Creating a 360° View of the Customer

The term Customer 360 describes the idea of Salesforce products working together in a customer-centric way. It’s a suite of interconnected tools and applications that operate as a single unified platform. Although there are many aspects of integration that must be considered as part of a B2C solution architecture, none are more important than the goal of creating a single view of the customer. Having a complete picture of your customer, a 360° view, means understanding how they interact with your organization at all touchpoints, from marketing emails to browsing to purchasing to customer service and beyond. This allows your organization to better target marketing spending, measure results, and create experiences that delight customers and make them feel recognized as individuals regardless of where they are in their journey.

This chapter builds upon Chapter 8, Integration Architecture Options, to focus specifically on customer...