Future-Proof Your Business Starting in 2022

As your business looks ahead to 2022 planning, you’re likely looking for ways to enhance your digital experiences to maximize value and delight your different users. Investing in Salesforce should be a key part of your roadmap to unlock these results for your business.

The flexibility of Salesforce as a Digital Experience Platform (DXP) lets you gather valuable data-powered insights that will guide the evolution of your business. Regardless of what industry your business is in or who your primary audience is, investing in the Salesforce platform will ensure that you set your business up for continued success both next year and beyond.  Check out some of the data about Salesforce’s DXP capabilities to see why the investment is more than worth it to future proof your business in 2022 and beyond. 

Companies Need to Adopt DXPs to Future Proof Their Business

The pandemic impacted businesses around the globe, accelerating digital transformation as companies were forced to go suddenly virtual. Those without digital experiences already in place were left behind, while those who had already embraced virtual work solutions were able to continue thriving. But while organizations adapted to these more remote practices, the expectations developed among customers, partners and employees over the past two years are outpacing companies’ investments. Seamless experiences must become the norm, and customer experience management will continue becoming a top priority.

With platforms like Salesforce, implementing a DXP ensures that you meet your users’ new expectations–all while unlocking value for your business. You’ll boost revenue and profits, increase speed to market and improve efficiency, all while enhancing the experience for your customers, partners and employees. But despite the tangible benefits and clear directive emphasized by the pandemic, nearly half (47%) of organizations are only in the early stages of implementing a DXP and exploring the value it would bring to users.

Salesforce Helps You Overcome Key Barriers

In a survey of executives and DXP purchasers, IBM identified four key barriers to success. The four barriers–Implementation, Data, Workflow and Organizational–impacted these companies’ ability to realize maximum value, but platforms like Salesforce helped to overcome these challenges. Here we’ll analyze each obstacle to success and discuss ways to mitigate or eliminate the negative effects of these barriers. 

Implementation was identified as the top obstacle preventing businesses from unlocking more value. Ineffective integration between front-end, back-office and legacy systems resulted in untapped potential and hurdles that made DXPs solutions less valuable. These ranged from having multiple systems of record or multiple vendors, to security and privacy considerations that presented challenges to safe implementation. But when your DXP connects directly to your CRM, Salesforce’s flexibility ensures that everything is connected and is “playing nicely with each other” to create a holistic journey for your users and easily accessible tools for your business. Tools like MuleSoft enable this enterprise-wide integration.

The data-related barrier resulted from useless formats and regulatory restrictions, making it difficult or impossible for some of these leaders to gain actionable insights. These challenges impacted organizations’ ability to enhance their DXP solutions, as siloed data and difficult access procedures made things difficult. Salesforce’s secure systems lets you connect your DXP to your users’ data, which ensures that these barriers to data-powered insights are minimal. 

Meanwhile, these leaders also revealed that silos and inefficiencies clogged up their DXP workflows. Between a general lack of understanding of how current-state processes worked, and inefficient, manual approaches, workflow served as another major barrier to DXP success. Org structures, AI bottlenecks, and ineffective automation all contributed to these obstacles, as did lack of speed and an inability to scale. With Salesforce as your DXP, which now includes Slack, you’ll enable collaboration and automation, ensuring access to the Intelligent Experiences that generate continuous value for your company. 

Finally, organizational barriers related to the lack of effective strategies to continually innovate restrict the effectiveness of many companies’ DXP solutions. When business culture is reluctant to change or there’s little priority for change management, reaping the full value of a DXP becomes difficult. Organizations need to ensure that they’re not change-averse and instead embrace the growing pains that can present themselves when first starting to implement a Digital Experience Platform. Tools like Tableau on Salesforce enable deeper insights that drive decision-making and strategy development. Once you get started, it’s easy to see the Return on Experience that your business will start to unlock. 

Ways to Unleash the Power of the Salesforce Platform

After illustrating the need to implement a DXP and identifying common barriers that organizations must overcome to do so, IBM presented five actions that any companies should take to capture the value of digital transformation. 

1. Organizations should have an enterprise DXP strategy roadmap

When you include stakeholders from throughout your organization, you’re able to develop a more comprehensive understanding of where a DXP can bring value to your business. Incorporating all departments and functions ensures that your solutions are holistic and address the barriers to a successful DXP rollout.

2. Implement a DXP with human-centric experience design

Your customers, partners and employees all want their interactions with your business to be easy. When you give them Intelligent Experiences rich in innovation and automation, you’ll strengthen advocacy and loyalty. Integrated, frictionless experiences are an easy way to keep people engaged and coming back to your digital solutions.

3. Leverage AI-powered personalization

Data-powered insights are a key part of Intelligent Experiences, and they help you create the hyper-relevant journeys that your users desire. Understanding your users’ actions in real-time through efficient data harnessing ensures that experiences are individually tailored and relevant enough to keep users engaged with your DXP. 

4. Embrace enterprise talent assessment strategies

One of the barriers to driving value from a DXP is related to internal differences among key stakeholders. When you define your organizational mission and have DXp as a crucial part, you’ll attract and retain talent while investing in skills that are specific to DXPs. 

5. Acknowledge that transformation is ongoing

You’re planning for 2022 and are looking for ways to drive business value next year, but you also want to set your company up for long-term success. Undergoing a transformation to implement a DXP means you’re building a solution that relies on ongoing innovation. Digital experiences and your users’ expectations for interacting with you are constantly evolving; it’s on you to make sure your business keeps up!

As you plan for ways to enhance your business in 2022 and beyond, implementing or evolving a DXP should be high up the priority list on your roadmap. While organizations face a handful of obstacles to driving value from these solutions, embracing a platform like Salesforce with the capabilities to overcome them will future-proof your business and ensure ongoing success. 


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