Chapter 2 Design Customer-Centric Business Processes Your business processes are your company’s • Nearly half of marketers — once concerned only The customer experience stakes habits — repeatable behaviors that enable with driving new leads — now champion customer have never been higher4 scalable effectiveness. experience initiatives across their entire companies.2 In a product-centric world, these business processes 84% optimize how you manufacture, market, sell, and • Even leaders in information technology (IT) now of customers say the experience a service your products. In a customer-centric world, cite customer experience as their top priority.3 company provides is as important as its you still need to do all of that, but you also have to products and services think about those activities from the Great experiences reap great rewards, with almost customer’s perspective. two-thirds of customers willing to pay a premium for them. What’s more, a standout experience with one 73% Your goal: Make it easy for employees to make it easy company prompts nearly three-quarters of customers 4 of customers say one extraordinary for the customer. to hold other companies to higher standards. experience raises their expectations of other companies Well-designed customer experiences have never The only way to deliver those excellent experiences is been more relevant. Here’s the evidence, according to enable employees at every stage of the to research: customer’s journey. • Salespeople — once solely focused on closing 66% of customers are willing to pay more for a transactions — now track customer satisfaction great experience 1 more than any other metric. 1. Salesforce, State of Sales, May 2018. 2. Salesforce, State of Marketing, December 2018. 3. Salesforce, Enterprise Technology Trends, May 2019. 4. Salesforce, State of the Connected Customer, June 2019. The Customer 360 Playbook 09