Salesforce Customer 360 is an integrated CRM platform that allows different organizations to make connections between their Salesforce applications and create a single, shared view for everyone by creating a unified customer ID. It was initiated at Dreamforce in 2018 and consolidates MuleSoft’s functionalities to allow organizations to connect their app, device, or data source across any cloud service. It helps in growing a business with customers and employees.
Here is an example of the same. Suppose a customer calls a service team for a product issue they are facing. There’s no need for the service team to ask the customer for their purchase details. With Salesforce Customer 360, the service team can easily look up the customer’s information and can then respond quickly to the customer’s needs.
Customer 360 Features
- Consent Management and Unification of Data: Salesforce’s consent management framework helps companies have the ability to easily obtain consent from customers regarding areas like email marketing and digital advertising. For data unification, companies are able to unify all of their customer data to create rich, detailed customer profiles.
- With the help of advanced audience segmentation, companies can target those customers who have interests related to their products, and this can be found by their engagement history, demographics, and other customer information. For example, if you have a website related to western dresses, then you can gather information about people engaging in the same through their browsing history and target them.
- Personalized customer engagement: Once the target audience is identified, the company can use the customer data for marketing, commerce, and customer service. Customers and prospects will receive a unified and consistent experience across all marketing channels based on their identification.
- Based on Einstein Insights: With artificial intelligence (AI), companies can understand how and when to engage customers in order to improve customer loyalty, which in turn helps improve business performance. Customer profiles are continuously re-evaluated based on their surfing, such as clicking an ad, browsing a catalog, or buying a product. AI can then be applied to this information to help companies display the most relevant mix of products, increase customer engagement and make the customer more satisfied.
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