CRM systems have evolved far beyond the role of electronic rolodex. Companies are now using platforms like Salesforce as their digital nervous system. This central data signaling and sensory pathway runs through the entire organization and across partner and technology ecosystems, rapidly communicating customer data and helping ensure a fast, seamless response, where everyone and everything is acting in unison.
This nerve center is also humming with actionable data, jumpy with potential to trigger the rapid, responsive, and proactive customer experiences that are now possible in our digitally transformed world. It’s a world where there are now more connected devices than there are people, where 2.5 quintillion bytes (that’s a billion billions) of new data are created every day, and where 197 million mobile apps are downloaded each year. For businesses, it’s also a world where 65% of consumers expect companies to interact with them in real time, and where 7 out of 10 consumers say technology has made it easier than ever for them to take their business elsewhere.
In this SalesForce Live interview, Mitel CMO Wes Durow shares his top three observations on how fast-moving companies are tapping their customer data in new ways.