Customer Experience

7 Ways to Unify Data and Create Connected Customer Experience
Customer Experience, Salesforce

7 Ways to Unify Data and Create Connected Customer Experience


Brand marketers and advertisers spend a lot of time coming up with unique campaigns, tactics, and processes while keeping prices low and assuring a solid return on investment (ROI). But the business dynamics keep changing continually, generating new trends in the market that businesses need to keep up with to stay in the market. Connected Customer Experience is one such trend in the Experience Economy which is making waves.

What is Connected Customer Experience?

The COVID pandemic has impacted everyone’s lives and lifestyles. People today are more connected than ever before, communicating with friends and family through various channels, and their interactions with businesses are no exception.

Connected Customer Experience includes your client’s experiences with your business and the whole customer journey, from initial contact to becoming a happy and loyal customer. To keep up with today’s fast-paced business environment, you’ll need to design connected user experiences that allow you to acquire real-time information that enables responsive and relevant experiences across all touch-points.


Customer Touch-Points

(Customer  Touch-Points)


People interact with businesses via various devices and touch-points, from websites to apps. What is the challenge? To create a connected customer experience, companies must find a means to connect all of these diverse touch-points and combine several channels.

Building a connected customer experience is more complex than it appears, as it necessitates bringing together segregated consumer data, which is sometimes scattered over hundreds of systems.

Role of Data in the Economy

Data is critical for building unified consumer experiences in today’s business environment. To provide essential insights that shape the customer journey, firms must now be able to access and consolidate various sources of consumer data.

Many marketing leaders are gaining an advantage over their competitors by leveraging data and using it to develop new, imaginative ways to engage their target audiences. Top digital platforms are employing personalisation as a strategy to provide an exceptional experience to their audiences, resulting in a higher return on investment.

As a result, data is undoubtedly fueling today’s Experience Economy, and an innovation plan can assist you in thriving in the era of mass personalization.


Customer Experience Stats

(Customer Experience Statistics)

7 ways to create the connected customer experience

A defined roadmap around customer needs

The first step in developing a customer experience plan is to develop a clear customer-centric vision that you can share with your team. Companies combine previously segregated channel strategies to create unified marketing, advertising, commerce, and service strategies.

At the outset, a roadmap for product launches, marketing campaigns, and other initiatives can be established, taking into account top customer pain issues and technology and data. Make sure that this roadmap should be known by heart by every team member, and they should be incorporated into all aspects of training and development.

Identifying Your Customers and their Needs

Customers are important, but not all customers are created equal; some earn more revenue than others. The next step in putting these customer service standards into practice is to identify all the types of customers interacting with your web interface, customer service agent, or both.

You must first identify these clients and classify them into several groups before constructing your strategy around them. High spender, regular shopper, and high influencer are common segment splits, although these are ultimately unique to your organization. You can create great marketing campaigns and strengthen your marketing, commerce, sales, and service teams because they will have access to all of the data on the customers they are dealing with.

Creating a connection with Customers

When a team member establishes an emotional connection with a customer, the best customer experiences are achieved. According to a survey, a company that optimizes for emotional connection outperforms competitors in terms of sales growth by 85 per cent.

This is because word-of-mouth is no better way to develop your business organically. Happy clients are more likely to submit positive reviews or tell their friends about your service, which helps your company. Do you see how vital, connected user experience can be?

Make a Measurement Model

Because providing customer experiences necessitates a significant investment of time and money, it’s critical to demonstrate quick returns on investment through monitoring performance and effect.

Some ways to achieve that include:

  • Auditing crucial touch-points in your customer journey framework to find measurement gaps is one approach.
  • Standardizing data collecting naming conventions across channels
  • Begin gathering relevant data as soon as possible so that you may utilize metrics to analyze the impact of your strategy and prioritize it.
  • Using critical indicators to get information on consumer engagement and return on investment.

Unify your Data

Today’s businesses employ a variety of applications to store their data. Various teams in the same organization may utilize different applications at times. The only thing this accomplishes is to cause uncertainty among the teams. Missed opportunities to track client journeys can result from isolated data.

We now have the technology to integrate data across many platforms, allowing you to have all your business customer data in one place. Salesforce Customer 360 Data Manager is the name of the technology. Data unification is a daunting task; therefore, unify your data using a use case–driven method before establishing your customer data platform (CDP).

Invest in effective change management to ensure long-term success

Change management is generally the last item on a company’s mind regarding digital transformation, yet it’s the most important. Make time to train your teams on your ideal customer experience vision. By explicitly laying out your freshly generated roadmaps, show how they are vital in achieving that perfect experience.

Set up an input procedure for ongoing feedback on improving the experience once your teams have been aligned. Take client feedback seriously and keep your company accountable to avoid a disconnected customer experience.

Continuously test, evaluate, and optimize

Finally, use the metrics you’ve selected to track the progress of your customer journey and use cases to demonstrate success.

Ensure that technical teams have an efficient means to communicate outcomes back to the business so that the roadmap can be improved continuously. You will gain confidence in the data as a result of this collaboration.

Finally, have quarterly business reviews to bring together marketing, advertising, commerce, and service to examine the program’s results and adjust the roadmap based on the results.

Summing Up

Consumers today search for more than just transactions; they want to build relationships. Customers want a consistent, connected customer experience, which you can provide by encouraging API reuse. Are you interested in learning more about API Integration?


Don’t hesitate to get in touch with us right away.

Salesforce for Customer Retention
Customer Experience, Customer Relationships, Salesforce

4 Effective Tips to Use Salesforce for Customer Retention

Smart companies have recognized that consumer loyalty is the most powerful sales and marketing tool that they have.


The above quote couldn’t be more right in the present world of business. We see new products and services being launched every day, and then more products and services replicate the existing ones. 

Retaining existing customers is the only significant way through which companies could rise and shine. Research done by Bain & Company states that a 5% increase in customer retention has led to a more than 25% increase in profit. 

This necessitates talking about customer retention and, more so, how you could use Salesforce for achieving this objective. 

So without any further ado, let’s get started!


Consolidating Customer Data in One Place

The 21st century is seeing fierce competition between business organizations to acquire customer data. This data has become a lifeblood for the survival and success of modern businesses. 

All the emails, VOIP system calls, and detailed history of every single customer could be collated in one place. This helps the marketing, sales, and customer service team get on the same page and predict the customer’s pattern to make informed decisions. 



Personalizing Communication with the Customer

We all desire to feel special. Here, the means do not matter much. All that matters is knowing someone took out time for us. Now, if you wish to mete out such conduct towards your customers, what could be better than sending them personalized emails and texts. 

With Salesforce, you can use several tools and integrations to personalize landing pages, forms, and much more. 

This can act as a powerful tool, especially in a world where most things have been automated and lack a uniquely human touch. We are slowly moving towards a world that is more relatable and human-like. Why not start the journey with simple personalized mail?


Read Pardot Marketing Automation – The Key to Generate More ROI



Integrating with Customer Service Platform

Primary aspects of business such as the product help in attracting customers. However, customer service is among the secondary elements which help in retaining the existing ones. It is imperative to address customer issues and requests and solve their problems and maintain them.

It is said that customer service is the new marketing, and you probably don’t want to leave this golden opportunity. Integrating Salesforce with the customer service platform would help in serving the customer in a highly efficient way. Salesforce gives an accessible overview of all email, phones, connected devices, and other constituents to serve the customers better.


Engage with Inactive Customers

Acquiring a new customer is 5-25 times more expensive than retaining an existing customer. Now, several customers might not have opened the mailboxes or took out time to read the recent email you sent. It becomes essential to send them re-engagement mails such as offers, discounts, or giveaways to rekindle their spirits.

You won’t have to spend much time and resources getting them on board, and if your company has already gained their trust, the efforts required are far less. You can ease out your task by using Salesforce to gain meaningful data about these customers. 



Just like when we visit a restaurant, everything from food to waiting time determines whether we’ll revisit the place. In the same way, the aspects mentioned above are crucial in retaining your customers. We hope to retain customers using Salesforce would help you in serving the customers in the best way. CEPTES is a Salesforce Silver Consulting Partner who can help you to amplify your business value through consultation, digitization, and innovation. If you want to grow your business, connect with us or request a consultation here.

Customer Experience, Salesforce

How Salesforce’s Customer 360 will unite the customer experience on the CRM platform

In perhaps their biggest announcement at Dreamforce 2018, Salesforce Co-CEO Marc Benioff announced the release of Customer 360 asserting that the fourth industrial revolution is connectivity. Customer 360 is a set of services that aims to offer instant access to unified customer data across Salesforce applications. As a part of Salesforce’s vision for the Customer Success Platform, Customer 360 will enable companies to offer highly personalized services to their customers by moving beyond an app specific view by making a holistic customer profile to inform every single interaction. By placing the customer at the center of their business, Customer 360 will allow companies to lead robust customer engagement models which can blend service, marketing, commerce, and much more in completely new approaches.

How does it work?

The Customer 360 UI allow admins to develop a highly trusted connection between applications and Salesforce orgs, then map and access the data in the cloud, and create a data model that offers a single representation of all the customer data across connected systems. This gives service providers a comprehensive set of connectivity for their customer data and Salesforce applications.

A Customer 360 ID ensures every system recognize a customer irrespective of which way they want to engage on. Data management abilities collect, process, reconcile and update customer data across the cloud, and data exchange features allow to extract the right customer data at the right time. Data can be seamlessly retrieved whenever required.

Pre-built packages for Service, Marketing, and Commerce will allow service providers to deploy experiences quickly for the most common use cases such as Service Cloud experience that enable operators to see purchase pattern and browsing history from Commerce Cloud, or a Marketing Cloud journey that automatically triggered an event in Commerce Cloud. Each of these components is important to stimulate connected experiences. In Service Cloud, components will have pre-built connectivity to Customer 360. In Marketing Cloud, pre-built journey and email templates will include content and data sourced directly from Customer 360. And in Commerce Cloud, data and events will be distributed to every system connected to Customer 360.

How this will help companies?

Though the concept of the single customer view is not something new, however, the way Salesforce is going to deliver it is new and innovative. Customer 360 will handle customer data in the most efficient and secure way by allowing it to reside within the system and retrieving whenever required. Companies will be able to deliver a unified cross-channel experience to their customers rather than spending more time in data management. For example, if a customer while shopping from a Commerce Cloud powered e-commerce site remove some items from the cart while checking out, an event will automatically create and add those items in a campaign in the Marketing Cloud, which can be displayed later as discounted products to that particular customer.

Customer 360 will unify Service, Marketing and Commerce, but in order to obtain a more comprehensive view of the customer to offer more personalized services, companies must look beyond the Salesforce ecosystem. To achieve this, Salesforce customers can implement API-led connectivity with MuleSoft Anypoint Platform™ (Salesforce acquired MuleSoft earlier this year) and then connect these APIs directly to Customer 360, creating a truly complete customer view. Companies can significantly accelerate their digital transformation process with the help of Customer 360 while connecting and understanding their customers in entirely new ways. Customer 360 is in pilot now and will be generally available in 2019. This will also be included with related Salesforce products.



Customer Experience

How businesses can meet expectations of the connected customers?

As per Salesforce’s latest State of the Connected Customer report, In today’s highly-connected and data-driven business world, customers expect more personalized, quick and seamless customer experiences. Enterprises are doing their best by embracing latest technical tools and acumen business minds to offer the best customer experiences. Technology & digitalization has empowered customers to reach a diverse scale of business in various ways. In order to stimulate customer’s attention and retain them, businesses need to think beyond offering a solution. The must look to offer more connected, and personalized experiences.

To understand how businesses can meet customer expectations, Salesforce Research surveyed over 7000 consumers worldwide which included individual buyers as well as business buyers. The survey report has been embedded in Salesforce’s second edition of the State of the Connected Customer report.

Here are few key points from the report which will help your business stay ahead of the competition.

Creating a comprehensive customer experience

As per the report, 80% of the customers feel that the experience a business offers is as important as its product or service, and 57% of the customers say they have stopped purchasing from a company because a competitor has offered a better experience. Customers have become more empowered than ever before. They are pushing companies to do better when it comes to creating a comprehensive customer experience. 95% of the customers say they are more likely to be loyal to a company whom they trust. 67% of the customers say their expectation for good experiences is higher than ever.

A personalized B2B marketing

The idea of B2B marketing is not new, but slowly it is gathering steam. 82% of the business buyers expect the same experience as they get at the time of personal buying. But surprisingly, only 27% of the B2B buyers say companies are doing a great job when it comes to offering a B2B experience. This indicates an ample amount of improvement is required for B2B service providers. B2B buyer expectations are becoming more specific and consumerized. Let’s see few other findings from the report;

  • 72% of the business buyers expect service providers to offer a personalized engagement to their business needs.
  • 69% expect Amazon-like buying experiences.
  • 67% think vendors are offering more retail-like experiences than ever before.
  • 67% have switched vendors for a more consumer-like experience.

Creating a seamless customer journey

A customer buying journey must be shaped by constant communication and instant gratification. As per 84% of customers, being treated like a human, rather than number is very crucial to win their business and trust. Another 70% say connected processes like seamless handoffs between channels or contextualized engagement based on earlier interactions are extremely important. So, this has become important for business service providers to consider every customer touch point during a buying journey. 59% of customers say customized engagement based on past interactions is also equally important. During the buying journey, 78% of the buyers expect to interact with salespeople who act as trusted advisors with in-depth product knowledge and industry needs. Post-purchase, customers expect to avail 24/7 support from the service providers. Self-service tools and chatbots are rapidly gaining in popularity as they can offer seamless and quick customer support around the clock.

Incite customers with innovative solutions

Innovative solutions are no more an option for any business. In order to win more customers, they have to build innovative products. 56% of the customers (including 66% of business buyers) actively look to buy from the most innovative companies. Technology is playing a significant role in building innovative solutions. The Salesforce State of the Connected Customer report says 59% of customers say companies need to offer top-notch digital experiences to keet their business. 59% also say they are more eager to work with companies using artificial intelligence (AI) to improve their experiences. Emerging technologies are transforming customers and their expectations. the Internet-of-Things (60%), voice assistants (59%), and AI (51%) are topping customer expectations.

Earn customers’ trust, and their data

To offer the experiences that customer expects, companies need a blend of technology and data. But if you look at recent incidents, customers are not trusting companies when it comes to managing personal data. 62% of customers say they are more afraid of their data being compromised now than they were two years back, and 45% of the customers feel doubtful about how companies use their data. At times it looks like a distant dream for companies to offer personalized experiences when their customers don’t trust them. And without data, you can’t offer a personalized experience. However, when the benefits of customer data use are clearly explained, a majority of the customers are actually in. Let’s look at few of the stats;

  • 82% of customers will share relevant information about themselves in exchange for connections between their digital and in-person experiences.
  • 81% of customers will share relevant information about themselves in exchange for more consultative help from salespeople.
  • 85% of customers will share relevant information about themselves in exchange for proactive customer service.
  • For 92% of customers, the ability to control what personal information is collected makes them more likely to trust a company with that information.

Developing trust, and balancing personalization with privacy, will be key for companies to meet customer expectations in the Fourth Industrial Revolution.


Source: Salesforce, Salesforce State of the Connected Customer Report