Warum Salesforce? Eine Million gute Gründe

Editor's Notes

• #3: Key MessageSalesforce is a publicly traded company. Customers should make buying decisions only on the products commercially available. Talk TrackBefore I begin, just a quick note that you should base your purchasing decisions on products and services that are currently available.
• #5: Key Messages Gratitude We owe all of our success to our customers. Make sure they understand that nothing is more important to us than their success The customer is the hero in this story, not Salesforce Talk TrackThank you for meeting with me today and thank you for being a great Salesforce customer for [XX] years. We appreciate your business. If you want to customize this slide, carefully crop and place images over top level photos. 
• #6: * Sie haben heute sicher schon in vielen Keynotes und Präsentationen die Begeisterung unserer Kunden über die Salesforce Plattform gesehen, z.B. [1-2 Beispiele und Kundennamen aus Keynotes nennen] * Trotzdem schließt man so eine Partnerschaft nicht nur aus Begeisterung, sondern auf Grundlage einer umfassenden Bewertung
• #7: Wie jede andere Investition muss sich auch die Einführung oder Ablösung von Unternehmenssoftware lohnen und deutlich positiven Wertbeitrag generieren. Diese Bewertungskriterien haben sich bewährt * Strategischer Fit: wie gut passt die Salesforce Plattform, Cloud als Deployment Modell und die Werte von Salesforce zu Ihrer Unternehmensstrategie? * Unternehmenserfolg: Welche Potenziale wollen sie auf der Fachseite heben? Umsatzsteigerung? Produktivität? Synergien durch die Plattform? * Investitionen: wie wirkt sich die Einführung auf Ihre Total Cost of Ownership aus? Wichtig hier: TOTAL cost betrachten über min. 5 Jahre * Geschwindigkeit: wie schnell bekommen Sie die PS auf die Straße? -> nicht nur früherer Nutzen, sondern auch höherer Nutzen durch Fast-Mover-Vorteil * Risiko: wie wahrscheinlich ist es, dass die angenommen Nutzenpotenziale und Zeitleisten auch gehalten werden?
• #8: Frage 1: was suchen Sie eigentlich? Die Lösung für ein ganz spezielles (IT-)Problem? Oder eine Plattform für den Wandel/digitale Transformation. Salesforce ist mehr als nur Sales oder Service, sondern eine integrierte Plattform für Ihren Kundenerfolg. Mit unserer Customer Success Platform helfen wir unseren Kunden, im Zeitalter der vierten industriellen Revolution erfolgreich zu sein. Wir helfen Unternehmen, sich mit ihren Kunden über jeden Touchpoint zu vernetzen, und zwar über alle Abteilungen hinweg – Vertrieb, Kundenservice, Marketing sowie im stationären Handel und im Online-Handel.
• #9: CEOs aus allen Branchen und Unternehmensgrößen suchen uns als Partner, um Ihr Unternehmen zu transformieren. Gemeinsames Element ihrer Strategie: bessere Kundennähe erreichen Beispiel Adidas: Transformiert von einem Hersteller mit iW offline B2B Beziehungen zu einem online Business 2 Consumer Unternehmen. Mittlerweile ist der mit Abstand wichtigste Store die eigene Seite adidas.com Dazu setzt Adidas die Salesforce Plattform ein, i.W. Commerce Cloud (B2B und B2C), Service Cloud und Marketing Cloud. Und dadurch entsteht ein nahtloses Erlebnis mit dem Kunden. Ich habe selbst schon Schuhe umgetauscht, in dem ich während des Mittagessens kurz mit einem Adidas-Mitarbeiter auf dem iPhone gechattet habe. Das war einfach und kundenfreundlich! Und der Erfolg gibt Adidas recht: nach der Einführung in USA um 80% gewachsen Detaillierter Case: Industry: Retail Segment: STRAT Products or Features: Service Cloud (Einstein Bots, Social Customer Service), Commerce Cloud (Click and Collect, Product Customization, Apple Pay), Marketing Cloud Date Story Created: March 2018 Company Overview: The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle.  Adidas Uses Commerce Cloud for both B2B Commerce and B2C Commerce B2B Commerce Use Case B2B Commerce site went live 12/2015 B2B Commerce Site Link: https://b2bportal.adidas-group.com Adidas is a global manufacturer of apparel and footwear, producing more than 778M product units and €17B in sales in 2015. It is the largest sportswear manufacturer in Europe and second largest in the world. Adidas breaks its business into three tiers of wholesalers and retailers that sell Adidas products to consumers. Adidas faced a major challenge serving its second- and third-tier customers effectively and needed a solution that allowed them to order products online rather than through direct sales reps, while providing a top-notch user experience that matched the caliber of the Adidas brand. Challenges: Adidas wanted to transform its direct sales model to manage customer interactions more efficiently and cost effectively with a compelling digital experience. The direct sales model was costly and inefficient for Adidas. Since tier two and tier three customers typically ordered lower volumes of products for their distribution channels or stores, sending dedicated sales reps out to take orders with smaller customers was not sustainable. Adidas needed a commerce solution that improved the wholesale customer experience with robust B2B functionality that provides a strong user experience. While the B2B commerce site would primarily be used to service tier two and three customers, it would also need to add value for larger, key accounts. Adidas needed a truly agile, scalable and fast platform that would support its cloud-first strategy and give it the speed-to-market they needed and ability to expand and iterate over time. Adidas would launch the commerce offering in Western Europe first, followed by LATAM, and other markets in the future. Adidas is a global brand with wholesale and retail customers in countries across the globe. It needed a commerce solution that could handle localization, pricing and language needs for each customer. Solutions: Adidas selected CloudCraze, a native commerce solution on Salesforce, even though Adidas was not previously using Salesforce. Adidas identified CloudCraze as the best fit for its B2B commerce because: CloudCraze and Salesforce provided the data model and scalability Adidas needed to support its worldwide customer base. CloudCraze powers Adidas’s B2B site in 31 countries and 19 languages across Western Europe and 7 countries and 7 languages in LATAM. CloudCraze gave unprecedented speed to market thanks to the power of SaaS and an agile development approach. Once Adidas chose CloudCraze, it understood the value of the Salesforce platform and purchased Sales, Service and Community Cloud—this gave Adidas a 360-degree view of customers that informed sales, service, support and IT. CloudCraze provided a user experience and interface that matched the high standards of the Adidas brand, while integrating with Adidas’s existing SAP AFS for product availability and pricing data in real time. CloudCraze allows Adidas sales reps to collaborate online with customers. For example, a sales rep can create and edit an order on behalf of a customer in an integrated experience. The ‘cart’ or order automatically syncs with the customer or sales reps’ edits an order, pricing or products. Results: By implementing the native CloudCraze commerce solution on Salesforce with other Salesforce Clouds including Sales Cloud, Service Cloud and Community Cloud, Adidas gained a single view of customers and transformed customer engagement. Launched a very complex, responsive commerce offering in 7 months—roughly 1/3 of the time as the average SAP Hybris implementation Tens of thousands of Adidas wholesale customers of all sizes (large accounts + SMBs) use CloudCraze to: Access, browse and purchase Adidas’s entire product catalog digitally; Adidas no longer offers its paper catalog Pre-order merchandise for the upcoming season Re-order in-season merchandise Manage their accounts (e.g., view order history, invoices, documents, file complaints, returns, track orders, etc.)  B2C Commerce Use Case Business Challenge: adidas’ target consumers are increasingly digital. Many retailers and brand operators have struggled in the challenge of shifting from a brick-and-mortar business model to a digital and/or hybrid model. To meet the expectations this digital-first consumer, global sports brand adidas wanted to provide a premium, personalized, and connected experience to consumers with a single digital platform. The shopping experience includes more than the point of sale or the point of purchase. adidas needed a way to personalize every touchpoint before, during, and after the purchase -- and to do it at scale. But the shopping journey is complex, and often starts in a digital channel. Oftentimes, consumers jump from channel to channel, from email, to e-commerce, to branded apps, and social sites and everything in between. Pulling consumer data together into a single view was challenging, especially with disparate systems across various service channels, like online and stores. The brand, well on its way to becoming the fastest sports company in the world, is always looking forward and pushing the boundaries of innovation to connect with every consumer on a personalized level. In 2016, the company decided to interface directly with consumers through digital channels, as opposed to traditional forms of advertising, like TV or print.  According to Head of Digital Brand Commerce, Joseph Godsey, the company “is truly trying to build differentiated experiences, identifying key consumer segments and mapping out experiences tailored to their needs.” Salesforce Solution: The company’s most important store is no longer a physical store, it’s adidas.com. The adidas website is a key part of a platform through which the brand can offer premium, connected, and personalized experiences. This desired brand experiences is powered by Commerce Cloud, a single platform for adidas sites across the globe, supporting multiple languages and currencies. When consumers visit the site, they are met with dynamic brand imagery and functionality appealing to the Millennial consumer, called the “co-creator”. On the site, consumers can customize their own pair of adidas shoes, selecting the style, color, insole, outsole, laces, and more, bringing new meaning to the phrase “personalized shopping experience”. The site is mobile optimized and responsive to consumers who choose to shop on their phone – which is becoming the norm for many consumers today. Consumers can quickly search and sort results quickly, in addition to completing the transaction with the convenience of Apple Pay, for a truly convenient mobile-first shopping experience. With Service Cloud, adidas empowers its staff of 1,100 care agents to deliver faster, smarter service in whichever format consumers prefer — phone, email, web, or social — all from a single application. As a result, customer service is more efficient for the company and, crucially, more personalized and convenient for consumers. adidas is levering Einstein Bots to resolve simple cases. By deflecting simple cases, human agents have more time to spend on high value contact moments, to resolve the cases that are more complex. By doing Social Customer Service, adidas is maintaining a complete view of its customer across channels, and servicing them on the platforms that are most convenient. With Salesforce Marketing Cloud integrated to Service Cloud, adidas can use customer inquiries discovered from social listening to generate cases, and resolve them within one platform. With Commerce Cloud and Service Cloud, adidas continued to drive personalized brand interactions across the website and care center operations. With Marketing Cloud and Salesforce DMP, adidas is introducing 1-to-1 communications across every step of the shopping journey. Results: Servicing customers on the channel they prefer Creating deeper and more personal relationships with customers Delivering more meaningful service experiences Grew 20% in the first 6 months Grew in America 80% In 2016, the company’s overall sneaker sales grew substantially. Around that time, the company reported a 60% increase in ecommerce globally, which equated to approximately €1 billion in online sales. 1,100 service agents can access a single view of the consumer Additional Resources: Success Film: http://bit.ly/2Ipmvdd Website Story: https://sfdc.co/adidas_web_story  
• #13: Maximaler Kundenerfolg entsteht nicht in Silos, sondern in einer Platform: Beispiel: Field Service Techniker als Quelle für Sales oder zumindest Leads. Aus eigener Erfahrung: ich hatte neulich einen Techniker da um meinen Dampfgarer zu reparieren. Ich: Ich benutze den Dampfgarer am meisten für Spargel. Techniker: ja, der wird perfekt da drin. Leider wird der Spargel immer so schnell kalt auf dem Tisch. Ich: das stimmt!! Techniker: es gibt da diese passende Porzellanschüssel mit Deckel, da passt der Dampfgarer-Einsatz perfekt rein. Ergebnis: habe auch noch direkt bei dem Techniker diese Schüssel gekauft -> Win-win: ich habe gleich zwei Probleme ist gelöst: mein Dampfgarer geht wieder und ich habe warmen Spargel UND Upsell für den Hersteller.
• #14: (EDIT: größere Blöcke zusammenfassen?) Frage kommt immer: muss ich dazu eine Plattform einführen, oder kann ich mir das nicht selbst zusammenbauen? Klassische Best-of-Breed Diskussion. Nun – viel Spaß! Das bräuchte man alles, um die Funktionalität der Salesforce-Plattform ansatzweise nachzubauen. Wo ist da die Schwierigkeit? * Alle diese Komponenten haben unterschiedliche Release-Zyklen: manche ändern sich ständig, manche nur selten, aber auf jeden Fall nicht alle zum gleichen Zeitpunkt -> ständige Herausforderung einen konsistenten Zustand herzustellen * Keine garantierten Upgradefähigkeit (non-breakable) * Hohe Integrationsaufwände/kosten, auch ongoing * Keine One data source / source of truth
• #15: Geschwindigkeit zählt dreifach. * Trivial: je eher ich fertig bin, um so eher kommt der Nutzen. * Net Present Value von Nutzen in der nahen Zukunft höher als bei später Nutzenrealisierung * In agilem Umfeld gewinnen die schnelleren überproportional, z.B. durch Gewinnen von Marktanteilen
• #17: Je länger das Projekt, um so größer das Risiko.
• #21: App Exchange