Creating valuable and lasting customer relationships is essential for companies in their pursuit of consistent, sustainable growth. To achieve this, companies must deliver personal customer experiences while also keeping the cost of sales at a healthy level.

Technology is a vital driver of this approach because it provides the basis for the necessary empathy, personalisation, convenience, and digital transformation that are so important in building customer relationships. Using Salesforce technology as an example, this paper provides insight into how a connected data cloud platform can help organisations to deliver a strong customer experience, describing the must-win battles along the way and the rewards that await the brands investing in this new kind of engagement.

In this paper, we will cover our 4 'must-win battles', including;

• Connecting experiences across the customer journey
• Unifying data through your organisation
• Building a fit-for-purpose tech infrastructure
• Pivoting to meet consumer needs