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Salesforce adds customer data platform to CRM



At its annual Salesforce Connections conference, Salesforce unveiled its new Customer Data Platform (CDP) along with the next generation of Customer 360.

The new platform services will allow businesses to unite different customer data across their organization and beyond Customize all exposures based on a single view of the customer.

Customer 360 will also go beyond traditional CDP capabilities and extend CRM's strength with data management and consumer scale activation.

President and Chief Product Officer at Salesforce, Bret Taylor explained how companies can increase loyalty by creating a single view of the customer and say:

"Customers today will not settle for fragmented experience and businesses recognize that Creating a single view of the customer is essential to earn their loyalty. Customer 360, we continue to expand our platform in new ways that allow brands to reconcile data and customize customer engagement on the web. "

Customer 360

Salesforce introduced Customer 360 at last year's Dreamforce conference to help businesses connect Salesforce apps and create a single customer ID to build a single customer view. Now the company is expanding the service with new advances, making it easier to transfer fragmented customer data across the organization.

The next generation of Customer 365 will also include new data association and consent management features that allow trademarks to unify all their customer data to create rich customer profiles. In addition, Salesforce's consent management frameworks will have the ability to easily obtain customer consent where they engage users from email marketing to digital advertising.

New segmentation features allow companies to identify specific groups of people to engage in real-time based on demographics, engagement history, and all other customer data available. Brands will also be able to activate customer data across marketing, commerce, service and in addition to delivering personal commitment everywhere.

Finally, the customer 365 will allow brands to exploit Einstein's AI capabilities to analyze and understand how and when to engage with customers engaging customer loyalty and improving business performance.


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