Real-time Data Puts CEO in Charge of Customer Relationships

real-time_data
Real Time Data good for better Customer Relationships

In 2014, Informatica Cloud focused a great deal of attention on the needs and challenges of the citizen integrator. These are the critical business users at the core of every company: The customer-facing sales rep at the front, as well as the tireless admin at the back. We all know and rely on these men and women. And up until very recently, they’ve been almost entirely reliant on IT for the integration tasks and processes needed to be successful at their jobs.

A lot of that has changed over the last year or so. In a succession of releases, we provided these business users with the tools to take matters into their hands. And with the assistance of key ecosystem partners, such as Salesforce, SAP, Amazon, Workday, NetSuite and the hundreds of application developers that orbit them, we’ve made great progress toward giving business users the self-sufficiency they need, and demand. But, beyond giving these users the tools to integrate and connect with their apps and information at will, what we’ve really done is give them the ability to focus their attention and efforts on their most valuable customers. By doing so, we have got to core of the real purpose and importance of the whole cloud project or enterprise: The customer relationship.

In a recent Fortune interview, Salesforce CEO and cloud evangelist Marc Benioff echoed that idea when he stated that “The CEO is now in charge of the customer relationship.” What he meant by that is companies now have the ability to tie all aspects of their marketing – website, customer service, email marketing, social, sales, etc. – into “one canonical file” with all the respective customer information. By organizing the enterprise around the customer this way, the company can then pivot all of their efforts toward the customer relationship, which is what is required if a business is going to have and sustain success as we move through the 2010s and beyond.

We are in complete agreement with Marc and think it wouldn’t be too much of a stretch to declare 2015 as the year of the customer relationship. In fact, helping companies and business users focus their attention toward the customer has been a core focus of ours for some time. For an example, you don’t have to look much further than the latest iteration of our real-time application integration capability.

In a short video demo that I recommend to everyone, my colleague Eric does a fantastic job of walking users through the real-time features available through the Informatica Cloud platform.

As the demo demonstrates, the real-time features let you build a workflow process application that interacts with data from cloud and on-premise sources right from the Salesforce user interface (UI). It’s quick and easy, thus allowing you to devote more time to your customers and less time on “plumbing.”

The workflows themselves are created with the help of a drag-and-drop process designer that enables the user to quickly create a new process and configure the parameters, inputs and outputs, and decision steps with the click of a few buttons.

Once the process guide is created, it displays as a window embedded right in the Salesforce UI. So if, for example, you’ve created an opportunity-to-order guide, you can follow a wizard-driven process that walks your users from new opportunity creation through to the order confirmation, and everything in between.

As users move through the process, they can interact in real time with data from any on-premise or cloud-based source they choose. In the example from the video, the user, Eric, chooses a likely prospect from a list of company contacts, and with a few keystrokes creates a new opportunity in Salesforce.  In a further demonstration of the real-time capability, Eric performs a NetSuite query, logs a client call, escalates a case to customer service, pulls the latest price book information from an Oracle database, builds out the opportunity items, creates the order in SAP, and syncs it all back to Salesforce, all without leaving the wizard interface.

The capabilities available via Informatica Cloud’s application integration are a gigantic leap forward for business users and an evolutionary step toward pivoting the enterprise toward the customer. As 2015 takes hold we will see this become increasingly important as companies continue to invest in the cloud. This is especially true for those cloud applications, like the Salesforce Analytics, Marketing and Sales Clouds, that need immediate access to the latest and most reliable customer data to make them all work — and truly establish you as the CEO in charge of customer relationships.

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