August 7, 2014
Guesswork announced this week that they are launchign a machine learning platform to help customer relationship management (CRM) companies build intelligence into their products and replicate what Google has done on the web at every company. That is, Google understands a customer’s intention with a few keywords in a search box: even with troves of data CRM doesn’t get it.
According to the Guesswork team, successful products have three elements working together very well: software, infrastructure, and users. Salesforce disrupted the CRM market by combining infrastructure with software and delivering it as a SaaS.
“The next big CRM will be the one that combines user intelligence with SaaS,” says Mani Doraisamy, Founder of Guesswork. “This intelligence will enable salespeople to improve sales instead of overwhelming them with chores.”
To that end Guesswork is being launched specifically as a machine learning service to predict customer intent. It can also be used to integrate with CRM to make it intelligent and help sales staff to increase sales.
“Today’s CRM is kind of dumb. It records all customer details, but it still doesn’t tell what customers want and which customers are most likely to buy,” says Doraisamy. “This becomes sales people’s job and they guess based on experience.”
Guesswork automates this by predicting what customers want and who are most likely to buy. The team also provides their service as an API so that CRMs can integrate the functionality intoa wider array of platforms.
The whole platform runs on top of Google App Engine and BigTable, and the team has designed it to scale well for huge volumes of data. The Guesswork team thinks it’s an invaluable asset for companies that want to build the next generation of intelligent, effective, and relevant CRMs.
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