Customer 360: Transforming the Customer Experience
What is Customer 360?
Since its founding, Salesforce has continually offered new technology and innovation to their customers. Salesforce promotes digital transformation and Customer 360 is at the heart of it. Customer 360 is a customer relationship management (CRM) system that integrates marketing, sales, commerce, service, analytics, IT, and other solutions to provide users a holistic and more streamlined view of their customers. The name itself, Customer 360, comes from the idea that one product can follow a customer through the entire cycle of their engagement with a company. By connecting all the departments together, the work is simplified and smooth, and inevitably results in happier customers.
It is powered by the Salesforce Customer 360 Platform—an underlying set of services including apps, app “amplifiers” (such as artificial intelligence, mobile, and voice integrations), and customized apps connected to Salesforce. Herein lies the advantage of Customer 360–it enables you to bring various applications and services together to customize your platform to meet your unique business needs while keeping the customer experience top of mind. Moreover, it allows you to manage all your customer data from one place, without needing to login in and out of various database systems.
Where is Customer 360 located?
That location is Customer 360 Platform, which lives in the Cloud.
For most of us, the term “the Cloud” brings up the question of security, but with Customer 360, as with Salesforce in general, data security is at the core of their values system. Customer 360 security features are very configurable to make sure the right data is only accessible to the right people. Cloud technology is usually associated with the term of digital transformation. But what is the digital transformation really? The short answer is it means seizing the opportunities modern technology is giving us and using them to advance the industry and provide better services to customers. The core values to be nourished in order to accomplish this goal are culture and agility. Both are strongly intertwined, because culture in this context is the culture of willingness to change, adapt and improve and Salesforce provides agile methods and practices in the products to encourage this culture of change.
In summary, the problem that Customer 360 effectively solves is present everywhere – every team, let alone company, uses multiple applications and software to cover all aspects of their business. Customer 360 brings everything in one place – and even better, that place is the Cloud. Being Cloud oriented means always being on top of everything – data is up to date and the technology is the latest and most cutting edge.
How does Customer 360 work?
Since Customer 360 integrates various solutions, you may be wondering how this impacts the customer (read user) experience. Salesforce has made sure the customer experience is not sacrificed—they have simplified the process of selecting which tools and services will have the biggest impact on their customers by creating a portfolio of add-ons that further enhance the functionality of Customer 360 called Customer 360 Truth. The Customer 360 Truth add-on consists of 4 main components that enhance the user experience:
Identity– this component creates one global unique ID that can be used across all systems, applications, and tools. Maintaining a single ID will not only give users a more streamlined experience, if coupled with two-factor authentication, makes customer data more secure.
Data Manager – this component unifies customer data across all platforms allowing companies to create more robust and comprehensive customer profiles. The user experience is further enhanced as the unification of all their data that can be used to customize the processes such as marketing and sales.
Audiences – this component allows you to identify and segment groups of people based on specific criteria, such as demographics, purchase behaviors, browsing histories, and so on. It takes the data collected through the data manager, and creates a customized experience intended to drive up engagement with your company.
Privacy Center – this component enables companies and organizations to create and implement data retention policies as well as archive data that is no longer in use.
All in all, Customer 360 Truth is just that—the source of truth about the data that holds the power to make each customer experience unique. And it is this data that Salesforce is giving you the power to harness all from one simple location.