Design Customer-Centric Business Practices

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Chapter 2: How You Make Decisions </span> </h1> </div> <div class="headingComponent parbase section"> <div id="sense-anticipate-and-respond" class=" h3 text-stratus text-left salesforce-sans-bold margin-10-bottom-xs " style="; "> <span class=" header-text "> Sense, Anticipate, and Respond </span> </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-12 col-lg-12"><div class="labelSmallComponent headingComponent parbase section"> <div id="time-to-read-3-minutes" 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-bottom-lg margin-20-bottom-xs " style="; "> <span class=" header-text "> TIME TO READ: 3 MINUTES 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data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/speaker-image-BT-x2.png"> </div> </div> <div class="visible-sm"> <div class="columns-wrapper row column-container-image lazy bg-left-center bg-auto" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-author-image-elizabeth-pinkham.png"> </div> </div> <div class="visible-xs"> <div class="columns-wrapper row column-container-image lazy bg-left-center bg-auto" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-author-image-elizabeth-pinkham.png"> </div> </div> <div class="row columns-wrapper xs-min-height-100" style="min-height: 100px; 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin-30-top-lg margin-10-top-xs margin-100-left-lg margin-100-left-xs text-size-default line-height-default "> <b>Bret Taylor</b><br /> President and Chief Product Officer, Salesforce </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="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md margin-20-bottom-lg text-size-default line-height-32 "> <p><b>Your business practices are your company’s habits — repeatable behaviors that enable you to scale effectively. </b>In a product-centric world, these business practices optimise how you manufacture, market, sell, and service your products. In a customer-centric world, you still need to do all of that, but you also have to think about those activities from the customer’s perspective.</p> <p>Your goal: Make it easy for employees to make it easy for the customer.</p> <p>Well-designed customer experiences have never been more relevant. Here’s the evidence, according to research:</p> <ul> <li>Salespeople — once solely focused on closing transactions — <a href="/resources/research-reports/state-of-sales/">now track customer satisfaction more than any other metric.</a></li> <li>The majority (88%) of high-performing marketers say they <a href="/eu/form/pdf/6th-state-of-marketing/">lead customer experience initiatives</a> across their organisations.</li> <li>Even leaders in information technology (IT) <a href="/eu/form/platform/enterprise-technology-trends/">now cite customer experience</a> as their top priority.</li> </ul> <p>The only way to deliver excellent experiences is to enable employees at every stage of the customer’s journey.</p> </div> </div> <div class="headingComponent parbase section"> <div id="what-the-employee-wants-hasnt-changed-dramatically-they-want-to-get-their-job-done-know-whats-going-on-with-their-organization-and-advance-in-their-career-we-learned-not-to-let-leadership-hierarchy-interfere-let-the-leaders-on-the-ground-make-the-decisions-best-for-them" class=" h3 text-stratus text-left salesforce-sans-bold hidden-xs hidden-sm hidden-md hidden-lg col-lg-9 margin-10-top-xs margin-20-bottom-lg margin-20-bottom-xs " style="; "> <span class=" header-text "> “What the employee wants hasn’t changed dramatically. They want to get their job done, know what’s going on with their organization, and advance in their career. We learned not to let leadership hierarchy interfere. Let the leaders on the ground make the decisions best for them.” </span> </div> </div> <div class="headingComponent parbase section"> <div id="dan-torunian" class=" h4 text-stratus text-left salesforce-sans-bold hidden-xs hidden-sm hidden-md hidden-lg col-lg-11 margin-10-top-xs margin-10-bottom-lg margin-20-bottom-xs " style="; "> <span class=" header-text "> Dan Torunian </span> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-left-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-6-ten col-md-6-ten col-lg-6-ten"><div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-10-bottom-lg text-size-default line-height-default col-xs-9 col-md-12 col-lg-12 "> <div style="text-align: left;"><span class="text-stratus"><b>“What the employee wants hasn’t changed dramatically. They want to get their job done, know what’s going on with their organisation, and advance in their career. We learned not to let leadership hierarchy interfere. Let the leaders on the ground make the decisions best for them.” </b></span></div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md text-size-default line-height-default "> <span class="text-stratus"><b>Dan Torunian</b></span> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-60-right-lg margin-0-right-md margin-20-bottom-lg text-size-large-footnote line-height-default "> <span class="text-stratus"><i>PayPal Vice President, Employee Technology<br /> and Experiences and Data Centers</i></span> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4-ten col-md-4-ten col-lg-4-ten"><div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-xs margin-30-left-xs center-img-horizontally " alt="PayPal 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/transformation-playbook/transformation-playbook-2020-paypal.jpg"/> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-20-bottom-lg text-size-default line-height-32 "> <p>Look through the eyes of your customers and redesign what you’re asking them to do — at every touchpoint.</p> <p>For example, think of how Uber redesigned the entire experience of getting a cab. They looked at every area of friction and simply removed it. No standing in the rain hailing a cab, no waiting to exit your ride to pay. At the same time, they made it easy for drivers to find riders. This combination of improved customer and workforce experience revolutionised an industry.</p> </div> </div> <div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-10-top-lg center-img-horizontally " alt="Key to data culture are proficiency, agility, community." 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-2020-3-keys.jpg"/> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-40-top-lg margin-20-top-xs margin-60-right-lg margin-0-right-md margin-40-bottom-lg margin-20-bottom-xs text-size-default line-height-32 "> The stronger this data culture is, the more decisions your teams can make, faster — and the better your customers will reward you with more data. The more this happens, the greater your ability will be to understand and anticipate your customers’ needs before they do. </div> </div> <div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-10-top-lg center-img-horizontally " alt="Tableau blueprint" 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-tableau-blueprint.jpg"/> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-60-right-lg margin-0-right-md margin-30-bottom-lg text-size-default line-height-32 "> See the <a href="https://www.tableau.com/learn/blueprint">Tableau Blueprint</a> — a proven way to build your data culture. </div> </div> <div class="headingComponent parbase section"> <div id="create-a-data-flywheel-that-fuels-customer-success" class=" h3 text-stratus text-left salesforce-sans-bold col-lg-11 margin-20-top-lg margin-10-top-xs margin-10-bottom-xs " style="; "> <span class=" header-text "> Create a Data Flywheel That Fuels Customer Success </span> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-10-top-xs margin-60-right-lg margin-0-right-md margin-40-bottom-lg margin-10-bottom-xs text-size-default line-height-32 "> The best companies focus intently on earning and re-earning customers’ trust. Customers show their trust in two connected ways: They give you their money and their data. The best way of earning more data is by using existing data to generate insights that become the DNA of improved experiences — which, in turn, earns you more data. And so the flywheel keeps spinning as long as you deliver what the customer wants: experiences that feel as effortless as possible. </div> </div> <div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-10-top-lg margin-0-top-xs center-img-horizontally " alt="Use existing data to fuel insights and improve experiences in a continual cycle of improvement." 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-flywheel.jpg"/> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-40-top-lg margin-30-top-xs margin-60-right-lg margin-0-right-md margin-40-bottom-lg margin-20-bottom-xs text-size-default line-height-32 "> <p>When Salesforce was founded in 1999, we offered only a small fraction of the technology we offer today. We grew into customer service, marketing, ecommerce, and more because our customers asked us to.</p> <p>Our whole business is predicated on listening and delivering. Customer feedback is the engine that drives us — and it’ll help you evolve, too, for what comes next with your own customers.</p> </div> </div> <div class="headingComponent parbase section"> <div id="get-started-embed-customer-listening-in-your-business" class=" h3 text-stratus text-left salesforce-sans-bold col-lg-11 margin-10-top-lg margin-10-top-xs margin-10-bottom-xs " style="; "> <span class=" header-text "> Get Started: Embed Customer Listening in Your Business </span> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-20-bottom-lg text-size-default line-height-32 "> <p>The heightened stakes for customer expectations mean you have to solve for your customers’ job to be done in every moment. According to <a href="https://hbr.org/2016/09/know-your-customers-jobs-to-be-done">Harvard Business Review</a>, your customers’ job to be done is “the progress that the customer is trying to make in a given circumstance – what the customer hopes to accomplish.”</p> <p>By defining your customers’ jobs to be done, you’ll be in a better place to meet their needs and reconfigure your business practices to respond to their demands. This way, you’re staying focused on them, rather than your own products.</p> <p>To deliver personalised and connected experiences at scale, you need to develop a holistic view of the customer and how they’re using your products and services to solve real challenges in their lives. Invest time in learning who your customers are and why they behave as they do.</p> </div> </div> <div class="imageComponent parbase section"> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-xs margin-10-bottom-lg center-img-horizontally " alt="All business silos unite around the customer." 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-customer-listening.jpg"/> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-40-top-lg margin-30-top-xs margin-60-right-lg margin-0-right-md margin-10-bottom-lg margin-10-bottom-xs text-size-default line-height-32 "> To prioritise where to ignite change, it’s best to get an understanding of top needs for each customer persona. Here are some of the best practices Salesforce follows: </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-60-right-lg margin-0-right-md margin-10-bottom-lg text-size-default line-height-32 "> <div style="margin-left: 40.0px;">1. <b>Create a voice-of-the-customer function.</b> The right program will have both business-focused research leaders and a neutral reporting structure. That way, the team responsible for delivering improvements isn’t also keeping score. Get feedback from customers to establish a baseline and set a single improvement goal as your starting point.</div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-60-right-lg margin-0-right-md margin-10-bottom-lg text-size-default line-height-32 "> <div style="margin-left: 40.0px;">2. <b>Invest in listening at every level. </b>Target all personas in your ecosystem. Which customer groups experience the most pain? Which drive the most revenue? Who are your greatest brand advocates? Don’t fear their feedback.</div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-60-right-lg margin-0-right-md margin-10-bottom-lg text-size-default line-height-32 "> <div style="margin-left: 40.0px;">3. <b>Integrate insights into one narrative.</b> Tell one story behind the numbers. Just as you want to balance your listening across channels, you want to balance your data with a story. Listening tours, advisory boards, and focus groups bring color and context to scorecards and trendlines.</div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-60-right-lg margin-0-right-md margin-10-bottom-lg text-size-default line-height-32 "> <div style="margin-left: 40.0px;">4. <b>Operationalise insight reviews. </b>Integrate customers into strategic planning, and assign an accountable owner to each metric or measurement that stems from what you learned when listening. Does the executive team plan future products or programs at an offsite or every Monday morning? Wherever planning takes place, save a seat at the table for the customer’s voice.</div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-60-right-lg margin-0-right-md margin-10-bottom-lg text-size-default line-height-32 "> <div style="margin-left: 40.0px;">5. <b>Invest in intelligence and automation to drive accountability.</b> Automating analysis and reporting saves your team valuable time. A sensing tool or machine layered on top of your qualitative feedback is one of the most effective ways to unlock insights.</div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-60-right-lg margin-0-right-md margin-10-bottom-lg text-size-default line-height-32 "> <div style="margin-left: 40.0px;">6. <b>Inspire a customer listening movement. </b>Sometimes the team sharing customer feedback is perceived as the “bad news” team. Instead, motivate your team and your stakeholders to stay engaged and keep acting on customers’ needs by recognising results and rewarding teams that become listening champions.</div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-top-lg margin-20-top-xs margin-60-right-lg margin-0-right-md margin-40-bottom-lg margin-20-bottom-xs text-size-default line-height-32 "> <div style="margin-left: 40.0px;">7. <b>Close the loop with your customers.</b> Listening means you need to communicate. It’s unrealistic to take action on every piece of feedback, and customers don’t expect you to do everything they ask. But they do expect to hear back from you on what you are doing, what you’re not able to do, and what else you need from them for a successful partnership.</div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-xs margin-60-right-lg margin-0-right-md margin-40-bottom-lg margin-20-bottom-xs text-size-default line-height-32 "> <p>Designate enough time and resources to rethink your current sense-and-respond capabilities and make a change. How can you evolve the legacy patterns on the left to the greater-value practices on the right? Get serious about uniting your marketing, sales, commerce, service, and IT teams to actually hear what customers are saying and make changes.</p> <p>Throughout this process, cultivate an environment of psychological safety as a leader. Give teams the freedom to experiment and learn, and ensure everyone feels safe to offer criticism and share what’s not working.</p> </div> </div> <div class="headingComponent parbase section"> <div id="key-actions-to-take" class=" h3 text-stratus text-left salesforce-sans-bold col-lg-11 margin-10-top-lg margin-10-top-xs margin-20-bottom-lg margin-20-bottom-xs " style="; "> <span class=" header-text "> Key Actions to Take </span> </div> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-right-lg margin-20-bottom-lg margin-0-left-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-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-0-bottom-lg text-size-default line-height-default "> <ul class="enhanced-unordered-list"> <li><b> Establish a data culture and center of excellence.</b><br /> </li> </ul> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-60-right-lg margin-0-right-md margin-20-bottom-lg margin-10-left-lg text-size-default line-height-32 "> <ul> <li>Build employee training programs on data proficiency, provide unified access to relevant data sources, and foster a data community with a Center of Excellence. </li> <li>Ensure that all teams incorporate insights from data and experiments back into the business.</li> </ul> </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-right-lg margin-20-bottom-lg margin-0-left-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-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-0-bottom-lg text-size-default line-height-default "> <ul class="enhanced-unordered-list"> <li><b> Create defined feedback loops.</b><br /> </li> </ul> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-60-right-lg margin-0-right-md margin-20-bottom-lg margin-10-left-lg text-size-default line-height-32 "> <ul> <li>Develop listening mechanisms to capture, understand and respond to feedback that’s both internal from employees and external from customers and stakeholders. </li> <li>Align on a process to collect, view and socialise progress so teams are aware of timelines and KPIs.</li> </ul> </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-right-lg margin-20-bottom-lg margin-30-bottom-xs margin-0-left-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-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-0-bottom-lg text-size-default line-height-default "> <ul class="enhanced-unordered-list"> <li><b> Build in flexible, iterative cycles.</b><br /> </li> </ul> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-0-top-lg margin-60-right-lg margin-0-right-md margin-20-bottom-lg margin-10-left-lg text-size-default line-height-32 "> <ul> <li>Have an iterative planning process that allows for regular retrospectives and incremental improvements. </li> <li>Ensure budget planning is part of that flexible process so that improvements can be resourced effectively.</li> </ul> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md margin-20-bottom-lg hidden-xs hidden-sm hidden-md hidden-lg text-size-default line-height-32 "> <ul class="enhanced-unordered-list"> <li><b>Establish a data culture and center of excellence.</b><br /> Build employee training programs on data proficiency, provide unified access to relevant data sources, and foster a data community with a Center of Excellence.<br /> Ensure that all teams incorporate insights from data and experiments back into the business.</li> </ul> </div> </div> </div> </div> <div class="row"> </div> </div> </div> <div class="headingComponent parbase section"> <div id="chapters-in-this-playbook" class=" h3 text-stratus text-left salesforce-sans-bold hidden-xs hidden-sm hidden-md hidden-lg col-lg-11 margin-20-top-lg margin-10-top-xs margin-10-bottom-lg margin-20-bottom-xs " style="; "> <span class=" header-text "> Chapters in This Playbook </span> </div> </div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-xs margin-20-bottom-lg hidden-xs hidden-sm hidden-md hidden-lg text-size-default line-height-32 "> Chapter 1: Understand the Importance of Changing Mindsets in Your Organisation<br /> Chapter 2: Design Customer-Centric Business Practices<br /> Chapter 3: Build One Team Around the Customer<br /> Chapter 4: Move to the Leanest Possible Tech Stack<br /> Chapter 5: Sense and Respond to Customers, Now and in the Future </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=" 250"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="buttonCTAComponent parbase section"> <div class="margin-30-bottom-lg text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container hidden-xs hidden-sm hidden-md hidden-lg "> <a class="btn btn-lg btn-primary salesforce-sans-regular " data-content-replacement-close-color="sfdc-swap-button-day" href="https://quip.com/templates/covid-corporate-v2mom"> <span> Get the Template </span> </a> </div> </div> </div></div> <div class="bodyCopyComponent parbase section"><div class="margin-10-top-lg margin-60-right-lg margin-0-right-md hidden-xs hidden-sm hidden-md hidden-lg text-size-legal line-height-32 "> Information from <a href="https://www.cdc.gov/niosh/topics/hierarchy/default.html">The Centers for Disease Control and Prevention.</a> </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 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"> <p id="chapters" class=" h3 text-night text-left salesforce-sans-bold margin-60-top-xs " style="; "> <span class=" header-text "> Chapters </span> </p> </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-transformation-playbook-changing-company-mindsets-o/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 1 - Successfully Meeting the Digital Imperative Depends on Your Mindset thumbnail image" 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/chapter-1.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="successfully-meeting-the-digital-imperative-depends-on-your-mindset" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/customer-transformation-playbook-changing-company-mindsets-o/"> <span class=" header-text "> Successfully Meeting the Digital Imperative Depends on Your Mindset </span> </a> </h4> </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="#ch2" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 2 - How You Make Decisions thumbnail image" 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/chapter-2.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="how-you-make-decisions-sense-anticipate-and-respond" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="#ch2"> <span class=" header-text "> How You Make Decisions: Sense, Anticipate, and Respond </span> </a> </h4> </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/build-one-team-around-customer/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 3 - How You Engage Customers thumbnail image" 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/chapter-3.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="how-you-engage-customers-customer-centric-business-processes" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/build-one-team-around-customer/"> <span class=" header-text "> How You Engage Customers: Customer-Centric Business Processes </span> </a> </h4> </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/move-to-leanest-technology-stack/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 4 - How You Work thumbnail image" 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/chapter-4.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="how-you-work-one-team-aligned-around-the-customer" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/move-to-leanest-technology-stack/"> <span class=" header-text "> How You Work: One Team Aligned Around the Customer </span> </a> </h4> </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/sense-and-respond-to-customers/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 5 - How You Embrace Technology thumbnail image" 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/chapter-5.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="how-you-embrace-technology-digital-first-lean-and-ethical-by-design" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/sense-and-respond-to-customers/"> <span class=" header-text "> How You Embrace Technology: Digital-First, Lean, and Ethical by Design </span> </a> </h4> </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="06" class=" h4 text-night text-left salesforce-sans-bold " style="; "> <span class=" header-text "> 06 </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/how-you-serve-society/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 6 - How You Serve Society thumbnail image" 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/chapter-6.jpg"/> </a> </div> <div class="headingComponent parbase section"> <h4 id="how-you-serve-society-business-as-a-platform-for-change" class=" h4 text-cirrus text-left salesforce-sans-regular margin-20-top-lg " style="; "> <a class=" text-cirrus " href="/eu/resources/guides/how-you-serve-society/"> <span class=" header-text "> How You Serve Society: Business as a Platform for Change </span> </a> </h4> </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=" hidden-xs hidden-sm hidden-md hidden-lg columns-wrapper 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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="How Ford Plans to Transform an Icon video page thumbnail image" 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/videos/ltc-35-rc_meta-image-768x432.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <h3 id="video" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Video </span> </h3> </div> <div class="headingComponent parbase section"> <h4 id="how-ford-plans-to-transform-an-icon" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <span class=" header-text "> How Ford Plans to Transform an Icon </span> </h4> </div> </div> </div> </div> </div> <div class="cardComponent parbase section"> <div class="thumbnail margin-40-top-lg bg-snow "> <div class="thumbnail-content " data-href="/?d=cta-related-3"> <a href="/?d=cta-related-3" 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="How to Launch an Employee Experience Platform report thumbnail image" 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/sf-cdp-rc.png"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <h3 id="report" class=" h5 text-altostratus text-left salesforce-sans-bold margin-10-right-lg margin-10-bottom-lg " style="; "> <span class=" header-text "> Report </span> </h3> </div> <div class="headingComponent parbase section"> <h4 id="how-to-launch-an-employee-experience-platform" class=" h4 text-cirrus text-left salesforce-sans-regular " style="; "> <span class=" header-text "> How to Launch an Employee Experience Platform </span> </h4> </div> </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-3" 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 3 </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-bottom-lg text-size-default line-height-default "> Now, learn what <b>customer-centric business practices</b> entail — and the steps to make them a reality. </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="/eu/resources/guides/build-one-team-around-customer/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 3: How You Engage Customers: Customer-Centric Business Processes" 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/chapter-3.jpg"/> </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>Read on to discover how to:</p> <ul> <li>Rethink essential business processes with customers in mind</li> <li>Make it easy for employees to make it easy for customers</li> <li>Streamline touchpoints to eliminate friction for customers</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/build-one-team-around-customer/"> <span> Go to Chapter 3 </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-3" 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 3 </span> </h2> </div> <div class="bodyCopyComponent parbase section"><div class="margin-20-bottom-lg text-size-default line-height-default "> Now, learn what <b>customer-centric business practices</b> entail — and the steps to make them a reality. </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="/eu/resources/guides/build-one-team-around-customer/" class=" hidden-xs image-link"> <img class="lazy img-responsive " alt="Chapter 3: How You Engage Customers: Customer-Centric Business Processes" 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/chapter-3.jpg"/> </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>Read on to discover how to:</p> <ul> <li>Rethink essential business processes with customers in mind</li> <li>Make it easy for employees to make it easy for customers</li> <li>Streamline touchpoints to eliminate friction for customers</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/build-one-team-around-customer/"> <span> Go to Chapter 3 </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=" hidden-xs hidden-sm hidden-md hidden-lg columns-wrapper bg-left-center bg-cover column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="visible-lg"> <div style="background-image:url('//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png');" class="columns-wrapper column-container-image bg-left-center bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png"> </div> </div> <div class="visible-md"> <div style="background-image:url('//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png');" class="columns-wrapper column-container-image bg-left-center bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/salesforce-resource-center/articles/about-the-author-illustration-desktop.png"> </div> </div> <div class="visible-sm"> <div 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<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 margin-30-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-6-ten col-md-6-ten col-lg-6-ten"><div class="headingComponent parbase section"> <p id="about-the-author" class=" h3 text-night text-left salesforce-sans-bold margin-10-bottom-lg margin-0-bottom-xs " style="; "> <span class=" header-text "> About the Author </span> </p> </div> <div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-20-top-lg margin-20-bottom-lg margin-10-bottom-xs margin-20-left-lg column-container-component"> <div class="bg-default bg-opacity">  </div> <div class="visible-lg"> <div class="columns-wrapper row column-container-image lazy bg-left-center bg-auto" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-author-image-elizabeth-pinkham.png"> </div> </div> <div class="visible-md"> <div class="columns-wrapper row column-container-image lazy bg-left-center bg-auto" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-author-image-elizabeth-pinkham.png"> </div> </div> <div class="visible-sm"> <div class="columns-wrapper row column-container-image lazy bg-left-center bg-auto" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-author-image-elizabeth-pinkham.png"> </div> </div> <div class="visible-xs"> <div class="columns-wrapper row column-container-image lazy bg-left-center bg-auto" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/resource-center-author-image-elizabeth-pinkham.png"> </div> </div> <div class="row columns-wrapper xs-min-height-100" style="min-height: 100px; 500"> <div class="col text-left col-xs-12 col-sm-12 col-md-12 col-lg-12"><div class="bodyCopyComponent parbase section"><div class="margin-30-top-lg margin-10-top-xs margin-100-left-lg margin-100-left-xs text-size-default line-height-default "> <b>Elizabeth Pinkham</b><br /> Executive Vice President of Global Real Estate, Salesforce </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="bodyCopyComponent parbase section"><div class="margin-20-top-xs margin-40-bottom-lg margin-30-bottom-xs text-size-default line-height-default "> Elizabeth Pinkham is responsible for Salesforce’s global real estate strategy, overseeing the company’s real estate portfolio and workplace design, as well as creating one-of-a-kind experiences for Salesforce’s employees, customers, partners and the community. </div> </div> </div> </div> <div class="row"> </div> </div> </div> </div> <div class="col text-left col-xs-12 col-sm-4-ten col-md-4-ten col-lg-4-ten"> </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=" 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="/eu/form/pdf/state-of-the-connected-customer-3rd-edition/?d=cta-footer-49"> <a href="/eu/form/pdf/state-of-the-connected-customer-3rd-edition/?d=cta-footer-49" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="State of the Connected Customer 3rd Edition">State of the Connected Customer 3rd Edition</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="State of the Connected Customer" 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/state-of-the-connected-customer.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <div id="research" 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 "> Research </span> </div> </div> <div class="headingComponent parbase section"> <h5 id="state-of-the-connected-customer" class=" h3 text-cirrus text-left salesforce-sans-regular margin-10-bottom-lg sales-head-1" style="; " data-equalize="sales-head-1"> <span class=" header-text "> State of the Connected Customer </span> </h5> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg margin-0-bottom-xs text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container hidden-xs hidden-sm hidden-md hidden-lg "> <a class="btn btn-lg simple-link salesforce-sans-bold " aria-label="State of the Connected Customer" data-content-replacement-close-color="sfdc-swap-button-day" href="/eu/form/pdf/state-of-the-connected-customer-3rd-edition/?d=cta-footer-49" target="_blank"> <span> Learn More <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/eu/form/pdf/state-of-the-connected-customer-3rd-edition/">State of the Connected Customer 3rd Edition</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="https://salesforcecustomer360.herokuapp.com"> <a href="https://salesforcecustomer360.herokuapp.com" 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="Create your Customer 360 in two simple steps." 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/resource-center-report-SF-cust-360.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <div 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> </div> </div> <div class="headingComponent parbase section"> <h5 id="create-your-customer-360-in-two-simple-steps" class=" h3 text-cirrus text-left salesforce-sans-regular margin-10-right-lg margin-10-bottom-lg sales-head-1" style="; " data-equalize="sales-head-1"> <span class=" header-text "> Create your Customer 360 in two simple steps. </span> </h5> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg margin-0-bottom-xs text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container hidden-xs hidden-sm hidden-md hidden-lg "> <a class="btn btn-lg simple-link salesforce-sans-bold " aria-label="Create a Customer 360 in two simple steps" data-content-replacement-close-color="sfdc-swap-button-day" href="https://salesforcecustomer360.herokuapp.com" target="_blank"> <span> Learn More <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="https://salesforcecustomer360.herokuapp.com">Create your Customer 360 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-100-bottom-lg margin-40-bottom-sm bg-snow "> <div class="thumbnail-content thumbnail-linked" data-href="/eu/form/conf/sales/idc-digital-transformation-study/?d=cta-body-promo-313"> <a href="/eu/form/conf/sales/idc-digital-transformation-study/?d=cta-body-promo-313" class="card-destination-link hidden-lg hidden-md hidden-sm hidden-xs" title="The Importance of Digital Transformation in Times of Change">The Importance of Digital Transformation in Times of Change</a> <div class="graphic "> <div class=" image-link"> <img class="lazy img-responsive margin-0-top-lg margin-0-bottom-lg " alt="The Impact of Digital Transformation During Times of Change" 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/resource-center-card-navigate-change-with-technology.jpg"/> </div> </div> <div class="caption"> <div class="labelSmallComponent headingComponent parbase section"> <div id="white-paper" 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 "> White Paper </span> </div> </div> <div class="headingComponent parbase section"> <h6 id="the-impact-of-digital-transformation-during-times-of-change" class=" h3 text-cirrus text-left salesforce-sans-regular margin-10-right-lg margin-10-bottom-lg sales-head-1" style="; " data-equalize="sales-head-1"> <span class=" header-text "> The Impact of Digital Transformation During Times of Change </span> </h6> </div> <div class="buttonCTAComponent parbase section"> <div class="margin-10-top-lg margin-10-bottom-lg margin-80-bottom-xs text-left "> <div class="cta_0 buttonCTAItemComponent parbase"> <div class="btn-container hidden-xs hidden-sm hidden-md hidden-lg "> <a class="btn btn-lg simple-link salesforce-sans-bold " aria-label="COVID-19 Response Playbook" data-content-replacement-close-color="sfdc-swap-button-day" href="/?d=cta-footer-50"> <span> Learn more <span class="salesforce-icon icon-sfdc-icon-right-arrow"></span> </span> </a> </div> </div> </div></div> </div> <div class="card-overlay-container"> <a class="screen-reader-text" href="/eu/form/conf/sales/idc-digital-transformation-study/">The Importance of Digital Transformation in Times of Change</a> </div> </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-bg-img-xs columns-wrapper bg-left-center bg-cover column-container-component"> <div class="bg-rain hidden-bg-color-sm hidden-bg-color-md hidden-bg-color-lg bg-opacity">  </div> <div class="visible-lg"> <div style="background-image:url('//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/astro-2000.jpg');" class="columns-wrapper column-container-image bg-left-center bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/astro-2000.jpg"> </div> </div> <div class="visible-md"> <div style="background-image:url('//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/astro-1600.jpg');" class="columns-wrapper column-container-image bg-left-center bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/astro-1600.jpg"> </div> </div> <div class="visible-sm"> <div style="background-image:url('//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/astro-1311.jpg');" class="columns-wrapper column-container-image bg-left-center bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/astro-1311.jpg"> </div> </div> <div class="visible-xs"> <div style="background-image:url('//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/astro-1311.jpg');" class="columns-wrapper column-container-image bg-left-center bg-cover" data-src="//www.salesforce.com/content/dam/web/en_us/www/images/resource-center/astro-1311.jpg"> </div> </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left col-xs-12 col-sm-3 col-md-3 col-lg-3"> </div> <div class="col text-left col-xs-12 col-sm-9 col-md-9 col-lg-9"><div class="columnContainer parbase section"><div data-target-init-function="columnContainer.targetInit" class=" columns-wrapper container-fluid margin-10-top-xs 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-12 col-lg-12"><div class="headingComponent parbase section"> <h4 id="get-weekly-updates-and-fresh-ideas-delivered-to-your-inbox" class=" h3lg text-night text-center salesforce-sans-light col-md-9 col-lg-9 margin-60-top-lg margin-40-top-sm margin-20-bottom-lg margin-20-left-lg " style="; "> <span class=" header-text "> Get weekly updates and fresh ideas delivered to your inbox. </span> </h4> </div> <div class="generalFormContainerV2 formContainerV2 parbase section"><div class="form-container-v2 sfdc-form-day sfdc-form-closed sfdc-form-medium single-line-form"> <div class="form-header-wrap">  </div>  <form method="post" action="/eu/form/other/blog-newsletter/?d=cta-header-14" class="form-builder-form margin-20-left-lg sfdc-form-adaptive-label two-step" data-sfdc-form="dynamic:false,signup:false,event:false,paginated:false,formType:non-lead,cookieRead:true,cookieWrite:false,closeTimeout:-1,minHeight:,disableDB:false,locale:en_ie,submitEvent:"> <input type="hidden" name="conf_page" value="/eu/form/other/blog-newsletter/"/> <input type="hidden" name="successPage" value="/eu/form/other/blog-newsletter/"/> <input type="hidden" name="failPage" value="/eu/form/other/blog-newsletter/"/> <input class="sr-hidden" type="text" aria-hidden="true" autocomplete="off" tabindex="-1" name="twoStep" value="true"/> <input class="sr-hidden" type="text" name="Region__c" autocomplete="off" tabindex="-1" aria-hidden="true"/> <input class="sr-hidden" type="checkbox" name="validForm" tabindex="-1" autocomplete="off" aria-hidden="true"/> <input class="sr-hidden" type="text" aria-hidden="true" tabindex="-1" name="isFromSingleLineForm" value="true"/> <div class="singleLineLayout parbase"><div class="single-line-layout"> <div class="single-line-field"> <div class="emailInput textFieldInput section"> <div class="field "> <input autocomplete="email" id="UserEmail" type="email" name="UserEmail" placeholder="Email" aria-required="true" required="true"/> <label for="UserEmail" class="placeholder"> Email </label> <span class="error-msg">Enter a valid email address</span> </div> </div> </div> <div class="single-line-submit"> <div class="btn-container"> <button name="Sign up for Free" type="submit" class="submit btn btn-lg btn-primary salesforce-sans-regular btn-center btn-full">Sign up for Free </button> </div> </div> </div> </div> <div style="display: none;" class="type-captcha section"><div class="field g-recaptcha"></div> <span class="error-msg">Please Complete Captcha</span> </div> <div class="hidden"> <input type="hidden" name="formResourcePath" value="{81336fe899718dfe6c3f221426ea6db68f7857c4c089db60aecd63f3c07eae0e5cb82d03fda121f280b8b104aa2b1f244a33133fd6479241af78e83111da9c4f677ce162b3f7c6a16f0eb8e303ce6f83d02d90d54929d6286d4475b901fb9f3aec66c43a519866eb14140a59056073b986b8111090a20e308ffd554d86d0f9acaad40f6c0a0ddd475ba5a78c7dcf0c9889dcaa14d5ed5f9088c14aaeed38a043965cc5aec57b40b376693e66a34d22b2ea468e2eee5f20502674ed00f0b15a8a830bb01e813d8dc2741dbd5e90cfa94a}"/> </div> <div class="form-footer-wrap"> </div> <div class="control-rule-prevent-submit hidden"></div> </form> </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 hidden-sm hidden-md hidden-lg columns-wrapper column-container-component"> <div class="bg-rain bg-opacity">  </div> <div class="container"> <div class="row columns-wrapper " style=" 500"> <div class="col text-left 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salesforce-sans-light col-md-9 col-lg-9 margin-60-top-lg margin-40-top-sm margin-20-bottom-lg margin-20-left-lg " style="; "> <span class=" header-text "> Get weekly updates and fresh ideas delivered to your inbox. </span> </h4> </div> <div class="generalFormContainerV2 formContainerV2 parbase section"><div class="form-container-v2 sfdc-form-day sfdc-form-closed sfdc-form-medium single-line-form"> <div class="form-header-wrap">  </div>  <form method="post" action="/eu/form/signup/freetrial-sales-essentials/?d=cta-header-14" class="form-builder-form margin-20-left-lg sfdc-form-adaptive-label two-step" data-sfdc-form="dynamic:false,signup:false,event:false,paginated:false,formType:non-lead,cookieRead:true,cookieWrite:false,closeTimeout:-1,minHeight:,disableDB:false,locale:en_ie,submitEvent:"> <input type="hidden" name="conf_page" value="/eu/form/signup/freetrial-sales-essentials/"/> <input type="hidden" name="successPage" value="/eu/form/signup/freetrial-sales-essentials/"/> <input type="hidden" name="failPage" value="/eu/form/signup/freetrial-sales-essentials/"/> <input class="sr-hidden" type="text" aria-hidden="true" autocomplete="off" tabindex="-1" name="twoStep" value="true"/> <input class="sr-hidden" type="text" name="Region__c" autocomplete="off" tabindex="-1" aria-hidden="true"/> <input class="sr-hidden" type="checkbox" name="validForm" tabindex="-1" autocomplete="off" aria-hidden="true"/> <input class="sr-hidden" type="text" aria-hidden="true" tabindex="-1" name="isFromSingleLineForm" value="true"/> <div class="singleLineLayout parbase"><div class="single-line-layout"> <div class="single-line-field"> <div class="emailInput textFieldInput section"> <div class="field "> <input autocomplete="email" id="UserEmail" type="email" name="UserEmail" placeholder="Email" aria-required="true" required="true"/> <label for="UserEmail" class="placeholder"> Email </label> <span class="error-msg">Enter a valid email address</span> </div> </div> </div> <div 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