The client is a global manufacturer of commercial flooring with an integrated collection of carpet tiles and resilient flooring.
Business Challenges
Previously, client data was fragmented across multiple systems: Salesforce Manufacturing Cloud managed direct sales, Salesforce Commerce Cloud facilitated online B2B transactions, and an ERP system tracked billing for direct offline sales
In addition, Marketing Cloud maintained campaign engagement metrics. A multi-channel sales approach meant that a golden customer record that intelligently consolidates this information to enable informed and personalised marketing remained elusive
comprehensive view of interactions with the company, including their purchase history, account details, and customer service inquiries
Solution Details
Data from the source systems were ingested into Data Cloud using OOTB Salesforce connectors, and billing data from the ERP system was ingested via an API. Scheduled refreshes ensure that the data, including any updates, are reflected across all sources, ensuring that the golden customer record remains consistent
Based on business rules, we unified the siloed customer data, providing a complete view of customer interactions across the business, and this golden customer record includes information such as multi-channel purchase history and patterns, cart items from Commerce Cloud, customer service interactions from Manufacturing Cloud, and marketing engagement data from Marketing Cloud
Armed with a unified golden customer record, we created Calculated Insights such as SLA Compliance, Customer Lifetime Value, Total Open Cases, YTD Sales, Win Rate, Pipeline Amount, and Sales Growth
With a golden customer record that is augmented by Calculated Insights, we created more precise and informed segments and activated the audiences to Salesforce Marketing Cloud using OOTB connector for truly informed and personalized marketing activity
Value Delivered
A golden customer record enabled by Data Cloud serves as an invaluable asset for the company to improve customer satisfaction and retention, increase sales revenue, and drive business growth thanks to a crystal-clear view of customer activities, needs, and wants across the business
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