A Genie that promises to work its magic on customer data

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Editor's note: Salesforce, at its annual jamboree, Dreamforce 2022, unveiled Genie, a real-time customer data platform (CDP) that can help enterprises deliver improved experiences to their customers. Salesforce Genie, essentially, gives users the ability to build out customer profiles and accomplish workflows for more personalized sales and marketing interactions with the data they aggregate. In combination with Salesforce Flow automation and Einstein AI, businesses can run analytics and AI on their data to deliver predictions and suggested actions in real time to create customer experiences across sales, support, marketing and e-commerce. CDP Institute founder David Raab believes that real-time access to the entire customer profile is huge, both because it’s technically difficult and because it’s very important to many users. “We consider this a core requirement for any CDP, but in practice, some firms do a better job of delivering it than others. If Salesforce does what they say, they are offering a particularly robust version of this,” he says. According to the company, Salesforce CDP (as Genie was called till now) has been available to the company’s Marketing Cloud customers since …