What is Salesforce Customer 360 and How It is More Than Just a CRM?

Customer expectations are continuously evolving. Customers seek seamless, personalized experiences across every touchpoint with a brand. However, many businesses struggle with disjointed systems that prevent different departments from having a unified view of their customers, leading to fragmented customer interactions.

According to Salesforce’s State of the Connected Customer report, 85% of customers expect consistent interactions across different departments, but 60% of customers say it feels like they’re communicating with separate departments rather than one cohesive company. This disconnect can lead to frustration for customers and inefficiencies for businesses.

This is where Salesforce Customer 360 comes in. It’s a platform designed to address these challenges by providing an integrated solution that goes beyond the traditional scope of CRM.

We will explore what makes Salesforce Customer 360 unique and how it transforms businesses beyond the capabilities of a standard CRM.

What is Salesforce Customer 360?

Salesforce Customer 360 is an integrated CRM platform that connects different departments within an organization, enabling them to share a complete view of every customer. It places the customer at the center of every interaction and uses data from various stages of the customer journey to inform all business decisions. Salesforce Customer 360 provides a single source of truth by combining data from sales, service, marketing, and more, allowing teams to collaborate and deliver a seamless customer experience.

Key Features of Salesforce Customer 360

1. Integrated Data Across Departments: Salesforce Customer 360 captures customer data at every stage of their journey—from initial contact with marketing, through sales, and into customer service. This data is stored and shared across the entire organization, giving everyone access to the same customer information.
2. Personalized Customer Experiences: Because every department can access the same up-to-date customer data, teams can deliver personalized experiences based on real-time insights. Whether it’s a sales call or a service request, teams can customize interactions to each customer’s unique needs.
3. Mobile Access and Flexibility: The platform is entirely cloud-based, meaning teams can access customer data from anywhere at any time. This mobility ensures employees have the tools they need to deliver exceptional service, no matter where they are working.

How Does Salesforce Customer 360 Benefit Various Teams?

1) Sales Teams Become More Efficient

Sales teams often face the challenge of managing multiple prospects and deals simultaneously. With Salesforce Sales Cloud within the Customer 360 platform, sales teams have a complete view of every lead and opportunity. The unified data enables sales representatives to prioritize their efforts and focus on what matters most—closing deals.

Customer 360 helps by automating routine tasks like sending follow-up emails or updating prospect information, allowing sales teams to dedicate more time to nurturing relationships. Additionally, its mobile-first design ensures that salespeople can access this information wherever they are, empowering them to sell efficiently from any location.

2) Marketing Teams Can Be More Cost-Effective

Marketing efforts often require data-driven insights to be truly effective. With Salesforce Marketing Cloud integrated into Customer 360, marketers can access real-time customer data, ensuring campaigns are relevant and targeted. Customer 360 allows marketing teams to track customer interactions with different assets and optimize campaigns accordingly.

For example, if a customer has already engaged with a specific email or social media post, the marketing team can follow up with personalized content based on their preferences. This approach saves marketing budgets by avoiding ineffective ad spending while ensuring that every marketing effort is as personalized as possible.

3) Service Teams Can Deliver Personalized Service

Customer service is one of the most critical touchpoints in a customer’s journey, and Salesforce Service Cloud enhances this experience through Customer 360. When a customer contacts your support team, they expect quick and informed assistance. With Customer 360, service representatives have access to a complete history of the customer’s interactions with the brand, including their past purchases, service tickets, and communication history.

This shared view ensures that support agents can provide personalized and informed service without asking the customer to repeat themselves. Not only does this improve customer satisfaction, but it also allows service teams to resolve issues faster.

Measurable Benefits of Using Multiple Apps in Customer 360

According to Salesforce, companies that integrate multiple apps into their Customer 360 solution experience significant improvements in productivity and efficiency. For example:

• 72% of customers who use more than one app report improved time to ROI.
• 95% of customers with two or more apps report increased efficiency and productivity.
• 96% of customers who use multiple apps say they have met or exceeded their ROI expectations.

These statistics demonstrate the tangible benefits of using Salesforce Customer 360 to its full potential by incorporating additional apps and integrations.

Get a Professional Help!

Salesforce Customer 360 is much more than a traditional CRM. By uniting sales, marketing, service, commerce, IT, and analytics on one platform, it gives businesses a complete view of their customers and empowers every team to collaborate and work efficiently.

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