It takes more than just good products or services to win loyal customers. The companies that retain customers are those that offer a customer experience that is personalised and customised to each customer. Salesforce Customer 360 is designed to help you keep customers at the centre of your business, so you can connect with them 1:1 at scale.
Salesforce Customer 360, the world's #1 CRM platform, unites the entire organisation — from marketing and sales to service, commerce, and IT teams. All Salesforce products and integrated third-party apps together form Salesforce Customer 360, providing all teams with a single, shared view of all customers.
By helping track customers' online activities, interactions with the company, and other customer data across touchpoints, Salesforce Customer 360 gives each team the information they need to collaborate better and do their best work. And, in turn, provide connected, consistent customer experiences at scale.
Customer 360 has user-specific solutions for all prominent business functions. Core Clouds – such as Sales, Service, Marketing, and Commerce consolidate customer data from multiple sources on one platform. MuleSoft can help you integrate data from third-party apps and even legacy systems into Salesforce Customer 360. All this is built on the robust Salesforce Platform, which helps you customise solutions and also build your own apps and workflows just using clicks.
On the solution, each customer is assigned a unique Global Profile ID (GPID), and all their data from across sources is connected back to it. This helps create a 360-degree customer view. So, when a customer makes a purchase using one credit card or downloads an article using a secondary email account, Customer 360 ties it all back to one GPID.
All relevant information, customer data, and tools are neatly displayed on each user's dashboard based on their role. You can also use Tableau to visualise and make sense of big data and instantly share reports across the organisation.
Salesforce solutions are powered by a built-in Artificial Intelligence (AI) engine — Einstein AI. It captures discrepancies common to data gathered from multiple sources (for example, different first names with the same email ID) and suggests best practices to fix those errors. Using the GPID, Customer 360 ships the corrected data back to the respective sources, ensuring data stays uniform across sources.
Einstein also provides data-driven insights, product or resource recommendations, and next best actions. This aids decision-making and helps each team perform their tasks faster and more accurately.
When we hear 'customer service', we immediately think of customer support teams that handle customer concerns. However, in an increasingly omnichannel world, customer service, like any other function, is no longer a standalone role. All business functions need to work together to deliver consistent, personalised customer experiences, regardless of the touchpoint contacted.
This requires every team to know their customers inside-out and as a single entity. Thorough customer profiling is possible only if data flows frictionlessly across systems and teams. Also, hyper-personalised targeting, messaging, and servicing relies on comprehensive segmentation. Businesses can only create audience segments with rich data on customer behaviour from across sources.
Suppose a customer who recently purchased a product from you receives a discount code for their next order. However, the customer forgets to enter the code and realises it only after placing the order. They contact customer support to check if they can enter the code and process the discount from their end. For the customer service representative to do this, they should be able to view the customer’s purchase history, which falls under the purview of sales.
Or, to ensure that customers enjoy their offers, the customer support team suggests that the marketing team show a pop-up displaying a coupon code on the e-commerce site at checkout. Marketing teams need to personalise coupon codes and messages for each customer based on their purchase history - and this again, requires sales data.