What is Customer 360? A Beginners Guide to Unified Customer Profiles

What Is Customer 360?

What is Customer 360?

Customer Profiles

Ever wondered how businesses seem to know exactly what you need, even before you do? Unfortunately it’s not that they are mind readers but they do use a powerful tool; Customer 360. Today, I’ll break down this seemingly complex concept into bite-sized, easy-to-understand pieces. Let’s dive into the world of Customer 360 together, and see how it’s changing the game for businesses and customers alike.

The Essence of Customer 360

Picture this. You’re a detective trying to solve a mystery. You have to gather clues from various sources to form a complete picture. Well, Customer 360 operates similarly in the Salesforce universe. It pulls together information from every interaction a customer has with your business; be it sales, customer service, marketing, or more. This integrated view is what we call Customer 360! This single source of truth acts as your ultimate tool to understand and serve your customers better.

The Components of Customer 360

Customer 360 is made up of numerous components that all work together to create a comprehensive and unified view of a customer across multiple touchpoints and interactions. Let’s look at these components:

Data Manager

Data Manager is the brain of the operation. It organises and manages data from different Salesforce clouds and external sources, ensuring that all customer information is accurate, up-to-date, and easily accessible. So, you may be wondering, what is Salesforce cloud? Salesforce cloud is a powerful cloud-based solution designed to streamline the sales process and optimise customer relationship management. If you want to check out some examples, go to my other blog ‘What Is Salesforce?’ where I talk about Marketing Cloud, Sales Cloud and Experience Cloud.

Identity Resolution

How frustrating is it when you meet someone at a party who recognises you but you just can’t seem to place a name to their face? Identity Resolution in Customer 360 helps avoid such mix-ups by identifying and linking multiple records of the same customer across platforms, giving them a unique ID. This way, you always know who you’re talking to, allowing you to avoid any awkward interactions and become as personable as possible when communicating.

Privacy and Data Governance

In our increasingly digital world, privacy is vital. Customer 360 places a strong emphasis on data governance and privacy, ensuring businesses comply with global regulations like GDPR. This way, you can put your mind at ease knowing your data is protected!

Benefits of Customer 360

Enhanced Customer Understanding

With Customer 360, businesses gain deep insights into their customers’ behaviours, preferences, and needs. For example, they can get to grips with your spending habits and your preferred taste in clothes. With this, you can then tailor your offerings to when they are going to be most relevant to your customer to gain leads and strengthen loyalty.

Personalised Customer Experiences

Personalisation is the key to winning hearts. It makes a customer feel seen and valued which is why it’s so important in order to grow your loyalty. Customer 360’s unified view enables businesses to craft personalised experiences across all touchpoints. When it’s your birthday, you may receive offers and discounts without even having to mention that it’s your birthday – That’s Customer 360 magic at work!

Operational Efficiency

By condensing data from various sources such as sales, service and marketing into a single, cohesive view, organisations can eliminate data silos and inefficiencies that often affect decision making. This organised view also allows for quicker and more effective access. Think about when you do your yearly spring clean; everything runs smoother when your house is organised.

Implementing Customer 360

Getting Started

Embarking on your Customer 360 journey might seem daunting, but it starts with a few quick and simple steps:


To begin your Customer 360 journey, identify every point where you interact with customers.Then merge these data sources into one system while making sure your data is clean and accurate. Choose a Customer 360 platform that suits your needs and teach your team how to use it. To finish, test this on small projects first, then expand as you see success.

Real-World Success Stories

Throughout his consulting career Dave has worked with many companies who used multiple systems – one for sales, one for customer service, one for orders. When customers would call, the Agent had to check multiple systems to get a full picture of exactly what was going on. They needed to check the previous purchases, previous customer service issues and any outstanding orders. This left the customer holding for close to 60 seconds, something that customers do not like to do. Through implementing Sales and Service Cloud, this company was able to identify customers as soon as the phone rang (their details opened automatically in Salesforce!). They could quickly see everything they needed in one place, making it possible to deliver truly excellent customer service. No more waiting while the Agent checked their phone number or tried to find them using their postcode.

Overcoming Challenges

Adapting to Customer 360 can come with its hurdles, but as long as you have a clear strategy and the right tools, these challenges are manageable. Here is a video that I personally found very useful when getting to grips with Customer 360:

If you are looking for something shorter, follow this link: 

Customer 360 Short Video

The Future of Customer 360

The future of Customer 360 is as exciting as it gets, with advancements in AI and machine learning set to take personalised customer experiences to new heights and AR and VR technologies being brought in to offer new ways of interacting with customers.There are so many more advances that you will get to see first hand! If this is your first real deep dive into Salesforce and you are considering joining the ecosystem, you will be joining at the perfect time!

Conclusion

Customer 360 is more than a feature; it’s a new way of thinking and interacting with your customers. By offering a 360-degree view of the customer journey, it enables businesses to provide unmatched personalised experiences. As we continue to navigate this digital age, understanding and implementing Customer 360 will be key to staying ahead. So, why not start exploring Customer 360 today? For more information or any questions, contact Dave Massey via LinkedIn:

Dave’s LinkedIn

Additional Resources

Embarking on this journey may seem like a giant leap, but remember, every expert was once a beginner. Happy exploring!

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