Work Toward a Single View of Your Customer

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All too often, customers have to navigate a company’s org chart to get the answers they need — mainly because employees don’t have easy access to a single source of truth for customer data.</p> <p>The fact is, customer data comes from too many sources to easily consolidate and make sense of it all, and silos only exacerbate these challenges. This, in turn, negatively impacts the quality of customer and potential customer experiences.</p> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg margin-0-bottom-sm text-size-default line-height-default "> <b>Customer/prospect data comes from too many sources to easily make sense of it.</b> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="Bar that says 58%" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-stat2-58percent.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg margin-0-bottom-sm text-size-default line-height-default "> <b>Lack of an enterprise view of customer/prospect data is a problem.</b> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="Bar that says 58%" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-stat2-58percent.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg margin-0-bottom-sm text-size-default line-height-default "> <b>I have a lot of analytics tools at my disposal, but I still struggle to produce and execute insights.</b> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="Bar that says 56%" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-stat5-56percent.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg margin-0-bottom-sm text-size-default line-height-default "> <b>Customer/prospect teams cannot access actionable insights in real time.</b> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="Bar that says 56%" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-stat5-56percent.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg margin-0-bottom-sm text-size-default line-height-default "> <b>Organisational silos negatively impact the quality of our customers'/prospects' experiences.</b> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="Bar that says 56%" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-stat5-56percent.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-6 col-lg-6"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="Percentages indicate Strongly agree / Agree" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-stat5-key.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-1 col-lg-1"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-10 col-lg-10"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-2 col-lg-2"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-10-bottom-sm " alt="Forrester logo" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-forrester-logo.png"/> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-10 col-lg-10"><div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-default "> <i>Source: <a href="/eu/form/sales/forrester-crm-report/?d=cta-body-promo-362" target="_blank">Make CRM the Foundation of Your Customer Obsessed Strategy</a></i> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-1 col-lg-1"> </div> </div> <div class="row"> </div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md margin-30-bottom-md text-size-default line-height-32 "> As we mentioned in an earlier chapter, <a href="https://www.mulesoft.com/lp/reports/connectivity-benchmark">the average enterprise uses about 900 different applications</a> and only about 28% of those apps are connected. This is a big problem because <a href="https://www.mulesoft.com/lp/reports/connectivity-benchmark">nine out of 10 IT leaders</a> say data silos are their greatest obstacle to digital transformation. </div> </div> <div class="headingComponent parbase section"> <h2 id="companies-need-a-single-source-of-customer-truth" class=" h3 text-stratus text-left salesforce-sans-bold col-lg-12 margin-20-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Companies need a single source of customer truth. </span> </h2> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-4 col-lg-4"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="Image that says 25%" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-stat6-25percent.png"/> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-8 col-lg-8"><div class="bodyCopyComponent parbase section"><div class="margin-40-top-lg margin-20-top-sm margin-10-bottom-lg margin-0-bottom-sm text-size-default line-height-default "> <b>To what extent do you feel your CRM system(s) provide(s) a single source of truth today?</b> </div> </div> <div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-10-top-sm " alt="Image that indicates 25% of respondents completely feel that their CRM provides a single source of truth" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-stat6-key.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-4 col-lg-4"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="Image that says 80%" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-stat7-80percent.png"/> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-8 col-lg-8"><div class="bodyCopyComponent parbase section"><div class="margin-40-top-lg margin-20-top-sm margin-10-bottom-lg margin-0-bottom-sm text-size-default line-height-default "> <b>How much value would your organisation gain from a single source of truth for customer data?</b> </div> </div> <div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-10-top-sm " alt="Image that indicates 80% significant value" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-stat7-key.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-1 col-lg-1"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-10 col-lg-10"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-2 col-lg-2"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-10-bottom-sm " alt="Forrester logo" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-forrester-logo.png"/> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-10 col-lg-10"><div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-default "> <i>Source: <a href="/eu/form/sales/forrester-crm-report/?d=cta-body-promo-363" target="_blank">Make CRM the Foundation of Your Customer Obsessed Strategy</a></i> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-1 col-lg-1"> </div> </div> <div class="row"> </div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md margin-20-bottom-lg text-size-default line-height-32 "> The integration opportunity is massive. <a href="https://www.salesforce.com/eu/form/sales/forrester-crm-report/">Research shows</a> well-integrated CRM systems contribute to significantly higher customer satisfaction. Eighty percent of well-integrated businesses reported an eight or higher on a 10-point scale when rating their overall experience for customers, as compared with 57% of organisations whose technologies were not well-integrated with their CRM platform. </div> </div> <div class="headingComponent parbase section"> <h2 id="decide-what-and-how-to-integrate" class=" h3 text-stratus text-left salesforce-sans-bold col-lg-12 margin-20-top-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Decide what and how to integrate. </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md margin-30-bottom-md text-size-default line-height-32 "> <p>To provide a connected experience, data may need to be <a href="/crm/crm-integration/">integrated between a broad range of business applications</a>, systems of record, and external sources.</p> <p>Again, taking a use case approach can help you decide what systems and data need to be integrated. If, for example, you want to provide personalised product recommendations for customers via email newsletter, product data from your ecommerce platform will need to be accessible from your email marketing engine. And you will likely want to automate processes, such as sharing pricing information between your enterprise resource planning (ERP), CRM, and ecommerce systems.</p> <p>Then, you need to decide how to integrate the systems. This can happen in multiple ways:</p> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-karl-the-fog bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-1 col-lg-1"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-10 col-lg-10"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-top-lg margin-0-top-sm column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-1 col-lg-1"><div class="headingComponent parbase section"> <p id="1" class=" avantgarde-l text-stratus text-center avant-garde-demi margin-20-top-sm " style="; "> <span class=" header-text "> 1 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-11 col-lg-11"><div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-0-top-sm margin-20-right-sm margin-10-bottom-lg margin-20-bottom-sm margin-20-left-sm text-size-default line-height-default "> Organisations can invest solely in products and services from one provider, so all programs and tools more seamlessly integrate and share data. </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-1 col-lg-1"><div class="headingComponent parbase section"> <p id="2" class=" avantgarde-l text-stratus text-center avant-garde-demi margin-20-top-sm " style="; "> <span class=" header-text "> 2 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-11 col-lg-11"><div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-10-top-md margin-0-top-sm margin-20-right-sm margin-10-bottom-lg margin-20-bottom-sm margin-20-left-sm text-size-default line-height-default "> Developers can write custom code to force two systems to communicate with each other. </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg margin-0-bottom-sm column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-1 col-lg-1"><div class="headingComponent parbase section"> <p id="3" class=" avantgarde-l text-stratus text-center avant-garde-demi margin-20-top-sm " style="; "> <span class=" header-text "> 3 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-11 col-lg-11"><div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-0-top-sm margin-20-right-sm margin-10-bottom-lg margin-20-bottom-sm margin-20-left-sm text-size-default line-height-default "> Developers can use application programming interfaces (APIs) to allow an application to securely connect to and use data from another application. </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-1 col-lg-1"> </div> </div> <div class="row"> </div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md text-size-default line-height-32 "> <p>Each approach has its pros and cons. For example, while it may be tempting to choose best-of-breed applications from different vendors, writing custom integration code often results in a messy web of code that breaks with updates and new integrations. On the other hand, an integrated all-in-one solution may not have the capabilities some lines of business need.</p> <p>Alternatively, you can take a hybrid approach by adopting a customer-centric platform like <a href="/eu/products/?d=cta-body-promo-364">Salesforce Customer 360</a>, which offers market-leading applications for key lines of business, all built on a shared platform — but can also be highly connected and integrated with other software through APIs and data management tools. More to come on that in a minute.</p> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper bg-center-top bg-cover container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="visible-lg"> <div class="columns-wrapper column-container-image lazy bg-center-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch2-customerstory-blue-background.png"> </div> </div> <div class="visible-md"> <div class="columns-wrapper column-container-image lazy bg-center-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch2-customerstory-blue-background.png"> </div> </div> <div class="visible-sm"> <div class="columns-wrapper column-container-image lazy bg-center-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch2-customerstory-blue-background.png"> </div> </div> <div class="visible-xs"> <div class="columns-wrapper column-container-image lazy bg-center-top bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch2-customerstory-blue-background.png"> </div> </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-sm-1 col-md-1 col-lg-1"> </div> <div class="col text-left col-sm-10 col-md-10 col-lg-10"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-6"><div class="spacerComponent parbase section"><div class="spacer hidden-xs hidden-sm hidden-md" style="height:80px;"></div> </div> <div class="headingComponent parbase section"> <h3 id="customer-story" class=" h4gn text-stratus text-left salesforce-sans-bold col-xs-12 col-sm-12 col-md-12 col-lg-12 margin-100-top-lg margin-20-right-xs margin-10-bottom-lg margin-20-left-xs " style="; "> <span class=" header-text "> Customer Story </span> </h3> </div> <div class="headingComponent parbase section"> <h3 id="elf-cosmetics" class=" h1 text-stratus text-left salesforce-sans-bold col-xs-12 col-sm-12 col-md-12 col-lg-12 margin-20-right-xs margin-10-bottom-lg margin-20-left-xs " style="; "> <span class=" header-text "> e.l.f. Cosmetics </span> </h3> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-6"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-20-right-xs margin-20-left-xs center-img-horizontally " alt="Image of Ekta Chopra, Chief Digital Officer for e.l.f. Beauty" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-customerstory-wheel-2.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-60-right-lg margin-0-right-md margin-20-right-xs margin-10-bottom-lg margin-20-left-xs text-size-default line-height-32 "> <p>e.l.f. Cosmetics was one of the earliest beauty brands to use ecommerce, and it has since undergone a transformation to provide a connected experience for its customers.</p> <p>The transformation required integrating the company’s marketing, ecommerce, and service systems. This has enabled e.l.f. Cosmetics to better understand customer behaviors, use artificial intelligence to improve customer engagement, create personalised customer journeys, and reduce service issues.</p> <p>As a result, the company increased daily browse-to-buy conversion rates to levels only previously seen on Black Friday and saw a 50% decrease in daily customer service tickets.</p> <p>The experience has given Ekta Chopra, Chief Digital Officer for e.l.f. Beauty, insights into what organisations should consider before embarking on an integration project. Her recommendations are to:<br /> </p> <ul class="enhanced-unordered-list"> <li>Make sure you have someone with integration expertise on the team with a deep knowledge of your architecture.<br /> </li> <li>Take a use case-based approach by designing the integrations for real-world situations.<br /> </li> <li>Understand what inputs are necessary for each use case before getting started.<br /> </li> <li>Map out your customer journeys.</li> </ul> <p>To help plan integrations for key use cases, Chopra recommends using Salesforce <a href="https://www.salesforce.com/blog/solution-kits-customer-experience/">Solution Kits</a>. These kits lay out the best practices and materials needed for common use cases, including abandoned shopping carts, personalised recommendations, and order histories.</p> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-top-xs margin-20-right-xs margin-20-left-xs column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-9 col-lg-9"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-60-top-lg margin-40-top-md margin-20-top-sm margin-10-bottom-lg " alt="quotation mark" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-anywhere/quotes.png"/> </div> </div> <div class="headingComponent parbase section"> <h3 id="were-on-the-road-to-nirvana-a-single-view-of-the-customer-is-the-key-to-a-frictionless-consumer-journey" class=" avantgarde-m text-stratus text-left avant-garde-demi col-xs-12 col-sm-12 col-md-12 col-lg-11 margin-20-bottom-lg " style="; "> <span class=" header-text "> We’re on the road to Nirvana; a single view of the customer is the key to a frictionless consumer journey! </span> </h3> </div> <div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-default "> </div> </div> <div class="labelSmallComponent headingComponent parbase section"> <p id="ekta-chopra-chief-digital-officer-elf-beauty" class=" h5 text-stratus text-left salesforce-sans-bold margin-10-top-lg margin-60-bottom-lg margin-20-bottom-sm " style="; "> <span class=" header-text "> Ekta Chopra, Chief Digital Officer, e.l.f. Beauty </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-3 col-lg-3"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-40-top-lg margin-20-top-sm margin-20-bottom-sm center-img-horizontally " alt="Image of Ekta Chopra, Head of Digital, e.l.f. Cosmetics" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-customerstory-pullquote-headshot.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="videoComponent vy-player parbase section"><div data-qe="TRACK_CUSTOMLINK_elf-is-a-trailblazer" class="margin-40-top-lg margin-20-top-sm margin-20-right-xs margin-60-bottom-lg margin-40-bottom-sm margin-20-left-xs "> <div class="vy-player-container "> <div class="vidyard-player-embed" data-uuid='QNBsmS3jk9Ut9BTKfEL7dF' data-v="4" data-type="inline"></div> </div> <script type="text/javascript" data-uuid='QNBsmS3jk9Ut9BTKfEL7dF'> window.SfdcWwwBase && window.SfdcWwwBase.videoComponent && window.SfdcWwwBase.videoComponent.updateChapter(document.scripts[document.scripts.length - 1].getAttribute("data-uuid")); if(!window.vidyardEmbed){ window.videoUtils && window.videoUtils.loadScriptOnce("https://play.vidyard.com/embed/v4.js", "Vidyard", true); } else { window.vidyardEmbed.api.renderDOMPlayers(); } </script> </div> <script> (function($) { // Add 'Configuration' global object with details of our Adobe Analytics instance window.Configuration = window.Configuration || {}; var rsid = (typeof Server !== 'undefined') ? Server.getAccount() : ''; $.extend(window.Configuration, { PUBLISHER: '8D6C67C25245AF020A490D4C@AdobeOrg', MCID: '8D6C67C25245AF020A490D4C@AdobeOrg', NAMESPACE: 'salesforce', CHANNEL: 'salesforce', RSID: rsid, TRACKING_SERVER: 'salesforce.sc.omtrdc.net', HEARTBEAT_TRACKING_SERVER: 'salesforce.hb.omtrdc.net', DEBUG: false }); }(jQuery)); // End of IIFE </script> </div> </div> <div class="col text-left col-sm-1 col-md-1 col-lg-1"> </div> </div> <div class="row"> </div> </div> </div> <div class="headingComponent parbase section"> <h2 id="empower-your-employees-with-a-single-source-of-truth-for-every-customer" class=" h3 text-stratus text-left salesforce-sans-bold col-lg-12 margin-60-top-lg margin-40-top-sm margin-10-bottom-lg " style="; "> <span class=" header-text "> Empower your employees with a single source of truth for every customer. </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md margin-30-bottom-md text-size-default line-height-32 "> The ultimate aim of data integration projects is to create a single source of truth so everyone across the organisation can access the information they need from the same dataset. The big question, of course, is how. Salesforce can help you achieve this with Customer 360 Data Manager and MuleSoft. </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="1" class=" avantgarde-xl text-stratus text-center avant-garde-demi " style="; "> <span class=" header-text "> 1 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-10 col-lg-10"><div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-0-top-sm margin-20-bottom-lg margin-0-bottom-sm text-size-default line-height-default "> <a href="https://www.salesforce.com/eu/products/platform/overview/">Salesforce Customer 360 Data Manager</a> offers a point-and-click interface that allows your teams to connect all your Salesforce apps and customer data from other sources to create a single global ID and profile for every customer across the organisation. </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-2 col-lg-2"> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive center-img-horizontally " alt="" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-customerstory-inlineimage1.png"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="2" class=" avantgarde-xl text-stratus text-center avant-garde-demi " style="; "> <span class=" header-text "> 2 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-12 col-md-10 col-lg-10"><div class="bodyCopyComponent parbase section"><div class="margin-30-top-lg margin-20-top-md margin-0-top-sm margin-20-bottom-lg margin-0-bottom-sm text-size-default line-height-default "> The <a href="/eu/products/integration/overview/">MuleSoft Anypoint Platform</a> provides a bridge between Customer 360 and the rest of your organisation’s ecosystem of systems and data. It allows your developers to use APIs to connect Salesforce with on-premises, cloud, and legacy systems. For example, it can unlock back-office data from ERP systems and databases in Salesforce apps to synchronise orders and automate workflows. APIs are designed to make integration much easier and quicker for developers. In fact, <a href="https://blogs.mulesoft.com/biz/connectivity/powering-salesforce-integration-with-apis/">60% of IT leaders</a> say that integration with APIs is critical to their digital transformation strategy. </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md margin-30-bottom-md text-size-default line-height-32 "> Together, Salesforce Customer 360 and MuleSoft, a Salesforce company, allow you to surface your company’s data to deliver intelligent, connected experiences across channels and touchpoints. </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-top-lg margin-20-top-md margin-20-bottom-lg margin-20-bottom-md column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="visible-lg"> <div class="columns-wrapper row column-container-image lazy bg-center-bottom bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-banner1-api.png"> </div> </div> <div class="visible-md"> <div class="columns-wrapper row column-container-image lazy bg-center-bottom bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-banner1-api.png"> </div> </div> <div class="visible-sm"> <div class="columns-wrapper row column-container-image lazy bg-center-bottom bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-banner1-api.png"> </div> </div> <div class="visible-xs"> <div class="columns-wrapper row column-container-image lazy bg-center-bottom bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-banner1-api.png"> </div> </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <h3 id="want-to-dive-deeper-learn-how-apis-can-help-you-integrate-data-from-any-system-whether-on-premises-in-the-cloud-or-legacy" class=" h3 text-stratus text-left salesforce-sans-bold col-xs-10 col-sm-10 col-md-10 col-lg-10 margin-30-top-lg margin-30-right-lg margin-10-bottom-lg margin-30-left-lg " style="; "> <span class=" header-text "> Want to dive deeper? Learn how APIs can help you integrate data from any system, whether on-premises, in the cloud, or legacy. </span> </h3> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-30-right-lg margin-30-bottom-lg margin-30-left-lg text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg btn-primary salesforce-sans-regular " aria-label="Read the e-book - Mulesoft and Salesforce Customer 360" data-content-replacement-close-color="sfdc-swap-button-day" href="https://www.mulesoft.com/integration/lp/ebook/api/salesforce-integration-customer-360"> <span> Read the e-book </span> </a> </div> </div> </div></div> <div class="spacerComponent parbase section"><div class="spacer " style="height:50px;"></div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="headingComponent parbase section"> <h2 id="access-thousands-of-pre-integrated-apps" class=" h3 text-stratus text-left salesforce-sans-bold col-lg-12 margin-20-top-lg " style="; "> <span class=" header-text "> Access thousands of pre-integrated apps. </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-40-bottom-lg margin-0-bottom-sm text-size-default line-height-32 "> <p>Trusted Salesforce partners have created thousands of apps that integrate seamlessly and securely with Customer 360, and can all be found in the <a href="https://appexchange.salesforce.com/">AppExchange</a>. This ecosystem of more than 5,000 solutions and 80,000 peer reviews can help you solve any business challenge and extend the power of the platform.</p> <p>Getting the right technology platform and solutions in place is vital, but that won’t guarantee success until you have your people onboard. The next step is to drive the adoption of new apps and tools through change management and training.</p> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <div id="chapters" class=" h3 text-night text-left salesforce-sans-bold margin-60-top-xs " style="; "> <span class=" header-text "> Chapters </span> </div> </div> <div class="barComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg bg-karl-the-fog bar-align-center " style="height:2px;width:100%;"></div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="01" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 01 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/customer-focused-technology-guide/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Click here to proceed to chapter 1" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/c360-meta-image.png"/> </a> </div> <div class="headingComponent parbase section"> <p id="is-your-it-focused-on-products-or-customers" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/customer-focused-technology-guide/"> <span class=" header-text "> Is your IT focused on products or customers? </span> </a> </p> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="02" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 02 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/innovation-roadmap-and-technology-plan-two-paths/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Click here to proceed to chapter 2" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch2-meta-image.png"/> </a> </div> <div class="headingComponent parbase section"> <p id="learn-two-paths-to-building-your-innovation-roadmap" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/innovation-roadmap-and-technology-plan-two-paths/"> <span class=" header-text "> Learn two paths to building your innovation roadmap. </span> </a> </p> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="03" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 03 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/audit-technology-and-process/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Click here to proceed to chapter 3" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch3-meta-image.png"/> </a> </div> <div class="headingComponent parbase section"> <p id="audit-technology-and-process-where-are-your-gaps" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/audit-technology-and-process/"> <span class=" header-text "> Audit technology and process — where are your gaps? </span> </a> </p> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="04" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 04 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/achieve-single-view-of-customer/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Click here to proceed to chapter 4" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch4-meta-image.png"/> </a> </div> <div class="headingComponent parbase section"> <p id="work-toward-a-single-shared-view-of-the-customer" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/achieve-single-view-of-customer/"> <span class=" header-text "> Work toward a single, shared view of the customer. </span> </a> </p> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-top-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-2 col-md-2 col-lg-2"><div class="headingComponent parbase section"> <p id="05" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 05 </span> </p> </div> </div> <div class="col text-left col-xs-12 col-sm-10 col-md-10 col-lg-10"><div class="imageComponent parbase section"> <a href="/eu/resources/guides/drive-successful-technology-adoption-future-innovation/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Click here to proceed to chapter 5" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch5-meta-image.png"/> </a> </div> <div class="headingComponent parbase section"> <p id="drive-successful-adoption-and-future-innovation" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/drive-successful-technology-adoption-future-innovation/"> <span class=" header-text "> Drive successful adoption and future innovation. </span> </a> </p> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <div id="related-content" class=" h3 text-night text-left salesforce-sans-bold margin-60-top-lg margin-40-top-sm " style="; "> <span class=" header-text "> Related Content </span> </div> </div> <div class="barComponent parbase section"><div class="margin-20-top-lg margin-20-bottom-lg bg-karl-the-fog bar-align-center " style="height:2px;width:100%;"></div> </div> <div class="cardComponent parbase section"> <div class="thumbnail bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="https://salesforcecustomer360.herokuapp.com/?d=cta-related-1"> <a href="https://salesforcecustomer360.herokuapp.com/?d=cta-related-1" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="Image that says "Find out how to unite your company around your customers."" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/salesforce-customer-360.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <p id="tool" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Tool </span> </p> </div> <div class="headingComponent parbase section"> <p id="customise-a-solution-thats-right-for-your-business-in-two-simple-steps" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <span class=" header-text "> Customise a solution that's right for your business in two simple steps. </span> </p> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="https://salesforcecustomer360.herokuapp.com/">Customise a solution that's right for your business in two simple steps</a> </div> </div> </div> </div> <div class="cardComponent parbase section"> <div class="thumbnail margin-40-top-lg bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="/eu/resources/guides/customer-transformation-playbook-changing-company-mindsets-o/?d=cta-related-2"> <a href="/eu/resources/guides/customer-transformation-playbook-changing-company-mindsets-o/?d=cta-related-2" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="The Transformation Playbook">The Transformation Playbook</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_ie/www/images/forms/1-Mindset-Diciplines-768x432.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <p id="guide" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Guide </span> </p> </div> <div class="headingComponent parbase section"> <p id="the-transformation-playbook" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <span class=" header-text "> The Transformation Playbook </span> </p> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/eu/resources/guides/customer-transformation-playbook-changing-company-mindsets-o/">The Transformation Playbook</a> </div> </div> </div> </div> <div class="cardComponent parbase section"> <div class="thumbnail margin-40-top-lg bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="/resources/guides/transform-customer-experience-commerce-growth/?d=cta-related-3"> <a href="/resources/guides/transform-customer-experience-commerce-growth/?d=cta-related-3" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="Transform the Customer Experience">Transform the Customer Experience</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transform-customer-experience/resource-card-transform-customer-experience.png"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <p id="guide" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Guide </span> </p> </div> <div class="headingComponent parbase section"> <p id="transform-the-customer-experience" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <span class=" header-text "> Transform the Customer Experience </span> </p> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/resources/guides/transform-customer-experience-commerce-growth/">Transform the Customer Experience</a> </div> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-sm hidden-md hidden-lg columns-wrapper column-container-component"> <div class="bg-mist bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-mist bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-1 col-md-1 col-lg-1"> </div> <div class="col text-left col-xs-12 col-sm-11 col-md-11 col-lg-11"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="headingComponent parbase section"> <h2 id="up-next-chapter-5-drive-successful-technology-adoption-and-future-innovation" class=" h3 text-stratus text-left salesforce-sans-bold col-lg-12 margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Up Next: Chapter 5: Drive Successful Technology Adoption and Future Innovation </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-bottom-lg text-size-default line-height-default "> Adapting to new ways of working can be hard and it's imperative you set your employees up for success, while fostering a culture of continual innovation. </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="imageComponent parbase section"> <a href="/resources/guides/drive-successful-technology-adoption-future-innovation/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Click here to proceed to chapter 5" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch5-hero-image.png"/> </a> </div> </div> <div class="col text-left col-xs-12 col-sm-8 col-md-8 col-lg-8"><div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-default "> <p>See how to:</p> <ul> <li>Assess if cultural norms are barriers to change, and how to improve them</li> <li>Create a change management and adoption strategy</li> <li>Promote continuous learning and innovation</li> </ul> </div> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg btn-primary salesforce-sans-regular " data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/resources/guides/drive-successful-technology-adoption-future-innovation/"> <span> Go to Chapter 5 </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" hidden-xs columns-wrapper column-container-component"> <div class="bg-snow bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-mist bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-1 col-md-1 col-lg-1"> </div> <div class="col text-left col-xs-12 col-sm-11 col-md-11 col-lg-11"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="headingComponent parbase section"> <h2 id="up-next-chapter-5-drive-successful-technology-adoption-and-future-innovation" class=" h3 text-stratus text-left salesforce-sans-bold col-lg-12 margin-40-top-lg margin-20-bottom-lg " style="; "> <span class=" header-text "> Up Next: Chapter 5: Drive Successful Technology Adoption and Future Innovation </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-bottom-lg text-size-default line-height-default "> Adapting to new ways of working can be hard and it's imperative you set your employees up for success, while fostering a culture of continual innovation. </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-40-bottom-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="imageComponent parbase section"> <a href="/resources/guides/drive-successful-technology-adoption-future-innovation/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Click here to proceed to Chapter 5" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/ch5-hero-image.png"/> </a> </div> </div> <div class="col text-left col-xs-12 col-sm-8 col-md-8 col-lg-8"><div class="bodyCopyComponent parbase section"><div class=" text-size-default line-height-default "> <p>See how to:</p> <ul> <li>Assess if cultural norms are barriers to change, and how to improve them</li> <li>Create a change management and adoption strategy</li> <li>Promote continuous learning and innovation</li> </ul> </div> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container "> <a class="btn btn-lg btn-primary salesforce-sans-regular " data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/resources/guides/drive-successful-technology-adoption-future-innovation/"> <span> Go to Chapter 5 </span> </a> </div> </div> </div></div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"> </div> </div> <div class="row"> </div> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="spacerComponent parbase section"><div class="spacer " style="height:60px;"></div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper column-container-component"> <div class="bg-snow bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="headingComponent parbase section"> <h4 id="more-resources" class=" h1 text-night text-left salesforce-sans-light margin-60-top-lg margin-40-top-sm margin-60-bottom-lg margin-40-bottom-sm " style="; "> <span class=" header-text "> More Resources </span> </h4> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper margin-0-bottom-sm column-container-component"> <div class="bg-snow bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-60-bottom-lg bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="https://salesforcecustomer360.herokuapp.com/?d=cta-body-promo-367"> <a href="https://salesforcecustomer360.herokuapp.com/?d=cta-body-promo-367" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs"></a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="Image that says "Find out how to unite your company around your customers."" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/customer-centric-technology-plan/salesforce-customer-360.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <p id="tool" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-top-lg margin-10-top-md margin-10-top-sm margin-10-top-xs margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Tool </span> </p> </div> <div class="headingComponent parbase section"> <p id="customise-a-solution-thats-right-for-your-business-in-a-few-simple-steps" class=" h3 text-cirrus text-left salesforce-sans-regular margin-10-bottom-lg headline" style="; " data-equalize="headline"> <span class=" header-text "> Customise a solution that's right for your business in a few simple steps. </span> </p> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="https://salesforcecustomer360.herokuapp.com/">Customise a solution that's right for your business in two simple steps</a> </div> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-60-bottom-lg bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="/eu/resources/guides/customer-transformation-playbook-changing-company-mindsets-o/?d=cta-body-promo-368"> <a href="/eu/resources/guides/customer-transformation-playbook-changing-company-mindsets-o/?d=cta-body-promo-368" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="The Transformation Playbook">The Transformation Playbook</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transformation-playbook/transformation-playbook-2020-social-768x432.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <p id="guide" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-top-lg margin-10-top-md margin-10-top-sm margin-10-top-xs margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Guide </span> </p> </div> <div class="headingComponent parbase section"> <p id="the-transformation-playbook" class=" h3 text-cirrus text-left salesforce-sans-regular margin-10-right-lg margin-10-bottom-lg headline" style="; " data-equalize="headline"> <span class=" header-text "> The Transformation Playbook </span> </p> </div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/eu/resources/guides/customer-transformation-playbook-changing-company-mindsets-o/">The Transformation Playbook</a> </div> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4 col-md-4 col-lg-4"><div class="cardComponent parbase section"> <div class="thumbnail margin-0-top-lg margin-100-bottom-lg margin-40-bottom-sm bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="/resources/guides/transform-customer-experience-commerce-growth/?d=cta-body-promo-369"> <a href="/resources/guides/transform-customer-experience-commerce-growth/?d=cta-body-promo-369" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="Transform the Customer Experience">Transform the Customer Experience</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="" src="//www.salesforce.com/etc/clientlibs/sfdc-aem-master/clientlibs_base/imgs/spacer.gif" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/guide/transform-customer-experience/resource-card-transform-customer-experience.png"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <p id="guide" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-top-lg margin-10-top-md margin-10-top-sm margin-10-top-xs margin-10-right-lg margin-10-bottom-lg " style="; 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