The Salesforce Day event in Lisbon, which took place on April 20th at the Pestana Palace Hotel, had over 200 guests and was sponsored and attended by LOBA, which presented its services within the Salesforce Ecosystem.
It was a day to discover all the Salesforce superpowers: the Service, Commerce and Marketing Cloud. The general functionalities of each cloud were presented, as well as examples of how customers are currently using them.
The day was divided into two parts. The morning was dedicated to the Service Cloud, and included topics such as:
- The importance of customer service at the point of purchase
- How to guarantee the same experience in all channels used by the customer
- The new features of the Service Cloud
- The Service Cloud and Field Service connection
The afternoon session was about Marketing Cloud and Commerce Cloud, and explored many of the issues that are of most concern to Marketing and Ecommerce teams these days.
The various types of personalization of the customer journey were addressed. This can be done through the navigation and purchase data of the customer connected between the Ecommerce and Marketing Cloud, but also through other variables that can make the journey more effective, such as location, and even weather.
Another topic that was discussed was the end of third-party cookies and the impact of this measure in the world of online ads. Taking into account recent statements from Apple and Google, it is still not possible to determine if there will be an alternative model to the one that currently exists.
In this way, it is reinforced how important it will be to collect, analyse and automate based on the data that each company can collect and that is provided by the customer himself, moving to a first party cookies approach.
Whenever we talk about Salesforce, we talk about having a 360 view of the customer. Salesforce Day did not forget this theme; in fact, a new product, Digital 360 was introduced, bringing together the Commerce Cloud, Service Cloud and Marketing Cloud for a fully integrated customer experience that allows maximum personalisation, a tailored customer service and access to data from all channels.
Interested in learning more about this event and the Salesforce solutions provided by LOBA