Salesforce has announced a new series of innovations for its customer data platform (CDP). These Salesforce CDP updates have been developed to help companies prioritize their first-party data and use it to improve the personalization of every customer interaction. The news was announced alongside Salesforce’s Success Anywhere World Tour live stream.
Salesforce is one of the largest global providers of CRM solutions and works with companies across industries to unite their marketing, sales, commerce, service, and IT teams. Salesforce’s integrated, cloud-based CRM platform provides customer service, marketing automation, analytics, application development, and other services to help organizations embrace digital transformation and provide better customer experiences.
The Salesforce CDP is built on the company’s core CRM platform and was developed to help companies collect all customer data, regardless of source, in a single location. These new updates and integrations are designed to make customer data more connected, more trustworthy more actionable for users across departments and industries.
Some of the new updates include integrations with Mulesoft and Tableau—two companies included under the Salesforce umbrella—alongside enhanced segmentation tools, calculated insights, and open access capabilities to help users outfit their customer data with behavioral, intent, and location information. The Mulesoft integration is planned for later in 2021, while the Tableau integration is available now and can help users gain new insights into their customer data. Other additions to Salesforce’s CDP insight capabilities include the ability to classify customers in new categories like “loyal top spenders” or “lapsed customers.” Meanwhile, the improved segment builder takes advantage of “type-ahead functionalities” and enables users to replicate and share segments.
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