Most enterprise-level claims and submissions have a requirement to integrate with other applications used at the same institute or corporations. These integrations typically help at different gradations, like Presentation and Security, data, and business logic, based on the requirement per se. This type of settings organization attains superior levels of functioning consistency, competence, and quality.
The prime focus for integration of various products must be on the web service integration, with both inbound and outbound towards salesforce functionality. Salesforce’s platform encourages multiple types of integration, data integration, including API integration, user interface integration, and business logic integration with some of them described below.
User Interface Integration is an eminent way to surface various applications inside Salesforce with minute alteration of each app. Users are provided with a single point of entry into several applications. For example, Facebook, where the user is under an impression that the data is stored on its app, but the content is served from diverse application vendors online.
Salesforce uses Apex Web Services for Inbound and Apex Callouts for Outbound Business Logic Integration uses. It takes care of a situation where business logic is spread across various applications to implement the whole end-to-end business process. An example would be building complex logic on the data received through the internet before promising it into Salesforce network.
REST APIs and SOAP APIs are used with Data Integration which takes care of data synchronization requirements, where one application in business acts as the chief source for a business objective, for example, an Account.
Salesforce Customer 360
A tool from Salesforce, Customer 360 allows companies to connect all the relevant Salesforce apps and establish a single customer ID to build a single conjoined view of the client. Started in 2018 by Dreamforce, with the functionality of MuleSoft, it permits companies to connect any data source, any apps or devices across any cloud facility or on the server available on-premises. Recently, Salesforce had magnified Customer 360 with multiple new features that make it simpler to connect uneven or patchy consumer data through to an entire company. This helps the companies to deliver customer engagement at an integrated level. Customer 360 is not a platform that follows the traditional customer data platform (CDP) competencies but it also extends its horizon to the best practices with management and activation with the help of CRM consumer-scale data.
Features of Customer 360
Amalgamation of Data and unification and management of agreement- Companies that use Customer 360 can combine most of their customer data to create comprehensive, rich customer portfolios. Companies can gain client’s agreement in fields like digital adverts and email marketing etc. Some of the examples of such data would be the known and unknown information collected from cookies and first-party IDs which help understand the consumers at a whole new level.
With the ability to make advanced audience segmentation companies can identify specific groups of people to engage or get in touch with based on their demographics, engagement pattern with the data or other many facets of available information of the customer. For example, if we have information like activity on websites, emails and previous history of purchases one can find out about the shopping habits of a person easily and target them accordingly.
AI or Artificial Intelligence helps the companies to can evaluate and comprehend how, where and when to involve customers which can help increase customer loyalty and the performance of the businesses. Companies apply AI to information like ad clicks, browsing history and get to the most relevant mix of information to create products suited for them, along with engagement in optimization and better customer experiences with a higher rate of satisfaction.
With customer 360 a company can create personalized customer engagement with the help of customer data across eCommerce, service, and marketing. This will allow a company to deliver a cohesive experience that will be continuous for customers and probabilities through every marketing channel.
Current status of Customer 360
Customer 360 by Salesforce has been around in the market for years underneath various appearances. In most situations, it means collecting and combining data from the customers through different applications, analyzing it, and cleaning it to understand your customers their preferences in different areas. But this was the thing of the past.
In the current scenario, the biggest impact on customer 360 must be a recent outburst of data, from several different applications used, from the excessive use of social media. Correct use of data with an accurate 360-degree view can only be possible with tools that are capable of data management at a large level. They must be legible to match, merge, and create complete customer profiles that can be used in creating better user experiences.
Another aspect that has changed for customer 360 is the change in privacy regulations. They are designed so that the control of data usage is now back with the consumers. Any company which pursues the 360-degree customer view must address it, and meet the conditions of regulations like GDPR and CCPA.
Integration of new products and acquisitions with Salesforce
Salesforce has always been on top when it comes to acquiring and integrating with new products in the market. They have acquired almost 60 organizations and the most recent one would be ClickSoftware Technologies which became part of Salesforce on Aug 8, 2019. ClickSoftware Technologies, Tableau, Datarama, Griddable, and many others have come under the umbrella of Salesforce in the recent past.
Salesforce has an integration platform that connects with SaaS and other enterprise applications. They also work with industry-specific products such as Salesforce Health Cloud with patients’ profiles, claims systems, and other communications. Salesforce Government Cloud to simply workflow, communication among government agencies, etc.
AI in Salesforce (Einstein) and its future
An Artificial Intelligence technology by Salesforce under the name of Einstein has been developed for the Salesforce Customer Success Platform. It is available now across the company’s core products on cloud and it was part of the spring product release in the year 2017.
The future of Salesforce looks bright with the number of things that can be achieved with Einstein-like; data preparation, continuous feedback loop, great customer service, and support and automated consumer classifiers.