Companies have access to more data about their customers than ever before, and consumers are willing to give brands greater access to this data in return for a better customer experience.
Accurate customer data gathered into a single record are key-important when building a relationship with clients to create the most personalized experience possible. Nowadays, when companies are struggling to connect with their customers via multiple channels, data stored in different places are often siloed and do not provide a unified picture of the customer.
Salesforce’s Customer 360 connects all the data across the business, including several Salesforce orgs, including Sales Cloud, Commerce Cloud, and Service Cloud, and even systems outside Salesforce. Thereby, Customer 360 by Salesforce makes possible efficient communication with clients using a single platform.
Salesforce Customer 360 enables enterprises to keep up with increasing consumers' demands (like integrated and personalized engagement) in spite of siloed processes, a great number of people involved, from marketing and commerce to sales and service, fragmented data.
Using this cross-cloud technology by Salesforce, Admins can easily map data stored in all your corporate systems, from gender information to transaction data, and get a unified profile of your customer.
We would like to highlight that Customer 360 does not replicate the data it has access to. It works like a hub that exchanges data and events across the systems.
From all the above are clear the benefits which Customer 360 yields to businesses:
- No need in point-to-point integration to connect Salesforce apps and orgs;
- Creation and management of a unique customer profile the Salesforce ecosystem (B2C and Commerce solutions);
- Opportunity to deliver hyper-personalized customer experience across all channels;
- Provides insights into the quality of data stored within connected systems;
- Easy way to share access rights to data stored in different systems across the organization;
- Improves internal processes for managing compliance and exception handling.
With Customer 360 companies get a deep understanding of their customers, create a single source of truth across all of the customer relationships. The platform creates a universal Salesforce ID for each client across sales, service, marketing, commerce clouds, and even third-party apps.
Customer 360 consists of four components: Customer 360 Data Manager that connects customer data across corporate systems to create a unified customer profile; Salesforce Identity for Customers enables a single, authenticated, and secure relationship between a customer and all corporate data sources like CRM, web, mobile products, etc.; Customer 360 Audience allows to bring together all customer data to create segments and engaging journeys using AI-powered insights, like lifetime value and likelihood to churn; finally, Salesforce Privacy and Data Governance is a tool that ensures alignment with GDPR and CCPA regulations when using personal information.
Customer 360 also encompasses MuleSoft’s open-source modeling technology connecting various data sources and pulling them into a single view. This means that developers do not need custom code anymore to connect point-of-sale systems, digital marketing platforms, contact centers, CRM systems, and more. Organizations can easily build APIs that connect any application, data, or device to Customer 360 in an application network.
To round up we would like to say that Customer 360 is a great customer-centric initiative by Salesforce that brings customer experience to an absolutely new level. Top-notch technologies used by the platform deliver to businesses the best solutions possible that allow companies to connect every customer, empower every employee, and deliver continuous innovation.