At Dreamforce 2018, Salesforce unveiled Customer 360 – the new platform capability that makes Service, Marketing and Commerce work together more seamlessly, based on a complete understanding of the customer. This is the second in a series of blog posts from the Salesforce Customer 360 team; read the first post here. This post will delve into how our customers will leverage Salesforce Customer 360 to connect to their customers in a whole new way.
Customer-centricity has been top of mind for executive leaders at leading companies for decades now. Putting the customer at the center of every business decision is now a de facto business imperative.
The technologies of the Fourth Industrial Revolution are making customer-centricity not only necessary, but even more challenging. With the advent of interactions on mobile, social, and IoT technologies, the volume and velocity of customer data is exploding beyond even the loftiest of “big data” projections from 2005.
And customer expectations continue to evolve at the pace of technology innovations. It’s no longer enough to deliver an experience that only takes into account one touchpoint — everything needs to be connected. The seamless experiences pioneered by digital native companies like Amazon and Uber are being adopted by companies large and small, old and new, in every industry. Sitting by and watching is not an option.
Delivering connected customer experiences
Companies have to innovate with speed and agility to keep pace with new technologies, customer expectations, and the competition. But it’s easier said than done. Connected experiences are difficult to come by, as systems and data are often siloed in ways that mirror organizational structures.
Salesforce’s customer success platform has given our customers the ability to innovate with speed and agility to deliver customer-centric experiences. While Salesforce has united service, marketing and commerce under one platform, we want to go further to continue making it easier for our customers to innovate.
We are developing Salesforce Customer 360 to empower our customers to maintain or exceed the pace of innovation required to compete today.
With Salesforce Customer 360, Salesforce customers will greatly accelerate delivering integrated customer experiences that define customer centricity.
Salesforce Customer 360, a platform hub
Salesforce Customer 360 will act as a platform hub. Using a click-based tool, admins will connect Salesforce applications in a central, trusted, and secure environment. Once connected, with data mapped to a central, canonical data model, the hub will act as a sort of exchange. Any connected system can access any other system via a publish/subscribe model, or through querying via the canonical data source.
What does this look like? Service Cloud admins will have access to pre-built Lightning components that seamlessly access data shared to the platform hub. Right in the agent console, agents will gain access to the data necessary to resolve customer issues at the speed customers expect today.
At Dreamforce this year, Salesforce featured Salesforce Customer 360 pilot customer Crocs to talk about how they are partnering with Salesforce to accelerate the innovation in their e-commerce service experience. The session led by Customer 360 Product Management Lead Ben Montesano and featuring Harvey Bierman, e-Commerce tech lead from Crocs, is linked below and covers:
- The guiding principles for Customer 360 development
- What the product does and a demo
- Crocs motivation for participating in the pilot
- Impact to Crocs business
- The future Crocs envisions for their connected commerce experience
Watch the presentation here.
Leveraging the flexibility of Marketing Cloud
Marketers will also be able to accelerate how they deliver exceptional commerce experiences. Customer 360 will leverage the flexibility of the Marketing Cloud platform. Marketers will get email templates, data extensions, and content blocks for personalization – among other tools. Marketers will then be able to focus on the strategy, targeting, timing, content and testing to optimize the programs.
At Dreamforce 2018, Jolynn Hall, a Salesforce Commerce Cloud product manager, delivered a session featuring another innovation partner. During the session linked below she highlights:
- The imperative to deliver commerce marketing automation
- A product overview and demo
- The pilot customer’s business driver
- The state of the pilot and impact on the innovation partner
Watch the video here.
Connecting Service, Marketing, and Commerce is just the first step on the innovation path for Customer 360. As the platform matures, experiences for individual applications and industries will be developed by Salesforce product teams, our customers and partners. Look out for the next blog post in the series to stay focused on how we are blazing trails with Customer 360.