//With Customer 360, Salesforce brings a unique customer view to its B2C side

With Customer 360, Salesforce brings a unique customer view to its B2C side



The B2B side of Salesforce has always had a unique data model for Sales Cloud, Service Cloud, Pardot and other components.

But this was not the case for the B2C side, where the brands themselves had to implement the platform connectors to link different customer records across applications for point-to-point connectivity. In the default use of the platform, a customer service agent could not always see a consumer's previous purchases, or an email with a product offer could be sent to a consumer who had recently purchased the same product.

To support a unified customer experience, Salesforce publishes a closed driver for Customer 360 that maps B2C customer records from Cloud Service, Marketing Cloud, and Commerce Cloud into a primary view. . The new capacity should be available in general next year.

Before and after graphically. Here is the Salesforce diagram of how its B2C components previously handled customer profiles:

And here's how the profiles will be treated after 360 360:

Not a customer data platform. This is not a customer data platform (CDP), said senior product marketing director Ron Pereira in an interview.

Instead, he described the 360 ​​client as a "federated solution." This is an appropriate term because the B2C side, like the US Federal Republic, is constituted as a series of discrete acquisitions – ExactTarget, Demandware, and other purchases instead of direct sales. ; states. As Deputy Vice President Patrick Stokes recently declared :

People talk about a "unique" view of the customer, which implies that all that data is stored centrally, but that's not our philosophy. We firmly believe that a data graph on your client associated with a standard way for each of your applications to access this data, without transferring all data in the same repository, constitutes the right technical approach.

There is no central storage, but a kind of meta-profile that accesses the main attributes of each customer, but not every click or email of the website. According to Salesforce, this is a "canonical data model that provides a single representation of data for all connected systems."

Customer data remains in their respective systems, called when needed. In addition, the Anypoint platform of the recent Salesforce MuleSoft platform provides APIs that can retrieve client data from external systems.

A unique 360 ​​customer identifier links separate identifiers for each cloud or application, and marketers determine which data will be linked and shared, as well as data management rules, such as exact matches and fuzzy matches . administrative panel.

How does this change Salesforce for B2C. The company gives an example of use of a marketing specialist in Cloud Service who wants to change the order of a customer in Commerce Cloud. After setup in the administration panel, the marketing manager can now edit the order data in Commerce Cloud within Service Cloud. Or the marketing manager could resend the promotions via email in Marketing Cloud, while the inside of the service could.

In addition to the uber-profile / ID and admin panel, Salesforce also introduces course templates that allow marketers to automatically trigger standard courses, such as sending this email after a cart abandonment. followed by this mobile message. Previously, the paths would have been configured manually.

This story first appeared on MarTech Today. For more information on marketing technology, click here here .

About the author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior writer for VentureBeat, and he has written on these topics and other technology topics for publications such as CMSWire and NewsFactor. He founded and directed the website / unit at PBS Thirteen / WNET; worked as a senior online producer / writer for Viacom; created a successful interactive game, PLAY BY EAR: the first CD game; founded and directed an independent film exhibition, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter at xBarryLevine.