I have been in the Salesforce ecosystem since 2007 and have never seen a more important time for companies to make sure they can effectively use data to enable great customer experiences. COVID has accelerated digital transformation and customers now expect to be able to easily connect and transact with companies on every channel.
That’s why Artisan Consulting has been recommending Customer 360 from Salesforce to many of our clients. It allows companies to truly know their customers across operating divisions (sales, service, and marketing) and across channels (digital, phone, retail, and face-to-face). With this 360-degree view of the customer, you get the insights needed to deliver the kind of experiences that foster loyalty.
Customer 360 has three exceptionally important aspects responsible for the success of its users:
It’s driven by data.
By integrating your commerce/transactional systems, marketing technology, service portals, and social media together on a cloud-based platform, you can effectively create a more educated strategy.
It’s obsessed with customers.
After compiling and organizing all of your data, you’ll be able to create personalised experiences for everyone, essentially giving you the power to please every customer.
Instead of a standard software update, Customer 360 is designed as an evolving technology in itself. In other words, everyone and everything else adapts to Customer 360, as it’s become the industry standard of making companies (and technologies) absolutely agile.
Why adopt the Customer 360 Platform from Salesforce?
Customers are looking for organisations who recognise them, understand their needs and help make their lives easier. Customer 360 makes this possible by taking data out of silos, so that it’s usable by the entire organisation. This allows customers to easily connect how and when they desire.
Something to consider before moving forward: Customer 360 implementations tend to be transformational, leading to changes both for customers and staff. It’s important to have a clear understanding of the business goals and the possible impacts of change. A strong focus on data architecture/modelling is also key to ensure customers can be fully known across systems and channels.
This is why Artisan focuses on implementing solutions which are “better by design.” This means maintaining the end customer as the central theme, forming a strong understanding of the desired business outcomes and changes needed to achieve them, and then delivering quality customer experiences. This is underpinned by a well-designed data model and a best-practice approach to system integration.
If you believe that knowing your customers better could improve your business, Artisan has the plan and the tools to get you there.
Learn more about Customer 360
By Richard Clarke, Salesforce National Practice Director at Artisan Consulting
Richard combines commercial acuity and technical insights to deliver superior Salesforce solutions for local and global companies that improve and accelerate the quality of their customer relationships across marketing, sales, and service. He holds 21 Salesforce certifications and has both published and presented to the wider Salesforce community.