Einstein Next Best Action Overview

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This is part of the family of products within the Einstein Platform that helps Admins and Developers build their own AI-Powered Assistants.

With this product, we could deliver optimal recommendation at the point of maximum impact like we could recommend the most relevant offer at the perfect timing etc..


How to deliver recommendation?


Step1- Define your Recommendation

First, chose the type of recommendation to share with your employee or the customer like an attractive offer or discount

Once, you have defined your recommendation, incorporate them into Action Strategies


Step2 - Create Action Strategies

Just add the Recommendation and any Business Rule (which are like decision box or criteria in flow), basically to decide how they should be displayed.


Step3 - Integrate your sources of Insight

Then integrate your sources of insight both internal and external into your Action Strategy (e.g. you can integrate a likelihood to a predictio built with Einstein Prediction builder)


Step4 - Embed Recommendation

Now we can embed the ENBA component that we have created onto any salesforce record or external page making it's easy for Employees and Customers to get recommendation where and when they need most and finally can take Action on the Recommendation.


Step 5- Take Action

Once the recommendation is displayed, it can be accepted or rejected (based on our thought about the suggestion that is given)

Suppose the Service agent accept the Recommendation to offer a discount to a customer (who's likely to attrit) and just because its connected to lightning flow the offer will be sent quickly


Where is it ?

Next Best Action - 

Setup > Process Automation > Next Best Action

Recommendation -

App Laucher > Recommendation


Why ENBA?

Without ENBA, the agent would have to complete a lengthy manual process to give an offer

With ENBA, the agent have to click 'Accept' and lightning flow will automatically package and send the offer email to the user so that the agent never have to leave the record(like Account/Contact page), saving time and staying in the context.


Other Example where we can use ENBA - (Sales Cloud)

  • Send a notification to customer that contract is expiring
  • Upsell product or service to customer who meets requirements 
  • Recommend how to allocate resources based on sales forecasts 
  • Remind if there’s a new hot lead or a promise to follow-up with a customer 
  • Send custom proposal to prospect based on likelihood to engage  

More Service, Marketing and Commerce Cloud related examples we can find here -

https://trailhead.salesforce.com/en/content/learn/modules/einstein-next-best-action/get-started-with-einstein-next-best-action


So, its easy now to deliver recommendation or suggestion to our employee and customers with just one click



Reference(s):

https://trailhead.salesforce.com/content/learn/modules/einstein-next-best-action

https://help.salesforce.com/s/articleView?id=sf.nba_implementation_checklist.htm&type=5



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