Salesforce CDP Innovations

New Salesforce CDP Innovations: Smarter, Faster, and More Personalized Customer Interactions

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Salesforce has launched new innovations for its Customer Data Platform (CDP), designed to help businesses leverage first-party data for more personalized customer experiences. Leading brands like Bank of Montreal and convenience store retailer Casey’s are already using Salesforce CDP to create a unified source of customer truth, streamlining interactions and providing frictionless customer experiences.

The world is gradually recovering from the pandemic, and consumer behavior is shifting as shops, hotels, restaurants, and other establishments reopen. While customers are eager to engage in the experiences they’ve missed, companies recognize that digital innovations, such as curbside pickup and direct-to-consumer websites, which fueled pandemic-era growth, are here to stay.

As expectations for personalized, connected experiences grow—with 70% of customers demanding this—many businesses struggle to unify customer data across systems, teams, and devices. This data fragmentation makes it difficult to create a single source of truth for customers.

Salesforce CDP: Built on the World’s Leading CRM Salesforce CDP solves this challenge by capturing, unifying, and activating customer data across various touchpoints to drive more personalized experiences. Today’s new CDP features make data smarter, more connected, and easier to activate securely.

Built on Salesforce’s #1 CRM platform, the CDP unifies data from sales, service, marketing, loyalty, and commerce systems, creating a comprehensive single source of truth. Businesses can then leverage this unified view for personalized marketing, advertising, analytics, and relationship-building strategies that increase customer loyalty and revenue.

New Innovations in Salesforce CDP Include:

MuleSoft Integration: As the top integration and API platform, MuleSoft allows businesses to securely connect to external apps and data sources—such as ERP, loyalty, and point-of-sale systems—enhancing customer data visibility. For instance, marketers can connect Salesforce CDP with AWS or Microsoft systems to create a true 360-degree customer view.
Enhanced Segmentation: This new tool simplifies audience segmentation with type-ahead suggestions and reusable segment templates, helping marketers build smarter segments more efficiently.
Tableau Integration: Tableau, the leading analytics platform, integrates with Salesforce CDP to provide insights such as propensity scores for buying or churn. Marketers can drill into customer data by campaign, channel, or product, and explore behavior at a granular level.
Calculated Insights: Enrich customer profiles with key metrics like customer lifetime value and engagement scores. Companies can segment customers into groups like “top spenders” or “recently lapsed” for more targeted relationship-building.
Open Access: Salesforce CDP will soon allow businesses to activate segments through AppExchange apps, enriching data with high-quality behavioral, intent, and location insights to create personalized experiences across platforms like mobile, web, and connected TV ads.

How Businesses Are Using Salesforce CDP

Bank of Montreal: The bank turned to Salesforce CDP to enhance customer personalization and omni-channel experiences. David Kavanagh, Head of Marketing Technology, highlighted how the CDP allows them to leverage first-party data for personalization and scale more effectively, despite the complexities of multi-device identity resolution.
Casey’s: Art Sebastian, VP of Digital Experience, explained that their Salesforce CDP pilot enables faster data discovery and audience segmentation, making their marketing more relevant to customers.

Availability of New Features: