Today, customers expect nothing less than personalized experiences across touch points. This means that businesses must invest in creating a comprehensive and integrated view of customers. Salesforce is ushering in this revolution through its superior CRM capabilities. It unifies an array of applications spread across sales, marketing and service.
Businesses who choose to forgo a 360-degree view of the customer risk losing valued customers and will experience a lower ROI. Let’s see how the adoption of a 360-degree customer view benefits businesses.
Effective Marketing and Sales Campaigns
Sales and marketing campaigns can be greatly enriched with analysis of the shopping trends. Such consumer analytics enable the use of targeted marketing, allowing businesses to target higher sales.
An Empowered Sales Team
A 360-degree view can help the sales team get a specific understanding of customer interest in products, preferences, and purchase behaviour. This allows the sales process to be easier and much more effective.
Streamlining of Business Processes
The various departments of a company all have their own record of customer interaction. This leads to a distribution of customer data throughout different systems. While one department may use billing, another might rely on social media monitoring. Taking steps to streamline these different processes will ensure that certain unnecessary steps are skipped and customer handling is simplified.
A step ahead in this experience is Salesforce Customer 360, conceptualised with the customer at the centre of the business process. It has a click-based admin interface that brings together customer data from different Salesforce applications. The system’s tools match, integrate and update customer data across clouds. The functionality of Salesforce Customer 360 directly creates a unified view of customers in the following ways:
- Click-based User Interface for App and Data Management: The interface of Customer 360 enables administrators to gather data from across applications and clouds at one place.
- Reconciled 360 ID and Profile Across Apps: The 360 ID is the identifier for every customer and includes name, email, phone number as well as the social media handle. This ID keeps customer data, and the systems it has originated from, intact.
- Pre-Built Packages for Service, Marketing and Commerce: Such packages allow businesses to come up with quick solutions for the most common and immediate needs. Moreover, each package is designed to offer connected experiences to customers. For instance, in the Marketing Cloud, pre-built journey and email templates contain information sourced directly from Customer 360.
While the idea of unified customer experience is not new in itself, the 360-degree approach certainly is. The fact that it culls out data from all sources, and does not simply copy, makes it unique. When modern organizations will be able to get a holistic view of the customer, it’s only a matter of time before they realize operational efficiencies and enhanced revenue
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