{"id":580,"date":"2021-02-23T19:39:00","date_gmt":"2023-06-06T19:39:18","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=580"},"modified":"2023-06-06T20:04:35","modified_gmt":"2023-06-06T20:04:35","slug":"accelerate-digital-transformation","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/accelerate-digital-transformation\/","title":{"rendered":"Why Accelerating Digital Transformation Is the Key To a Bright Future"},"content":{"rendered":"\n

There was an image<\/a> that went viral on LinkedIn, back in 2020 when lockdowns were underway worldwide.<\/p>\n

It consisted of one question: \u201cwho led the digital transformation of your company?\u201d The three options presented were: CEO, CTO, and COVID-19. COVID-19 was circled in red.<\/p>\n

That image was a nod towards the acceleration of digital transformation for businesses during the COVID-19 pandemic. If there ever was a compelling event for companies to take the leap to go digital, this was it. Think about how, in a short time, remote working, virtual events, ecommerce, and more became \u201cthe new normal\u201d.<\/p>\n

Going digital is challenging. But it\u2019s more challenging to digitally transform. That\u2019s because true digital transformation changes how the business operates at a fundamental level. Naturally, this can be unnerving.\u00a0<\/p>\n

Done right, digital transformation enables businesses to adapt fast to change. Businesses can spot shifts in customer expectations, and meet those expectations proactively and promptly. Businesses can also support and connect remote teams with digital platforms, so that employees can serve customers well even during crises.<\/p>\n

Here\u2019s what we\u2019ve learned from two Trailblazers in Asia that accelerated digital transformation during the pandemic and reimagined brand experiences for customers and employees:<\/p>\n

\u00a0<\/p>\n

Building agility and adaptability<\/b><\/h2>\n

In times of crisis, customers want certainty. For example, they look to brands for consistent messaging across all channels.\u00a0<\/p>\n

Integrating customer touchpoints helps to provide this consistency. In fact, an IDC\/Salesforce survey<\/a> found that integrating customer touchpoints was the top priority for crisis response.\u00a0<\/p>\n

But integration is not only useful for crisis response. It enables brands to draw all customer data together to create a single source of truth<\/a>. Businesses that integrate their CRM systems with core operational systems to provide a single source of truth are better positioned to deliver seamless experiences. Even during times of change.<\/p>\n

Luxasia is a renowned brand that does integration well. The business leveraged the Salesforce Customer 360 Platform<\/a> and Heroku<\/a> to connect sales and customer data. This enabled Luxasia to access real-time insights and shift to a digital-first business during the pandemic.\u00a0<\/p>\n

This approach is also setting Luxasia up to thrive well into the future. Speaking at a recent Salesforce webinar<\/a>, Avis Easteal, Regional Head of Consumer (APAC) at Luxasia, explained:\u00a0<\/p>\n

\u201cPutting customer data together in Customer 360<\/a> via Heroku<\/a> gives us great power. We can identify what our consumers want from multiple brands across our portfolio.\u201d<\/p>\n

Easteal said that visualising customer data through Tableau CRM<\/a> helps build personalised automations, such as product recommendations. This enables a proactive response to shifting customer needs.\u00a0<\/p>\n

\u201cThe data gives us an insight into the customer\u2019s world. We can pull out customer segments and identify trends. We\u2019re not only selling products, but emotional connections. We need to know what\u2019s working for customers and what\u2019s not, so we can recommend products that make them feel great.\u201d\u00a0<\/p>\n

\u00a0<\/p>\n

Empowering teams with digital support<\/b><\/h2>\n

Customers are only one part of the puzzle. Brands need empowered and enabled teams to consistently deliver positive customer experiences.\u00a0<\/p>\n

This can be challenging during a crisis. For instance, the IDC\/Salesforce survey<\/a> revealed that standard employee onboarding and training became more complex at the height of COVID-19.<\/p>\n

Cloud software allows companies to connect teams on a work-from-anywhere system with a unified customer view. This enables employees to engage customers across every touchpoint.<\/p>\n

Customer engagement is incredibly important to Anantara Vacation Club. When COVID-19 hit, the company\u2019s 40 service agents were working from home on short notice. This happened during Chinese New Year while some agents were visiting family overseas. Subsequent lockdowns meant that agents were split among three countries for an extended period. Fortunately, the organisation already had the digital infrastructure in place to support a rapid shift to remote work.\u00a0<\/p>\n

\u201cWorking from home is now normal, but you can only do it if your base and infrastructure is correct,\u201d says Matthijs de Man, Director of Club Services and Innovation at Anantara Vacation Club. \u201cOur people needed to get into a different rhythm, and our existing digital infrastructure meant we could provide the consistency our team needed.\u201d<\/p>\n

That digital support enabled a smooth transition to remote work. Customer service agents were still connected to a 360-degree customer view through Salesforce. From a customer perspective, Anantara Vacation Club\u2019s high service standards were not compromised even during the height of the pandemic.<\/p>\n

\u00a0<\/p>\n

Exceeding customer expectations through diversification<\/b><\/h2>\n

It\u2019s one thing to meet customer expectations. It\u2019s another to exceed them. To achieve this, companies need to anticipate customer expectations and respond at speed.\u00a0<\/p>\n

For many respondents to the IDC\/Salesforce survey<\/a>, that means developing value-added services.<\/p>\n

Diversification is an important aspect of this. Exceeding new customer expectations may involve expanding beyond core service or product offerings. It could also mean diversifying into new communication channels to engage more deeply with customers.\u00a0<\/p>\n

As the hospitality industry opens up, Anantara Vacation Club is welcoming their Club Points Owners (Club members) back. To do so, the company has diversified into new communication channels such as WeChat and WhatsApp to improve real-time engagement.\u00a0<\/p>\n

\u201cAt this moment, hotels are opening and closing, flights are being changed, and our Club Points Owners need to know what is going on,\u201d says de Man. \u201cReal-time engagement is more important than ever.\u201d<\/p>\n

\u00a0<\/p>\n

Digital transformation is a journey<\/b><\/h2>\n

Many businesses had to start or accelerate digital transformation during the COVID-19 pandemic. But digital transformation doesn\u2019t end with adopting new technology.\u00a0<\/p>\n

As seen with Luxasia and Anantara Vacation Club, successful digital transformation changes the business fundamentally. It\u2019s about becoming a forward-thinking, adaptable, and customer-centric company.<\/p>\n

Digital transformation is a journey. The journeys that endure are the ones that stay focused on the customer, while keeping an eye on the future.<\/p>\n

\u00a0<\/p>\n

Learn more about how the Salesforce Customer 360 Platform<\/a> can accelerate your digital transformation journey<\/i>.<\/p>\n

\u00a0<\/p>\n

\"Click<\/img> <\/a> <\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"

Learn how two companies in Asia accelerated digital transformation during the COVID-19 pandemic and reimagined brand experiences for customers and employees.<\/p>\n","protected":false},"author":1,"featured_media":579,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"de3e267d43a7415182aa1e1ad82d027e","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[28,18,39,8],"sf_content_type":[],"coauthors":[145],"class_list":["post-580","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-customer-experience","sf_topic-digital-transformation","sf_topic-trailblazer-story","sf_topic-customer-relationships"],"yoast_head":"\nAccelerating Digital Transformation Is Key To a Bright Future - Salesforce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/ap\/blog\/accelerate-digital-transformation\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Accelerating Digital Transformation Is the Key To a Bright Future\" \/>\n<meta property=\"og:description\" content=\"Learn how two companies in Asia accelerated digital transformation during the COVID-19 pandemic and reimagined brand experiences for customers and employees.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/ap\/blog\/accelerate-digital-transformation\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2023-06-06T19:39:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-06-06T20:04:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2023\/06\/going-digital-in-asia.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"281\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Alanna Woodrow\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Alanna Woodrow\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/accelerate-digital-transformation\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/accelerate-digital-transformation\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/#\/schema\/person\/image\/de428d71c747155d9cd0c2099adf4c84\"}],\"headline\":\"Why Accelerating Digital Transformation Is the Key To a Bright Future\",\"datePublished\":\"2023-06-06T19:39:18+00:00\",\"dateModified\":\"2023-06-06T20:04:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/accelerate-digital-transformation\/\"},\"wordCount\":978,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/accelerate-digital-transformation\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2023\/06\/going-digital-in-asia.jpg\",\"inLanguage\":\"en-SG\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/ap\/blog\/accelerate-digital-transformation\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/ap\/blog\/accelerate-digital-transformation\/\",\"url\":\"https:\/\/www.salesforce.com\/ap\/blog\/accelerate-digital-transformation\/\",\"name\":\"Accelerating Digital Transformation Is Key To a Bright Future - 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