CRM giant Salesforce has announced a suite of updates to its Digital 360 customer engagement platform.
Digital 360 was first unveiled in September of last year, combining the company’s Marketing Cloud, Commerce Cloud and Experience Cloud offerings in an effort to build a single source of truth for personalising the customer experience in a digital world.
“Every company has gone digital overnight because of the pandemic,” said Adam Blitzer, EVP & GM, Digital, Salesforce, at the time. “With Digital 360, we’re delivering the full power of Salesforce tailored to digital leaders—our products, ecosystem, learning and expert services—enabling them to move with the speed, agility and scale they need to operate at Black Friday levels every single day.”
Data-Informed Digital Strategy
Taking the opportunity of its Connections event, Salesforce said the new updates would improve understanding of customers’ preferences and needs, helping companies use data to inform their digital strategies.
“Being digital first and customer centric has never been more important,” said David Schmaier, President and Chief Product Officer, Salesforce. “With Digital 360, companies have the full power of Salesforce to go digital faster, build a single view of their customers, and drive growth.”
Within the Marketing Cloud, Salesforce is bringing in features such as AI-powered personalisation and unified analytics, as well as updates to the Salesforce CDP, an enterprise customer data platform which leverages data from the Salesforce CRM to deliver personalisation functionality. The new Loyalty Management solution, for instance, provides real-time audience segmentation to help build relationships.
The company is also partnering with Google to activate data and customer insights from Salesforce products for advertising on Google.
“We’re excited to partner with Salesforce to make it easier for marketers to activate and measure first-party data in a privacy-safe way,” said Tript Singh Lamba, Director of Product Management at Google.
Within the Commerce Cloud, Salesforce is introducing new technologies to spot business trends and connect all stages of the ecommerce journey. That includes integration of Commerce Cloud data with the Salesforce CDP and an Order Management solution with real-time inventory checking.
“Data is so critical in everything that we do — from driving efficiencies in the way we take care of our clients, to being more targeted and strategic about our marketing, to thinking about how we create a better experience for our team members,” said Jay Farner, CEO of Quicken Loans/Rocket Mortgage, a Salesforce customer. “If you leverage data properly, you can make everyone’s life better and that’s really our mission.”
