Happy customers form the core of any business. No business in any industry can prosper without the acceptance of its customers. Thus, established industries like healthcare, financial services manufacturing, consumer goods, government, nonprofit, education, philanthropy, etc., need to focus more and more on their customers.
Unique Customer identification across the enterprise ecosystem is turning out to be a challenge in today’s digital world. Numerous references to customer data and exchange between multiple systems in the customer journey result in data redundancy and inconsistency. In addition to this, it creates a perplexity about the holistic view of a customer.
Seeking a single source of truth for each customer is not a new idea, but it has been difficult to achieve. Standing in the way of progress are siloed data, disconnected apps, a complex patchwork of sometimes incompatible services, and no efficient method to connect all the data from inside and outside the company, which is relevant for building a 360-degree view of the customer. Data conflicts, such as multiple usernames, email addresses, or purchase histories exist for the same customers.
Organizations cannot level up with the customer experiences if they cannot overcome organizational barriers that prevent deeper integration. When a business has a more customer-centric culture, those barriers tend to break down.
What could potentially solve the problem?
Building a complete and accurate picture of every customer by aggregating each customer’s structured and unstructured data from across an organization is very crucial these days. With this unified knowledge, organizations can create wonderful customer experiences, personalize interactions with their customers and build greater customer insights.
There are several solutions like OpenDQ, SAP Customer Data Cloud, Adobe Experience Platform, Oracle Unity Customer Data Platform, Signal Customer Intelligence Platform, and so on, which can help organizations deal with their customer database. However, Does it seem practical? Yes, it is with an intelligent Salesforce Customer 360
Let us see What it is and How it does!!!
Salesforce Customer 360:
Salesforce focuses on the customer at the center, intending to paint a complete picture of each customer. When a company has a 360-degree view of its customer across Sales, Service, Marketing, Commerce, Communities – all of Salesforce solutions – in an organization with third-party and legacy systems, it has the base for building amazing customer experiences and developing trusted relationships.
With Salesforce Customer 360, businesses can attract their customers using a single platform. In the same platform, the Customer 360 Data Manager allows users to connect with all customer data across the business, including multiple Salesforce orgs, Commerce Cloud B2C instances, and even systems outside Salesforce. It provides the seamless Connected Customer Experience that helps to drive personalized engagements.
The Key Traits of Customer 360 are:
- Connect Enterprise Data from any source.
- Build a Unified Customer Profile.
- Manage Customer Insights and Inspire engagement.
The application framework is assisted by the wide reach of Customer 360 Platform services. These robust abilities include security, mobility, AI, voice, blockchain, data integration, and more that can be infused into any app developed on Salesforce. Developers do not need to spend time and effort writing lots of special code to enable this essential functionality.
How does Salesforce Customer 360 solve the problem?
C360 Data Manager Admin and Salesforce Admin manages all the customer information. There are several traits of the Customer 360 platform that can help organizations. I am going to touch upon each of these traits in a two-part blog. I shall cover connecting enterprise data from any source in this blog, and you can go through the remaining two traits in part two of this blog.
Connect Enterprise Data from any source:
We will take the example of an ABC Store, which is an online retail company that serves the B2C line of business selling daily needs and essentials for a better understanding. The company has departments like Marketing, Sales, Service, Commerce Platform, Finance, and other legacy systems. Since the technology implementation is handled to solve a single business problem over the years, disparate systems have resulted in fragmentation of customer data. Internal teams cannot create the magic of connected customer experience and predict their needs.
Today’s situation of COVID-19 has created exponential growth in online businesses, and ABC Store has got its advantage with an increase in numbers and customer base. To create an Amazon like experience, they need to turn customer centric and predict their needs to create a personalized engagement.
It is where the Customer 360 Platform serves the need, with aid of the Salesforce Customer 360 Data Manager.
Salesforce Customer 360 Data Manager is a new cross-cloud technology capability that drives B2C Marketing, Commerce, and Service products to work better together.
With Customer 360 Data Manager, authorities can list their various instances of Marketing Cloud, Commerce Cloud, and Service Cloud. It can then map customer records from Service Cloud Person Accounts, Marketing Cloud subscribers (Data Extension), and Commerce Cloud Customer Profiles into one and build a unified view of the customer.
At Happiest Minds, we can help you aggregate customer’s structured and unstructured data using Salesforce Customer 360. Happiest Minds is a silver Salesforce partner and has expertise in implementation, Integration, Salesforce custom development, migration, consulting, and salesforce commerce cloud.
Be sure to check out Part II of this blog where I talk more about important features of the Customer 360 Data Manager console and other traits like building a Unified Customer Profile and managing Customer Insights and inspiring engagements.
Salesforce Practice Head at Happiest Minds Technologies with 12 years of CRM expertise on niche platforms like Salesforce and Siebel with multi cloud product knowledge and implementation experience in end-to-end CRM journeys for Global customers. He has been part of implementations wearing multiple hats as a Product Owner, Techno-Functional consultant, Solution design for large and greenfield implementations of Salesforce solutions for BFSI, HealthCare, Retail and Energy &Utilities vertical. He has been leading a 100+ Salesforce Consultants at Happiest Minds and primarily responsible for Business, Technology, Partnerships and People.
