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We’re living in the Age of the Customer where people expect brands to have a complete view of the customer’s needs and wants. Nowadays, it’s almost as if customers assume that service reps have psychic abilities. In reality, obstacles such as organizational silos, legacy systems, and a lack of flexibility often get in the way of delivering exceptional, speedy, and intuitive service. If you’re starting to wonder how your company can create a holistic view of your customers and compete without calling Miss Cleo, we’ve got some tips for you. Check out the real world examples below to learn how Salesforce Architects use the power of Salesforce to create a single view of the customer.

 

1. Merge customer data

 

When you have data coming from multiple sources, it’s hard to maintain a consistent, 360-degree view of the customer. Representatives of an insurance company we advised were hitting a wall when trying to connect with their customers. They were unable to recommend complimentary services because separate databases prevented them from easily seeing the whole customer picture. Salesforce Architects showed them how to integrate customer data from their policy, claims, and billing systems using the Salesforce Platform. After merging customer data from disparate systems, the company saw a 25% improvement in response times. This greatly improved overall agent productivity, resulting in better customer satisfaction scores.

We also helped Cox Automotive, after several acquisitions, create a unified enterprise sales platform by bringing in over 25 different brands under one customer-centric architecture. You can learn more about that through this on-demand webinar.

 

2. Optimize architecture

 

Oftentimes, when different groups within an enterprise make changes to their CRM platform without considering best practices around automations, customizations, building apps, and a multi-org strategy, technical debt can occur. This is exactly what was happening at a financial services firm we worked with. The company needed some some solid advice they could take to the bank (literally). Salesforce Architects helped develop a design and delivery governance policy that would guide the business through an ongoing assessment of risks and opportunities, and encourage alignment between business and IT teams. The result was optimized architecture for the enterprise, consistent integration patterns, and a new willingness to use only the best IT products for all architectural layers.

 

3. Manage technical debt

 

To improve service, organizations often create customizations to capture more customer data. These customizations pile up over time, creating technical debt that actually ends up getting in the way of service and productivity. This was an issue that Salesforce Architects spotted at a mobile phone manufacturer. We designed a solution that explored alternative approaches to customization, helping them rationalize apps, whether purchased from the AppExchange or homegrown. The company got a solution that is largely configuration-based and avoids excessive customization. The resulting improvements in productivity led to better, faster customer service.

Salesforce Architects provide the strategic planning, deep product knowledge, and technical advice that puts the customer back at the center of your business. We show organizations how to modernize the legacy systems that so often prevent companies from having a 360-degree view of their customers. We help businesses understand and even predict customer needs — without having to place a call to the psychic hotline.

To see how Salesforce Architects have helped other companies with their Salesforce roadmap, continuous delivery, and architectural foundation, check out these customer stories.

About the Author

Mark Neveu is a Product Director for Salesforce Advisory Services, overseeing the roadmap and development of the Architect services offering. He’s delivered and managed services at Salesforce for over 12 years, and has over 15 years of experience using the platform.