Chapter 5 Sense and Respond to Customers, Now and in the Future You now have the world’s best customer experiences Customers show their trust in two connected ways: and a fully aligned team, supercharged by incredible They give you their money and their data. technology. For a moment, angels sing. The best way of earning more data is to analyze what And then something changes … but do you notice? you have and turn it into insights, which become Perhaps a competitor comes up with a better the DNA of improved experiences — which, in proposition, something breaks, or your customer turn, earns you more data. And so the flywheel simply changes their mind on what is good enough. keeps spinning as long as you deliver what the customer wants: experiences that feel as How do you keep up with this change? effortless as possible. Coordinating your response is a critical discipline. When Salesforce was founded in 1999, we Why? Customers’ expectations and behaviors offered only a small fraction of the technology will continue changing, even after you perfect we offer today. We grew into customer service, internal processes and connect silos. For your marketing, ecommerce, and beyond because digital transformation initiatives to evolve, our customers asked us to. Each Salesforce you need to sense and respond to change feature is prioritized according to demand. better than your competition. Create a data flywheel Our whole business is predicated on listening and delivering. Customer feedback is the engine that drives that fuels customer success us — and it’ll help you evolve, too, for whatever comes next with your own customers. We have found that the best companies focus intently on earning and re-earning customers’ trust. The Customer 360 Playbook 17