Salesforce, arravo Harp on Data Security, Business Growth with Agentic AI

Emma Okonji

Salesforce, a global Artificial Intelligence (AI) Customer Relationship Management (CRM) platform, and its Nigerian solution implementation partner,

arravo, have assured Nigerian businesses of data security and business growth, through its Agentforce Marketing solution.

They gave the assurance in Lagos, during a breakfast meeting, themed: ‘Unlocking the Agentic Enterprise: Elevating Customer Experience in the AI Era’.
Director, Sales at arravo, Oyinlola Okunfolami, said the breakfast meeting was organised to showcase Salesforce technology solutions that address internal data security and help grow customer businesses, using the Salesforce CRM platform.

“With the deployment of Salesforce CRM solution, organisations are rest assured of improved customer experience that will impact on revenue generation for organisations,” Okunfolami said.
In her presentation, Salesforce Specialist, Martha Makokha, spoke about how organisations could use Agentforce Marketing in enhancing customer experience.

According to her, Salesforce is a full, comprehensive end-to-end system, from customer acquisition to maintaining customers, and engaging the customers until they become loyal customers.
Addressing the Salesforce perspective through its Agentforce Marketing, Makokha said: “Agentforce Marketing is pretty much bringing in AI to help the human customer. The solution works in tandem with the human customer, it works in tandem with data, it works in tandem with other IT systems, to unify, and harmonise customer data, and automate the customer journey.”

She also spoke about the CRM solution of Salesforce and how the solution could help manage the entire customer journey end-to-end, and also address the issue of inconsistent data.

“The challenge with inconsistent data is that a lot of companies are data rich, but the data sits in backend systems that cannot be brought forward into the customer journey or into helping the business or even giving insights to the sales teams, customer engagement teams, and marketing teams. So, most organisatons have data in silos that do not connect to each other,” Makokha further said. She however said the Agentforce Marketing solution could help organisations achieve so much with little budget.
According to her, Salesforce offers a combination of generative AI, predictive AI, and agentic AI to orchestrate everything between customer engagement, such that AI is working for organisations 24-7, servicing customers, and selling to customers across different channels, thus making customer engagement very interactive and digital.

Regional Executive at Salesforce, Jean-Claude Kabeya, spoke about data foundation and how Salesforce technology solutions could drive agentic enterprise and enhance digital transformation across organisations.

Emphasising the need for systems in an organisations to talk to each other, Kabeya said: “We are building agent AI that understands the ecosystem of other AI that exists within the environment, and they’re able to talk to each other for a specific outcome.”

Prime Territory Manager in charge of Africa for Informatica, Salesforce, Davis Muthoka, spoke about organisations’ data trust and efficiency. According to him, fragmented data can give conflicting results and cannot be trusted, adding that Informatica, a solution from Salesforce, can help organisations organise their data and make it efficient for positive results.

“Organisations with unified data, will have clean and trusted data to process information in real-time. To address the issue of fragmented data, Informatica has a data catalog and lineage that help understand where the data is coming from. Our solution unlocks and moves data across the different systems, and also cleans data to avoid data duplication,” Muthoka said.