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2022 — 2023·us enterprise · b2c

Omnichannel Commerce Scale-up

Took a separate subsidiary landscape and turned it into a single enterprise program — CRM migration, subsidiary onboarding, the lot.

8
subsidiaries onboarded
SAP↔SF
integration backbone

The Brief

Large us enterprise with various business line coming through acquisitions. Goal of the project was aligning the businesses while connecting eCommerce and Stores to Marketing Cloud and Service Cloud for Omni-Channel Commerce.

Constraints

Business process alignment between different lines of businesses, transactional communications being triggered in real-time, Customer Service team to be able to access entire purchase and communication history for better experience.

Options Considered

  1. Salesforce Native Connector (old B2C Commerce to Service Cloud connector) vs Salesforce B2C CRM Sync Connector (new B2C Commerce to Service Cloud connector)
  2. Commerce Cloud Id vs Salesforce Service Cloud Id
  3. Order lifecycle management via real-time API vs Scheduled bulk integration

Decision

Salesforce Native Connector has been selected for the integration option due to its reliability, maintainability and feature set being included orders sync module as well. B2C CRM Sync would require a custom extension. Service Cloud Id selected as the global id, reason behind it was the platform having the combination of both online and offline orders and reconciliation requirement for creating a 360 view of the customers. Back in the days, data cloud was much limited for large enterprises to use. Order sync has been done in a hybrid approach, offline store used scheduled batches while B2C Commerce using near real-time integration using native connector capabilities.

Outcome

Successful implementation between different Salesforce Clouds and an external POS system to activate the power of data for Customer Service team.

What I'd do differently?

Project involved external partners for the POS integration, alignment and requirement generation process overlooked on the area for the data matching aspect. This caused challenges to identify best matching logic between offline store data vs eCommerce data. POS had a separate SAP database and was untouchable for the internal changes. I would push with reason to modify POS to align it with the bigger picture instead of walking around it to please client expectations.