This is the second article in a multi-part series on Transforming Your Customer Service. The entire series can be found here.
Customer 360 means having a full view of your customer in a seamless, easy, and accurate way. When you have the full picture of the customer, there’s so much you can do to make the customer experience better while also giving you the information you need to innovate at scale.
Think about all of the information connected to your customer — that may include:
- Account and contact information used for account management, customer service, and customer journey marketing
- Customer billing and finance, including payment status
- Order details
- Customer support history
- Serial numbers
- Warranty information
- Product/bug notices
- Project details, schematics, and other collaborative data
For most companies, these are all stored in siloed systems that are distributed and disconnected. When a customer calls in with a customer service issue on billing, that might mean the support agent needs to log into a separate system to resolve the issue. Checking on their warranty or shipping status might mean logging into other systems – slowing the process down, creating potential for inaccuracies and increased license costs. “Swivel-chairing,” juggling multiple logins, managing multiple windows, cutting/pasting, and reformatting all become an unfortunate fact of life.
This is where Salesforce’s Customer 360 can dramatically change the way you work with your customers. Salesforce’s robust APIs, middleware connectors, and AppExchange products can exchange data with systems seamlessly and in real-time. End-users can have a streamlined Console with all of the information they need to close a case or handle a lead in one call. With the right integration(s) in place, five applications can look like one application with data interconnected cleanly and accurately. Salesforce has a plethora of flexibility to create the dream application.
It Doesn’t Stop There
Having all your data in one place has huge upside potential for your end-users. However, an additional benefit is the ability to gain insight from your now connected data. Haven’t you always wondered who your best customers are? You may think it’s just a reverse order sort of the sum of all deals you’ve done with them. You might find that your most profitable customers are entirely different – perhaps they are the ones with the fewest service calls or the ones who pay on-time and in full. When you can combine the data into one place to get a complete picture, you now have the power to gain tremendous insight from the data, identify trends and change your business to capture even more growth and opportunity.
All it takes is the first integration. It’s a straightforward process to add a data integration to your Salesforce instance. As you add more, the benefit/cost ratio starts to have a multiplier effect. If you want to learn more about Customer 360, we recently published a whitepaper that goes into more detail and provides specific examples, including planning and executing on Customer 360 and more.