Move to the Leanest Possible Technology Stack

Here's how to use your technology to make customer centricity an act of business.
 
TIME TO READ: 2 MINUTES
 
 

Uniting disparate departments is an important part of customer centricity. But it's only part of it. Technology generates the reach and scale you need to make customer centricity an act of business. In fact, all businesses are becoming technology companies, using digital platforms to enable more personalised customer experiences at scale.

Let’s be honest, though. How much of your current IT spend is focused on keeping the lights on, compared to investing in and delivering this vision? Is it 50%, 60%, or even 70%?

You’re not alone. Most IT organisations are on a journey to flip the cost pyramid from keeping the lights on to investing in bigger-picture innovation.

For most businesses, this flip starts with replatforming in the cloud, typically with global, hyperscale providers. Here, leaders develop modular architectures with reusable, modular data sets and processes. The next layer of digitisation is around business practices. An API strategy that enables an application network with massive reuse becomes a powerful part of this future-fit, lean technology stack. This is where Salesforce focuses with a complete strategy around customer relationship management (CRM), integration, and data.

Moving away from legacy technology debt has never been more important. The role of IT is quickly evolving from managing backlogs and dealing with frustrated business partners to enabling business teams to compose low- and no-code apps in service of customer outcomes. IT leverages this leaner technology stack to experiment faster and deliver more effectively on the ever-changing needs of the business.

Evolving your technology stack for customer centricity

In the march toward a leaner technology stack that fuels greater customer centricity, you’ll notice your CRM platform naturally playing a critical role. That’s because it:

  • Consolidates the number of tools needed for your workforce to do their work.
  • Empowers employees closest to customers to deliver the right experiences at the right time.
  • Delivers insights and recommendations, not just data.
  • Makes customer data easily shareable.
  • Keeps you flexible and connected in an age of APIs, IoT, and the platform economy.

Many businesses still have a product-centric architecture, with CRM used tactically, department by department. This is changing quickly, as CRM becomes the single source of customer truth, including unified collaboration tools and omni-channel customer engagement workflows and process automation.

In a recent Salesforce-commissioned study of nearly 500 business leaders, Forrester Consulting found 80% agreed that a single source of customer truth would create “significant” or “indispensable” value for their company.

Get started: Empower the business with a single source of truth

While a 360-degree view of the customer is an incredible goal, it’s difficult to achieve. The sheer volume of data you could include is virtually endless. Instead of being overwhelmed by the possibilities, focus on building a clear and easy-to-read customer profile. Begin the continuous approach to building an ever-deeper view of your customer and the context for their relationship with you. Empower as many employees as possible to see this source of truth and use it to serve the customer’s needs.

Talk through this “move from” and “move to” list with your team and discuss how you can focus more on tech that improves customer experiences and leave behind not-so-helpful legacy systems.

 

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