Business transformation has reached a critical inflection point.
For decades, businesses competed on the ability to build and distribute the best product or service. Leaders thought, “Build it and they will come.”
It made sense to put the product at the centre of a business.
But in recent years, new technologies like artificial intelligence (AI) and the Internet of Things (IoT) began turning this world upside down. In 2020, the effects of COVID-19 brought about even more changes. Companies have had to find new ways to work, connect, and collaborate from anywhere.
With so many choices at their fingertips, customers now choose to spend their time and money with businesses that put them first. Research shows that 84% of customers say the experience a company provides is as important as its products and services.
Future-fit companies are evolving accordingly, redesigning their businesses to compete on the most important market differentiator: their ability to understand, engage, and earn the trust of their customers. These companies put the customer at the centre.
Salesforce’s business has been built on the gradual evolution from a product-centric world to one in which customers demand to be at the centre of your business. The Salesforce technology platform is singularly focused on enabling this. And we’ve learned one important thing helping leaders do that for the past 21 years: Adding new technology to old-fashioned, product-centric thinking doesn’t generate the change businesses really need.
That’s why this playbook is focused on what we call customer 360 transformation — an approach that puts the customer in the centre of your feedback loop and innovation cycle.
No matter what the future holds, customer 360 transformation rallies every department, employee, and stakeholder around customers’ needs.
To work toward this transformation, get familiar with two key terms that we’ll reference throughout this playbook: mindsets and disciplines.