactive dashboards and facilitates data analysis across the organization, integrating effectively with your existing infrastructure.
- CRM Analytics: Delivers actionable and predictive insights directly within Salesforce, helping to make informed decisions within the platform.
- Tableau Pulse: With generative artificial intelligence, it allows you to monitor key metrics in real time and receive alerts on relevant changes. In addition, it facilitates interaction with data through natural language queries.
- Tableau Einstein: Expected to be launched in 2025, it’ll take analytical intelligence to a new level and ensure data privacy.
Together, these tools transform how organizations analyze and use their data, improving decision making.
If you’re looking for ways to improve data analysis in your organization, Tableau, along with Tableau Pulse and Tableau Einstein, offers a set of effective tools to facilitate this process. At Globant, we’re committed to maximizing the potential of Salesforce and data analytics. Leverage AI-powered intelligence and make informed decisions in real time to achieve your business objectives.
