{"id":49157,"date":"2021-09-30T17:24:00","date_gmt":"2022-10-18T17:24:36","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=49157"},"modified":"2022-11-06T19:18:04","modified_gmt":"2022-11-07T03:18:04","slug":"dreamforce-to-you-industries-summit-2021-8-best-moments","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/dreamforce-to-you-industries-summit-2021-8-best-moments\/","title":{"rendered":"Dreamforce to You Industries Summit 2021: 8 Best Moments"},"content":{"rendered":"\n

Excitement levels were high for Salesforce\u2019s Industries Summit: Retail, Consumer Goods and Manufacturing<\/a> and Financial Services<\/a>. As part of this year\u2019s Dreamforce to You, the events deep dived into today\u2019s top-of-mind topics, including personalisation, new technology, connected relationships, and digital transformation \u2013 all in a rapidly changing business environment. <\/p>\n\n\n\n

A wealth of information can be found in the on-demand recordings of the Retail, Consumer Goods and Manufacturing<\/a> and Financial Services<\/a> events, but in the meantime, here are eight moments worth committing to memory.<\/p>\n\n\n\n

The best moments at the Retail, Consumer Goods and Manufacturing event<\/h2>\n\n\n\n

Things are looking up according to the Australian Retailers Association<\/h3>\n\n\n\n

Australian Retailers Association\u2019s CEO Paul Zahra<\/a> opened the event on a positive note: retailers have successfully adapted to a digital-first world. With ecommerce functions such as click and collect here to stay, Zahra encouraged retailers to embrace the new normal rather than return to business as usual. <\/p>\n\n\n\n

\u201cOnce consumers change their habits, they tend to stick,\u201d says Zahra. <\/p>\n\n\n\n

Digital innovations such as live chat, virtual appointments and video experiences are delivering on customer expectations, and retailers should continue to invest in new technologies to ensure they are not left behind.<\/p>\n\n\n\n

Perth Airport is a model for balancing the physical and the digital<\/h3>\n\n\n\n

Chief Commercial Officer of Perth Airport, Kate Holsgrove, provided food for thought for those in the retail space who must move further into digital without sacrificing face-to-face time. <\/p>\n\n\n\n

In the past, the customer journey at Perth Airport was a rigid process, where disconnected systems and touchpoints made knowing and engaging with the individual flyer almost impossible. <\/p>\n\n\n\n

The airport has since made use of the unavoidable downtick in traffic to determine how the multitude of online and real-world experiences one encounters before, during and after flying can be digitally integrated to create a single view of the customer. <\/p>\n\n\n\n

\u201cFor us, this latest digital marketplace platform is giving us a new foundation to be able to connect all of those dots,\u201d Holsgrove explains. \u201cTo be able to bring a lot of brands and experiences together in one place\u201d. <\/p>\n\n\n\n

\u201cNow, we\u2019re not only able to know that \u2018Bob\u2019 is the same Bob in the car park and in our terminals, but we\u2019re also able to know he travels 20 times a year, he drinks whiskey, that convenience is really important to him and when his flight lands at 4am he wants to get in and out as quickly as possible.\u201d<\/p>\n\n\n\n

Good360 inspires everyone with their contributions to social issues<\/h3>\n\n\n\n

Those who had and hadn\u2019t heard of Salesforce partner Good360 Australia<\/a> were touched by founder Alison Covington\u2019s passion for social action. The 2021 Circle Award<\/a>-winner Good360 matches brand-new, non-perishable goods (manufactured goods that never hit the market) with Australians in need. <\/p>\n\n\n\n

Companies such as BIG W, Harvey Norman, Colgate and Lego donate spare and surplus goods to the cause, and in less than a decade, Good360 has given 22 million individual items a new home. For Alison, this figure is only the beginning. And with more and more vulnerable people struggling after recent challenges such as bushfires and the pandemic, giving has taken on a new meaning. <\/p>\n\n\n\n

\u201cThere are three ways to give,\u201d says Covington. \u201cSpare and surplus, purposeful giving during challenging times and just to create joy in people\u2019s lives\u201d.<\/p>\n\n\n\n

\"Australian\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Paul Zahra and Alison Covington<\/figcaption><\/figure>\n\n\n\n

Companies such as BIG W, Harvey Norman, Colgate and Lego donate spare and surplus goods to the cause, and in less than a decade, Good360 has given 22 million individual items a new home. For Alison, this figure is only the beginning. And with more and more vulnerable people struggling after recent challenges such as bushfires and the pandemic, giving has taken on a new meaning. <\/p>\n\n\n\n

\u201cThere are three ways to give,\u201d says Covington. \u201cSpare and surplus, purposeful giving during challenging times and just to create joy in people\u2019s lives\u201d.<\/p>\n\n\n\n

Roller door inventors reap massive growth from customer journey visibility<\/h3>\n\n\n\n

Murray Allen, Executive General Manager from home security pioneers B&D Doors revealed that throughout 75-years of operations, it\u2019s been the past few years of innovation that have taken them to another level. <\/p>\n\n\n\n

While B&D Doors had always put great effort into knowing their customer journeys, it wasn\u2019t until making use of the Salesforce ecosystem that they were able to see everything from a single, data-driven view. They were then able to deliver exactly what a customer wants during each moment of truth along the journey. <\/p>\n\n\n\n

\u201cSalesforce has given us that full visibility. And do you know the impact that it had? It actually changed our conversion rate by about another 20 percentage-points. A 20 percentage-point difference by not doing any more work \u2014 just being smarter about it.\u201d<\/p>\n\n\n\n

Retail Trailblazers harness new technology to grow during recent seismic shifts<\/h3>\n\n\n\n

Rachel Khoo, Head of Digital, revealed that after seeing the data on how much people are willing to spend online and sight-unseen, Amart Furniture implemented new digital strategies that continue to bear fruit. <\/p>\n\n\n\n

One such strategy involved listing a range of smaller, \u2018online exclusive\u2019 items that both encouraged customer frequency and attracted new customers. These lower-cost, on-trend and high-turnover items also led to customers testing the waters before moving onto bigger-ticket items. For brick-and-mortar stores, such strategies are foreign but game-changing. <\/p>\n\n\n\n

\"Rachel\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Rachel Khoo, Head of Digital Amart Furniture and Imran Khan, Director, Industry Strategy for Consumer Goods Salesforce.<\/figcaption><\/figure>\n\n\n\n

Similarly, My Muscle Chef<\/a> has cornered a niche food delivery market by using first-party data and customer insights. CEO & co-founder Tushar Menon explains how:<\/p>\n\n\n\n

\u201cWhere we really stand out compared to other players in the market is in the sophistication of our decision-making process. When it comes to NPD, UX, operations and processes, data is now the foundation of all the decisions that we make in business.\u201d<\/p>\n\n\n\n

Since turning to a data-driven approach in 2018, Salesforce products have assisted My Muscle Chef to increase revenue from $27 million to $200 million this financial year.<\/p>\n\n\n\n

The best moments at the Financial Services event<\/h2>\n\n\n\n

Customer advocacy for both traditional and digital\/direct banks is up<\/h3>\n\n\n\n

After Salesforce commissioned a study into the Customer Imperative in Financial Services<\/a>, Katrina Cuthell, a partner from Bain & Company revealed some astounding stats. <\/p>\n\n\n\n

Thirty percent of traditional bank (and 20% of digital\/direct bank) customers surveyed said they were more likely to recommend their bank, as a result of that bank\u2019s actions during the pandemic. <\/p>\n\n\n\n

\u201cThis is a really significant shift and we don\u2019t often see strong momentum in customer advocacy in such a short period of time,\u201d Cuthell proclaims. <\/p>\n\n\n\n

The reason for such advocacy is due to banks being more flexible on loan repayments, more proactive in communications, and enhancing credit options. <\/p>\n\n\n\n

Cuthell goes on to say that banks and insurers now have a wealth of opportunity to build on this momentum; to draw insights from integrated data and find additional ways to engage the individual customer and their needs.<\/p>\n\n\n\n

\"\"\/\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Anna Bligh, Katrina Cuthell, and Mark Bouris.<\/figcaption><\/figure>\n\n\n\n

Two financial experts discussed the lay of the land<\/h3>\n\n\n\n

Innovator and entrepreneur, Mark Bouris, sat down with Salesforce\u2019s Area VP Financial Services, Scott Cumming, to reflect on the past year and what\u2019s top of mind for Financial Service professionals. <\/p>\n\n\n\n

The two financial experts shared four key ingredients to customer success: <\/p>\n\n\n\n