Presentation from Tiffani Bova, Global Growth and Innovation Evangelist, Salesforce held in Dreamforce to You event in Helsinki on Nov 23rd, 2017.

1. Tiffani Bova, Global Growth and
Innovation Evangelist
@Tiffani_Bova
Customer Experience is
the New Battleground

2. @Tiffani_Bova
“In the future, customer driven
organizations
will completely reset value and
meaningful engagement
with customers”

3. Customer Expectations Have Changed
Reactive
Thousands
Proactive
Millions
Predictive
Billions connected
things

4. Speed
‘“We need to get to
the future before
our customers do
and welcome them
when they arrive.’’

5. Speed Technology
‘“We need to get to
the future before
our customers do
and welcome them
when they arrive.’’
“My company
needs to exploit
new capabilities
from innovation.’’

6. High Performers Leverage Technology
Configure, Price, Quote Tool Lead-to-Cash Automation
2.7x
more likelyMobile Sales Common Platform2.3x
more Likely
3.6x
more likely
2.6x
more likely
1.7x
more likely
Internal Social Collaboration Apps
71% of Employees want employers to provide them with the same level of tech from their
personal lives

7. Speed Technology
Customer
Experience
‘“We need to get to
the future before
our customers do
and welcome them
when they arrive.’’
“My company
needs to exploit
new capabilities
from innovation.’’
“My brand is the
sum of all my
customers’
touch points.’’

8. Customers Expect a New Level of Engagement
​Benchmarks are consistency, personalization, and proactivity
Percentage who expect companies to
provide a consistent experience
across every channel
Percentage who are likely to switch
from a brand that doesn’t anticipate
their needs
88%
75%
Percentage who are likely to switch
from a brand that treats them like a
number instead of an individual
72%
66%
​“State of the Connected Customer,” Salesforce Research, October 2016
64%
50%
ConsumersBusiness Buyers

9. 86%
of buyers will pay
more for a better
customer experience
Personalized Service Impacts Customer Loyalty
Timely, knowledgable, and helpful support
Knowledgable and personal sales reps
Fast turnaround on quotes, contracts, and approvals
Relevant marketing emails

10. Channel Proliferation Ups the Ante
​Customers expect seamless experiences on new and expanding
channels
Actual Channel Growth 2015-2017
Video advertising
SMS/text messaging
Mobile apps
Native advertising /
sponsored content
Advertising on
social platforms
B2B*
Video advertising
Email marketing
Mobile apps
SMS/text messaging
Native advertising /
sponsored content
B2C
Average Number of Channels Used
High performers 11
Moderate performers 9
Underperformers 6

11. @Tiffani_Bova
“Your best sales force is
your customers
advocating on your behalf.”

12. How to Achieve a Customer
Driven Organization?

13. Start with the People and Processes (Inside-Out)
​Marketing, Sales, Service and Partner/Alliances not aligned
Disconnected Teams:
Marketing, Service and
Sales are siloed
Disconnected Experiences:
Buyer Needs vs. Internal
Processes
Disconnected Metrics:
Goals are misaligned
.

14. Getting to the Next Level –
Transformation Journey

15. Predictive Insights
& Connected Products
It is a journey where every single step counts
​Typical Transformation Path
Cloud Connected
Customers &
Partners
New
Business Models
New Ways of
Working
Transparency
Single Source
of Truth
Seamless
Collaboration
in Context

17. The Future is Contextual, Data Driven,
​Sales, Service, Alliances and Marketing
• Establish a customer-centric culture (Outisde-In)
• Redefine relationships, influence and engagement
• Select KPIs which foster the right behavior
• Use data in context => Predictive Selling
• Drive towards Intimate Sales Engagement

18. thank y u