Cloud Applications

The client in the spotlight

Salesforce made a huge splash on Wednesday morning: Hall 20 was transformed into a show stage for the keynote address by the pioneer of cloud CRM. Around 5,000 guests, representing DAX companies, medium-sized firms, startups and the press, heard from clients of Salesforce (mainly) about how marketing and sales need to be done in the future.

16 Mar. 2016
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"In everything we do at our company today, we have to concentrate on the client," said Stephanie Buscemi, EVP Product and Solutions Marketing at Salesforce in her opening remarks. And she immediately revealed how to do it: success lies in real-time data analytics. Big Data about clients has existed for a long time, but less than 1% of data is actually analyzed. But that is precisely what is needed in order to become a true "customer company" in the digital age.

What that looks like in practice was described by Guilio Capocaccia vor, Head of Marketing & Sales at ABB Group. ABB uses the solution Salesforce Lightning to make client data available to its employees through the cloud on any end device. This has enabled ABB to boost revenues by 37% and reduce service costs by 30%. Each day, the industrial robots that are sold by ABB send millions of data sets, which are analyzed in the cloud — and then used to support Marketing. Which customer could benefit from which robot? It's those kinds of insights that are stimulating sales of ABB’s products.

Traditional financial services providers are also relying on better information about their clients, with the aim of creating a personal relationship with each individual customer. Commerzbank has automated and individualized its customer approach using Salesforce. For example, client advisors receive product proposals that have already been calculated based on predictive analytics. According to Michael Mandel, head of the Private Customers Division at Commerzbank, this is a decisive step in growing the business and transforming Commerzbank from a branch-based bank into a multi-channel bank.

Adapting faster

The digital transformation requires more speed, said Buscemi in her closing summary. A new technology model from Salesforce on a multi-tenant basis is expected to reduce the time to market for innovations by 70%. But the key is being able to adapt software and processes as quickly as possible to the new business requirements.

Adapting flexibly to new challenges – that is the day-to-day reality at Interplast, a non-profit aid organization. The doctors of Interplast do reconstructive surgery across the Third World in order to create a better life for the disadvantaged. The IT operations center has to be ready at all times, explained Interplast’s director Dr. med. Annett Kleinschmidt. In the Salesforce cloud, Interplast can capture medical histories and diagnoses and make them available to every employee in real time.

Making sales and marketing more personal

Industry, banking, medicine. Although the examples couldn’t be more diverse, these industries all face the similar requirements in the digital era —requirements that Salesforce wants to help companies fulfill. As an event partner of CeBIT 2016, Salesforce is this year starting its World Tour on the Hannover fairgrounds .

"Salesforce represents the new CeBIT," said Oliver Frese, member of the board of Deutsche Messe Hannover. "We want more emotions, more networking and more of an event character at the highest business level." Visitors of the keynote speeches could experience all that – and can now move over directly to hall 23. Here you can take part in numerous presentations, panel discussions and demos until Friday night. How prepared are companies are for the digital age? The answer is waiting for you: take the digital 'maturity test' in hall 23.

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