Get to Know Customer 360

Learning Objectives

After completing this unit, you’ll be able to:

  • Describe the power of Salesforce Customer 360 in the context of a real-world customer experience.
  • Articulate the value of connected customer experiences.
  • Explain how Salesforce helps connect different departments around the customer.

The quiz at the end of this unit asks a question about the content of this video. Be sure to watch the video now, so you get the information you need to answer the question.

Follow Tammy’s Customer 360 Story

To see the power of Salesforce Customer 360 in action and understand how Salesforce helps connect teams around the customer, follow Tammy’s story as she purchases a new car.

The process of buying a new car can be a stressful one. Tammy expects an easy and helpful experience to find the right car for her growing family.

Keep going to see how Tammy gets started on her car buying journey.

We can all relate to an email inbox that’s flooded with stale promotional offers. Only the most relevant, thoughtful, and engaging outreach grab attention. And to create the best marketing content, the marketing team requires the best data. 

As Tammy starts to research and engage with a brand, the marketing team is collecting relevant information about Tammy to personalize outreach to her, so that she’s getting the right information to make her car search super easy and enjoyable.

But marketing is only one piece of the equation. Her experience at the dealership needs to match up to the experience she’s having online.

Let’s see what happens when she gets to the dealership.

When sales associates are empowered with insight, they can become trusted advisors. With the right data at hand, Sales can make personalized recommendations and curate experiences that more proactively solve customer problems. They can operate at a deeper level of customer understanding that influences a more trusting relationship—and ultimately, a final sale.

But the relationship doesn’t stop there.

If you’ve ever purchased a car, think back to that experience. After driving home, did the brand continue to nurture your relationship as a new customer and provide thoughtful and personalized engagement so that you could continue to stay excited about your car long after driving it off the lot?

These types of interactions are possible, but only when departments are connected with shared customer insight. In the era of digital and mobile commerce, the more your teams can leverage customer insights to personalize the experience, the more impact your digital interactions will have. 

Customer service is a critical and sometimes overlooked component of a holistic customer experience. Engaging with customer support teams can be frustrating at times, and these experiences might stay with customers long after the interaction. 

With easy access to a customer’s history and engagement data across marketing, sales, and commerce, a service rep can transform into a service hero, providing memorable, super helpful experiences that translate to customer loyalty.

IT and technology development teams tend to work behind the scenes to make the experiences across marketing, sales, commerce, and service possible from a technical perspective. 

Even though these teams aren’t customer-facing, connected, technology-enabled customer experiences simply wouldn’t exist without them. But these teams can only create better customer experiences with access to the right data and inputs—specifically, an understanding of customer journeys, behavior, and expectations.  

The Power of Connected Experiences

After watching Tammy’s experience come to life, you can see how different departments must work together to create seamless, connected experiences across the entire customer lifecycle.

Salesforce Customer 360 helps your departments work together with a shared view of the customer to create the experiences they expect.

Make sure you’ve reviewed the videos before taking the quiz.

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