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Salesforce B2C Solution Architect's Handbook
Salesforce B2C Solution Architect's Handbook

Salesforce B2C Solution Architect's Handbook: Design scalable and cohesive business-to-consumer experiences with Salesforce Customer 360

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Profile Icon Mike King
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NZ$72.99 NZ$81.99
Full star icon Full star icon Full star icon Full star icon Half star icon 4.7 (13 Ratings)
eBook Nov 2021 458 pages 1st Edition
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NZ$72.99 NZ$81.99
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Arrow left icon
Profile Icon Mike King
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NZ$72.99 NZ$81.99
Full star icon Full star icon Full star icon Full star icon Half star icon 4.7 (13 Ratings)
eBook Nov 2021 458 pages 1st Edition
eBook
NZ$72.99 NZ$81.99
Paperback
NZ$102.99
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Free Trial
eBook
NZ$72.99 NZ$81.99
Paperback
NZ$102.99
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Salesforce B2C Solution Architect's Handbook

Chapter 1: Demystifying Salesforce, Customer 360, and Digital 360

Salesforce, Customer 360, Digital 360, Customer 360 Audiences, Commerce Cloud, Service Cloud, Marketing, CRM, CMS, OMS…starting to feel a bit lost? Getting the terminology right is the first step in designing effective solutions that leverage the Salesforce ecosystem. That means knowing the difference between products built on the Salesforce Customer Relationship Management (CRM) platform, such as Sales Cloud and Service Cloud, and products built on separate technology platforms, such as B2C Commerce and most of Marketing Cloud.

In this chapter, we'll be untangling the key terms you'll encounter in marketing materials, sales cycles, and throughout the Salesforce product documentation so you can have meaningful conversations with clients or internal stakeholders. We'll then cover some things you need to know about the Salesforce Platform, before moving on to a few other critical technologies that have been added to the Salesforce family of products. The goal here isn't to go too deep into any of these technologies – we'll be covering several in more depth in the following chapters – but to refine our language and establish a firm foundational understanding that the rest of the book will build upon.

In this chapter, we're going to cover the following main topics:

  • Learning the language – Salesforce, Customer 360, and Digital 360
  • Salesforce Platform (Force.com)
  • Additional technology stacks
  • Acquisitions and legacy terminology

Throughout this journey, we'll be following along with Packt Gear, a fictional company that manufactures, markets, and sells outdoor supplies directly to the consumer. Packt Gear has been successful in recent years, but their home-grown technology stack is starting to hurt their ability to grow their business quickly. They've decided to transform their business by moving to Salesforce…they just need to figure out what that means. Fortunately, they have you to help!

Learning the language – Salesforce, Customer 360, and Digital 360

What do we mean when we say Salesforce? What does your client mean? What does your Chief Marketing Officer (CMO) mean? What do the other architects on your team mean?

This section is focused on clarifying the terminology you'll need in order to have effective conversations with all the stakeholders on projects that incorporate multiple Salesforce products.

First and foremost, Salesforce is the name of a software company. Their flagship product is the Lightning Platform, which supports many of their Salesforce-branded products, such as Sales Cloud and Service Cloud. In this section, we'll clarify the difference between Salesforce the company, the Lightning Platform CRM product, and the larger Salesforce ecosystem of products that use different underlying technology.

As a B2C solution architect working with Packt Gear, you know that the first thing to sort out is which Salesforce products are right for Packt Gear.

Lightning Platform

Over time, the term Salesforce has become synonymous with the CRM product, but using the name of the company to mean one specific product that the company sells can be confusing in real projects.

On top of the core Salesforce Platform, also known as Core, Force.com, or the Lightning Platform, Salesforce has built a variety of licensed products that extend the platform by adding use case specific features and functionality. The Lightning Platform-based CRM product sold by Salesforce is referred to as Salesforce.com (as opposed to just Salesforce, which indicates the company). Many, but not all, Salesforce products are built on the Salesforce Platform.

Salesforce Platform-based products can be divided into two broad categories: function-specific or industry-specific. These two categories have no technical significance; they are just ways for Salesforce to organize and sell features to customers. Function-specific products provide features that are organized around a specific use case but can be used across any industry.

The function-specific Salesforce Platform-based products include the following:

  • Sales Cloud
  • Service Cloud
  • Work.com
  • Employee Cloud
  • Experience Cloud
  • Order Management
  • B2B Commerce
  • Customer 360 Audiences

The industry-specific Salesforce Platform-based products include the following:

  • Health Cloud
  • Financial Services Cloud
  • Government Cloud
  • Manufacturing Cloud
  • Media Cloud
  • Nonprofit Cloud

    Important note

    The set of available Salesforce Platform-based products is constantly evolving, so this should not be considered an authoritative list. Many of these products are not relevant in B2C solutions; we'll be focusing on the ones that are.

Salesforce ecosystem

Other uses of Salesforce, including Salesforce Commerce Cloud and Salesforce Marketing Cloud, refer to hybrid offerings that include products on the core Salesforce Platform and products built on separate technology. They are owned by Salesforce the company, but they aren't built on the Salesforce Platform, at least not entirely.

Why does this matter? At its core, B2C solution architecture is about integration. When leveraging a variety of products that are all built on the Salesforce Platform, there's really no need for integration between them; they all share a data model and can work together. When including products that aren't built on the Salesforce Platform, however, the work becomes more complicated.

As you evaluate the products needed for Packt Gear, pay attention to which of the products in the overall solution are built on the Salesforce Platform and which are external and will have to be integrated.

Customer 360 evolution

As Salesforce evolved and grew from a pure CRM product company to an enterprise software vendor competing in a wide variety of industries, they needed a better way to describe the solution they bring when the entire toolset is applied. This concept became known as Customer 360.

Customer 360 concept

The heart of any successful business is its customers. Salesforce depicts this customer-centric focus with a concept called Customer 360. It's critical for you as a B2C solution architect to be able to separate the marketing message from the technology solution, however.

Tip

Customer 360 is not a product, it's a mindset. It means combining all of your Salesforce products together in service to a common understanding of your customers and their experiences with your brand.

Customer 360 component products for B2C solutions

While the term Customer 360 refers to all the Salesforce products, this book is going to focus on a few key components that are the building blocks of a B2C solution:

  • Service Cloud for customer service, often abbreviated to SFSC
  • B2C Commerce for direct-to-consumer selling, often abbreviated to SFCC (though this more accurately refers to the entire Salesforce Commerce Cloud, including B2C Commerce as well as B2B Commerce and Order Management)
  • Marketing Cloud for marketing and digital communication, often abbreviated to SFMC

Remember that we need to pay attention to which products are built on the Salesforce Platform and which are not. Service Cloud is built on the Salesforce Platform, whereas B2C Commerce and most of the components of Marketing Cloud are not.

In addition to these three key products, the following are often used in a B2C solution and will be covered at a higher level in later chapters:

  • Salesforce Order Management for order management
  • MuleSoft for integration

Customer 360 and Packt Gear

Packt Gear sells products online directly to the consumer, supports these consumers through customer service channels, and advertises online through a variety of digital channels, including email and social. Although there are many other operational considerations for making that happen, those are the core use cases for the initial digital transformation. So, a mix of B2C Commerce, Service Cloud, and Marketing Cloud sounds right! Remember that B2C Commerce is only one product in the Salesforce Commerce Cloud family of products.

We'll cover the rest in Chapter 3, Direct-to-Consumer Selling with Commerce Cloud B2C. We'll also evaluate integration options for pulling it all together in Chapter 7, Integration Architecture Options.

If your solution has other requirements, we'll be outlining the overall methodology for evaluating, understanding, and incorporating products into the solution so you can apply it to whatever tools you need in your unique business environment.

If Customer 360 means using the full power of Salesforce in service to your customer-centric vision, Digital 360 is focused on the customer experience portion of the solution.

Digital 360

The term Digital 360 was coined in September 2020 to refer specifically to the following products within the Customer 360 ecosystem:

  • Marketing Cloud
  • Commerce Cloud
  • Experience Cloud

In other words, these are the three products that are most likely to interface directly with the end customer rather than being tools you use to run your business.

As a rule, it's better to minimize the use of marketing terms such as Digital 360 since they really don't tell us much about the solution being discussed. Saying Digital 360 isn't as clear as saying Marketing Cloud, Commerce Cloud, and Experience Cloud and it's subject to change over time.

B2C solution architecture focus areas

You can't buy licenses for Customer 360 and, as much as we'd like it to be otherwise, uniting these products under a common marketing umbrella does not make them an integrated solution. It's the job of the solution architect to make this vision a reality by understanding a few key aspects of every Salesforce product in a solution.

A B2C solution architect is responsible for the following aspects of an integrated solution:

  • The data strategy, particularly customer data, focused on where data is stored and how it moves between products in support of the overall solution
  • Integration workflows focused on when and how the various products in the solution communicate with each other (APIs, data feeds, event-based, middleware solutions, and transformations)
  • Orchestration of user workflows that span between products, such as unified customer login or Customer Service Representative (CSR) ordering
  • Feature and functionality mapping between products, ensuring that the best tool is used for any given job
  • Overall solution non-functional requirements, such as performance, security, scalability, governance, monitoring, and total cost of ownership

A B2C solution architect is not responsible for the in-depth technical design of features and functionality specific to any single product in the overall solution.

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Key benefits

  • Give your customers a frictionless experience by creating a unified view of all their interactions
  • Get your architectural design right the first time and avoid costly reworks
  • Prepare for the B2C Solution Architect exam and Salesforce certification with practical scenarios following Salesforce best practices

Description

There’s a huge demand on the market for Salesforce professionals who can create a single view of the customer across the Salesforce Customer 360 platform and leverage data into actionable insights. With Salesforce B2C Solution Architect's Handbook, you’ll gain a deeper understanding of the integration options and products that help you deliver value for organizations. While this book will help you prepare for the B2C Solution Architect exam, its true value lies in setting you up for success afterwards. The first few chapters will help you develop a solid understanding of the capabilities of each component in the Customer 360 ecosystem, their data models, and governance. As you progress, you'll explore the role of a B2C solution architect in planning critical requirements and implementation sequences to avoid costly reworks and unnecessary delays. You’ll learn about the available options for integrating products with the Salesforce ecosystem and demonstrate best practices for data modeling across Salesforce products and beyond. Once you’ve mastered the core knowledge, you'll also learn about tools, techniques, and certification scenarios in preparation for the B2C Solution Architect exam. By the end of this book, you’ll have the skills to design scalable, secure, and future-proof solutions supporting critical business demands.

Who is this book for?

This book is for professionals in high-level job roles that heavily rely on Salesforce proficiency. It’s primarily written for B2C commerce architects, application architects, integration architects, as well as system architects, enterprise architects, Salesforce architects, and CTO teams looking to benefit from a deeper understanding of this platform. Before you get started, you’ll need a solid understanding of data integration, APIs, and connected systems, along with knowledge of the fundamentals of business-to-consumer (B2C) customer experiences.

What you will learn

  • Explore key Customer 360 products and their integration options
  • Choose the optimum integration architecture to unify data and experiences
  • Architect a single view of the customer to support service, marketing, and commerce
  • Plan for critical requirements, design decisions, and implementation sequences to avoid sub-optimal solutions
  • Integrate Customer 360 solutions into a single-source-of-truth solution such as a master data model
  • Support business needs that require functionality from more than one component by orchestrating data and user flows

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Publication date : Nov 19, 2021
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Table of Contents

19 Chapters
Section 1 Customer 360 Component Products Chevron down icon Chevron up icon
Chapter 1: Demystifying Salesforce, Customer 360, and Digital 360 Chevron down icon Chevron up icon
Chapter2: Supporting Your Customers with Service Cloud Chevron down icon Chevron up icon
Chapter 3: Direct-to-Consumer Selling with Commerce Cloud B2C Chevron down icon Chevron up icon
Chapter 4: Engaging Customers with Marketing Cloud Chevron down icon Chevron up icon
Chapter 5: Salesforce Ecosystem – Building a Complete Solution Chevron down icon Chevron up icon
Section 2 Architecture of Customer 360 Solutions Chevron down icon Chevron up icon
Chapter 6: Role of a Solution Architect Chevron down icon Chevron up icon
Chapter 7: Integration Architecture Options Chevron down icon Chevron up icon
Chapter 8: Creating a 360° View of the Customer Chevron down icon Chevron up icon
Chapter 9: Supporting Key Business Scenarios Chevron down icon Chevron up icon
Chapter 10: Enterprise Integration Strategies Chevron down icon Chevron up icon
Section 3 Salesforce-Certified B2C Solution Architect Chevron down icon Chevron up icon
Chapter 11: Exam Preparation Tools and Techniques Chevron down icon Chevron up icon
Chapter 12: Prerequisite Certifications Chevron down icon Chevron up icon
Chapter 13: Commerce and Integration Chevron down icon Chevron up icon
Chapter 14: Certification Scenarios Chevron down icon Chevron up icon
Assessments Chevron down icon Chevron up icon
Other Books You May Enjoy Chevron down icon Chevron up icon

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JR Detroit Nov 19, 2021
Full star icon Full star icon Full star icon Full star icon Full star icon 5
The Salesforce B2C Solution Architect’s Handbook is more of a “compendium” than a handbook, in my opinion. Checking in at over 400 pages and including a comprehensive overview of many topics. The Introductory section regarding Component Products that make up the platform purports to not “...go to deep into any of these technologies…”, but I found the section quite complete and comprehensive, with many great examples and screenshots of the actual solution.A similar level of detail and completeness for the second section regarding Service Cloud and how to leverage its specific features. Like the previous section, includes a “Story” of an example company, their use case and how they leveraged the solution. Also, as a teaching aid, the major sections come complete with Questions and Additional Resources, both of which I think are extremely valuable for learning and retaining the knowledge.B2C Commerce Cloud (formerly DemandWare) is the next section and is as packed with information as the previous ones are. One thing I really liked about this section is that it tells the reader what the solution is as well as what it isn’t.So that the review doesn’t get too long, suffice it to say, this is NOT a handbook, but instead a very through and comprehensive book that covers many aspects of the Salesforce ecosystem, mostly focused on the B2C solutions. In addition to the Platform overview, Service Cloud B2C Commerce Cloud already mentioned, similar detail is available for Marketing Cloud, and Experience Cloud. It includes theory on Enterprise level Solution and Integration Architecture, practical examples, and reference materials necessary for learning about Salesforce B2C as well as implementing it in your environment or in your clients. Last but not least, prep materials for several Salesforce related Exams and Certifications. All in all, a great addition to any Salesforce Architects library of must have books.Thank you Mike King for an awesome set of reference materials.
Amazon Verified review Amazon
Javier Flores Mar 02, 2022
Full star icon Full star icon Full star icon Full star icon Full star icon 5
As a Salesforce architect, I'm very interested on achieve the B2C solution architect certification. In this book I found a great guide to understand the high-level overview of the clouds (service, commerce, and marketing cloud). This book explains every tool you need to know and beyond that, it contains scenarios, flow diagrams, and even information about the responsibilities a B2C architect has.Definitely, I recommend this book if you are looking to get B2C solution architect certification (as a start point) and even if you are only interested in knowing the functionalities for the clouds involved in this kind of architecture, you won't regret if you give it a chance.
Amazon Verified review Amazon
ManKe Feb 02, 2022
Full star icon Full star icon Full star icon Full star icon Full star icon 5
I am Salesforce Technical lead, I worked with the platform for 10 years (Sales cloud, Pardot, Community, Service Cloud, ChatBot, Platform...) in different industries.This book is a good summary of the different parts of the Salesforce B2C ecosystem (Service cloud, Marketing cloud and B2C Commerce Cloud), It can be used as a glossary or user guide for the salesforce architect or technical manager looking to implement a B2C solution. It focuses on best practices to follow, questions to ask and sales force elements to explore when implementing the B2C solutionIn Addition and in my opinion, using a 'Packt Gear' B2C business example gives a better understanding, , of how the retail industries can use Salesforce Ecommerce.For the next version: it would be rather interesting to use a screenshot of the Salesforce application.Definitely, I recommand this book :)
Amazon Verified review Amazon
Kelvin D. Meeks Nov 19, 2021
Full star icon Full star icon Full star icon Full star icon Full star icon 5
HIGHLY RECOMMENDED. An excellent book for anyone interested in becoming proficient as a Solution Architect in Salesforce B2C.As the Preface mentions: “This book is primarily aimed at Salesforce technical audiences familiar with one or more of the products in the Customer 360 suite (especially B2C Commerce, Marketing Cloud, and Service Cloud).”What I particularly liked:The concise and crisp writing style.The copious number of links to supplemental information and documentation.The logical progression of the material, the sequencing of the chapters, and the organization of the material within the chapters.The inclusion of the Further Reading section at the end of several chapters.The use of a common thread to help tie things together in the mind of the reader (page-4, “Throughout this journey, we'll be following along with Packt Gear, a fictional company that manufactures, markets, and sells outdoor supplies directly to the consumer.”)Chapter-1 is an excellent level-setting chapter.Chapter-2’s coverage of Limits and AllocationsChapter-3’s coverage of Order Management, Omni-Channel Inventory, Loyalty Management, and Commerce Payments.Chapter-4 – all of it.Chapter-5’s holistic approach – teaching how to build a complete solution – with the “Packt Gear” scenario.Chapter-6’s coverage of architecture deliverables.Chapter-7’s coverage of different development life cycles – and integration architecture options. The discussion on middleware – and MuleSoft.Chapter-9’s discussion on integrating chat bots.What could be improved in the next edition:Performance is a vital consideration when designing a solution – and it would be helpful if there was a chapter that could illustrate how different design/integration/implementation choices could result in (possibly significant?) different performance profiles. This chapter could also cover Diagnosing and Debugging Performance Problems.
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Jason Nov 24, 2021
Full star icon Full star icon Full star icon Full star icon Full star icon 5
Mike King is a brilliant mind in the Salesforce community who has been engrossed in this world for many years.I recommend his book to the Director(s) of E-Commerce, Customer Service & Marketing as a scaffolding for the system capabilities and to help brainstorm connected solutions during implementation. Use the lessons and outlines from this book to create on-boarding for your internal teams, and to empower your managers with the knowledge necessary to thrive. If for nothing else, use it to better understand your relationship with your vendors who support your business.I'm a developer who has worked with the platform for years, and found this book to shed a new light on the connectivity and synergy of the systems. If you're in my seat and looking to take the next step into the Architect path, this is a must-have in your collection. Kudos Mike! Well done!
Amazon Verified review Amazon
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