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Enhancing Customer Engagement with Salesforce Data Cloud
Today on the Salesforce Admins Podcast, we talk to Chris Zullo, Global Practice Director of Customer 360 and Marketing at AllCloud.
Join us as we chat about integrating Marketing Cloud and Data Cloud and how you can do more with your data.
You should subscribe for the full episode, but here are a few takeaways from our conversation with Chris Zullo.
Bring all your customer data together in SalesforceChris is kind of my go-to Marketing Cloud guy, so I wanted to bring him on the pod to talk through how Data Cloud and Marketing Cloud go hand-in-hand. In his role as Global Practice Director of both Customer 360 and Marketing at AllCloud, he's seen firsthand just how much of an impact Data Cloud can have by allowing both departments to work in tandem.
There are so many applications businesses use in today's environment that each store data about your customers. But there's a problem. As Chris puts it, "The likelihood of all of those systems talking to each other in any cohesive fashion is slim to none." That's where Data Cloud comes in. It allows you to bring all of that data into one place in Salesforce, and that's where the magic happens.
Data Cloud creates a consistent customer experienceWhen a customer interacts with your business, they don't care who they're talking to—they just want to be treated consistently and as if they're the same person. If they had a conversation with a sales rep about a certain product or feature, they expect the customer service rep they call to know what they're talking about.
With Data Cloud, your customer service rep can look at all the communications a customer might have had with sales so they're on the same page. And if they notice that there's an email sequence scheduled next week to remind them about their warranty, maybe they can cancel it ahead of time and head things off at the pass.
That's why it's so important to give everyone a seat at the table when you're establishing Data Cloud at your organization: marketing, sales, service, eCommerce, IT, and your data team. You want everyone working together to create a unified experience for your customers.
Data Cloud makes your data actionableSome business units get really attached to their data. Sure, they'll build you an API to provide a one-way glass view of their data, but why do you need them to integrate it with Data Cloud?
"It's all about making it actionable," Chris says, "it's a verb, it's an action. Just because I have a view doesn't mean I can do something with it." Data Cloud lets you do segmentation and targeting at scale without having to copy-paste into a bunch of pivot tables. And with AI features like lookalike segments, the possibilities are endless.
There's a lot more great stuff from Chris about how Data Cloud can transform your organization so be sure to listen to the full episode. And don't forget to subscribe to hear more from the Salesforce Admins Podcast.
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