Dreamforce takes place in San Francisco and this year 170,000 people will descend to get jazzed about the Salesforce product line.
Salesforce Customer 360 helps companies create strong customer profiles, it will bring data points from a variety of sources to create a singular ID. The ID gives companies a more complete profile of who customers are and how they shop without having to comb through all the different customer-relationship-management data systems they use.
With the new tool, companies can bring in data points from other Salesforce products like Commerce and Marketing Cloud as well as any platform that works with MuleSoft, which was acquired by Salesforce earlier this year, like a point-of sale-system that also has data on a customer. customer ID.
Previously, with data only coming from one source, companies would see incomplete or outdated information about customers. Now, with Salesforce Customer 360 and all the different data sources combined, companies can see data like customers’ birthdays and what’s in their cart, all of which can then be used on the Service or Marketing Cloud to give customer-service agents a better view of whom they’re talking to and what they’ve bought in the past. Marketers can also use the data to trigger emails or other campaigns to target customers better.
The whole point of Salesforce Customer 360 is helping brands “understand who the customer is” and to do that with “clicks, not code.” Of course, it’s also a pull for people to use more Salesforce products.
The new feature comes a day after Microsoft, SAP, and Adobe announced a similar data lake called the Open Data Initiative. The Open Data Initiative will let companies bring data “across systems” and use artificial intelligence to “gain a deeper understanding of your business.” The partnership means companies will be able to get a “single view of the customer” by exchanging data across Microsoft Dynamics 365, SAP’s C/4HANA and Adobe Experience Cloud. Unlike Salesforce Customer 360, this somewhat democratizes where and what platforms companies use to get the best outcome for their customers.
SAP claims that by unifying data across multiple systems of record, businesses can deliver personalized, real-time experiences while dramatically reducing the costs of data consumption, transformation, and management.
Salesforce is taking the approach that integrating data allows you to better understand the customer but turning the data into intelligent personalized, cross-channel experiences. The Salesforce platform has Customer 360, MuleSoft’s Anypoint Platform and deep integrations with partners such as Google and AWS.
Salesforce also had some compelling demos during their keynote showing off Einstein Voice which aims to take lead from Siri and Alexa, a new voice tool for its artificial intelligence system.
Einstein Voice includes an assistant tool, which can interpret voice memos and enter data from what it hears, as well as surface critical data from Salesforce using only voice commands.
Salesforce also announced Einstein Voice Bots, which let companies create their own voice bots for answering customer service questions via a smart speaker.
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