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The great idea of Salesforce is the one you've heard from other vendors of enterprise software – a 360-degree view of the customer – with different goals. The big question will be to execute the Salesforce effort, called Customer 360.
At Dreamforce, the developer and customer of Salesforce, the company will describe the 360 client, which includes the following:
- An administrative interface that connects and manages customer data in Salesforce applications.
- Customer 360 ID, which allows customers to have a unique identifier that will present updated contextual profiles on all applications and experiences.
- Customer 360 service, marketing and commerce packages to evolve cross-channel customer experiences.
CEO Marc Benioff and Technical Director Parker Harris will give customers an argument that commercial technology buyers have already heard.
The problem that Salesforce hopes to solve is important, even if it's not very original. Customers are usually experienced silos and data from various parts of a company may not be shared. These disjointed customer experiences disrupted interactions for years.
However, there are other players who have jumped on this unique view of the client's movement. Bill McDermott, CEO of SAP, explained how his company was going to support Salesforce in the area of customer relationship management through the unique customer experience. The argument of SAP is that the customer experience starts with its ERP and HANA analysis platform, and then extends to CRM. "We have gone from a 360-degree view of sales automation, where some companies focus on a 360-degree view of the actual customer," McDermott said.
Microsoft, which boasts its Dynamics ERP and CRM platform at its Ignite conference, has already spoken of a 360-degree view of the customer. With the help of ActiveDirectory and its connection to Azure, Microsoft already has a client ID system. Microsoft begins with Office and Dynamics and is now expanding its reach with artificial intelligence and LinkedIn connections.
Oracle also talked about the customer's 360-degree vision with talking points that resumed in 2015. In 2013, Oracle Siebel CRM spoke about 360-degree customer views and focused on the customer.
In simple terms, there is a lot of marketing rhetoric invested in this 360-degree view of the customer.
How Salesforce Expects to Be Different
Patrick Stokes, SVP Integration Cloud, said the problem was that previous efforts to provide a 360-degree view of the customer had been made assuming that a company could control a customer's trip.
"Our point of view is simple, we need a unique identifier – not a single version of the truth, but a unified identifier that can connect systems," Stokes said.
Salesforce's main argument is that traditional core data management tools – the technology that keeps client records current and up-to-date between applications – require a lot of IT work and do not require real-time updates.
The 360 client is designed to be in the middle of the entire Salesforce ecosystem.
Through the acquisition of Mulesoft, Salesforce plans to integrate this customer data, leave the information in place and keep it integrated for personalized experiences, whether in the cloud or on premise. Salesforce announced its plans by announcing updates to its Financial Services Cloud. This slide, which highlights moving parts in a customer bowl, spaghetti system and data, is designed for banks and insurers, but represents most businesses.
Salesforce intends to integrate various applications into a business, but much of Customer 360 relies on the connection of Salesforce applications and data.
The 360 client will include a click-based user experience so administrators can manage applications and data. The idea is that administrators will create links between applications. This dashboard would be a unique place to display customer data, applications and different connections.
The 360 ID is a Salesforce way of giving an ID to each customer, which includes the name, email address, phone number, and social nickname. Salesforce tools match, reconcile, and update customer data in clouds. Salesforce noted that the ID 360 leaves the data in place and the original system. Salesforce retrieves data only when needed and has no data lake architecture and data warehouse architecture. The concept rhymes more with the Pure Storage Data Hub concept as an architecture.
More Dreamforce: Intro Salesforce Einstein Voice, a voice assistant for business | With Einstein Voice, conversational CRM is about to become mainstream | Salesforce Introduces Cloud Financial Services Roadmap, Unique View of Customer Bench | Salesforce Quip adds slides, a collaboration on this game that no one reads
Pre-built packages for service, marketing and commerce. The experiences for the customers would be adapted to the use cases on Service Cloud, Commerce Cloud and Marketing Cloud. The packages are designed to provide connected experiences and be attached to the Customer 360.
Perhaps the most salient idea of Salesforce is that Customer 360 does not replicate the data, but extracts it from their location. The general idea is that the 360 client would let a company know when a shopping cart was dropped in Commerce Cloud, and then activate a campaign in Marketing Cloud to get discounts.
These connections between Salesforce clouds are called Commerce Journeys and Service for Commerce. Packages are designed to provide immediate feedback when transferring to a client ID.
According to Stokes, these pre-integrated packages would give priority to experiments and engagement.
Stokes acknowledged that Salesforce is not the center of the universe. However, it should be noted that the company hosts a lot of customer data from a company. To connect different systems, MuleSoft will use APIs to connect applications in a company.
MuleSoft Anypoint is designed to connect Salesforce Customer 360 to other applications. These connections are designed to create what the company calls a "truly complete customer view".
The details
Customer 360 will be integrated with the platform and Stokes indicated that the intention was to include a lot of the functionality under the existing licenses.
Salesforce does not have all the pricing details, because the general availability of Customer 360 is planned for the second half of 2019. There will be new net services with 360 Client and prepackaged routes as well as MuleSoft connections via APIs. . The integration space is one of the big growth areas of Salesforce.
At the end of the day, 360 customer efforts enable deeper layer integration between Salesforce clouds. But Salesforce will not represent most of your systems. As a result, Salesforce sales could be focused on MuleSoft.
Here are some screens of what will be the 360 client.
What is the role of MuleSoft?
If the 360 Client is the secret sauce to integrate all data on Salesforce Clouds, MuleSoft is the integration layer for connecting the rest of the information silos of a company.
Mark Dao, product manager at MuleSoft, said the unit's Anypoint platform would be the "data platform for external systems" and that it would connect to the 360 client. Dao said MuleSoft said it would For example, MuleSoft will demonstrate how Salesforce Commerce Cloud can integrate with NetSuite in Oracle and use automatic learning to recommend data mapping choices.
At Dreamforce, MuleSoft will describe updates to the Anypoint platform, which will be added to an "application network graph" so that a company's services can be integrated through the on-premises cloud.
The Anypoint platform version of October 2018 from MuleSoft includes:
- Machine to win for data mapping and a flow designer that creates an application network graph.
- A visualization engine offering a view of APIs and points of integration of a company. Monitoring via Anypoint also solves the problems.
- An extensive set of API management tools. These additional controls apply security at the API level and add tokens to data at rest and in transit.
Add it and MuleSoft is the focus of Salesforce integration efforts, but it is designed for use with the 360 client.
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