Nearly one-third of companies surveyed are increasing Salesforce investments.
The State of Salesforce: COVID-19 Special Edition, 2020-2021 from IBM reviews a year disrupted by COVID-19—and how leading companies have evolved their Salesforce strategies looking to accelerate and adapt to the conditions created by the pandemic. In this report, The State of Salesforce: Industry Perspectives, 2020-2021, we examine the four trends uncovered in the main report and drill deeper into what they mean for five key industries:
- Consumer goods (retail and consumer packaged goods)
- Insurance (inclusive of financial services)
Every industry has had to accelerate their business and shift priorities in response to the pandemic. We examine here how global industry leaders are adapting Salesforce strategies to survive now and thrive in the future. Our results are based on 107,000+ data points and 15+ hours of interviews with global industry executives.
Increasingly complex employee, workflow and customer demands
Industry leaders are meeting increasingly complex employee, workflow and customer needs with investments in AI, process innovation, risk management systems, workforce recovery solutions and end-to-end Salesforce integration.
IT and business alignment is the top priority
Business transformation using Salesforce is most successful when IT and line of business leaders are aligned from the start and are able to satisfy both their needs and wants.
- Business outcomes
- Happy customers
- Engaged employees
- Ease of collaboration
- Data-driven insights
- Automation and productivity
- Innovation speed
- Business outcomes
- Less complexity to manage
- Data and privacy
- Scale functionality with ease
- Technical flexibility
- Future-proof solutions
- Focus on innovation over maintenance
Salesforce customers had a starting advantage
What continues to be true is a divide in the market—one where organizations further along their Salesforce journey at the start of the year continue to pull ahead and build additional advantages. Those slower to adapt and invest have struggled.
Last year we defined the best companies as those that see customer experience (CX) as a direct reflection of employee experience (EX) and can act to redesign their approach accordingly. This year, “the best companies” represented 23% of our survey sample. The best companies are those that are focused on their ability to meet customers’ needs and on employee safety and enablement—as well as on increased investment in emerging technologies to anticipate change and improve resilience. Salesforce plays a critical role in digital transformation as companies navigate pandemic conditions.
“ Salesforce has helped our business deliver more value to our customers, which at the end of the day is what it’s all about. ”
Nearly one-third of businesses surveyed increased their Salesforce investments in 2020, despite uncertainty and disruption in the market. These enterprises recognize that Salesforce gives them a major advantage in the market, and helps to create industry differentiation. They seek to maximize the impact and value of their investments.
Trends and business priorities emerging during COVID-19
- 1. Trust is the new currency of customer engagement
- 2. Human-centered AI creates new business value
- 3. Employee safety and well-being build resilient businesses
- 4. COVID-19 widens the gap between digital “haves” and “have-nots”