Creating a seamless and personalized experience across your company’s platforms is vital in today’s digital world. In fact, 80% of customers say they are more likely to do business with a company if it offers personalized experiences. But if you’re going to deliver these customized experiences, you’re going to need to have the right solutions. Solutions like Salesforce Customer 360. 

In this article, we’re going to give you a high-level overview of everything you need to know about Salesforce Customer 360, its benefits and features, and how it can not only help you deliver superior customer experiences but also grow your business. 

Let’s get started.

Overview of Salesforce Customer 360

Salesforce Customer 360 is an integrated customer relationship management (CRM) platform that connects your customer data with your departments. As a result, everyone across the company gets a single view of all your customers. Think of it as a circle of information about each customer, with the customer sitting in the middle of it all. 

Customer 360 unifies analytics, marketing, sales, service, IT, and commerce into a single CRM tool. From there, Salesforce Customer 360 creates a universal customer profile and ID that can be used on all Salesforce applications as well as external apps. 

For example, imagine a customer calls your service department about a product issue. Using the customer’s universal profile and ID, that agent can easily pull up the customer’s purchase data to help troubleshoot the issue, as opposed to needing the customer to repeat all this information. This allows service agents to respond to customer calls quickly and efficiently, instead of prompting comments like, “Shouldn’t you already have this information?”

Think of Salesforce Customer 360 as a consolidation of all the innovative solutions Salesforce offers. You can save time and automate tasks with Einstein AI, get real-time analytics and data with Tableau, and ensure everything is safe and securely integrated with Mulesoft. But wait, there’s more! 

Features of Salesforce Customer 360

Salesforce has also developed a portfolio of add-on modules to enhance the functionality and use of Customer 360 called Customer 360 Truth. This consists of four components: Identity, Data Manager, Audiences, and Privacy Center. Here’s how each component works to take your platform to the next level: 


The Identity component creates a universal profile of your customers, employees, and partners. This data can be collected, combined, and shared so your organization can build a reliable customer identity to manage across multiple channels. 

Data Manager

Data Manager is exactly what it sounds like—a data management tool. (A very powerful one.) With it, all data is reconciled across all channels, including cloud and third-party apps. Data Manager also allows you to track how each channel contributes to revenue growth and dips.  


Audiences is designed for support and sales teams to help create a more personalized customer experience. Using the data from Data Manager, this component creates custom audience segments based on specific data. From there, you can see how target audiences interact with your products or business using features like retail, sales, and more. 

Privacy Center

Customers are becoming more particular about how their data is being used, and Privacy Center helps to ease those uncertainties. This component puts the customer in the driver’s seat, letting them visualize and control their data. It also comes with strong data protection policies. 

Benefits of Salesforce Customer 360

Salesforce Customer 360 will not only improve your customer experience, it will also optimize your organization’s internal processes. Here are a few benefits you can look forward to once you implement the solution: 

Data Unification

Unify all of your customer data to create comprehensive customer profiles.

Audience Segmentation

Segmentation allows you to identify specific audiences to better engage with people based on their demographics, engagement history, and more. 

Personalized Customer Experiences

Once you’ve identified an audience, you can activate customer data across multiple channels to deliver a unified experience to customers and prospects alike. 

Artificial Intelligence (AI) Technology

With Einstein Insights, you can analyze how and when to engage with customers. AI is used as customer profiles change (such as clicking an ad or buying a product) and is automatically updated to help organizations drive the next step or recommendation. 

Getting Started with Salesforce Customer 360

For organizations ready to improve internal operations, enhance the customer experience, and grow their business, Salesforce Customer 360 is the best solution. However, making this sort of investment requires careful research, planning, and expertise to ensure you implement things correctly. That’s where Surety Systems comes in. 

Our senior-level Salesforce consulting team can partner with you regardless of your Salesforce needs to ensure your project is a success. If you’d like to learn more about Salesforce Customer 360, you’re ready to get started, or you could use a hand with any other Salesforce project, we’re here to help. Contact us today.