Salesforce World Tour 2024: Customer-led transformation

Transcript 

Will Stevns: I think the biggest challenge we're seeing with organizations is not how or what, it's why. So why are we looking to transform?

Do you really deeply understand the outcomes that you're trying to drive for the customer? And how do you're orientate your business to deliver on those? That's the critical question now. And that's the one that we're really helping clients with.

Emma Ford: People always think about is CRM on its own, sales on its own, marketing on its own, commerce on its own. Actually, it is how they interplay with each other.

Not having data in the right place and having it all siloed takes a long time then to get something to market.

Salesforce has done all the hard work for you. They've already built the AI within the solutions, and they've already looked at the value cases, which is the important element. So instead of looking at AI everywhere, actually it's targeted.

And having that data enabling your customers and your clients to be able to sync all those journeys together, I think is an absolute critical one and really enables you to take advantage of that new technology for both your clients and your customers.

Will: We're definitely on the road to solving the data challenge. And I think the power of capabilities like data cloud, and sort of broader cloud and generative AI technologies does enable us to build a much more holistic view of the customer.

The other side of that is personalization. So the outcome for the customer is, again, a step change in terms of the quality of the customer experience and the extent to which that is deeply personal to them.

Megan Higgins: The number one thing that a lot of companies still haven't cracked is making their customers feel like they know them, that they treat them like an individual, and they still give them choice.

Salesforce has rapidly evolved into being a one stop shop, and therefore once you've got all your data sorted, it can feed everything in the Salesforce estate.

It simplifies the operations for an organization, particularly with the onset of generative AI.

We've seen some huge advancements with the likes of Amazon who are using large language models to summarize ratings and reviews.

And then you've got things like Einstein, which is bringing the latest tech, which is really then helping to enable things like marketing cloud to bring in that personalization.

When you bring that together with PwC, we've got the depth and experience across the various industries, across the various verticals and horizontals to work with our clients to implement Salesforce, but also then manage the change across the organization.

You need to get the company to adopt the new technology.

It's a change in where the power sits. It's a change in the input and the output.

And that's a mindset cultural shift.

That's why so many clients of ours find it quite difficult to do.

Will: This is where we're right at the forefront of that challenge.

Organizations have invested a lot of time and money in building that data set and increasingly getting to a position where they do genuinely have a holistic view of the customer.

What's really important is that you understand the human element of that.

And what's crucial is the skills and capabilities in an organization that can keep pace with that rapid technological advance.

From PwC’s perspective, we frame that as human-led, tech-powered.

That's the challenge we'd love to talk to you about today.