Salesforce Customer 360

More Than Just a CRM

For over a decade, Salesforce has gained a reputation for being one of the most dynamic and reliable CRM systems in business. While many may know the standard functionalities of this platform, some may wonder how it can actually deliver exceptional customer experiences. That is where Salesforce Customer 360 comes in.

A Glimpse into the History of Salesforce

Salesforce was first conceived in 1999 as a CRM SaaS. The idea was to eliminate the need to download software and interface over the internet, which back in 1999, was a difficult concept to help users understand. This was just the beginning for Salesforce. Since their founding, they have done an excellent job keeping up with various technology trends, and expanding their platform beyond a CRM system. Looking at the model below, we can clearly see there is more than meets the eye regarding Salesforce’s CRM based offerings.

salesforce customer 360
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At the forefront, Salesforce is and always will be a CRM platform. However, there is ultimately more to the integrations that drive this tool. Salesforce serves to be a cornerstone in your digital transformation journey. Here is what the Salesforce team says about their digital transformation initiatives:

Digital transformation is the process by which organizations modernize themselves to incorporate new digital technologies throughout their entire business, which is becoming absolutely essential. Today’s businesses are discovering that new standards are reshaping what it means to be “up to date”.

A Digital Transformation Framework for Success

How does Salesforce Customer 360 work?

There are many use cases that demonstrate how Customer 360 works, and the characteristics that help it make Salesforce more than just a CRM system. With the number of offerings Salesforce has, providing use cases or details for everything would make this article a bit long-winded. Here are a few general solutions that make Salesforce Customer 360 a well-rounded platform:

Sales Cloud – Customizable CRM designed to support sales, marketing, and customer support

Service Cloud – Customer service and support provider

Marketing Cloud – Coordinating marketing relationships and campaigns with customers

Experience Cloud – Establish communication between employees, customers, and partners

App Cloud – Collection of development tools that enable developers to create custom applications for Salesforce

salesforce 360 sales cloud
salesforce 360 experience cloud

IoT Cloud – Storing and processing of IoT type data

Pardot – Marketing automation solution in support of B2B organizations

CPQ – Configure, Price, and Quote solution for sales teams

Salesforce Custom Applications

Salesforce is a Platform-as-a-Service, which means that developers or even non-developers can create custom applications on top of the Salesforce framework. This is a big deal because it allows developers to focus on business logic without worrying about other complexities associated with development. In fact, Salesforce development partners have built ERP systems on the Salesforce platform itself. These are available on the Salesforce AppExchange and can easily be managed with the Salesforce Customer 360 platform.

Tableau CRM

In this day and age, data is everything. Salesforce has created an easy way to get the most out of the data stored in their cloud system, using a business software called Tableau CRM, previously known as Einstein Analytics. This tool has kept up with the most recent technology trends and has big goals in store for the future. Here are a few popular characteristics that explain the properties of the software:

  • Custom Reports and Dashboards (Responsive and Mobile)

  • Artificial Intelligence and Machine Learning (AI)

  • Natural Language Processing

  • Deep Learning

Salesforce as a Source of Truth

If Salesforce is more than just a CRM, that means its position as a system of record in your organization becomes more valuable. With great responsibilities, comes great power! And when you have more power, you need more integrations! External platforms outside the bounds of Customer 360 will in fact empower the model – you may have legacy systems that you can’t yet rip and replace. Here’s are a few ways to extend Customer 360 outside the Salesforce family:

  • Dell Boomi

    Dell Boomi combined with Salesforce transforms the way an organization can connect, create, manage, exchange, flow, and govern its applications and data.

  • M-Files

    Access content related to your CRM data all from within your Salesforce environment and leverage M-Files to bring automation and transparency to your business processes and increase overall efficiency.

  • Power BI

    Build dynamic dashboards and reports using live data straight from your Salesforce system by integrating Microsoft Power BI.

    View an example of how we did this >>

A Bright Future for Salesforce

In conclusion, you can see how the case can be made that Salesforce is more than simply a CRM system. Salesforce has been leading technology trends since their founding in 1999, and plan to continue that pace for years to come. For companies starting their digital transformation journey, Salesforce provides a way to stay ahead of technology trends, and provide the best solution possible for the user.

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