Salesforce expands Customer 360 with CRM options

Get a free Techzine subscription!

Salesforce has unveiled a new generation of its Customer Data Platform (CDP) Customer 360. The new generation includes platform services that enable companies to bring together separate customer data across the organization and to personalize each interaction based on a single view of the customer. It goes beyond traditional CDP capabilities and adds CRM options.

78 percent of customers expect consistent interactions with a company, no matter which department they speak to, according to the Salesforce Connected Customer report. Only 50 percent of companies adapt their interactions to the previous conversations and interactions with customers.

According to Salesforce, this is also difficult, because of the stacks of customer data that are found in various legacy systems, disconnected channels and multiple channels. In addition, they have to adapt to new channels such as speech and chatbots, and have to comply with laws such as the GDPR.

Customer 360, which was unveiled last year, should make things easier. This solution enables companies to connect Salesforce apps and create a single customer ID that builds a single image of the customer. By expanding Customer 360 with MuleSoft, companies can connect any app, data source or device in any cloud and on premise. Now Customer 360 is being further expanded with new options that make it even easier to collect all the customer data in an organisation.

New generation

With the new generation of Customer 360, companies can bring together all customer data to create rich customer profiles. It contains known and unknown data, including cookies, customer IDs of first parties and more. The consent management framework also allows companies to easily obtain customer consent, for example for email marketing and digital advertising.

Also new is Advanced Audience Segmentation. This allows companies to identify specific groups of people. This is done in real-time based on demographics, previous interactions and other available customer data. If a company knows which segment it wants to reach, it can activate the customer data in marketing, sales and support. This provides a constant experience with the brand through all channels, such as advertising, social media and email.

Finally, optimisation on the basis of Einstein Insights becomes possible. Artificial Intelligence allows companies to analyze and understand how and when to connect with customers to enhance customer loyalty and improve business performance. Customer profiles are constantly updated based on their behaviour. This allows brands to use artificial intelligence to make the most relevant mix of product and channel recommendations to optimize customer satisfaction and interactions.

This news article was automatically translated from Dutch to give Techzine.eu a head start. All news articles after September 1, 2019 are written in native English and NOT translated. All our background stories are written in native English as well. For more information read our launch article.