Chapter 4: Move to the Leanest Possible Technology Stack Evolving your tech stack for customer centricity In the march toward a leaner tech stack that fuels Many businesses still have a product-centric greater customer centricity, you’ll notice your CRM architecture, with CRM used tactically, department platform naturally playing a critical role. That’s by department. This is changing quickly, as CRM because it: becomes the single source of customer truth, 85% including unified collaboration tools and I believe a CRM system should be a technology solution that supports the full • Consolidates the number of tools needed for your omni-channel customer engagement workflows customer lifecycle workforce to do their work. and process automation. • Empowers employees closest to customers to In a recent Salesforce-commissioned study of nearly deliver the right experiences at the right time. 500 business leaders, Forrester Consulting found 80% 80% agreed that a single source of customer truth Our CRM system has significantly greater • Delivers insights and recommendations, utility beyond sales and customer would create “significant” or “indispensable” value service/support not just data. for their company. • Makes customer data easily shareable. • Keeps you flexible and connected in an age 80% My organization is increasingly using our of APIs, IoT, and the platform economy. CRM system as the single source of truth about our customers Base: 484 director-level and above decision makers with responsibility for CRM strategy and technology investments Source: A commissioned study conducted by Forrester Consulting on behalf of Salesforce, August 2019. The Customer 360 Playbook 15