Salesforce has launched a native integration between Tableau and its new Genie Customer Data Cloud platform.
The integration allows Salesforce users to extract further insight from its Genie platform and action much of the data it organizes.
To get to grips with how, it's essential to understand how Genie works.
It takes real-time data from multiple sources and brings it together in a single source of truth. There, the Genie aims to make "customer magic" out of it all.
Embedded into the Salesforce platform, it supports connectors to all Salesforce Clouds, plus external data sources. These include Google Cloud storage, data streamed from the web, mobile sources, and MuleSoft, with the latter seeping data from legacy platforms.
By bringing all these sources together, brands can build unified customer profiles.
This is where Tableau takes over, visualizing data from these profiles, lifting insights, and helping business act on these, often through process automation.
How Will the Integration Support CX Teams?
Integrating the Salesforce Genie Customer Data Cloud allows Tableau users to act on real-time data, enabling many hyper-personalization initiatives.
These may include auto form-filling, dynamic pricing, and next-generation proactive messaging.
Yet, the benefits may go beyond this. For instance, service teams can access real-time customer activity data for routing purposes. Such data may include what is in their online shopping basket.
When the contact reaches an agent, they can see all the latest customer data within their unique profiles to offer a better, personalized service experience.
Next, consider how the integration may support marketing. For instance, marketers may access more data about what drives customer behavior and use this to develop a strategy for sending personalized recommendations.
Moreover, by connecting customer engagement to various marketing activities, they can isolate what strategies drive value and double down on those.
Excited by such use cases, Steve Fisher, EVP and GM of Next Gen CRM and Unified Data Services at Salesforce, said: "Powered by Tableau, Genie Customer Data Cloud enables companies to securely visualize, explore, and act on data about every customer, in real-time, on the right channel, at scale."
This is only the beginning of what’s possible as we build more native automation, intelligent, and real-time integrations deeper into the platform.
Yet, for now, there are still many more possibilities for customer experience leaders to explore.
