Por Fernando Ruíz de Informatica.

1. Making Salesforce Your Single Customer View.
Fernando Ruiz – Sales Specialist
Wednesday, 9th November 2016.

2. Cloud BI Tools
(e.g. SF Wave)
Internet of
ThingsMicro Apps
Firewall

3. The Cloud Continuum. The March Is On…
Where does your business sit??
100%
Behind
the
Firewall
100%
Cloud
Cloud is
niche
Core IT
Architecture
We Need
a Plan
Scale & Grow
All customers are heading the same way – and quickly in most cases!

4. My ‘Top 10’ tips for Cloud Integration
• Find the initial need – fund that, deploy that and grow.
• Have a strategy.
• Predict the need as best you can…
• Betting the mortgage.
• Cloud integration is ‘mission critical’ and needs 24x7 support.
• The market is moving rapidly.
• Customer requirements evolve mid-project.
• Hybrid is critical – very few ‘pure-play’ cloud architectures.
• Cloud integration is only one element of the need.
• Avoid the ‘technical trap’.

5. Making Salesforce your single customer view….

6. A Single Customer View….why it’s crucial.

7. You probably hold your data in various containers...
Point of Sale
Salesforce
Other CRMs
ERP/Finance
Service
Platforms
Loyalty Platforms (s)
Various
Databases
Web interactions

8. It’s a common problem – with common issues…
• Masses of duplicate customer records.
• P Turton; Phillip Turton, Philip Turton, Phil Turton, PA Turton
• Customer purchases through various channels.
• And under different customer duplicate records.
• Customer issues/complaints.
• Invoice/Billing challenges AND bad debtors.
Upsell/cross-sell becomes almost impossible to influence.
Just keeping your customers happy may be the primary concern!

9. Companies
Core Problem: Data Degrades
• 240 businesses will change
addresses
• 150 business telephone
numbers will change or be
disconnected
• 112 directorship (CEO, CFO,
etc.) changes will occur
• 20 corporations will fail
• 12 new businesses will open
their doors
Source: D&B, US Census Bureau, US Department of Health and Human Services, Administrative Office of the US Courts,
Bureau of Labor Statistics, Gartner, A.T Kearney, GMA Invoice Accuracy Study
• 5,769 individuals in the US
will change jobs
• 2,748 individuals will
change address
• 515 individuals will get
married
• 263 individuals will get
divorced
• 186 individuals will declare
a personal bankruptcy
Individuals Products
• On average 20% duplicates
in product data
• 90% of new product
introductions fail
• Retailers lost 40 billion or
3.5% of total sales lost each
year due to item info
inefficiencies
• 60% error rate for all
invoices generated
In one hour… In one hour… In one year…

10. Can I
improve
contact
center
efficiency?
Why can’t I see the
quality of all the
data in one place?
Why do I have
conflicting
marketing
attribution reports
and ROI analysis?
I need better data,
not more data?
How can we
improve
customer
experience
and reduce
churn?
How do I identify the best
opportunities?
Customer
Service
Data
Steward
Sales
Marketing
Business
User
Data
Analyst

11. Salesforce can be your customer master record!
Point of Sale
Other CRMs
ERP/Finance
Service
Platforms
Loyalty Platforms (s)
Various
Databases
Web interactions
Trade/Channel

12. When you get a complete view of your customers...
Increase
Your Revenues
• Improve pipeline
conversion
• Expand cross/up-sell
• Help plan/execute M&A
$$$
Reduce Your
Business Risk
• Credible forecasts
• Trusted reporting
• Visible ROI
• Improve adoption
Ensure
Customer Success
• Increase customer
retention
• Avoid incident escalation
• Deepen relationship
through account insights

13. My argument is that this should be the goal.….
• All your customer-related data connects to Salesforce to create
your ultimate source of customer truth….
• You master the data to create a single customer view.
• Whilst maintaining the history and roots of that data.
• The data quality is tackled in Salesforce – the right telephone #,
address, email convention.
• Point of entry duplication is eliminated – creating uncontaminated
data across the platform.
• Data quality processes check consistency and are measured on
an on-going basis.

14. Step One – Integrate Your Data Sources.

15. As we’ve discussed previously…it’s complicated.
Connected
Employees
Connected
Partners
Connected
Products
Connected
Devices
Connected
Channels
Sales MarketingService

16. Integration is always the first step…
Connecting the data has never been easier with Informatica.
• Connect the data sources to Salesforce.
• In batch uploads or in real-time.
• “Out of the box” connectors for standard packages.
• SOAP/REST and other API options where you need it.
• Popular connections to Salesforce include the likes of:
• ERP platforms (SAP/MS/Oracle).
• Customer databases
• Marketo and other marketing applications.

17. Step 2 - Cloud MDM for Salesforce.

18. What is Cloud Customer 360 (CC360 for short)…
• The market leading ‘Master Data Management’ tool for Salesforce.
• Deployed as a force.com application.
• Implemented frequently across the Salesforce customer base.
• Commonly at the start of a project.
• Ensuring clean data from the get-go.
• Consolidating and cleaning data from old data sources.
• Or implemented when data becomes a major challenge….
• Duplicates out of control.
• Multiple Salesforce platforms.
• Complex customer heirachies.
Key features include the following….

19. • Point of Entry Duplicate
Protection
• Fuzzy Matching Engine
• Native Merge Functionality
• Advanced Lead Conversion
• Advanced Hierarchy
Management
• Multi-dimensional
Visualization
• Multi-org Coordination

20. Step 3 – Data Quality Radar

21. DQ Radar – to assess and fix your Salesforce data
2
Overall
Score and
Trending
Historical
Trend
Object
Score &
Trending
What are
the
issues?

22. The Result!

23. Our data is now
accurate and in
one place!
I can see the full
customer history and
market the right
products at the right
time to the right person!
I can now trust the
data – I know where it
came from and that it
is real. I might update
that record!
Data
Steward
Sales
Marketing

24. Contact me at fruiz@informatica.com
THANK YOU!