Understanding Customer Data with Salesforce's Customer 360
In today's digital age, understanding your customers is crucial to delivering personalized experiences across all channels. However, customer data can be complex and difficult to reconcile across multiple systems. That's where Salesforce's Customer 360 comes in. This fully productized application allows you to reconcile customer data across all your systems and deliver a single Salesforce ID and profile for each customer. In this article, we'll explore how Customer 360 works and how it can help you deliver truly multi-channel experiences.
The Customer 360 Data Manager
The Customer 360 Data Manager uses a hub-and-spoke architecture to connect your siloed customer data sources to a central hub. By registering a new data source, such as a commerce cloud instance, you can securely exchange data with all connected data sources. The Data Manager provides a rich set of data mapping capabilities that allow you to easily control which data is shared between registered data sources by mapping source data to a common schema, the Salesforce Information Model.
The Salesforce Information Model
The Salesforce Information Model standardizes data that's exchanged between different systems, serving as a translation layer between registered data sources. When data travels from one source to another, it is always transformed through the Salesforce Information Model. Once a data source is mapped to this common schema, data can be exchanged in real time with any other source that is also mapped, across all the registered data sources, without having to copy and duplicate data between systems.
Building Global Profiles
These mappings are also used by Customer 360 Data Manager to build your global profiles. A global profile contains information from all the customer touchpoints you choose to include. It is a reconciled view of your customer records across all your registered data sources, with the ability to define the rules that make it the best global profile for your customer interactions.
Profile Rules and Data Jobs
Profile Rules allow you to prepare your data, apply matching criteria, and determine how data is selected from each cloud to populate the global profile. Data Jobs provide a wizard-based UI to streamline the process of extracting source data from your registered data sources for processing into global profiles. Data validation dashboards allow you to view and interact with your profile data, including source records, match profiles, and their data lineage.
Lightning Web Components
Customer 360 Data Manager also includes a set of Lightning Web Components that provide access to shared customer data from within Sales Cloud and Service Cloud. These can be added with drag and drop ease. The global profile component allows end users to search for, view, and add global profile details to their accounts, contacts, or leads. It can be combined with our commerce order history or order detail lighting components to provide the service agent with real-time access to B2C commerce data and eliminate the need to switch between systems.
Pros and Cons
Pros:
- Customer 360 allows you to reconcile customer data across all your systems and deliver a single Salesforce ID and profile for each customer.
- The Salesforce Information Model standardizes data that's exchanged between different systems, serving as a translation layer between registered data sources.
- Customer 360 Data Manager provides a rich set of data mapping capabilities that allow you to easily control which data is shared between registered data sources.
Cons:
- Customer 360 can be complex and difficult to set up.
- The process of extracting source data from your registered data sources for processing into global profiles can be time-consuming.
Highlights
- Customer 360 allows you to reconcile customer data across all your systems and deliver a single Salesforce ID and profile for each customer.
- The Salesforce Information Model standardizes data that's exchanged between different systems, serving as a translation layer between registered data sources.
- Customer 360 Data Manager provides a rich set of data mapping capabilities that allow you to easily control which data is shared between registered data sources.
- Lightning Web Components provide access to shared customer data from within Sales Cloud and Service Cloud.
FAQ
Q: What is Customer 360?
A: Customer 360 is a fully productized application that allows you to reconcile customer data across all your systems and deliver a single Salesforce ID and profile for each customer.
Q: What is the Salesforce Information Model?
A: The Salesforce Information Model standardizes data that's exchanged between different systems, serving as a translation layer between registered data sources.
Q: What are Lightning Web Components?
A: Lightning Web Components provide access to shared customer data from within Sales Cloud and Service Cloud.
