The incorporation of Artificial Intelligence in business tools is unavoidable and must also be a requirement for technology managers, otherwise organizations will not be able to utilize the full capacity as opposed to their competitors. This is a maxim in the case of Microsoft, where for some time they not only enable it so that the organizations themselves make use of it in a simple way, as is the case of the Cognitive Services of Azure, but also incorporate it into their own solutions to improve them and offer a differential service. Examples include the transcriber and translator in Power Point, the transcriber in Teams, the data type classifier in Azure SQL Database.
Last Wednesday I had the opportunity to attend a session about Digital Selling, where among other topics, there was a talk about the benefits that LinkedIn Sales Insights and Sales Navigator brings to your sales team, however what I liked the most was the use case in which they demonstrated how Dynamic 365 CRM is enhanced with Artificial Intelligence. That’s how Microsoft is once again improving its own service through AI. And it goes on and on!
I was really impressed with the part of leveraging Big Data from social network LinkedIn through its tools and I thought that it deserves an article of its own. Especially the AI part, made me go WOW! As I mentioned at the beginning of this post, it’s not that I don’t know the potential of Azure cognitive services, it’s just that I am thrilled to explore the user-friendly way Microsoft has integrated it into your CRM tool.
As I was saying, the part of leveraging the Big Data from the social network LinkedIn through its tool, I found it extremely interesting and I think it gives for a piece of its own, but the AI part, did make me launch a WoW. As I commented at the beginning of the post, it’s not that I don’t know the potential of Azure cognitive services, it’s that I loved to check the so User Friendly way Microsoft has integrated them into your CRM tool. It allows you to have the insights extracted by AI, from your interactions with customers, in a simple visualization. Something very easy to follow and above all very useful for the sales team of any organization.
In this screenshot of the Dynamic 365 Sales Insights module, we can get a good idea of how the new service works. On one hand, for all Teams meetings called scheduled from the tool, the transcription system for the conversation is executed, storing a copy of it, this is done through Azure Cognitive Service Speech to Text. On the other hand, with the Sentiment Analysis and Text Mining services, Microsoft represents a time series, as we see at the bottom of the screen, where you can distinguish on the one hand what was being talked about, it stands out in the header and on the other hand, through the use of colours, it is highlighted if the comments are positive, negative or neutral. Interesting, right?
In addition, the system is capable of “understanding” the conversation, although the general result of the conversation may be marked as Negative. If the AI detects that there has been talk about the possibility of understanding the situation or even discussing with a superior of the client organization, he will classify the conversation directly in the CRM as an opportunity. Thus, this helps the Sales Team to advance to the next level and being much more efficient. They will already have the “hard” identification work completed, and plus the AI system itself can also generate the minutes of the meeting, undoubtedly a whole UP.
As a final thought, I know more than one or two organizations that urgently need tools like this to continue advancing in their Digital Transformation journey and thus, allowing them to be much more efficient in their day to day tasks, in order to devote more time to what really adds value to their company.
Do get in touch if you would like to talk about your case.
About Alberto Alonso Marcos
My name is Alberto Alonso. Actually I work with Sogeti Spain in Business Intelligence Department with Microsoft Technologies. My profile is very orientated to customer, and how the DATA can improve the organization. My first steps in the data management were in the Pharmaceutical Sector. (I´m pharmaceutical too). I worked hard to extract and built procedures for gathering all the information across the organization. Measurement all kind of events. Aggregating different sources like ERP, LIMS, HVAC, OEE tools, and productivity machine reports.
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