Making fundamental shifts in the products or services you offer and how your teams work together can seem large and complex. The guidance provided here is based on what Salesforce has learned from thousands of working sessions and projects with C-suite leaders over our 23-year history.
Research shows that 80% of customers say the experience a company provides is as important as its products and services. The urgent question facing leaders now is how to go beyond simply responding to reimagining and acting differently.
How can you make your business more relevant to your customers, partners, and employees, and make your company more resilient to future shocks?
No matter what the future holds, building customer-centric thinking and structures rallies every department, employee, and stakeholder around customers’ needs. That’s why this playbook is focused on an approach that puts the customer in the center of your feedback loop and innovation cycle. It provides no regrets moves every leader can make to begin now.
To work toward this transformation, get familiar with two key terms that we’ll reference throughout this playbook: mindsets and disciplines.
Mindsets — Common assumptions that shape how people behave, either holding companies back or propelling them forward.
Disciplines — Customer-centric business practices that unite employees, departments, and partners to solve customer needs with the full force of the organization.
One important lesson we’ve learned is that your industry does not define your destiny.
In fact, there have been winners and losers in every industry, depending on the mindsets and actions of individual companies. We’ve observed a performance gap between those leaders who lean into digital and those who are waiting for the “normal” to return. In general, companies have had one of these responses.
Those with a RENOVATE mindset have been slow to embrace new digital ways of working for their employees. They approach things with a wait-and-see attitude. Their workforce is not digitally enabled, and their leaders are not learning how to anticipate their customers’ changing needs or how to make use of the data they have. As a result, their growth has stalled, and they’ve failed to keep up with the rest of the economy.
This is in stark contrast to those with a TRANSCEND mindset. These are companies that are born digital, like Amazon, Netflix, and Zoom, and continue to leapfrog their competition. They design around their customers’ evolving needs and laser-focus on speed, simplicity, and personalized experiences.
Many of our customers have what we call an EVOLVE mindset. They weren’t born digital, but they are deliberately refocusing on their customers’ needs. They are finding ways to smash through old bureaucracy and change faster than anyone thought possible. These are the companies that will reinvent themselves for this digital-first, work-from-anywhere world.
The next five sections in this playbook represent five customer-centric disciplines we have seen successful companies use to evolve and thrive through digital transformation. They are the foundation for how our Salesforce Customer Success teams
help customers maximize the value of their product investments.