CEM Strategy

Companies have come to realize that delivering superior customer experience is the single most important competitive differentiator they have. But they have data silos to tackle and outdated customer data to content with. Delivering high-quality customer experience in real time may also be a challenge. New devices such as wearables and IoT-equipped devices are now supplying data on customer experiences with products and services that need to be integrated, managed and analyzed as well. This topic explores how Salesforce users are integrating data from various channels or encountering challenges in doing so and how they use the Salesforce platform to improve and manage customer experience. From data integration strategies to how companies are improving customer experience by better understanding the customer journey, we explore how CRM is transitioning away treating sales as isolated transactions, toward a more holistic approach of nurturing and maintaining relationships with consumers. This section also focuses on improving customer experience through CEM tools and best practices.

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