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Salesforce Announces Addition of Customer 360, a new Data And Identity Services to its CRM

  • *Customer 360 Truth enhances data management across Salesforce apps.
  • *Provides instant access to consistent, reconciled customer data. 
  • *Salesforce Customer 360 Truth is powered by the Cloud Information Model (CIM).

Salesforce on Tuesday introduced Customer 360 Truth, a new set of data and identity services that enable companies to build a single source of truth across all of their customer relationships.

What do Customer 360 do? 

Customer 360 Truth connects data from across sales, service, marketing, commerce and more to create a single, universal Salesforce ID for each customer. All of a customer’s previous interactions and shared preferences are brought together to create a complete view so companies can better serve and even predict their needs. Whether it be addressing a customer service problem, creating a personalized marketing journey, predicting the best sales opportunities or surfacing product recommendations.

Why market need Customer 360?

Nearly 70 percent of customers say they expect connected experiences in which their preferences are known across touchpoints1. However, organizational and technical complexity often gets in the way of meeting these expectations. Companies have legacy infrastructure and data silos, leading to fragmented data and fragile integrations between systems. 

Inconsistent methods for accessing, reconciling and activating customer data make it challenging for companies to deliver connected experiences across these systems. As a result, companies often have multiple usernames, email addresses, or purchase histories for the very same customer across different systems, and managing a customer’s consent and contact preferences across the business become harder as new data regulations come into play.

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Features of Customer 360

Customer 360 Truth enhances data management across Salesforce apps and other systems and provides instant access to consistent, reconciled customer data. 

  •         Customer 360 Data Manager: Delivers the ability to access, connect and resolve a customer’s data across Salesforce and other systems, using a canonical data model and a universal Salesforce ID that represents each customer. With a click-based user interface for app and data management, admins can easily establish trusted connections between data sources to prepare, match, reconcile and update the customer profile. The reconciled profile across apps enables employees to pull up relevant data at the time of need from any connected system, such as when a service agent may need to pull a list of past purchases from an order system to better assist in solving a problem.
  •         Salesforce Identity for Customers: Removes friction from the login experience and enables a single, authenticated and secure relationship between a customer and all of a company’s websites, e-commerce stores, mobile apps and connected products. Instead of having separate logins and profiles that lead to disconnected experiences, customers now have one login across all of a company’s digital properties. Identity for Customers also elevates trust and compliance with a simple to use two-factor authentication. And it allows companies to obtain valuable customer insights with the ability to analyze engagement and usage with identity reporting and analytics.
  •           Customer 360 Audiences: Builds unified customer profiles across known data such as email addresses and first-party IDs and unknown data such as website visits and device IDs. It then creates customer segments and marketing engagement journeys from those profiles and delivers AI-powered insights, like lifetime value and likelihood to churn. Customer 360 Audiences goes beyond traditional customer data platform (CDP) capabilities and extends the power of CRM to connect customer interactions across various touchpoints — for example, a customer who was redirected from an email campaign onto the website through a service interaction — and make the profile data available in real-time to optimize the experience.
  •           Privacy and Data Governance: Enables companies to collect and respect customer data use and privacy preferences, as well as apply data classification labels to all data in Salesforce. Companies can easily understand what types of data they have, what uses of data customers have approved and how best to interact with them. These capabilities can help customers address obligations from regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), with respect to data governance and customer consent.

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      “Connecting customer data and managing consent is more important than ever in light of changing customer expectations and increasing regulations. As a result, companies are prioritizing data unification in ways that will lead to more loyal and valuable customer relationships. Salesforce Customer 360 Truth will help companies break down data silos and deliver the experiences customers expect,” said Alan Webber, Program Vice President for Digital Strategy and Customer Experience, IDC.

Salesforce Customer 360 Truth is powered by the Cloud Information Model (CIM), an open-source data model that standardizes data interoperability across cloud applications. 

Salesforce, on the sidelines of the new announcement, said that it will power more than two trillion B2B and B2C transactions this year for more than 150,000 companies.

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