Making Salesforce Your Single Customer View.

Fernando Ruiz – Sales SpecialistWednesday, 9th November 2016.

Cloud BI Tools(e.g. SF Wave)

Internet of ThingsMicro Apps

Firewall

The Cloud Continuum. The March Is On…Where does your business sit??

100% Behind

the Firewall

100% Cloud

Cloud is niche

Core IT Architecture

We Need a Plan

Scale & Grow

All customers are heading the same way – and quickly in most cases!

My ‘Top 10’ tips for Cloud Integration

• Find the initial need – fund that, deploy that and grow.• Have a strategy.• Predict the need as best you can…• Betting the mortgage.• Cloud integration is ‘mission critical’ and needs 24x7 support.• The market is moving rapidly.• Customer requirements evolve mid-project.• Hybrid is critical – very few ‘pure-play’ cloud architectures.• Cloud integration is only one element of the need.• Avoid the ‘technical trap’.

Making Salesforce your single customer view….

A Single Customer View….why it’s crucial.

You probably hold your data in various containers...

Point of Sale

Salesforce

Other CRMs

ERP/Finance

Service Platforms

Loyalty Platforms (s)

Various Databases

Web interactions

It’s a common problem – with common issues…

• Masses of duplicate customer records.• P Turton; Phillip Turton, Philip Turton, Phil Turton, PA Turton

• Customer purchases through various channels.• And under different customer duplicate records.

• Customer issues/complaints.

• Invoice/Billing challenges AND bad debtors.

Upsell/cross-sell becomes almost impossible to influence.Just keeping your customers happy may be the primary concern!

Companies

Core Problem: Data Degrades

• 240 businesses will change addresses

• 150 business telephone numbers will change or be disconnected

• 112 directorship (CEO, CFO, etc.) changes will occur

• 20 corporations will fail • 12 new businesses will open

their doors

Source: D&B, US Census Bureau, US Department of Health and Human Services, Administrative Office of the US Courts, Bureau of Labor Statistics, Gartner, A.T Kearney, GMA Invoice Accuracy Study

• 5,769 individuals in the US will change jobs

• 2,748 individuals will change address

• 515 individuals will get married

• 263 individuals will get divorced

• 186 individuals will declare a personal bankruptcy

Individuals Products

• On average 20% duplicates in product data

• 90% of new product introductions fail

• Retailers lost 40 billion or 3.5% of total sales lost each year due to item info inefficiencies

• 60% error rate for all invoices generated

In one hour… In one hour… In one year…

Can I improve contact center efficiency?

Why can’t I see the quality of all the data in one place?

Why do I have conflicting marketing attribution reports and ROI analysis?

I need better data, not more data?

How can we improve customer experience and reduce churn?

How do I identify the best opportunities?

Customer Service

DataSteward

Sales

Marketing

BusinessUser

Data Analyst

Salesforce can be your customer master record!

Point of Sale

Other CRMs

ERP/Finance

Service Platforms

Loyalty Platforms (s)

Various Databases

Web interactions

Trade/Channel

When you get a complete view of your customers...

Increase Your Revenues

• Improve pipeline conversion

• Expand cross/up-sell• Help plan/execute

M&A

$$$Reduce Your

Business Risk• Credible forecasts• Trusted reporting• Visible ROI• Improve adoption

EnsureCustomer Success

• Increase customer retention

• Avoid incident escalation

• Deepen relationship through account insights

My argument is that this should be the goal.….

• All your customer-related data connects to Salesforce to create your ultimate source of customer truth….

• You master the data to create a single customer view.• Whilst maintaining the history and roots of that data.

• The data quality is tackled in Salesforce – the right telephone #, address, email convention.

• Point of entry duplication is eliminated – creating uncontaminated data across the platform.

• Data quality processes check consistency and are measured on an on-going basis.

Step One – Integrate Your Data Sources.

As we’ve discussed previously…it’s complicated.ConnectedEmployees

ConnectedPartners

ConnectedProducts

ConnectedDevices

ConnectedChannels

Sales MarketingService

Integration is always the first step…

Connecting the data has never been easier with Informatica.

• Connect the data sources to Salesforce.• In batch uploads or in real-time.

• “Out of the box” connectors for standard packages.

• SOAP/REST and other API options where you need it.

• Popular connections to Salesforce include the likes of:• ERP platforms (SAP/MS/Oracle).• Customer databases• Marketo and other marketing applications.

Step 2 - Cloud MDM for Salesforce.

What is Cloud Customer 360 (CC360 for short)…

• The market leading ‘Master Data Management’ tool for Salesforce.

• Deployed as a force.com application.

• Implemented frequently across the Salesforce customer base.• Commonly at the start of a project.

• Ensuring clean data from the get-go.• Consolidating and cleaning data from old data sources.

• Or implemented when data becomes a major challenge….• Duplicates out of control.• Multiple Salesforce platforms.• Complex customer heirachies.

Key features include the following….

• Point of Entry Duplicate Protection

• Fuzzy Matching Engine• Native Merge Functionality• Advanced Lead Conversion• Advanced Hierarchy

Management• Multi-dimensional

Visualization• Multi-org Coordination

Step 3 – Data Quality Radar

DQ Radar – to assess and fix your Salesforce data

21

Overall Score and Trending

Historical Trend

Object Score & Trending

What are the

issues?

The Result!

Our data is now accurate and in one place!

I can see the full customer history and market the right products at the right time to the right person!

I can now trust the data – I know where it came from and that it is real. I might update that record!

DataSteward

Sales

Marketing

Contact me at fruiz@informatica.com

THANK YOU!