Einstein Call Coaching in Salesforce

Einstein Call Coaching (ECC) for High-Velocity Sales was made available in Salesforce's 2020 Summer Release. Since the Salesforce Spring 2021 Release, Einstein Call Coaching has been known as Einstein Conversation Insights.

In this article, we’ll take you step-by-step through the deployment of this powerful tool that helps you optimize customer interactions using conversational intelligence. 

Let’s get started.

What is Einstein Call Coaching in Salesforce?

Einstein Call Coaching empowers sales managers to get visibility into the critical moments during a sales call by tracking the mention of a competitor, product, custom keyword, pricing, and next steps. This will drive more efficiency to coach individuals, help scale those learnings across teams and get insights into trends, customer needs, and experiences. 

In addition, managers can effectively use Conversational Libraries to store and showcase the team's best calls, learnings and up-sell opportunities. Although not a direct feature, reports and dashboards can help build powerful marketing strategies based on ECC Dashboards' insights. Einstein Call Coaching leverages Natural Language Processing (NLP) and Automatic Speech Recognition (ASR) to gain insights into the critical moments of a sales call.

ECC is an AI-driven feature that brings conversational intelligence and is aimed to increase the success rate for sales people.

Why Use Einstein Call Coaching in Salesforce?

You can call Salesforce Einstein the most innovative, most effective customer service tool on the market. It offers an assortment of significant highlights to help you get more leads and grow your sales team. Every business is different. That's why Einstein Call Coaching was designed to give your organization the tools it needs to be successful with Salesforce customer service. It will also allow you to customize your support, making it one of the most flexible customer service solutions available. Salesforce Einstein is the intelligent assistant that helps sales reps make smarter and faster decisions to drive more value for customers. Salesforce Einstein is built on the Salesforce Platform, which provides an open ecosystem of data, apps, and services that enable companies to connect every customer interaction back to their core business processes.

5 Tips to Successfully Deploy Einstein Call Coaching in Salesforce

1. Setup

Installation is straightforward. Once you are connected, you can begin to customize Einstein Call Coaching in Salesforce for your business needs.

• Begin to customize Einstein Call Coaching:
• Enter call Coaching in the Quick Find box.
• Select Call Coaching Settings.
  

Note: It is not necessary to set up High-Velocity Sales first.

Next, connect your call recordings so you can begin to analyze your data. Simply choose your recording source from the list provided. If you have a Sales Dialer it will automatically be displayed here. 

Lastly, enable Einstein Conversation Insights using the toggle. This enables the user experiences, including the Call Coaching dashboard. 

2. Call Insights Configuration

Next, from Setup go to Call Insights.

• Call Insights is categorised broadly into two categories where you can define keywords to track:
• Standard
• Custom 
  

Under the Standard tab, Einstein guides you through the choosing of keywords with some predefined scenarios. 

You can choose Keyword Insights to define keywords using Product and/or Competitor keyword lists. These should be keywords that are important to your sales team. 

Using Automatic insights you can allow machine learning to do the work of finding insights using keywords related to Next Steps, Pricing and Objections. 

You can also specify which side of the conversation to analyse (Said By). 

Under the Custom tab, you can define up to 25 custom keywords of your choosing.

For e.g., XYZ is a Mobile Device Company which can define its products like smartphones, tablets, laptops, computers, smart watches etc. and various features like long-lasting battery, Multiple windows, Infrared remote control under standard keywords, at the same time the XYZ Mobile device company can mention its competitors under Competitor keyword lists which can help to track and improve sales of the products. It keeps the company on its toes and induces a habit of constantly innovating and making the product better.

3. Choice of keywords

Choosing keywords is about relevance, not volume. It doesn't matter whether you have selected all 25 keywords, but it does matter that you have selected the right keywords. 

First, thoroughly analyze your direct competitors and find out the right set of products to get insights on based upon their relevance to your business. Next, find out the KPI's and keywords that can be used as custom keywords. Finally, understand the trending buzzwords that matter to your business most and keep occurring in a sales conversation. 

A refined keyword strategy and the right keywords are critical to gaining better insights from ECC. Remember, there can be more than one word to express the same keyword.

For e.g., 'Discount'- it can either be called 'Discount,' 'Price off' or 'Percent off,'.  So the best practice is to define all the possible common keywords for a particular keyword that the customer can use.

4. Keyword length

Best practice is to avoid short and generic phrases such as 'No’ or 'like’ to have as your custom keywords. At the same time, the use of long and specific phrases should also be avoided. These types of keywords may rarely appear in a sales conversation, or they may be so common that they appear too often. These scenarios may result in too much data or too little data to analyze. As a best practice, phrases with one to three specific keywords should be used in custom insights. 

For e.g., Keywords like ‘A mobile device with a large keyboard and display’ are too long and specific. Better would be to use shorter words that represent the same requirement and are used more often by customers, uch as ‘mobile device’, ‘large keyboard’.

5. Monitor and Improve keywords

Once defined, the keywords can and should be monitored regularly for their frequency of voice calls using dashboards. If the keywords do not appear often, it is better to optimize and change keywords. This should be a regular practice for an effective ECC strategy to bring required business benefits. The best practice is to review selection of keywords quarterly.

Einstein Conversation Insights helps by automatically aggregating the keyword mentions you set up into dashboards. These dashboards present your data in digestible chunks so you can easily notice and understand trends over time and to surface coachable moments for your team. 

Conclusion:

With ECC, Sales managers can make sure they are spending time on giving feedback that is specific and actionable. Einstein Conversation Insights gives Sales managers speed, agility, and the ability to scale to continually improve Sales call results.