There’s a transformation underway impacting every company in every industry. This transformation is creating new leaders, business models, and growth curves, and it’s all about knowing and serving your customer.
Knowing and serving your customer. Sounds easy and obvious, right? Well, any product-centric business that’s tried to be truly customer-centric knows how challenging it can be. For most companies of a certain maturity, it requires not only a digital transformation to unify data and siloed systems, but also an organizational makeover to get stakeholders focused on customer needs. The shift to a customer-first mindset is crucial.
It’s hard work. We know because we grapple with it too, here at Salesforce. The good news is that we’re in it together, and we’re here to share what we and our customers are learning along the way.
At all levels of our organization, we are focused on supporting customers down the twisting, often turbulent road to exceptional customer engagement and enabling a complete view of the customer.
We don’t need to sell you on the need to be more customer-centric, and you don’t need more proof points around its importance. But you do need to understand how to do it, learning from the successes and failures of your peers, subject matter experts, and others. Enter the 360 Perspectives series, delivering the insights, information, guidance, and know-how you need to start (or, maybe, continue) on this journey.
What you can expect:
Regular blog posts in this space featuring insights and learnings from people on the front lines of customer-first transformation, such as Lamborghini, the Indiana Pacers, Edelman Financial Engines, and Party City
A playbook describing in practical detail how to shift mindsets, connect silos, and center your business around your customers
Peer-to-peer events including social media conversations with Salesforce leaders and MVPs, and webinars, events, and roundtables with subject matter experts
This is just the beginning. We will create multiple avenues for an active and ongoing conversation with you. Do you want us to dive into a topic or challenge we haven't considered? Just let us know. Our top priority is making sure we are delivering information and guidance that is relevant and useful. We also welcome your submissions on the topic.
Our approach is different in a few very important ways. First, our guidance is based directly on what we’ve learned in thousands of conversations and deep engagements with C-suite leaders in global organizations. While the pace of adoption and specific needs vary, we’ve found that across industries the core challenges are the same, and so are the key questions to ask your teams. Together with our customers, we have learned crucial lessons about what works, and we are eager to share it with you.
Second, while our primary objective is not to make a sales pitch for our software and services, we are uniquely positioned to enable the digital transformation that makes customer 360 possible. We are already well down the path to enable organizations to unite marketing, sales, commerce, service, and IT into one integrated customer platform.
Indeed, the ability to build a unified profile of each customer and deliver one-to-one personalization at scale is foundational to achieving customer-centricity. We call it the single source of truth.
The idea of building a customer-centric organization is, of course, not new. Many companies have kicked the can down the road because of the daunting nature of the challenge — it’s easy to be overwhelmed by the volume, velocity, and variety of data — and also because technology didn’t really exist to enable it.
The good news is that we now have the systems, technology, and expertise to segment and profile customers, unifying systems under one roof. What we also have is years of experience building the processes and operational capabilities to target customers with personalized experiences, at scale, that are the hallmark of a customer-first culture.
Becoming a customer-centric company is an iterative, ongoing journey that will likely be marked by fits and starts. That’s okay. The important thing is that you take the leap. Customer-centric business processes that unite employees, departments, and partners to solve customer needs with the full force of the organization will prevail.
Welcome to 360 Perspectives. We are here to offer advice and guidance, but also to kick-start a dialogue where we can all share our experiences and what we’ve learned as we put customers at the center of our businesses.
Read our first post in this series about the importance of changing mindsets in your organization and subscribe to our blog newsletter for the next installment in our series.