Salesforce certainly has a variety of tools that cover the categories of Sales, Service, and Marketing. However, to date, there was a lack of an integration layer that enabled organizations to work across systems to seamlessly manage jobs.
"This is a new product built from the ground up on the Salesforce platform. Lightning Platform enables our customers to fulfill, manage and maintain their orders on a large scale," said Luke Ball Salesforce vice president of product management, opposite TechCrunch.
He says order management is a much overlooked part of the sales process, but it really is the key to the total experience you want to give your customers. "We think about advertising and acquisition and awareness. We're thinking about creating amazing, compelling commerce experiences on the storefront, your website, or your app. But I think many brands do not necessarily think of the delivery experience as part of that customer experience. "
The problem is that order management involves so many different systems with internal and external stakeholders. The attempt to merge them into a coherent system is more difficult than it looks, especially if it could be older technologies. As Ball pointed out, the process includes freight forwarders, warehouse management systems, ERP systems, as well as payment and tax and fraud tools.
The Salesforce solution includes several important components. For starters, there's an order lifecycle management, as Ball calls it. "This is the core logic of an order management system. Anything that extends trading beyond the Buy button ̵
Customers initially create visual ordering workflows. You can switch between systems in an app picker, and the information is shared between the Commerce Cloud and the Service Cloud. As customers move from sales to service, the information is moved with them and it becomes easier to process customer requests into an order, including returns.
According to Ball, Salesforce recognizes that not every customer is a pure Salesforce store, and the system can be used with third party tools, even though these external tools are not displayed in the app selection. It is also known that this process involves external suppliers, such as shipping companies, to offer special integration apps for Lightning Order Management in the Salesforce AppExchange.
The company announces the product today and will make it widely available in February.