Salesforce Customer 360 – In this highly competitive digital marketplace where customer expectations have increased rapidly, understanding customer behaviors have never been so important. Today’s tech-savvy customers are accustomed to top-notch service quality from world-class brands and they expect the same from you. Whether you want to lead your customers through a specific journey, deliver exceptional and personalized customer experiences (CX), drive down costs or maximize revenues, the crux of your business strategy remains – understand your customer behaviors and you will reap the rewards.
However, this is easier said than done. Organizations today are overwhelmed with consumer data, but there are astoundingly large volumes of unstructured data, siloed processes, and infrastructure across sales, service, marketing, commerce and other departments causing fragmented customer experiences. In fact, analysts at Gartner estimate that over 80% of enterprise data today are unstructured. Also, the latest Salesforce State of the Connected Customer report reveals that 78 percent of customers expect consistent interactions with a company regardless of the department they are dealing with, yet only 50 percent of companies tailor their engagement strategies based on past interactions. Most of the customer interactions with brands are disconnected resulting in high levels of customer dissatisfaction and negative brand experiences.
That’s why Salesforce introduced Customer 360 – a comprehensive Customer Data Platform that helps you understand customer behaviors across various channels and touchpoints, get a 360-degree view of customers and deliver hyper-personalized engagement and cross channel customer experiences across sales, service, marketing, commerce, and beyond.
Here’s a deep dive into the three key aspects of Salesforce Customer 360 platform that helps brands transform customer experiences.
“Customers today will not settle for fragmented experiences, and companies recognize that creating a single view of the customer is imperative to earning their loyalty; with Customer 360, we continue to extend our platform in new ways, empowering brands to unify data and personalize customer engagement at scale.” – Bret Taylor, President, and Chief Product Officer, Salesforce
3 Key Components of Salesforce Customer 360
1. Customer 360 UI – This is a clicks-not-code enabled user interface that allows admins to create secure and reliable connections between external applications and Salesforce Org. Using this interface, data can be mapped and reconciled on clouds allowing for a single and unified view of customer data.
2. Customer 360 ID – This is one of the key features that ensure that customer is identified irrespective of their channels of engagement or the information provided by them including email, mobile number, etc. With its data management capabilities, the software can automatically update changes to customer profiles across multiple clouds or include any data exchange that employees might require when interacting with the customer.
3. Packages for Common use Scenarios – Salesforce Customer 360 platform also includes features that can be deployed in instances such as an abandoned cart or browsing history that indicate customer interest. This enables cross-channel communications where data generated in commerce cloud can be leveraged to enhance the experience provided by the Service Cloud.
Article Resource: Demand Blue