Salesforce Launches Single Souce of Truth | Benioff: A Computer Science Holy Grail

Salesforce CEO Marc Benioff says that Salesforce is now entering the fourth stage of computing, the pursuit of Single Source of Truth. The official name is Customer 360 Truth and it is a new set of ca...
Salesforce Launches Single Souce of Truth | Benioff: A Computer Science Holy Grail
Written by Rich Ord
  • Salesforce CEO Marc Benioff says that Salesforce is now entering the fourth stage of computing, the pursuit of Single Source of Truth. The official name is Customer 360 Truth and it is a new set of capabilities that allow companies to connect, authenticate and govern customer data and identity across Salesforce. The goal is to provide a complete view and deeper understanding of every customer so that companies can deliver extremely personalized customer experiences.

    Marc Benioff, co-CEO of Salesforce, discusses Customer 360 Truth at their annual Dreamforce conference with Jim Cramer of CNBC:  

    Single Source of Truth – A Computer Science Holy Grail

    360 Truth is another amazing thing that we’re introducing here (at Dreamforce 2019) that has been the holy grail of computing. It’s what we call SSOT, the single source of truth. We’ve had three amazing waves of computing. They are stems of record, systems of engagement, and systems of intelligence including AI. We’re now entering the fourth stage of computing. It’s the pursuit of Single Source of Truth, and we’ve built that into our platform. 

    This is a computer science holy grail that we’ve been trying to put together for a long time. Now because we acquired MuleSoft and because we acquired Tableau we are closer to providing for our customers the Single Source of Truth for their customer information.

    Enables Companies To Build a Single Source of Truth

    The company describes Customer 360 Truth as a new set of data and identity services that enable companies to build a single source of truth across all of their customer relationships. They say it connects data from across sales, service, marketing, commerce and more to create a single, universal Salesforce ID for each customer.

    All of a customer’s previous interactions and shared preferences are brought together to create a complete view so companies can better serve and even predict their needs, whether addressing a customer service problem, creating a personalized marketing journey, predicting the best sales opportunities or surfacing product recommendations.

    Salesforce Launches Single Souce of Truth | Benioff: A Computer Science Holy Grail

    From the Salesforce Press Release:

    The Holy Grail of CRM: A Single Source of Truth

    Nearly 70 percent of customers say they expect connected experiences in which their preferences are known across touchpoints. However, organizational and technical complexity often gets in the way of meeting these expectations. Companies have legacy infrastructure and data silos, leading to fragmented data and fragile integrations between systems. Inconsistent methods for accessing, reconciling and activating customer data make it challenging for companies to deliver connected experiences across these systems. As a result, companies often have multiple usernames, email addresses, or purchase histories for the very same customer across different systems, and managing a customer’s consent and contact preferences across the business becomes harder as new data regulations come into play. 

    Having a source of truth—a single, trusted place that brings together all the customer data needed to deliver amazing experiences—has been the holy grail of CRM. Today Salesforce is delivering it.

    Deliver a Trusted, Personalized Customer Relationship With Customer 360 Truth

    Customer 360 Truth enhances data management across Salesforce apps and other systems, and provides instant access to consistent, reconciled customer data. Services include:

    • Customer 360 Data Manager: Delivers the ability to access, connect and resolve a customer’s data across Salesforce and other systems, using a canonical data model and a universal Salesforce ID that represents each customer. With a click-based user interface for app and data management, admins can easily establish trusted connections between data sources to prepare, match, reconcile and update the customer profile. The reconciled profile across apps enables employees to pull up relevant data at the time of need from any connected system, such as when a service agent may need to pull a list of past purchases from an order system to better assist in solving a problem.
    • Salesforce Identity for Customers: Removes friction from the login experience and enables a single, authenticated and secure relationship between a customer and all of a company’s websites, e-commerce stores, mobile apps and connected products. Instead of having separate logins and profiles that lead to disconnected experiences, customers now have one login across all of a company’s digital properties. Identity for Customers also elevates trust and compliance with a simple to use two-factor authentication. And it allows companies to obtain valuable customer insights with the ability to analyze engagement and usage with identity reporting and analytics.
    • Customer 360 Audiences: Builds unified customer profiles across known data such as email addresses and first party IDs and unknown data such as website visits and device IDs. It then creates customer segments and marketing engagement journeys from those profiles and delivers AI-powered insights, like lifetime value and likelihood to churn. Customer 360 Audiences goes beyond traditional customer data platform (CDP) capabilities and extends the power of CRM to connect customer interactions across various touchpoints — for example, a customer who was redirected from an email campaign onto the website through a service interaction — and make the profile data available in real-time to optimize the experience. 
    • Privacy and Data Governance: Enables companies to collect and respect customer data use and privacy preferences, as well as apply data classification labels to all data in Salesforce. Companies can easily understand what types of data they have, what uses of data customers have approved and how best to interact with them. These capabilities can help customers address obligations from regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), with respect to data governance and customer consent.

    Introducing the Cloud Information Model

    Salesforce Customer 360 Truth is powered by the Cloud Information Model (CIM), an open source data model that standardizes data interoperability across cloud applications. The publication of CIM is enabled by MuleSoft’s open source modeling technology, providing multiple file formats to make it easy to adopt CIM with varying applications. By easily integrating data in the cloud, developers can build new products that deliver connected and personalized customer experiences. CIM reduces the complexities of integrating data across cloud applications by providing standardized data interoperability guidelines to connect point-of-sale systems, digital marketing platforms, contact centers, CRM systems and more. Developers no longer need to spend months creating custom code. Instead, they can adopt and extend the CIM within days to create data lakes, generate analytics, train machine learning models, build a single view of the customer and more.

    Unleash the Power of Customer 360 Truth with MuleSoft Anypoint Platform

    Customer 360 Truth allows companies to connect siloed customer data sources to a single source of truth, across Salesforce apps or third-party data using MuleSoft. With MuleSoft Anypoint Platform™, organizations can easily build APIs that connect any application, data, or device to Customer 360 in an application network, creating a truly complete customer view.

    At Dreamforce, MuleSoft also announced new innovations and learning modules, empowering anyone to become an Integration Trailblazer and create connected customer experiences.

    Comments on the News

    • “Having a complete view of the customer is not a new idea, but it has been difficult to achieve. Companies have siloed data; disconnected apps; a complex, patchwork of sometimes incompatible services; and no way to connect it all,” said Patrick Stokes, EVP, Platform Shared Services, Salesforce. “Customer 360 Truth overcomes those challenges, creating a single source of truth that is the foundation for delivering smart, personalized customer experiences across every touchpoint.”
    • “In order to truly succeed with delivering a great customer experience, you have to adopt an agile platform that fosters growth and supports constant innovation,” said Rick Fuson, President and Chief Operating Officer, Pacers Sports & Entertainment. “With the Salesforce Customer 360 platform, Pacers Sports & Entertainment has real-time visibility into all aspects of our business and can operate more efficiently across channels, increase per customer loyalty and drive innovation across the organization.”
    • “Connecting customer data and managing consent is more important than ever in light of changing customer expectations and increasing regulations,” said Alan Webber, Program Vice President for Digital Strategy and Customer Experience, IDC. “As a result, companies are prioritizing data unification in ways that will lead to more loyal and valuable customer relationships. Salesforce Customer 360 Truth will help companies break down data silos and deliver the experiences customers expect.”

    Salesforce Customer 360 

    Customer 360 Truth is part of the Salesforce Customer 360, which includes industry-leading apps spanning sales, service, marketing and commerce, and across every customer touchpoint. The Customer 360 Platform is an underlying set of services and APIs including AI, blockchain, mobile, security, voice and other capabilities that allow companies to connect every customer, empower every employee, and deliver continuous innovation. Salesforce will power more than two trillion B2B and B2C transactions this year for more than 150,000 companies and millions of Trailblazers—those individuals and their organizations who are using Salesforce to drive innovation, grow their careers and transform their businesses.

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