The Imperative to Connect
When Marc Benioff took the stage at this year’s Dreamforce, the message was clear. It’s all about connection. As he said, there’s now “an imperative to connect” with customers, partners, and employees. With the social and mobile revolutions raging, we’re all perpetually connected to each other, to our technologies, and to the businesses we interact with both personally and professionally. For companies to stay afloat (Wave pun intended) in this environment, customer connections need to be instant, interactive, and informative.
The unveiling of the Customer Success Platform and the Wave Analytics Cloud underscored the message of connection. The most successful companies will devise innovative ways to connect with their customers. The contact will need to be “anytime anywhere” across devices and channels; feedback will need to be heard and analyzed; and responses must be swift or perhaps instant. As a side note, speed was another big Dreamforce theme this year. Response times and agility will continue to be very hot topics as we enter 2015.
On the Customer Success Platform, Benioff commented, “Our vision is to build the platform that allows you to connect. We know that if you engage deeply, interact, remember those customers, and create one-to-one relationships with them, you will have incredible success.”
Connect feedback to CRM
The focus on connection at Dreamforce increases the urgency to integrate customer feedback into Salesforce. This is one of the most powerful ways to actively engage your customers, partners, and employees. Whether that means reaching people via mobile surveys or analyzing text responses that trigger specific actions in CRM, it’s truly imperative to collect, centralize, and act on feedback to maintain healthy customer relationships.
Strengthening your feedback program with solutions like SURVE and Syncfrog should be part of your larger strategy to connect with customers in meaningful ways all along their journey. Here’s a quick video overview (if you’ve got two minutes) on how to automate feedback in CRM to improve how you connect with customers.