Connections ’19: Salesforce added Customer Data Platform (CDP) to reinforce their Customer 360

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At the Salesforce Connections annual event held in Chicago this week which gathered thousands of marketing, commerce, and service leaders,  Salesforce unveiled their new Customer Data Platform (CDP) to boost their Customer 360 platform. This will enable companies to unify their customer data from all the sources to get a single comprehensive integrated view of each customer which will allow companies to personalize every customer engagement.

Salesforce’s CDP will redefine a familiar category known as Data Management Platform (DMP). Salesforce already has its Audience Manager which is considered to be a DMP. Apart from Salesforce, there are other notable vendors who are offering similar kind of platforms. However, Salesforce’s CDP will go beyond marketing and consolidate various other functions. CDP is considered as the next generation of Salesforce’s Customer 360 platform, which they introduced during 2018 Dreamforce.

President and chief product officer at Salesforce, Bret Taylor said, in order to offer customers an exceptional personalized experience; brands must have a single view of the customer. With Salesforce Customer 360, brands can unify and personalize customer engagement at scale.

Salesforce’s Customer 360 help companies connect their Salesforce apps and generate a unified customer ID to build a single view of each customer. Now the next gen Customer 360 with new advancements will make it seamless for brands to join fragmented customer data across various functions of the business beyond marketing. The new data unification and consent management features will unify all customer data to create rich customer profiles. Consent management framework will allow brands to gain customer consent whenever they engage customers from marketing campaigns. The new segmentation feature will help brands to identify specific groups of people based on demographics, engagement history, similar interest, etc. to engage with in real-time. Customer data can be activated across marketing, commerce, service to deliver highly personalized customer engagement.

The other core function of CDP twirls around Salesforce’s Einstein AI. Customer 360 will allow brands to embrace Einstein’s AI capabilities to analyze how and when to engage with customers in order to drive engagement.

The CDP is currently in beta and expected to be available generally by end of 2019. Salesforce’s Customer 360 platform will go beyond traditional CDP and will help Salesforce extend the power of their CRM with high-level data management and activation. This will help Salesforce customers who want to deliver unified customer experience across various touchpoints.

Check Top 10 Highlights from Connections’19 Here.

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