A Blueprint for Becoming a Customer-Unified Company; Placing Customer's Experience the Heart of the Enterprise

According to executives, customer experience is the number one priority for business transformation next year. Even though most may say that they’re already “customer-centric,” the reality is that the only way to do so is to actually reorganize the business, operations, and technology around the customer. New research finds that only 15% of companies around the world say they have both a single (360-degree) view of customer data and the organizational structure to make use of those insights. 

There's work to be done as customers are expecting to be the center of anyone's universe.

At Salesforce, I recently had the opportunity to work with Harvard Business Review Analytic Services (HBRAS) on a survey of 1,100 executives around the world exploring how to meet the future of customer experiences.

The new report, “Making Customer Experiences the Heart of the Enterprise: How Organizations Are Uniting around the Customer in Order to Thrive,” features companies such as Kellogg’s, Pacific Life, Kimberly-Clark and others. It shares how executives are effectively investing in improving both customer insight and customer engagement, the two sides of effective CX, and how they’re transforming at scale and speed.

The report is available for download, here.

Following the release of the report, I was invited to contribute a special series for Harvard Business Review.

The reality of executives prioritizing customer experience in their business transformation with such a small percentage of companies actually organized around their customer, inspired me to draft a blueprint for becoming a customer-unified company. The result is a five-part approach to customer-centricity.

. Why Going Digital Isn’t Enough to Meet the New Customer Experience (CX) Imperative – Link

2. A Blueprint for Becoming a Customer-Centered Company – Link

3. 8 Steps for Building a Culture of Data-Driven Empathy – Link

4. Here’s What Happens When You Focus on Employees to Better Serve Your Customers – Link

5. A 5-Step Roadmap for Becoming a More Customer-Centric Company – Link

As the world reopens, every organization faces a new opportunity to reimagine their business in the next normal. The time is now to transcend disruption into opportunity, to become customer-centered, organize around customer data, and deliver more personal experiences at scale, at every stage of the customer journey. Let’s unite around our customers and their single source of truth to reshape our businesses together.

About Brian

Brian Solis is the Global Innovation Evangelist at Salesforce. He's also world-renowned digital anthropologist, futurist, and sought-after keynote speaker. He's an 8x best-selling author and has also published over 60 research papers focused on digital transformation, innovation and disruption, experience and service design, CX, and business modernization. Invite him to speak at your next event or bring him in to your organization to challenge and motivate colleagues and executives. 

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