TLDR:
Salesforce has developed a new innovation that allows customers to access a complete 360° view of customers. The innovation, called “Customer 360,” collects all bits of data that are isolated and siloed and personalizes it with the new customer view it offers. Taken together, it offers 4 main features. These features include improved data connection and consent capabilities, more thorough segmentation, AI, and personalization functions.
Salesforce has been working on a new innovation for its customers. It allows them to see a customer completely—a 360° view. It’s name? Customer 360. It will act behind-the-scenes as a “data layer” to supplement Salesforce’s current offerings.
More specifically, with the pilot date projected to be somewhere in Fall 2019, Customer 360 will group siloed and isolated data and personalizes it. The basis that informs such personalization is the 360° view the platform offers.
There are four main areas Customer 360 thrives:
Data Connection: Customers will be able to not only create a 360° view of their customers but will also be able to get their data consent through engagements.
More Complete Segmentation: Customers will also be able to distinguish groups of people in real-time based on the data they have.
AI: Customer experience gets a boost with the Einstein AI consistently updating customer profiles based on interactions.
Personalization: With more complete segmentation opportunities, marketers can activate the data provided cross-departmentally. For example, these data activation instances extend to the marketing department, to commerce, to service, etc.
According to the SVP of Product Management for Salesforce Customer 360, Patrick Stokes, Salesforce is excited over these innovations Salesforce has been able to cobble together throughout their clouds—marketing, sales, service, and commerce. But they’re already looking at the next step toward the future. A future where there can be clouds in manufacturing, retail, etc. That’s where Stokes think the company is headed.
This move is not particularly surprising. Customer Data Platform (CDP) acquirement has been on the rise. For example, consider Adobe’s acquisition of Marketo or Oracle’s CX Unity initiative.
Taken together, by integrating CDPs with enterprise cloud systems, it paints a fuller picture for customers to leverage for their own customers.
Original article from DemandGen Report on 19 June 2019.
