IT Pro is supported by its audience. When you purchase through links on our site, we may earn an affiliate commission. Learn more

Salesforce unveils Customer 360 Truth in quest to provide single source of data reality

Organisations will be able to better understand customers and, in turn, personalise and enhance their experiences, according to Salesforce

While data is the new currency of business, it’s worthless without ensuring individuals and organisations can rely on and trust in the integrity of that data. 

So suggested Salesforce co-founder and co-CEO, Marc Benioff, during his opening keynote at the company’s annual Dreamforce conference

“It’s a trust revolution. Everything is changing in our industry. Everything is changing in our work. It’s an intelligence revolution. AI is becoming such a pervasive part of our world,” he said, setting the scene to announce the launch of Customer 360 Truth, a set of services designed to aid firms in authenticating, connecting and governing customer data and identity. 

“Revolutions are not easy and there are gaps. Those gaps are also between us and our customers. We’re able to heal these gaps and bring these things together. That is also why we are building our Customer 360 platform. We have done this together. We are building this together.”

By better understanding customers, he claimed, organisations will be able to more easily and comprehensively deliver more personalised and exceptional customer experiences. 

“We love data. Data is an important part of everything we are doing and everything that you are doing,” Benioff added. 

“We have moved from systems of record to systems of engagement. We then moved from systems of engagement to systems of intelligence. Now we have moved from systems of intelligence to a single source of truth. 

“As we pursue the truth, it requires us at Salesforce to transform. That is why we have also enhanced Customer 360.” 

Customer 360 Truth provides a single source of the truth by uniting previously disparate data from commerce, marketing, sales, service, and more, to create one, universal Salesforce ID for every customer. This ID brings together behavioural historical data that can come into play during a customer engagement - whether that’s marketing, problem solving, sales or something else. 

During his keynote address, Benioff used financial services firm State Farm as case in point of what can be achieved through better and easier access to customer data. 

“We want to be about the customer and the customer experience is absolutely dominant in that," said Fawad Ahmad. State Farm’s chief digital officer (CDO). 

“I’m proud to say I work for an organisation that has always focused on the customer. We will always be guided by their needs, their dreams, and aspirations. C360 Truth becomes a single, reliable place we can go -regardless of where in the company - to be able to look at, and then leverage,  the intelligence that comes from the platform.’

Featured Resources

IT best practices for accelerating the journey to carbon neutrality

Considerations and pragmatic solutions for IT executives driving sustainable IT

Free Download

The Total Economic Impact™ of IBM Spectrum Virtualize

Cost savings and business benefits enabled by storage built with IBMSpectrum Virtualize

Free download

Using application migration and modernisation to supercharge business agility and resiliency

Modernisation can propel your digital transformation to the next generation

Free Download

The strategic CFO

Why finance transformation propels business value

Free Download

Recommended

Salesforce reveals Einstein GPT for CRM, announces broader OpenAI partnership
artificial intelligence (AI)

Salesforce reveals Einstein GPT for CRM, announces broader OpenAI partnership

7 Mar 2023
Salesforce extends IT lifecycles in cash-saving exercise
IT infrastructure

Salesforce extends IT lifecycles in cash-saving exercise

2 Mar 2023
Amazon, Salesforce to cut 26,000 jobs as tech layoff spree continues
Business strategy

Amazon, Salesforce to cut 26,000 jobs as tech layoff spree continues

5 Jan 2023
Another Salesforce leader departs, will replace outbound Slack CEO
Careers & training

Another Salesforce leader departs, will replace outbound Slack CEO

6 Dec 2022

Most Popular

HMRC lost nearly 50% more devices in 2022
Hardware

HMRC lost nearly 50% more devices in 2022

17 Mar 2023
The big PSTN switch off: What’s happening between now and 2025?
Sponsored

The big PSTN switch off: What’s happening between now and 2025?

13 Mar 2023
Outlook zero day patch causes headaches for Windows admins
Security

Outlook zero day patch causes headaches for Windows admins

15 Mar 2023