Salesforce Customer 360 aims to bring all customer data into a single view
0Reported today on TechCrunch
For the full article visit: https://tcrn.ch/35lnm9d
Salesforce Customer 360 aims to bring all customer data into a single view
The holy grail of customer experience these days involves gathering all of the data on an individual customer into a single record. Today at Dreamforce, the company's massive customer customer conference taking place in San Francisco, Salesforce announced the latest iteration of Customer 360, its platform of tools designed to create that single record.
The goal here is to be able to have all your customer data in a single place so that you can build a deep understanding, and deliver meaningful experiences based on that knowledge. The company is not alone in this. Adobe announced genera availability of a similar product last week and startups like Segment are also trying to solve this issue.
Salesforce has been working on this problem for the last year, and today it announced Customer 360 Truth. "What we've been working on for the last year is some new capabilities and some existing capabilities, and bringing them all together to actually go and try to create that single source of truth of your customer," Patrick Stokes, EVP of platform and shared services at Salesforce explained.
This isn't just about pulling Salesforce data into this record. "We are connecting to every application, not just within Salesforce, but external to Salesforce as well. We are helping you authenticate and govern the customer data that you have. And then ultimately getting it into a state where you can use it to really deliver personalized experiences," Stokes said.
The Salesforce solution involves four main components, which generally are part of any solution like this. The first is Customer 360 Data Manager, which provides a way to connect to and gather data from a variety of data source