At some point in recent history, most legacy brands have had to face the friction between how they’ve done business for decades and how they know they must do business now to keep up with quickly changing customer expectations.

At the beginning of 2022, iconic auto company Ford realized it was at such an “absolutely critical” juncture.

It knew the time to change was yesterday, and it pulled off an impressive adoption of new technology and new mindsets. Here is just some of what Ford did in four months to create best-in-class experiences for customers and more efficient ways of working:

• Created real-time, more personalized updates for customers on the status of their order, eliminating 650 hours’ worth of “where’s my vehicle?” phone calls
• Cut the number of approvers per email or text to customers from 21 to 2, bringing greater cost efficiency to customer interactions
• Launched a new cloud platform that will enable Ford to unify all of its customer data

As you can see here, creating a better experience for customers also involves invaluable improvements to efficiency and bottom line.

Here’s a deeper look at how Ford is doing it with Salesforce Customer 360.