Maintain Agility, Even As You Scale with Salesforce Customer 360 Platform

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Salesforce Customer
Maintain Agility, Even As You Scale with
360 Platform
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OVERVIEW
According to a 2018 Accenture study, 48 of
consumers surveyed simply left a businesss
website to make the same purchase elsewhere
because the user experience was unsatisfactory.
This is even more visible in B2B e-commerce. B2B
customers are far more aware of what they
deserve and what can be expected from e-commerce
services. A customer expects would be expecting
the following from any B2B commerce platform
An intuitive experience throughout the
e-commerce customer lifecycle Full accessibility
of all offerings online over the B2B e-commerce
portal Transparency in pricingA fast and
efficient journey from order to delivery
Responsive and informed customer service
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What is the Salesforce Customer 360 Platform?
Everyone knows that Salesforce is one of the best
B2B e- commerce platforms out there. It
specializes in providing SaaS-based services
that help brands implement and optimize the best
B2B commerce establishment possible.Customer 360
is a redefined approach to B2B commerce that
Salesforce introduced, keeping the customer at
the center. The Customer 360 Salesforce B2B e-
commerce experience aims to give a brand an
all-round, or as the name suggests, a 360-degree
view of a customer and build up their on-field
commerce around their journey or actions. There
are three trends in the e-commerce industry that
have found special favor with customers. These
are Personalization Omnichannel communication
and access Quick, intuitive responses
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Main Features of Customer 360
1) Unified Data Management Interface

• This reinforces a clicks-not-code based approach
  to make available all customer data from a
  variety of external applications under a single
  dash, just like Salesforce Integration
  services.The user will thus have access to all
  the data they need in one place, allowing them a
  more big-picture view of the situation.The
  connections from the external sources to the
  Salesforce platform can be established with only
  a few clicks.The company will not have to code a
  dozen APIs to make that happen. Most
  importantly, the connections will be fully secure
  and reliable.

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2) Universal
3) Use Case-based
Customer 360 ID
Packages
Packages are pre-built sets of actions that are
kept ready to deploy when a certain common
action is taken by a customer, like viewing a
product or abandoning the cart. Whenever one of
these known instances are detected by the
system, it triggers the package to create a
chain of events relevant to the triggering
action. Packages allow easier cross-channel
communication of data for a connected user
experience. It also provides reusability, which
greatly reduces the load on the system., ,
A universal customer ID helps make the customer
experience smooth. The customer ID thus generated
will help in the recognition of that customer at
any point, channel, or platform of engagement in
the system. This will happen irrespective of the
identification information that the customer
used for the interaction, like mobile number,
email address, name, or username. This will help
keep the profile of the user updated at all
necessary locations. It also means that all a
person at the company has to do is use that
customer ID and all information regarding the
customer will be made instantly accessible to
them.
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How Does Customer 360 Encourage Agility?
The previous data organization model used in big
and small business e-commerce solutions was
based on interconnected data silos. Any
cross-sector data was accessed via requests and
the required data was sent over to the
requesting entity. This resulted in duplication
of data and unnecessarily burdened the
system. Customer 360 solves the problem by
providing secure connections that allow an agent
to access data through retrieval instead of
copying. It does away with the silo system that
connected systems on the basis of way too many
aspects like e- commerce business departments,
services, operations, etc., By centralizing all
operations around a single identity, ie, the
customer, these complexities are smoothed out.
It is also where the universal Customer 360 ID
comes in. Any company official, be they in sales,
customer service, marketing, or any other
department, can access a customers information
in one go simply by using the ID.
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Use Case to Define Agility in Salesforce Custo
mer 360
Say a customer is interested interest in a
product and goes quite far in the buying process
before abandoning it because it falls short of
their needs. This information will be stored in
the Salesforce B2B Commerce Cloud. If a Package
is set, it will send the information to the
Salesforce Service Cloud, Salesforce Sales
Cloud, and the Salesforce Marketing Cloud. The
first will instantly start engaging the customer
for more information behind the action. Once it
realizes the customer is looking for a scale-up,
it relays to the marketing sector to provide
information to the customer for the same. The
second will store the information for analytical
purposes that will be used later in analyzing
customer behaviour and financial performance.
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Agility As The Solution
The agility of a platform can be strictly defined
as the adaptive and responsive customer
interaction that the platform can deliver.
In that sense, Salesforce Customer 360 provides
the perfect B2B e-commerce strategy with a blend
of techniques for modern B2B customer
interactions to always update the system and
elicit the response expected by the customer
from the platform.
When you are backed by AI and a high-dimensional
data analytics interface, it becomes much easier
to maintain agility as you scale with Salesforce.
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