Salesforce CDP or Customer Data Platform allows marketers to capture, unify, segment, and activate all the customer data. It provides marketers a single source of truth for every customer to help them personalize their experiences across marketing, commerce, sales, service, and many more. 

This platform simplifies and connects records from various data sources to provide a single customer view.  This platform was known as ‘ Customer 360 Audiences’. This is a different platform that suits well with Salesforce and enhances the marketing Cloud Platform. It is designed to provide a unified view to marketers to understand the customers better. 

It is possible to merge the various customer activity into one single, combined identity profile in a single integrated platform. Salesforce CDP fulfills those requirements very well.  

Customer Data

There are different data categories for customer data. 

  • Basic Personal Data
  • Interaction Data
  • Preference Data
  • Behavioral Data

All these data help a marketer understand a customer and make a customer profile. Attaching all these data adds power to satisfy a customer. For a personalized, relevant offer to customers, marketers need to collect, integrate, and update each customer’s data. Here comes the need for CDP, which is the most exciting platform for marketers. 

Work Process Of Salesforce CDP

This platform works as a central hub, where customer data come from different channels like Salesforce Service Cloud, Marketing Cloud, and Sales Cloud. These data from the various platforms are mapped to a unique customer ID. The customer data becomes related, searchable, and actionable to the marketers through this central ID. 

Customer 360 started the journey with two products. First, customer 360 Audiences is a Customer Data Platform(CDP), with some added Master Data Management (MDM) capabilities. 

Organizations can decide which functionality to choose while choosing the CDP and MDM capabilities. Generally, a marketing manager needs a CDP to get the correct customer segmentation; on the other hand, a Customer Service Executive needs an MDM as he might want to see the 360 views of a customer in terms of cases complaints, requests for refunds, etc. 

Customer 360 was launched as a central part of Salesforce Vision. Since then, Customer 360 offering companies a complete view of their customers on a 1: 1 level for personalized customer interaction. 

Salesforce Customer 360 is optimized for scale and connects Sales, Service, Marketing, IT, Analytics, and Reporting. 

Recent Improvements Of Salesforce CDP

The most recent CDP enhancements as of now are-

  • Segmentation Improvements
  • CDP’s Tableau and Datorama Integration
  • Interaction Studio Integration
  • Enhanced Calculated Insights
  • Activation Improvements

These were an overview of the Salesforce CDP. People who have already purchased the Marketing Cloud Audience Builder can continue using that, but new customers are advised to add this platform to their ecosystem. 

Are you interested in Salesforce CDP or looking for a seamless Salesforce implementation? Please feel free to contact CloudVandana, and we would be happy to arrange a demo for you. 

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