At Salesforce World Tour London 2018 (17 May), global leaders and pioneers discovered how the path to deeper customer relationship had been revolutionised thanks to today's hyper-connected world.
Smarter, more connected manufacturing technologies are helping to gather, analyse and act upon data-driven insights faster and more accurately, helping to optimise performance across facilities, global assets, and the workforce.
But these new digital technologies are also helping businesses respond to changes in customer behaviour, driven by ever-increasing demands for more intuitive, seamless, connected and personalised experiences.
At Salesforce World Tour London 2018, almost 10,000 attendees had the opportunity to listen to global industry leaders, representing the likes of Unilever, Diageo and Schneider Electric, who revealed the processes and technology behind their enduring success.
Furthermore, there were more than 30 innovative expert-led sessions, demonstrations and workshops which allowed delegates to explore the latest in customer experience-driven technologies and network with their peers.
In his keynote ‘We are all Trailblazers’, Simon Mulcahy, global chief marketing officer at Salesforce, shared how brands like Ulster Bank and adidas are using Salesforce innovations – including learning software Trailhead, data prediction software Einstein AI, and speed optimiser Lightning – to help Salesforce’s customers become more successful.
Mulcahy said that the ‘Fourth Industrial Revolution’ was already disrupted every industry and sector, such as healthcare, pharmaceutical industries, banking, transportation because customers’ need are changing rapidly.
Mulcahy stated: “The new technologies will affect the customer behaviour and it becomes ever more difficult to reach out to the customer. The crucial question is: Are we ready for the customer?”
Mulcahy explained that companies such as Tesla, Aston Martin, JLR are radically changing the way consumers relate to the products they buy, driven in large part by demands from 21st century car-buyers expecting their vehicles to be highly customised.
Another example of a brand that has successfully implemented new technologies to deepen customer relationships is hotel chain Marriott, which has completely transformed the hotel room experience with the help of Internet of Things technologies.
But,Mulcahy added, it is also a matter fact that most of the companies, be it manufacturers, financial service providers or retailers, still struggle to implement new technologies like AI or IoT.
It is a reoccurring issue, he said, that there are too many technological opportunities out there, which makes it difficult for business to decide where to start.
Salesforce World Tour London 2018 aimed to help decision-makers across make better decisions based on data analysis, particularly in relation to interacting with and serving customers.
Attendees could find out about the latest Salesforce announcements (for example, according to research firm IDC, the Salesforce ecosystem is set to generate 3.3 million new jobs by 2022) and products, including Lightning, Einstein, Quip, and a new suite of personalised offerings — myTrailhead, myEinstein, myLightning, mySalesforce and myIoT.
Furthermore, delegates could learn how these tools could help them reinvent their corporate learning, operate smarter and become more predictive about customers, drive productivity, build customised apps faster, and forge more connected experiences.
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