What is Salesforce Data Cloud, and why is it useful to know your customers better?

Disorganized, scattered, and unclear information. In many financial institutions, this is the daily routine. Customer information is scattered across various data sources: in data lakes and warehouses, in the CRM, in e-commerce history, in recordings produced by customer service, and even in Excel files stored in folders. 

The result of this situation is not only generic communication with the customer that fails to connect and feels distant, but also a constant question that lingers in the minds of business leaders: how to understand my customers from a single perspective?

This is where Salesforce Data Cloud changes the rules of the game. It is not just another tool to store data, but a platform designed with a clear purpose: to centralize all that scattered information to build a complete and coherent profile of each customer.

In general terms, Salesforce Data Cloud is the basis for stopping the sending of mass messages and starting to have relevant conversations that, in the end, improve people's lives through AI-powered strategies.

But how does Salesforce Data Cloud work?

Keep this in mind: the main objective of Data Cloud as a customer data platform is to create what we call "a single view of the customer." With this tool, you can consolidate in a single unified profile every interaction that a person has had with the company, regardless of the channel.

Imagine that each customer is a puzzle that you have to assemble. If you don't have all the pieces at the moment, surely the final view will not be as accurate as possible. On the other hand, if you manage to put all the pieces together, you will obtain a heterogeneous and realistic work of art.

That's what Salesforce Data Cloud does; it consolidates not only structured data, such as what products your customers have or what they have bought, but also unstructured information such as PDFs, call audios, or videos.

To achieve this, Salesforce Data Cloud carries out a well-structured process that converts your raw data into real business actions:

1. Agile data integration: It doesn't matter if your data lives in different systems; the first step is to gather it. Salesforce Data Cloud compiles all that information through natively integrated tools.
2. Transformation and modeling: Once your data is centralized, Data Cloud allows you to make the necessary adjustments so that it fits into a single and coherent model. It's like organizing the pieces of a puzzle before starting to assemble it.
3. Activation with valuable tools: With the customer profile already built, it's time to use it. The platform offers functionalities to create detailed segmentations to target campaigns to specific groups; apply analysis with artificial intelligence (using Salesforce's Einstein) to discover patterns or hidden needs, and activate automated flows that trigger personalized actions throughout the Salesforce ecosystem and beyond.
4. Productive synergy: Data Cloud is the brain for Agentforce. In turn, Atlas is its reasoning engine through which it is able to organize actions intelligently and autonomously, allowing AI agents to think, reason, plan and act.

This is how Salesforce Data Cloud works in reality

It is worth mentioning that the great power of Salesforce Data Cloud lies in the fact that the insights and segments it generates can be activated on multiple platforms, not only in Salesforce. This way, you will have a whole world of possibilities.

Imagine starting to:

1. Send hyper-personalized emails that speak to your customers as they like, that understand their true problems, and that allow them to feel as if they are sharing with an old friend.
2. Recommend products in real-time in an online store, detecting the behavior of a user in that same session.
3. Advise a customer service agent by suggesting the perfect answer or product for the person they are talking to at that moment, eliminating frictions or cultural barriers.
4. Detect a possible fraud and send a push notification to the customer's cell phone seconds after a suspicious transaction.

But, perhaps the most valuable thing about Data Cloud is that it creates a constant feedback loop. We explain it this way: each interaction enriches the customer's profile and makes the next one even smarter.

For example, the system sends an email and detects that the user did not open it. The integrated artificial intelligence learns that this is perhaps not the best channel for that person and, next time, it could try a WhatsApp notification. After all, it is bringing to your business a system that learns and adapts, always looking for the most effective way to communicate and generate trust, that highly desired asset.

 How to access Salesforce Data Cloud and start taking advantage of its power?

At Pragma, we have seen the power of this tool and its focus on constant feedback, especially in the financial and insurance sectors. Through our experience, we have helped companies generate scores and ratings to create marketing campaigns that truly connect or to offer specialized customer service that solves problems at the root. Here, the focus is on your customers.

Salesforce Data Cloud does not intend to accumulate information, but to understand people. It represents the step from having isolated data to building relationships based on real and unified knowledge. However, to leverage this visionary power, it is beneficial to have allies like Pragma, a Salesforce partner with experience in Data Cloud that offers strategic business consulting, system design, solution integration, and implementation of Salesforce products. 

Learn more about the power of Pragma with Salesforce here.

The change comes when you stop guessing what the customer wants and start anticipating their needs. In the end, that is how financial institutions can transform their service and, with it, truly improve the lives of those who trust them.

Are you ready to truly get to know your customers together with Pragma?