Salesforce has introduced Customer 360 Truth, a set of data and identity services to build a single source of "truth" across all customer relationships.
Launching at Dreamforce 2019 in San Francisco, Customer 360 Truth connects data from across sales, service, marketing, commerce and more to create a single, universal Salesforce ID for each customer.
All of a customer's previous interactions and shared preferences are brought together to create a complete view so companies can better predict their needs.
Salesforce EVP of platform shared services Patrick Stokes says the new service hopes to tackle some of the previous challenges businesses have had with siloed data on customers.
“Having a complete view of the customer is not a new idea, but it has been difficult to achieve. Companies have siloed data; disconnected apps; a complex, patchwork of sometimes incompatible services; and no way to connect it all,” Stokes says.
"Customer 360 Truth overcomes those challenges, creating a single source of truth that is the foundation for delivering smart, personalized customer experiences across every touchpoint.”
In addition to creating a universal customer ID, it will also enable companies to collect and respect customer data use and privacy preferences, as well as apply data classification labels to all data.
These capabilities can help customers address obligations from regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), with respect to data governance and customer consent.
“Connecting customer data and managing consent is more important than ever in light of changing customer expectations and increasing regulations,” International Data Corporation (IDC) program vice president for digital strategy and customer experience Alan Webber says.
“As a result, companies are prioritizing data unification in ways that will lead to more loyal and valuable customer relationships. Salesforce Customer 360 Truth will help companies break down data silos and deliver the experiences customers expect.”
Salesforce Customer 360 Truth is powered by the Cloud Information Model (CIM), an open source data model that standardizes data interoperability across cloud applications.
The publication of CIM is enabled by Salesforce-owned MuleSoft's open source modeling technology, providing multiple file formats to make it easy to adopt CIM with varying applications.
Einstein Voice Assistant
Voice has also been announced as a key focus for Salesforce, with its artificial intelligence (AI) powered Einstein Voice Assistant now offering Einstein Voice Skills.
Einstein Voice Assistant was rolled out at last year's Dreamforce.
The addition of Skills will enable developers and admins to easily build custom voice-powered apps for employees across every role and industry which can be used across all devices including Alexa, Siri and Google Home.
The new solutions for service and sales teams will apply natural language processing to voice conversations and deliver insights for more personalized customer engagement.
AdNews attended Dreamforce as a guest of Salesforce.
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