Introduction What is customer 360 New research shows that 84% of customers Future-fit companies are evolving accordingly, transformation and why now? say the experience a company provides is as redesigning their businesses to compete on the important as its products and services. most important market differentiator: their ability to understand, engage, and earn the trust of their Customers expect unity customers. These companies put the customer Business transformation has reached a critical at the center. inflection point. but oen face silos Salesforce’s business has been built on the gradual For decades, businesses competed on the ability evolution from the product-centric world to one to build and distribute the best product or service. in which customers demand to be at the center of ” Leaders thought, “Build it and they will come. your business. The Salesforce technology platform It made sense to put the product at the center is singularly focused on enabling this. And we’ve of a business. learned one important thing helping leaders do that Today, the internet and new technologies for the past 21 years: Adding new technology to like artificial intelligence (AI) and the Internet old-fashioned, product-centric thinking doesn’t of Things (IoT) are turning this world upside generate the change businesses really need. down. In every industry, it’s never been easier to set up a new business and compete of customers expect all company with industry incumbents. 72% representatives to have the same information about them With so many choices at their fingertips, customers now choose to spend their time of customers say it generally feels like and money with businesses that put them first. 59% they’re communicating with separate departments, not one company Salesforce, State of the Connected Consumer, June 2019. The Customer 360 Playbook 04