When it comes to the world’s biggest, busiest SaaS conference, Salesforce makes it mark with 4 days of inspiration, innovation, learning, fun, and giveaways. More than 170,000 attendees from 83 countries descended on San Francisco this week to attend the annual Salesforce Dreamforce conference. The firm used the conference to unveil a multitude of new integration, productivity, and AI platform services, and also announced new strategic partnerships to help its partners connect with customers in new ways. It is difficult, to sum up, all at once over four days.
In an interesting keynote, Keith Block, co-CEO at Salesforce said: “Nearly every company and every industry is going through an amazing digital transformation. Salesforce is enabling our customers to drive growth and success by putting their customers at the centre of everything they do.”
Below is a brief rundown of some of the key announcements so far at Dreamforce ’18.
1. Strategic Partnership:
Maybe the two biggest announcements Salesforce made was a new partnership with Apple and an expanded one with Amazon Web Services.
Apple and Salesforce strengthened ties by bringing together their CRM platform and iOS to create new mobile apps for business. Working together, Salesforce is redesigning its app to embrace Apple’s platform with exclusive new features on iOS. The firms will also provide tools and resources for millions of Salesforce developers to build their own native apps. Tim Cook, CEO of Apple said: “With the powerful combination of iPhone, iPad, and iOS – together with native Salesforce apps and the new Salesforce SDK – we can deliver great customer experiences for businesses around the world.”
AWS also got in on the act, with the two firms expanding their global strategic alliance announcing product integrations aimed at simplifying how customers can securely share and synchronize data across AWS and Salesforce services. “Because of the deep relationship between AWS and Salesforce – Salesforce runs the vast majority of their public cloud workloads in AWS, and Amazon relies on Salesforce across various businesses to enhance customer relationships – we have a unique ability to integrate our services and provide customers with enhanced solutions,” said Matt Garman, vice president, AWS Compute Services.
2. Say Hello to Einstein
3. 360-degree view of your customers
For customers of Salesforce B2B products, all information is in one place, in a single data model for marketing, sales, B2B commerce and service. This makes it easy for a marketer to see how their campaigns turn into leads, opportunities, pipeline, and sales. A sales rep can see support cases before they go into a meeting. Support reps can see open sales opportunities. Customer account hierarchies and contact relationships enable even deeper visibility. With Customer 360, administrators register their various instances of Marketing Cloud, Commerce Cloud, and Service Cloud.
It’s clear that customer relationships are becoming more complex and dynamic, and a modern Customer 360 is necessary to provide a complete picture of each one. Customer 360 will help companies move beyond an app or department-specific view of each customer by making it easier to create a single, holistic customer profile to inform every interaction.
4. Customer Experience requires end-to-end coordination
But like any healthy relationship, it’s all about communication. All it takes is one bad interaction between two or more human beings on both sides to set the customer on the path toward churn. They don’t even necessarily need to be bad touchpoints; can be just uncoordinated. In business, two rights can make a wrong!
How to achieve great customer experiences was the subject of many sessions, and it’s clear that it starts with an end-to-end, coordinated process.
5. Unify Customer Experiences with Financial Services Cloud
Salesforce also showed its another side, announcing $18m in grants to local school districts and organizations to address the Bay Area’s top issues such as public education, homelessness, and cleanliness.
The sum included a $15.5m (£11.8m) grant to San Francisco Unified School District (SFUSD) and Oakland Unified School District (OUSD), $2m in grants to address homelessness and hunger in the Bay Area, and a $500,000 grant to the San Francisco Parks Alliance.