Salesforce Customer 360 — Data Manager and Beyond

Why it exists, what it does and how it works.

Single view of the customer, customer 360, single pane of glass, single customer view. However you spin it the goal has been an aspirational one for a large number of companies — allow me to view all customer interactions regardless of which database in my enterprise they reside in. For companies with a large number of disparate brands or those with a large number of systems that hold customer data it can often seem an impossible dream.

Why does Customer 360 — Data Manager exist?

When I joined Salesforce in 2011, a single customer view was a simpler proposition than today.

2011. The Salesforce Platform. Data was shared from the same source, on the same infrastructure in the same geographical location.
2020. Acquisitions have grown the breadth of offerings from Salesforce. Not all services shown.
Why the Customer 360 — Data Manager is needed
Creating a common identifier for each system doesn’t scale

What will Customer 360 bring?

A Vision

The end goal is to create a single, enriched customer profile that ultimately allows you to get insights and take action — in near real time — as a customer interacts with your brand.

The end goal for Customer 360

A Canonical Data Model

Mapping applications together via a cloud information model

A Common Identifier

By providing a common data model Customer 360 will be able to provide the ability to match different data sets with rules you define. This allows a common profile to be built that aggregates data into a common identifier, or 360 ID.

Customer 360 builds one profile based on rules you define

An Event Driven Customer Experience Across Applications

Being able to correlate who someone is across distributed databases is the key to getting real time insights and taking real time actions.

How will Customer 360 work?

Setup, Administration and Stewardship

The first step is to setup and import your data. This is mapping your data from the sources you have to the canonical model.

Messaging and Change Notification

In order to drive value from the newly imported data that is now matched and reconciled we need services that can enable use cases

Insights to Action

Customer 360 supports getting insights and taking near real-time action by subscribing to events and taking action.


A good experience starts with a company being able to identify the interactions they have with their customers. The reality is, for most companies, this can be a difficult proposition.

  • A federated view of a customer across your enterprise
  • The ability to take action on significant events to build loyalty with your customers

Further Reading

Developer Advocate @ MuleSoft || Interested in solving unique challenges using different cloud service providers || All opinions are mine.