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Salesforce debuts Customer 360 service for creating ‘connected experiences’
With a new service to be announced today at its annual Dreamforce conference in San Francisco, Salesforce.com Inc. is aiming to make it easier for its users to connect its various applications and the data they generate.
The service, called Salesforce Customer 360, also gives users a way to build “connected experiences” more easily, without the need for developers or system integrator tools.
Salesforce, which sells customer relationship management software, said the main idea behind Salesforce Customer 360 is to help companies create a single, holistic profile for each of their customers, thereby helping them move beyond application or department-specific views.
The company points out that “connected experiences,” which it defines as customer engagements with brands that reflect an understanding of past actions, product usage and other personalized factors, are a key factor in winning repeat business. But many organizations can’t deliver these connected experiences because salespersons, support agents, service reps and so on lack a full historical view of their company’s dealings with individual customers.
With Salesforce Customer 360, information technology administrators will be able to create “trusted connections” between various Salesforce apps and their organizations in order to map and reconcile data across various cloud computing platforms. That is intended to give company employees an easy way to access all of the data and past interactions for each customer they deal with.
The service also creates a reconciled Salesforce 360 ID across all of Salesforce’s apps, enabling users to easily recognize a customer based on their name, email, phone number or social media handle. Once the customer is recognized, that employee can easily delve into the full history and access whatever data they need to assist that person.
Meanwhile, the prebuilt packages for service, marketing and commerce teams will enable companies to deploy what Salesforce calls “common experiences.” So, for example, a company could create a Service Cloud experience that allows its agents to see the purchase and browsing history of a specific customer automatically from Commerce Cloud. In other words, the packages help automate what data would be seen by various personnel to help them in their jobs.
“As consumers, we know when a brand has gone the extra mile to deliver an amazing cross-channel experience, but creating that single view of the customer is extremely challenging for any company to do consistently,” said Bret Taylor, president and chief product officer at Salesforce. “Customer 360 will make it easier for companies to bring service, commerce and marketing together to deliver the unified experiences that their customers demand — with clicks, not code.”
Salesforce said it will also integrate Salesforce Customer 360 with MuleSoft Inc.’s Anypoint platform, which uses application programming interfaces to connect outside applications, data and devices to Salesforce’s cloud.