THE WAY FORWARD: CUSTOMER-CENTRIC DIGITAL TRANSFORMATION

1. The Way Forward:
Customer-Centric Digital Transformation
April 2018

2. It is the ‘Age of the Customer’
and the Customer is digital
The consumer landscape has fundamentally changed
2

3. The world is changing very fast.
Big will not beat small anymore.
It will be the fast beating the slow.
”
- Rupert Murdoch
3

4. Customer expectations are changing as people expect
consistent, predictive, and personalized experiences
4
64%
of consumers
expect companies
to respond and
interact with them
in real time
66%
of consumers say
they’re extremely
or somewhat likely
to switch brands if
they feel like
they’re treated like
a number
rather than an
individual
75%
of consumers
strongly agree or
agree they expect
companies to
provide a
consistent
experience across
channels
74%
of business buyers
say sending
personalized or
exclusive offers
and discounts has
a major or
moderate
influence on their
loyalty
“State of the Connected Customer” Salesforce, July 2017

5. In this Fourth Industrial Revolution, the pace of change is
accelerating
Pew Research Center, surveys conducted 2000-2016
% of US adults who...
5

6. Today Tomorrow
Results culture Outcomes and purpose culture
Company led processes Customer led processes
Centralized decision-making Empowered employees
Mass market Personalized
Single channel Unified commerce
Reactionary Predictive
… and with this change comes a huge shift in how
companies create value
6

7. 75%
of the S&P 500 will be
obsolete by 2027
But to capture this value, companies must transform
quickly, or risk irrelevance and collapse
52%
of the F500 have gone
bankrupt, been acquired, or
no longer exist as a result of
digital disruption since
2000
7
“Digital Transformation is Racing Ahead, and No Industry is Immune” Harvard Business Review, July 2017
“Operationalizing Digital Transformation” Harvard Business Review, June 2016

8. 63% of CEOs said they don’t
have the skills they need to
execute on digital
transformation...
… and 70% of
companies fail at
digital transformation
Transformation is often an uphill, difficult climb
8
“Organizations Can’t Change if Leaders Can’t Change with Them” Harvard Business Review, October 2016
“2017 Digital IQ Survey” PwC May 2017

9. 9
But there is a path to
successful transformation

10. To succeed, three things must come together to drive
transformation and innovation
New
Business
Models
Technology /
Digitization
Customer
Centricity
10

11. But it is leadership and culture that lays the foundation for
success and true transformation
New
Business
Models
Technology /
Digitization
Customer
Centricity
Leadership and Culture
11

12. How? Creating a cultural foundation for customer-focused
change is based in five critical elements
Communication
and Values
1
Creativity and
Agility
2
Top Down
Capabilities
4
Willingness
to Re-Invent
5
Diversity
of Thought
3
12
“Culture for a Digital Age” McKinsey Quarterly, July 2017
“Culture is the most significant self-reported barrier to digital effectiveness”
- McKinsey Study, July 2017

13. Communication
and Values
1
13
If you look after your staff,
they’ll look after your customers.
It’s that simple.
”
- Sir Richard Branson

14. Creativity and
Agility
2
14
If I had asked people what they
wanted, they would have said
faster horses.
”
- Henry Ford

15. Diversity of
Thought
3
15
”When all think alike,
then no one
is thinking.
- Walter Lippman

16. Top-Down
Capabilities
4
16
”You’ve got to start with the customer
experience and work back toward the
technology, not the other way around.
- Steve Jobs

17. Willingness to
Re-invent
5
17
Keep in mind that the landscape is
always changing; you must always
examine what’s working, evolve
your ideas, and change the way
you do things.
”
- Marc Benioff

18. If you do tomorrow
what you did today,
you get tomorrow
what you got today.
”
- Benjamin Franklin
18

19. Thank You
asaraf@salesforce.com
https://www.linkedin.com/in/anjalisaraf