Blurred background image

In Full View: Unifying Customer Data with Salesforce 360

In Full View: Unifying Customer Data with Salesforce 360.

The Irish philosopher Edmund Burke once stated that “Good order is the foundation of all good things.” Although these words were tagged to the unfolding French Revolution of the eruptive 18th century, they could be stripped off, polished, and fixed to the unfolding technological revolution.

One area that sees rapid growth and expansion is ecommerce. Improvements and innovations are never-ending, and so to structure the workings of your ecommerce company has to be constantly kept in order. One influential ecommerce platform that excellently does this is Salesforce Commerce Cloud (Demandware) via its cross-cloud tool of Salesforce 360.

From marketing to sales and commerce to services, Salesforce 360 ties together the different cloud platforms of Salesforce and unifies the data, creating a single source platform to view your customers.

Whether it’s a customer’s shared preferences, purchase history or any of their previous interactions with your business, all customer data can be channeled together and viewed in a single place. The highly centralized experience provides businesses with a strongly organised platform to enable what Edmind Burke believed to flow from good order.

Having such data in one place allows for a complete view that can improve their customer experience, as well as better predict the wants and needs of customers via its Einstein artificial intelligence: predict the best sales opportunities; create a more accurate personalized marketing journey; pinpoint product recommendations; and deal better with solving customer service issues.

Another strength of Salesforce 360 is better analytics. Simply by having a unified view of your customers helps to deliver more comprehensive data. This can then be used by your marketing team to better construct campaigns, eventually leading to higher numbers of leads and sales.

Then imagine how much more prepared the customer service team will be if they have been equipped with a fully 360 view of the customer that they’re trying to help. If all of a customer’s data is available in one place, problem-solving becomes streamlined, smoother, and faster.

Another simple advantage that makes all the difference relates to language. On Salesforce Commerce Cloud, customer data is identified under Customer Records, yet is known as Personal Accounts Objects within the Service Cloud and Sales Cloud, and as Data Extensions within the Marketing Cloud. What a linguistic ordeal which can lead to a lot of hair pulling. (I wonder whether Salesforce has attempted to standardize these terms?) It’s up to you to identify these data points across clouds and tie them together. But at least Salesforce 360 simplifies this and resolves the language barrier.

And so although each Salesforce cloud brings with it valuable customer data, 360 bridges these lonely clouds and gathers them together to create the ideal skyline for data management. If you struggle to unify customer data across platforms, or aim to aggregate and strengthen data management, then Salesforce 360 may well be the foundations for all good things, as Mr Burke would say.

PS: UV is one of the world’s leading Salesforce Commerce Cloud (Demandware) development & strategy teams. Contact us to see how we can work together.

Related Ideas

If you got value from this article, you may enjoy these other articles, as well. We’re always adding value!

All Together Now: Commerce Cloud Developer Center
  • United Virtualities: We are UV
  • Salesforce Commerce Cloud

All Together Now: Commerce Cloud Developer Center

The newly released Developer Center for Salesforce Commerce Cloud is a developer-centric space for sparking ideas,...
What eCommerce Platforms Are the Top Clothing Retailers Using?
  • United Virtualities: We are UV
  • Commerce

What eCommerce Platforms Are the Top Clothing Retailers Using?

What ecommerce platforms are the top clothing brands using to host their websites?
Elevating Integrity: The best SF Commerce Cloud specialists are honest at their core
  • United Virtualities: We are UV
  • Commerce
  • Salesforce Commerce Cloud

Elevating Integrity: The best SF Commerce Cloud specialists are honest at their core

Above and beyond the attributes of a top SF Commerce Cloud agency is integrity. But how...

Latest ideas

Our latest thinking about SF Commerce Cloud.

This Week in eCommerce Data: April 9th, 2021
  • United Virtualities: We are UV
  • Commerce
  • This Week in eCommerce Data

This Week in eCommerce Data: April 9th, 2021

This week’s ecommerce round up focuses on extra ecommerce spending during 2020, trends in teen spanding, plus more. ...
Paper in the Clouds: AEM Forms Moves to the Cloud
  • United Virtualities: We are UV
  • Adobe Experience Manager
  • Digital

Paper in the Clouds: AEM Forms Moves to the Cloud

Adobe Experience Manager puts paper in the cloud with its Forms capabilities.
What is the Difference Between a CMS & a DXP?
  • United Virtualities: We are UV
  • Adobe Experience Manager
  • Commerce
  • Contentful

What is the Difference Between a CMS & a DXP?

So what is the difference between a content management system (CMS) and a digital experience platform (DXP)?

How can we achieve
awesomeness together?


UV has acquired SFCC & AEM specialist dev shop, Sawyer EffectLearn all about it!