Salesforce Customer 360 is a tool that allows companies to connect various Salesforce products and create a unified customer ID to build a single panoramic view of the customer. This bridges the fragmented customer data across the organization and enables companies to deliver integrated customer engagement at scale. Customer 360 goes   beyond the traditional customer data platform (CDP) capabilities and extends the practices of CRM with consumer-scale data management and activation.

Main features of Salesforce Customer 360:

• Data unification and consent management:

Companies can unify all customer data to create rich, comprehensive customer profiles and eliminate data silos. This includes known and unknown data such as cookies and first-party IDs. The master record can be accessed with a single click, and the responses to customer queries can be personalized. With Salesforce’s consent management framework, companies can receive and store customers’ consent, thereby increasing the speed and precision of offers and services.

• Advanced audience segmentation:

Effective customer segmentation is critical for any company and is key to business growth. It is the process of grouping potential customers based on characteristics like shared interests, need, or location. Segmentation can be based on demographics, psychographics, behavioral or geographic criteria. Market segmentation helps companies identify potential customers, realize opportunities and close the deals.

• Personalized customer engagement:

The master record allows companies to deliver a unified and continuous experience to customers and prospects across all marketing channels.

• Optimization based on Einstein Insights:

Artificial Intelligence (AI) enabled Einstein analytics of Salesforce give critical insight of customer behavior that is displayed in reports and dashboards, graphs, and other data visualization opportunities to show ways to enhance customer engagement experience and drive loyalty while improving business performance.

Designed to sit within the Salesforce ecosystem, Customer 360 eradicates problems like disjointed customer interactions, risk of data loss and delay in data retrieval. Armed with experienced Salesforce consultants, we, at Access Global Group, are passionate about helping organizations transform digitally by extracting the highest return on IT investment. Contact us to see if Customer 360 is what your organization needs to reach the next level.