How Salesforce Enables Customer Engagement- 5 Features to Keep in Mind

Improving customer experience and engagement is a question on every business’ mind. And in a digitally charged landscape, customers expect brands to continuously engage them, at every touch point. However, siloed CRM systems prove inadequate in supporting the goal of smooth customer engagement. Salesforce is the answer to this quandary, empowering businesses to continuously engage their customers with an omnichannel experience. Here are five powerful Salesforce features that companies looking to engage customers simply cannot ignore.


In an era of customer centricity, customers expect personalized communication, promotions, suggestions et al. Powered by artificial intelligence, Salesforce Einstein Analytics allows brands to comb through a huge amount of data and get access to rich insights. This powerful analytics tool provides valuable real-time insights into customer data with a single click.

Based on these insights, businesses can offer personalized suggestions, reach out to potential leads, and improve their sales cycle. For instance, a sales manager could use Einstein to identify the most important factors determining the success of a sale. It not only helps deliver a personalized customer experience but also speeds up and enhances decision-making.

Unified View of Customer

To deliver a connected customer experience across channels, companies must move away from information silos across different departments. With Customer 360, a cross-cloud technology, all information resides in a single place for marketing, sales, commerce, and service departments to see. Brands can access all Salesforce customer data to create a single, 360-degree view of the customer and use this information to push customized messages across every stage of the customer lifecycle.

Customer 360 enables Commerce, Marketing, and Service products to work together. This Salesforce feature powers connected customer experiences by assigning a unique ID to each customer and sharing data across departments. Because of the unique ID, it is easy to identify a customer across all Salesforce apps. Prebuilt packages for different clouds enable cross-channel actions, thus leading to seamless customer experience across all channels.

User Experience

Salesforce Lightning is a powerful tool for enabling and revealing insights about customer engagement. Lightning allows businesses to build apps in no time, forgoing the need for long, complicated code. Instead, developers can use drag and drop tools to create apps in no time. Components from AppExchange partners are also available for customizing apps for users.

With the Lightning Design System, companies can build user-oriented, flexible components that offer a modern and refined user experience. Available for mobile devices and desktops, Lightning can be employed across service, design, sales and community clouds, giving brands an engaging and consistent voice. In a nutshell, Lightning enables customer centricity and engagement by offering a conducive environment for building exceptional user experiences.

Community Cloud

The Community Cloud can be leveraged to create a vibrant community of customers that constantly engage with the brand. Brands can boost engagement through measures like awarding the most active members with public badges on their profile and allowing members to endorse each other for specific skills and expertise.

Each member can be assigned a personal score, a reward for being active in the community. Brands can also highlight top influencers and contributors through a public leaderboard. Moreover, users can create their own badges, a way to thank each other for their contribution or for any other activity.

Marketing Cloud

Salesforce Marketing Cloud is a data-driven solution that allows brands to consistently deliver superior customer service. Using Einstein, the Marketing Cloud extracts rich insights from customer-experience to anticipate opportunities, resolve issues, and create personalized customer journeys.

Marketing Cloud can be used to create and deliver personalized communication and messaging campaigns to customers, reaching them wherever they are. Brands can also use the platform to connect with customers over social media and leverage data from social sources to improve their solutions. Marketing Cloud analyzes customer data from over a billion sources, giving brands the information to make the right customer-facing decisions. Using the Marketing Cloud, brands can quickly create exceptionally engaged customer journeys.

The writing on the wall is clear – customer experience is the king. Offering extraordinary customer engagement is a task best pulled off with a reliable CRM partner that combines data and a customer-approach. Salesforce combines all the ingredients of successful customer engagement and allows modern businesses to deliver seamless, omnichannel experiences.