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2020-01-14 Madison User Group Customer 360 Data Manager.pptx
- 1. Madison Salesforce Trailblazer Community Customer 360 Data Manager Deliver a Unified Customer Experience January 14, 2020 aschmiechen@salesforce.com | @AndySchmiechen Andy Schmiechen, Senior Solution Engineer
- 2. This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions prove incorrect, the results of salesforce.com, Inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, Inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our website. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. salesforce.com, Inc. assumes no obligation and does not intend to update these forward-looking statements. Statement under the Private Securities Litigation Reform Act of 1995 Forward-Looking Statement
- 4. Salesforce Customer 360 Trusted . Intelligent . Integrated . Sustainable
- 5. Customers Expect Seamless Experiences
- 6. But Complexity is Getting in the Way Data accuracy Multi-org Implementations Multiple Logins Fragile Integrations Fragmented customer data Data silos Privacy Laws Legacy infrastructure
- 7. With all the complexity, what is the single source of truth?
- 8. Customer 360 Approach to Data Reconciliation Reference system for the consolidated, reconciled profile Admin configurable rules supporting different views of the customer Persist and manage only data need for matching and federation Customer 360
- 9. How do today’s companies deliver a unified customer experience?
- 10. Salesforce Identity for Customers Authenticate logins across digital properties Customer 360 Audiences Segment and activate marketing across channels Salesforce Privacy and Data Governance Govern privacy and consent Customer 360 Data Manager Connect, match, and resolve all customer data
- 11. Salesforce Identity for Customers Authenticate logins across digital properties Customer 360 Audiences Segment and activate marketing across channels Salesforce Privacy and Data Governance Govern privacy and consent Customer 360 Data Manager Connect, match, and resolve all customer data
- 12. Customer 360 Data Manager Connect Salesforce Apps Click based UI for app and data management Complete View of Your Customer Single ID and profile across all your apps Cross-Channel Customer Experiences Pre-built packages for common B2C use cases Build a single source of truth of your customers GA November 2019
- 13. 360 Global Party ID Enable every system to know the customer Complete View of Your Customer Prep, match, reconcile and update customer records Data Stewardship Process governance and change requests Single ID and profile across all your apps Complete View of Your Customer
- 14. Cloud Information Model Mapping and Transformation Create relationships from systems to canonical Individual-Related Subject Areas Party, Payment, Payment Method, Product, Sales Order, Shipment Mapping and Transformation Create relationships from systems to canonical Open Source Partners: Salesforce, Google, AWS, Cisco, Genesys and more Complete Documentation https://www.cloudinformationmodel.org/ Canonical Data Model for Integrating Individuals
- 15. Functionally similar to a Custom Object, but Data lives outside Salesforce Needs an External Data Source configured first Each external object maps to a table in the external system Each external object has fields that map to columns in the external system Referenced as an External Object
- 16. Single Customer View Reconciled profile from Customer 360 Order History View real-time customer orders Order Details Retrieve details of orders right in console Pre-built packages for common B2C use cases Cross-Channel Customer Experiences
- 17. Enterprise or above Use Cases: Core(s) <-> Commerce Cloud or Core(s) <-> Core Core <-> Marketing Cloud is coming <50 Million Source Records Data is in 1 or more of 11 languages Included with specific requirements How do you get C360 Data Manager
Editor's Notes
- Salesforce Customer 360 is the key to driving success across your organization, and for connecting to your customers in a whole new way in the Fourth Industrial Revolution. It is how our customers can connect through sales, service, marketing, commerce, and every touchpoint. The Customer 360 Platform is an underlying set of services like AI, Mobile, Voice and more available to Salesforce apps and your custom apps. Today we’re going to talk about how companies can create seamless experiences for their customers.
- Today’s customer has expectations that are set by Trailblazing companies who are setting new bars constantly. Think about the experiences you have every day: Amazon has set the bar for unified digital experiences. I expect that no matter where I engage, I will have a single login. I won’t have to deal with multiple logins to make an order, get service, post a review, or use the various apps from Amazon. It makes my experience with Amazon free from friction. Starbucks is defining personalized engagement. They engage me in a way that demonstrates they truly know my preferences, my past behaviors, and how I like to be engaged. Starbucks makes my life easier by taking into account all that I’ve done and using that to make what I do next that much quicker. And, Marriott is fostering loyalty with every interaction. They do it by making sure that everyone I talk to: reservations, a Bonvoy rep, two-way chat, on premise staff, anyone, knows me. Marriott employees know who I am regardless of touchpoint. Customers now expect unified digital experiences, personalized engagement and informed interactions. But, most experiences don’t meet these expectations.
- Most companies aren’t Amazon and don’t have the technologists on staff to build these amazing experiences from scratch. Most companies today are facing challenges that market leaders have addressed. Legacy, on-premise infrastructure that keeps data trapped in databases across the enterprise, making it difficult to build a profile of the customer that can be acted on. Every department needs to know and agree on attributes like Lifetime Value to provide differentiated, seamless experiences. Multiple Logins Across Your Customer Touchpoints: Companies often have silo’ed databases that cause customers to have to log in to different systems to access their information. Customers don’t want yet another set of usernames and passwords to remember, and of course handling security across all these systems is of utmost importance. Fragmented Data - Data is spread Different Customer Identities Across Your Systems - There is no one single way to identify a customer across a business in digital channels or in the physical world, making it even more difficult to create experiences that cut across the business and span the entire lifecycle. Plus, aggregating data to make it actionable is a never ending challenge. Data is literally everywhere and the way it’s accessed and stored is inconsistent at best. Privacy Laws – Data privacy is on everyone’s mind. Not only are regulations such as GDPR and CCPA driving companies to be better custodians of customer data and to better respect their customer’s privacy preferences, but also companies are looking to form more valuable, trusted relationships with their customers and they can only do so if those relationships are rooted in good privacy practices. Most companies do not have an easy way to delete all of their customer’s data should they want to be “forgotten.” All of these challenges have created a less than ideal experience for our customers. So we asked ourselves a question...
- how can you solve this problem if you have no single system of truth?
- Customer 360 takes a 3-prong approach Be the "System of Reference" for the consolidated, reconciled profile composed of records brought in from all connected systems of record Provide admin configurable rules that can support different "single views" that meet contextual needs in a compliance way, so what Service Agent or Marketing flows sees are based on the same trusted data, but can have different values Persist and manage 3 focused set of attributes in C360 Hub: those needed for matching, cross reference, and value reconciliation, and provide an integration framework to support Federation
- Customer 360 Truth helps you build a complete view of your customers and deliver to them the seamless experiences that they expect. It’s a family of products that helps you understand your customer and that’s needed today. Customer 360 Data Manager helps customers build their single source of truth by connecting customer data across Salesforce clouds, orgs, and non-Salesforce systems while matching that data to an individual to create a common profile and issue a single Salesforce ID for each person. This common profile and Salesforce ID enables a single view of your customer across systems, reducing integration costs and empowering companies to deliver connected and personalized experiences for their customers on the worlds #1 CRM. Salesforce Identity for Customers ensures that the end customer experience is free from friction due to tedious logins. It gives you the ability to provide authenticated logins across all of your digital properties. Customer 360 Audiences helps you build unified customer profiles, engage across enterprise channels, and measure performance. It enables you to ingest petabytes of data - which is truly consumer-scale - with built-in connectors. Using AI, it segments this huge amount of data and delivers helpful insights and segmentation. In short, it’s the piece of our capabilities to help you build out the profiles you need to engage personally on every channel and touchpoint. Salesforce Privacy and Data Governance enables you to collect and respect your customers data use and privacy preference as well as apply data classification labels to all of your data in Salesforce. This means you can know what kind of data you have, what uses of data your customers are okay with, and how best to interact with them. These capabilities help customers address obligations from regulations such as GDPR and CCPA with respect to data governance and customer consent.
- Transition: Let’s take a closer look at Customer 360 Data Manager
- Key Messages - Helps our customers deliver a unified customer experience by making our products for B2C Service and Commerce and multiple Service Cloud orgs work together more seamlessly. - Gives Admins a central place and a click based UI to build connectivity across the apps in a trusted and secure environment - Builds an ID that is the foundation of connected experiences - Powers cross-channel experiences that are delivered in pre-built packages in Service and Commerce - Custom experiences can be built to connect multiple orgs. in Lightning Platform around individual contacts or person accounts Talk Track Customer 360 Data Manager gives you one place to centrally establish trusted, secure connectivity across your Salesforce applications. We’re doing away with point to point connectivity and giving you a central hub with a click based UI to manage how apps connect and the data management tools necessary to power connected experience. In the Customer 360 Data Manager you’ll find a robust set of functionality that takes data from the connected systems and creates a single ID for individuals and an accurate, up to date Contact Profile. With point and click ease, Admins will enable new, cross-channel experiences like surfacing data right from Commerce Cloud B2C into an Agent Console in Service Cloud.
- Key Messages - Know your customer across all the apps - A single 360 ID so that the customer can be recognized on every connected app - An engine that preps data, matches the customer on the various attributes, reconciles as changes occur and updates the customer records based on settings defined by the admin - A set of tools that empowers Data Stewards to comply governance and regulatory rules around customer data privacy like GDPR. Talk Track Customer 360 Data Manager provides a single identifier and contact profile. It will enable every system to recognize a customer, regardless of which channel they engage on or how they identify themselves - name, email, phone number, social media handle, etc.. Data management capabilities keep all customer records current across clouds, and data exchange features enable employees to pull up the right customer data exactly when needed, such as when a Service agent may need to pull a list of past purchases a customer has made so they can better assist in solving the problem. Unlike massive data lakes or data warehouses that can become costly and slow systems down, Customer 360 Data Manager leaves data in the system where it originated, retrieving it only when needed.
- Key Messages Designed to be Application Agnostic allowing multiple data systems to be mapped to it. Map individual systems to the CIM Subject Areas for the data model are related to an individual. The party – Account & Contact, Payment, Method, Products, Sales Order and Shipment The CIM covers the subjects Open Source – Owned by the Linux Foundation – The model is not controlled by just one company
- Key Messages - Delivering a service experience directly integrated with Commerce is simpler and faster with Customer 360 Data Manager - Admins can drop in pre-built Lightning components - A contact profile is retrieved directly from Customer 360 Data Manager - Order history and order details matched to the customer ID are surfaced from Commerce Cloud B2C right into the Agent Console Talk Track The power of Customer 360 Data Manager really comes to life in the Service Agent console. When an agent engages with a customer that has made a purchase in Commerce Cloud B2C, she needs the most up to date contact and order information possible. Rather than store replicated data and manage point to point integrations, Customer 360 Data Manager provides up to date accurate data directly from Commerce Cloud B2C by recognizing the customer across the applications using the 360 ID and surfaces data via queries that run through the Customer 360 Data Manager. Admins are happier because the implementation is done right in Salesforce. Agents are happy because not only do they no longer have to swivel between systems but they are confident in the quality and timeliness of the data they have. And you know who is most satisfied, the customer because she is getting the kind of continuous experience that she expects.
- Use Cases: The only way to integrate multiple Core orgs together B2C Commerce: Customer Profile, Order Service Cloud, Sales Cloud, Platform: Account (e.g. Person Account), Contact, Lead, Individual Languages: Danish, Dutch, English, Finnish, French, German, Italian, Norwegian, Portuguese, Spanish, Swedish