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Data management in the age of digitization revolves around providing personalized services to your customers. Today, customers demand personalized attention and services from the businesses they engage with. This makes them feel special and gives you the desired traction.

To make the most of modern technology and advanced software solutions, businesses around the world have been implementing Salesforce Customer 360. The CRM platform has been transforming the approach of handling customer databases and using them to offer tailor-made services to prospects and customers across multiple platforms.

Salesforce Customer 360 allows you to understand the needs and preferences of all your customers, letting you paint your customer experiences the way you want them.

What is Salesforce Customer 360?

Salesforce Customer 360 is a CRM platform that provides all your team members across different departments with a comprehensive view of your customers. It acts as a central repository of all your customer records that are visible to users working across an organization.

With Salesforce Customer 360, all your employees and managers can have a single source of truth for all details regarding your prospects and customers. As new prospects are approached and converted into customers, each department can keep track of the same and perform relevant tasks to attain common business objectives.

Salesforce Customer 360 can be considered as a circle of information about every customer you cater to, with the customer at the center of it all. With your customers at the center of all your processes, you can drive engagement and build healthy relationships with them.

The CRM platform helps you connect three major teams operating within your organization – sales, marketing, and service. Here is how each of the departments can benefit from Salesforce Customer 360 implementation:

1. Leveraging sales processes

The CRM solution helps you make every sales process count by providing your sales reps with a complete view of the automated sales pipeline. Here, your sales team can view all your leads and the status of every lead from being captured to getting converted.

By giving you complete control over your sales pipeline, Customer 360 lets you provide personalized services to your prospects to close more deals. It also helps your sales reps automate a range of different repetitive processes that can be carried out on a daily basis. With seamless process automation, your sales reps can really focus on selling instead of spending their time and effort performing tedious tasks manually.

2. Building robust Marketing Campaigns

Salesforce Customer 360 allows your marketing team to create targeted and powerful marketing campaigns across multiple platforms, such as email, web, social media, mobile, and more. It helps you track the buying journeys of all your customers, making them feel as if you know them for years!

The CRM platform provides you with live campaign data to see which marketing reps are engaging with which prospects/customers. As your customers navigate through various touchpoints throughout their buying journeys, your marketing team can reach out to them and encourage them to engage with your business.

With Salesforce Customer 360, you can optimize your marketing budget, enhance your marketing efforts, and spread the word about your brand across multiple marketing channels.

Key components of Salesforce Customer 360

To provide a 360-degree view of your customers across all platforms, Salesforce Customer 360 provides you with the add-on of Customer 360 Truth. As the name suggests, the add-on provides you with a single source of truth when it comes to handling your customer database and providing personalized services to all your customers.

Customer 360 Truth further provides users with four major components – Identity, Data Manager, Audiences, and Privacy Center.

1. Identity

The Identity component of Customer 360 Truth allows users to create a single and uniform identity for all their customers, employees, and partners. This facilitates efficient sharing of data across multiple channels. When a universal identity is created for your customers, professionals working in all departments can work in perfect coordination while providing their services.

Having a single identity across the board also makes it easy for the employees and users to log into the platform using a single sign-on instead of setting multiple passwords for multiple applications. Salesforce also provides additional security with two-factor authentication, keeping unauthorized access and hackers at bay. Moreover, this makes logging in much easier for customers by allowing them to sign in using their social media credentials.

2. Data Manager

Customer 360 data manager is another important component that allows you to keep your data safe and organized. In the age of digitization, almost every business process performed by your company revolves around effective data management. Customer 360 data manager acts as a powerful data management tool that reconciles your business records across multiple channels, including orgs, clouds, and third-party systems.

Along with being a robust data management tool, the data manager proves to be a useful asset for your sales and service teams. It allows your team members to identify your customers and extract specific data related to them for personalizing their tasks. The tool facilitates a number of automated processes carried out across the board using a centralized solution.

3. Audiences

This is another valuable Customer 360 Truth component for sales and service teams in your organization. It allows you to create personalized experiences for your audiences according to their likes, interests, personalities, and purchase history with your organization.

With Audiences, you can create custom audience segments out of the data gathered from the Customer 360 data manager. Based on the event or contact-level data, you can segregate your audiences into specific groups to provide tailor-made services to each of them. Seamless audience segmentation allows you to target the right people with the right messages. This also narrows down your processes and allows you to focus on a specific group of audience from which you can get maximum traction.

The tool allows you to manage each of these customer segments using a simple and low-code interface having drag-and-drop tools. It also provides you with precise counts of your audiences to quantify the performance of your teams.

4. Privacy Center

When you are managing valuable data gathered from your customers, it is important to keep it secure and protected. Especially if you work in sectors like Finance, Healthcare, and Law, you cannot afford to compromise the security of your database at any cost.

Customers often feel that they do not have any control over the use of the information they provide to businesses they engage with. This makes them insecure and hesitant while filling lead forms and making purchase decisions.

Privacy Center allows you to clear these doubts and provide a sense of complete security to your customers. It ensures complete privacy and security of the data managed by your business and information gathered from your prospects/customers. It also enables your customers to control and visualize their data, making them feel secure about the way their records are managed.

Internally, your company is capable of setting and executing data retention policies and managing portability policies. Here, the customers have the power over where their data goes and how it reaches there. Complete transparency increases the faith your customers have in your organization.

Finally, when specific customer records are no longer required, you can always archive them in the Privacy Center. The tool democratizes the process of data management without leaving your customers confused and insecure.

By implementing Salesforce Customer 360 within your organization, you can adhere to all major data compliance regulations applicable around the world, including GDPR, CCPA, HIPAA, and many more.

How much does Salesforce Customer 360 cost?

Salesforce Customer 360 is built for organizations operating at all scales. Depending on the complexity of your processes, the customers you cater to, and your budget requirements, here are the four major Salesforce editions you can subscribe to:

• Salesforce Essentials ($25/user/month, billed annually)
• Salesforce Professional ($75/user/month, billed annually)
• Salesforce Enterprise ($150/user/month, billed annually)
• Salesforce Unlimited ($300/user/month, billed annually)

The Final Word

This is how Salesforce Customer 360 implementation helps you paint your customer experiences as per your business needs and objectives. By providing a centralized and comprehensive view of your customers to employees working across multiple departments, you can leverage your business processes and build powerful customer relationships.