By Ron Miller | TechCrunch | November 19, 2019
The holy grail of customer experience these days involves gathering all of the data on an individual customer into a single record. Today at Dreamforce, the company’s massive customer customer conference taking place in San Francisco, Salesforce announced the latest iteration of Customer 360, its platform of tools designed to create that single record.
The goal here is to be able to have all your customer data in a single place so that you can build a deep understanding, and deliver meaningful experiences based on that knowledge. The company is not alone in this. Adobe announced genera availability of a similar product last week and startups like Segment are also trying to solve this issue.
Salesforce has been working on this problem for the last year, and today it announced Customer 360 Truth. “What we’ve been working on for the last year is some new capabilities and some existing capabilities, and bringing them all together to actually go and try to create that single source of truth of your customer,” Patrick Stokes, EVP of platform and shared services at Salesforce explained.