Salesforce has launched Digital 360, a new platform bringing together key components and new innovations in the Salesforce Customer 360. The solution helps digital leaders transform their customer engagement and accelerate growth in the all-digital, work-from-anywhere world. Digital 360 is made stronger with expert services, a broad partner ecosystem, as well as new learning resources on Trailhead.
New product innovations for Digital 360 include Customer 360 Audiences, a customer data platform for marketers to unify, segment and activate all of their customer data. Commerce Cloud Payments, an out-of-the-box payment solution supported by Stripe; and Experience Cloud to build CRM-enabled digital experiences, fast.
Tailored for digital leaders
Digital 360 combines Salesforce Marketing Cloud, Commerce Cloud and Experience Cloud. Salesforce expect it will give customers a scalable, data-driven, single source of truth for personalising customer experiences. In today’s all-digital world the channels range from marketing emails and timely ads to online shopping and curbside pickup.
Salesforce Marketing Cloud, supports marketers to build customer relationships across every touchpoint. The new Customer 360 Audiences, Salesforce’s customer data platform, enables marketers to capture, unify, segment and activate all their customer data. It gives marketers a single source for every customer to help personalise experiences across marketing, commerce, service, sales and more.
Salesforce Commerce Cloud, enables companies to create commerce experiences for buyers across all digital channels—mobile, social, web and store. In partnership with Stripe, a preferred provider, Salesforce also announced Commerce Cloud Payments. The solution enables brands to embed payments into their sites with clicks, not code. Salesforce suggest companies can launch commerce sites with an out-of-the-box payment solution and market faster and boost conversion rates. Commerce Cloud Payments delivers flexible and elegant checkout experiences that support credit cards, mobile wallets such as Apple Pay and Google Pay. It also supports non-card methods such as SEPA, iDEAL and Bancontact, all with integrated fraud protection.
Salesforce Experience Cloud, formerly known as Community Cloud is a digital experience platform. It helps companies quickly build connected CRM-powered digital experiences for their customers, partners and employees at scale. Combining features like Salesforce CMS and Experience Builder with a suite of pre-packaged apps. Companies can easily create and deliver personalised content, websites, portals, mobile apps and storefronts—with clicks, or code.
Salesforce’s has an ecosystem of thousands of partners to extend the power of Digital 360 with expert services, custom applications and Trailhead learning tailored to meet the needs of digital leaders across industries.
The Digital 360 collection page on Salesforce AppExchange, an enterprise cloud marketplace, gives customers access to consulting services from experts. Accenture Interactive, Deloitte Digital, Dentsu, Publicis Sapient and WPP. It also includes custom apps from Salesforce ISV partners including CloudSense, Coveo, Sitecore, Upland Software Inc. Zenkraft provide functionalities for enhanced customer experiences such as one-click shipping and tracking, AI-powered search and product recommendations, and more—directly within Salesforce.
Additionally, content on Digital 360 Trailhead provides on-demand learning to help teams skill up for the all digital world. This includes how to optimise digital advertising, online storefronts and more.
Salesforce’s strategic partnership with Google provides productivity, marketing, commerce and cloud platform tools that help brands create a more personalised experience for customers. The Google Analytics 360 integration with Salesforce Marketing Cloud allows marketers to unify reporting and improve campaign performance across email, mobile, advertising and the web—all in one dashboard.
Single Source of Truth
Digital 360 is part of the Salesforce Customer 360. This includes industry-leading apps spanning sales, service, marketing and commerce, across every customer touchpoint. The Customer 360 Platform is an underlying set of services and APIs including AI, mobile, security and other capabilities. This allows companies to empower every employee and connect every customer while delivering continuous innovation. Salesforce will support more than two trillion B2B and B2C transactions this year for more than 150,000 companies.
According to Adam Blitzer, EVP & GM, Digital, “Every company has gone digital overnight because of the pandemic. With Digital 360, we’re delivering the full power of Salesforce tailored to digital leaders—our products, ecosystem, learning and expert services—enabling them to move with the speed, agility and scale they need to operate at Black Friday levels every single day.”
Enterprise Times: What this means for business
Salesforce is an impressive suite of products and services that meet the current needs of a range of enterprises. However, they are complex to implement, require code specialists and the employment of systems integrators who can be expensive. Over the last few years, the eCommerce marketplace has seen the rise of number of new players on the block. Players such as BigCommerce have joined the likes of Shopify who can enable commerce sites with click, not code. Compared to Salesforce, they’re also very cost effective.
The rapid rise of digital commerce, a side-impact of the Coronavirus, has accelerated enterprises to re-examine their omnichannel strategies. Enterprise can’t afford to spend six months developing digital initiatives and programmes to respond to fast-changing marketplace. Even a company like Salesforce has to become more agile. Perhaps their Digital 360 is a step in this direction. Digital 360 delivers new technology, services and learning that can help brands create connected, personalised experiences across marketing, and commerce.