After accelerating quote to cash processes, and ensuring a quicker & smarter customer journey, Salesforce is attempting to redefine marketing. Sometime back the company had launched Einstein, an AI program that could simulate smarter environment, and give companies a greater understanding of the new methods of marketing. It could help companies grow by getting a deeper customer understanding.
In this blog we will take you through Krux, TwinPrime and Heywire, the three major Salesforce acquisitions in 2016, and how they were needed for the industry giant’s illustrious customer first philosophy.
Acquiring Krux Data Management Platform
Data mining is fast becoming the rage in our current data-driven times. Most marketers use data-management platforms as a way to make the customer more relatable, and to get a quick glimpse of the customer’s journey and their behaviour. In fact, it also helps understand their sales data from the past. With such information, a salesperson can tailor personalized pitches, which has a higher higher chance of conversion.
Salesforce marketing cloud platform required a data insight which can help them offer personalized solutions to meet unique user needs. The new data management platform will return smart insights, and also communicate them to the AI Einstein Engine to help improve marketing, and deliver newer and better information to the customers. Smarter technologies by your side can help you improve your marketing capabilities. Segmentation, personalization & targeting is the need of the hour and it looks like salesforce has a plan with Krux.
TwinPrime & Mobile Apps
The question arises, what could have intrigued a giant like Salesforce in buying a startup such as Twinprime. Twinprime works towards boosting capabilities of mobile apps. Twinprime brings together the incredible capabilities of mobile, networking and data science to analyse data in real-time, to identify the performance gaps in mobile apps, and finally optimize the mobile performance.
For a while, mobile apps have been reprimanded for the slowness in content delivery and the cumbersome wait for the content to be delivered to your screens. This will change with Twinprime’s arrival. With the network and connectivity taken care of, it will become easy for companies to optimize their mobile content accordingly, and ensure quicker and faster mobile movement.
This acquisition will help Salesforce grow by leaps and bounds. The idea is to offer seamless experience on a global platform, which will become true with this acquisition, considering Salesforce will make the connectivity and performance uniform.
Business Messenger with Heywire
Salesforce has strengthened its collaborative environment with the acquisition of Heywire. This digital business messenger helps connect brands with customers in real-time, and ensures quicker communication and hassle-free business.
For most brands, understanding the customer, and knowing what they want is a major fix in their jigsaw puzzle. I often see them wondering whether the customer be satisfied with the brand’s offering or, would they want something else. Companies are always confused on what the customer might want, and how they would prefer having it.
This is precisely why they need a business messenger that can put them through to the customer, and help them understand the needs immediately. This is the best way a customer can connect with the brand in an online store scenario. This way Heywire can manage to create an in-store experience in an online store.
What we see with these three acquisitions is Salesforce’s attempt at giving us a beautiful customer journey and a seamless experience across the various channels. Would this unique strategy impact Salesforce positively is an answer for which we will need to wait. I for one have my hopes up.
Last week we explored how Salesforce acquired Coolan, Gravity Tank, Sequence and Demandware to move towards a fulfilling, seamless customer journey. It is a Salesforce strategy to boost its capabilities by adding new feathers to an already magnificent headdress. Salesforce, a customer centric product, that helps organizations cater to specific needs of the customers, has made a radical move in customer-centric acquisitions. Salesforce known for its unique and collaborative nature is integrating different platforms that complement their own.
Currently, the organization is not planning to re-architect any of the companies they have acquired. Acquisitions
In this space, we will discuss the acquisition of Quip and Steelbrick in detail, and how they have impacted Salesforce & the relative customer journey in a profound way.
Salesforce & Steelbrick
CPQ- Configure, Price & Quote- a process very important for
Salesforce recently acquired Steelbrick to strengthen the CPQ unit and make quote-to-cash quick and seamless, thus improving order
It helps accelerate the whole process of
You can access reports and key performance metrics with this collaboration. You have more visibility in available opportunities and can automate the approvals on your dashboard. The end objective here is to reduce risks posed by error riddled quotes and to reduce sales cycle time.
Salesforce & Quip
For a while, there was no content management angle to Salesforce, which forced organizations to use Google docs or Word docs to create
Along with documents & spreadsheets, Quip offers messaging, comments and emoji features as well, making it a truly co-operative platform. This helps in creating a
Salesforce is known for its collaborative environment, and with this acquisition, it is further solidifying this ideology amongst its customers. Not only
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Salesforce has always maintained the top position amongst business
Salesforce's success lies with identifying trends that will define the future and
Things are changing, and rapidly! It is imperative to keep up with the changing environment, which is why it is necessary for companies like Salesforce to collaborate with other companies that are innovating the niche.
Recently, Salesforce acquired Sequence, Coolan and Gravity Tank. we wondered what brought on the acquisition of three totally different companies. While reading up on it, we realized, these three companies work on different customer touch points, and each has derived extensive experience and expertise on these
Customer experience is a combination of excellent design,
The three companies, Coolan,
Let’s have a look at the individual companies and how they are tasked to improve the customer experience through their design methodologies and core competencies.
Gravity Tank builds unique solutions based on the insights acquired using a well-defined strategy and unique roadmap. Salesforce intends to use their expertise in design,
Customers are truly in for an unparalleled journey going forward. More
One thing is for sure, over the next few months we’ll see Salesforce evolve in user experience, mobility,
Are we living in a customer-centric era?
In this digitally inclined world, it has become only too natural to think of the customer first before devising offering or strategies. Every step that the brand takes is to move one step forward, towards the customer, and understand them better.
One of the hardest things for retail brands has been how to connect with the customers in this omni-channel retail arena. It is not the same anymore; your customer connects over various channels and mediums with you, and you are expected to treat them in the same way. They expect the same customer service that you would offer offline, online and that is certainly difficult. Not only is the customer expectation increasing, but also their needs are growing at a rapid pace.
The need for a tool that can help retail brands understand their customer and following their journey to boost their digital experience has increased.
Demandware- The New Commerce Cloud
When two giants meet, they definitely create something extraordinary, and can enhance the experience of the customer. So is the case of Demandware and Salesforce. Salesforce, though a customer relationship management product, with wide areas of expertise, had a complete understanding of the customer, while Demandware offered cloud-based eCommerce solutions. These two met and redefined the experience in retail industry.
Demandware is the new Salesforce commerce cloud, they say, and it is indeed true. With this new acquisition, the ecommerce and retail capabilities of Salesforce have taken a leap, and customers can gain access to newfound and highly personalized solutions.
Growing e-Commerce Expectations
When brands connect with customers through various platforms such as mobile, web, in-store and even the social media, the idea is to make a smarter connect and enhance the experience of the customer being engaged. The modern retail customer is smart, and essentially knows what they want. Trying to give them exactly what they are looking for can become difficult, and sometimes, you are not even sure if you can cater to those needs.
With Salesforce joining hands with cloud-based e-commerce, the retail customers can enjoy shopping, as it is more fun, personalized, and even hassle-free. Customer concerns with shopping include -
1: Will it be safe and easy?
2: Will it be short and simple?
3: Will I get what I am looking for?
4: Will I get the retail experience I have been yearning for?
When these questions are posed in front of the retailer, they have to strive hard to match the needs of the customer, and offer them solutions that primarily meet their needs, and increase their expectations.
Demandware’s Omni-channel Solutions
Demandware is all set to improve omni-channel retail solutions with capable inputs and brilliant ideas. Incidentally, it is not just the customers who face issues but also the retailers. It is important to ensure your customers are able to shop across the multiple channels, and you as the retailer are able to fulfil the orders through these. The second major area that needed attention for the retailers was inventory management. There was a need to track the inventory in real-time, and ensure the stock is replenished as needed. Demandware’s commerce cloud ensures real-time inventory tracking and offers intelligent fulfilment solutions for easy retail movement.
The virtual point of sale technology inherent in Demandware gives the retail brand a visibility into their stores, and other customer & retail touch points in real-time, thus allowing them to understand just how things work.
In the omni-channel environment, you can easily lower shipping costs and increase the inventory turnaround time. Expanding your commerce store in a global environment is easy with this new commerce cloud, as it makes it easy to include multiple currencies, languages and cultures. Managing multiple brands is made easy with this new platform.
Salesforce is one of the best platforms of the time, and this collaboration with Demandware will improve the retail and customer journey opportunities for any company using this solution. It is indeed time for Salesforce to take charge of the digital future that lies ahead of them.
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