{"id":13085,"date":"2026-01-30T08:42:08","date_gmt":"2026-01-30T08:42:08","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=13085"},"modified":"2026-01-30T09:35:36","modified_gmt":"2026-01-30T09:35:36","slug":"design-customer-centric-business-practices","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/design-customer-centric-business-practices\/","title":{"rendered":"How You Make Decisions"},"content":{"rendered":"\n<h3 class=\"wp-block-heading is-style-default\" id=\"h-sense-anticipate-and-respond\"><strong>Sense, Anticipate, and Respond<\/strong><\/h3>\n\n\n\n<p><strong>Your business practices are your company\u2019s habits \u2014 repeatable behaviors that enable you to scale effectively.&nbsp;<\/strong>In a product-centric world, these business practices optimise how you manufacture, market, sell, and service your products. In a customer-centric world, you still need to do all of that, but you also have to think about those activities from the customer\u2019s perspective.<\/p>\n\n\n\n<p>Your goal: Make it easy for employees to make it easy for the customer.<\/p>\n\n\n\n<p>Well-designed customer experiences have never been more relevant. Here\u2019s the evidence, according to research:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Salespeople \u2014 once solely focused on closing transactions \u2014\u00a0<a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-sales\/\" target=\"_blank\" rel=\"noreferrer noopener\">now track customer satisfaction more than any other metric.<\/a><\/li>\n\n\n\n<li>The majority (88%) of high-performing marketers say they\u00a0<a href=\"https:\/\/www.salesforce.com\/eu\/form\/pdf\/6th-state-of-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">lead customer experience initiatives<\/a>\u00a0across their organisations.<\/li>\n\n\n\n<li>Even leaders in information technology (IT)\u00a0<a href=\"https:\/\/www.salesforce.com\/eu\/form\/platform\/enterprise-technology-trends\/\" target=\"_blank\" rel=\"noreferrer noopener\">now cite customer experience<\/a>\u00a0as their top priority.<\/li>\n<\/ul>\n\n\n\n<p>The only way to deliver excellent experiences is to enable employees at every stage of the customer\u2019s journey.&nbsp;<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>What the employee wants hasn\u2019t changed dramatically. They want to get their job done, know what\u2019s going on with their organisation, and advance in their career. We learned not to let leadership hierarchy interfere. Let the leaders on the ground make the decisions best for them.<\/strong><\/p>\n<\/blockquote>\n<span class=\"citation-role\"><strong>Dan Torunian<\/strong><br><em>PayPal Vice President, Employee Technology<br>and Experiences and Data Centers<\/em><\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fdesign-customer-centric-business-practices%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=How%20You%20Make%20Decisions\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=How%20You%20Make%20Decisions&#038;url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fdesign-customer-centric-business-practices%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fdesign-customer-centric-business-practices%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"How You Make Decisions\" https:\/\/www.salesforce.com\/eu\/blog\/design-customer-centric-business-practices\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p>Look through the eyes of your customers and redesign what you\u2019re asking them to do \u2014 at every touchpoint.<\/p>\n\n\n\n<p>For example, think of how Uber redesigned the entire experience of getting a cab. They looked at every area of friction and simply removed it. No standing in the rain hailing a cab, no waiting to exit your ride to pay. At the same time, they made it easy for drivers to find riders. This combination of improved customer and workforce experience revolutionised an industry.&nbsp;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d55f95a9a90&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d55f95a9a90\" class=\"wp-block-image size-large is-resized wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"560\" height=\"437\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-3-keys.jpg?w=560\" alt=\"Key to data culture are proficiency, agility, community\" class=\"wp-image-13088\" style=\"width:620px;height:auto\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-3-keys.jpg 560w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-3-keys.jpg?w=300&amp;h=234 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-3-keys.jpg?w=150&amp;h=117 150w\" sizes=\"auto, (max-width: 560px) 100vw, 560px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>The stronger this data culture is, the more decisions your teams can make, faster \u2014 and the better your customers will reward you with more data. The more this happens, the greater your ability will be to understand and anticipate your customers\u2019 needs before they do.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d55f95aa2cd&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d55f95aa2cd\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"347\" height=\"266\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-tableau-blueprint.jpg?w=347\" alt=\"Tableau Blueprint\" class=\"wp-image-13089\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-tableau-blueprint.jpg 347w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-tableau-blueprint.jpg?w=300&amp;h=230 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-tableau-blueprint.jpg?w=150&amp;h=115 150w\" sizes=\"auto, (max-width: 347px) 100vw, 347px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>See the&nbsp;<a href=\"https:\/\/www.tableau.com\/learn\/blueprint\">Tableau Blueprint<\/a>&nbsp;\u2014 a proven way to build your data culture.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-create-a-data-flywheel-that-fuels-customer-success\">Create a Data Flywheel That Fuels Customer Success<\/h2>\n\n\n\n<p>The best companies focus intently on earning and re-earning customers\u2019 trust.&nbsp; Customers show their trust in two connected ways: They give you their money and their data. The best way of earning more data is by using existing data to generate insights that become the DNA of improved experiences \u2014 which, in turn, earns you more data. And so the flywheel keeps spinning as long as you deliver what the customer wants: experiences that feel as effortless as possible.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d55f95aa9ed&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d55f95aa9ed\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"370\" height=\"370\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-flywheel.jpg?w=370\" alt=\"Use existing data to fuel insights and improve experiences in a continual cycle of improvement.\" class=\"wp-image-13090\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-flywheel.jpg 370w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-flywheel.jpg?w=150&amp;h=150 150w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-flywheel.jpg?w=300&amp;h=300 300w\" sizes=\"auto, (max-width: 370px) 100vw, 370px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>When Salesforce was founded in 1999, we offered only a small fraction of the technology we offer&nbsp; today. We grew into customer service, marketing, ecommerce, and more because our customers asked us to.<\/p>\n\n\n\n<p>Our whole business is predicated on listening and delivering. Customer feedback is the engine that drives us \u2014 and it\u2019ll help you evolve, too, for what comes next with your own customers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-get-started-embed-customer-listening-in-your-business\">Get Started: Embed Customer Listening in Your Business<\/h2>\n\n\n\n<p>The heightened stakes for customer expectations mean you have to solve for your customers\u2019 job to be done in every moment. According to&nbsp;<a href=\"https:\/\/hbr.org\/2016\/09\/know-your-customers-jobs-to-be-done\">Harvard Business Review<\/a>, your customers\u2019 job to be done is \u201cthe progress that the customer is trying to make in a given circumstance \u2013 what the customer hopes to accomplish.\u201d<\/p>\n\n\n\n<p>By defining your customers\u2019 jobs to be done, you\u2019ll be in a better place to meet their needs and reconfigure your business practices to respond to their demands. This way, you\u2019re staying focused on them, rather than your own products.<\/p>\n\n\n\n<p>To deliver personalised and connected experiences at scale, you need to develop a holistic view of the customer and how they\u2019re using your products and services to solve real challenges in their lives. Invest time in learning who your customers are and why they behave as they do.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d55f95ab145&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d55f95ab145\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"602\" height=\"480\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-customer-listening.jpg?w=602\" alt=\"All business silos unite around the customer.\" class=\"wp-image-13091\" srcset=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-customer-listening.jpg 602w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-customer-listening.jpg?w=300&amp;h=239 300w, https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2026\/01\/transformation-playbook-2020-customer-listening.jpg?w=150&amp;h=120 150w\" sizes=\"auto, (max-width: 602px) 100vw, 602px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>To prioritise where to ignite change, it\u2019s best to get an understanding of top needs for each customer persona. Here are some of the best practices Salesforce follows:&nbsp;<\/p>\n\n\n\n<p>1.&nbsp;<strong>Create a voice-of-the-customer function.<\/strong>&nbsp;The right program will have both business-focused research leaders and a neutral reporting structure. That way, the team responsible for delivering improvements isn\u2019t also keeping score. Get feedback from customers to establish a baseline and set a single improvement goal as your starting point.<\/p>\n\n\n\n<p>2.&nbsp;<strong>Invest in listening at every level.&nbsp;<\/strong>Target all personas in your ecosystem. Which customer groups experience the most pain? Which drive the most revenue? Who are your greatest brand advocates? Don\u2019t fear their feedback.<\/p>\n\n\n\n<p>3.&nbsp;<strong>Integrate insights into one narrative.<\/strong>&nbsp;Tell one story behind the numbers. Just as you want to balance your listening across channels, you want to balance your data with a story. Listening tours, advisory boards, and focus groups bring color and context to scorecards and trendlines.<\/p>\n\n\n\n<p>4.&nbsp;<strong>Operationalise insight reviews.&nbsp;<\/strong>Integrate customers into strategic planning, and assign an accountable owner to each metric or measurement that stems from what you learned when listening. Does the executive team plan future products or programs at an offsite or every Monday morning? Wherever planning takes place, save a seat at the table for the customer\u2019s voice.<\/p>\n\n\n\n<p>5.&nbsp;<strong>Invest in intelligence and automation to drive accountability.<\/strong>&nbsp;Automating analysis and reporting saves your team valuable time. A sensing tool or machine layered on top of your qualitative feedback is one of the most effective ways to unlock insights.<\/p>\n\n\n\n<p>6.&nbsp;<strong>Inspire a customer listening movement.&nbsp;<\/strong>Sometimes the team sharing customer feedback is perceived as the \u201cbad news\u201d team. Instead, motivate your team and your stakeholders to stay engaged and keep acting on customers\u2019 needs by recognising results and rewarding teams that become listening champions.<\/p>\n\n\n\n<p>7.&nbsp;<strong>Close the loop with your customers.<\/strong>&nbsp;Listening means you need to communicate. It\u2019s unrealistic to take action on every piece of feedback, and customers don\u2019t expect you to do everything they ask. But they do expect to hear back from you on what you are doing, what you\u2019re not able to do, and what else you need from them for a successful partnership.<\/p>\n\n\n\n<p>Designate enough time and resources to rethink your current sense-and-respond capabilities and make a change. How can you evolve the legacy patterns on the left to the greater-value practices on the right? Get serious about uniting your marketing, sales, commerce, service, and IT teams to actually hear what customers are saying and make changes.<\/p>\n\n\n\n<p>Throughout this process, cultivate an environment of psychological safety as a leader. Give teams the freedom to experiment and learn, and ensure everyone feels safe to offer criticism and share what\u2019s not working.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-actions-to-take\">Key Actions to Take<\/h2>\n\n\n\n<p class=\"is-style-body-2\"><strong>&nbsp;Establish a data culture and center of excellence.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Build employee training programs on data proficiency, provide unified access to relevant data sources, and foster a data community with a Center of Excellence.&nbsp;<\/li>\n\n\n\n<li>Ensure that all teams incorporate insights from data and experiments back into the business.<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-body-2\"><strong>&nbsp;Create defined feedback loops.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Develop listening mechanisms to capture, understand and respond to feedback that\u2019s both internal from employees and external from customers and stakeholders.&nbsp;<\/li>\n\n\n\n<li>Align on a process to collect, view and socialise progress so teams are aware of timelines and KPIs.<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-body-2\"><strong>&nbsp;Build in flexible, iterative cycles.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Have an iterative planning process that allows for regular retrospectives and incremental improvements.&nbsp;<\/li>\n\n\n\n<li>Ensure budget planning is part of that flexible process so that improvements can be resourced effectively.<\/li>\n<\/ul>\n\n\n\n<p class=\"is-style-body-2\"><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sense, Anticipate, and Respond Your business practices are your company\u2019s habits \u2014 repeatable behaviors that enable you to scale effectively.&nbsp;In a product-centric world, these business practices optimise how you manufacture, market, sell, and&hellip;<\/p>\n","protected":false},"author":700,"featured_media":12357,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"697c6ad8b67d73ddcd7a6174","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[],"sf_content_type":[],"coauthors":[558],"class_list":["post-13085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How You Make Decisions - Salesforce<\/title>\n<meta name=\"description\" content=\"Sense, Anticipate, and Respond Your business practices are your company\u2019s habits \u2014 repeatable behaviors that enable you to scale effectively.&nbsp;In a\" \/>\n<meta name=\"robots\" content=\"index, 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