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CIO Summit 2013 Kuala Lumpur: salesforce.com and the customer company

F.Y. Teng | Sept. 17, 2013
How to foster connections with customers that revolutionise your business—with the Cloud.

Kenneth Lai, Enterprise Sales Director, Malaysia, salesforce.com, will be the lead speaker for Thought Leadership Breakout 1B: Deriving Business Value from the Cloud at the CIO Summit 2013 Kuala Lumpur. In his presentation, Lai will be showing delegates the way to creating what he calls a "customer company" by effectively deploying the Cloud. In this interview, he shares with us just what a "customer company" is all about.

Please give us an extended definition of a "customer company".
By connecting everything-customers, employees, partners and products-customer companies revolutionise the way they sell, service, market and innovate. Customer companies like Philips, GE and Vodafone Australia have a deeper connection with their customers. They can market on any channel, sell as a team, service customers everywhere and with a next-generation customer platform, customer companies can connect everything on the Internet of Things.

Salesforce.com is the only company delivering a next generation customer platform that gives companies the power to transform into customer companies by connecting with their customers, employees, partners and products in entirely new ways.

How well do Asian enterprises fare in comparison with their counterparts elsewhere when it comes to being "customer companies" today?
The global shift to cloud has opened the door to new and exciting social and mobile technologies, driving unprecedented growth in cloud computing spending by companies across Asia.

And now more than ever companies in Asia are turning to salesforce.com as their platform for innovation. With our social and mobile and cloud technologies our customers are connecting with their customers in entirely new ways and they're becoming customer companies. With our four product lines-Sales Cloud, Service Cloud, Marketing Cloud and the Salesforce Platform-our customers have the tools to become customer companies, unlock greater levels of growth, innovation and success. They can go faster. That's why our customers have made salesforce.com the world's number one CRM platform and the clear leader in each of our core four markets.

With ref. to your work with customers to date, what have been their greatest challenges when dealing with issues around the convergence of social media and mobile technologies, and Big Data?
New social and mobile technologies are triggering a seismic shift in every industry, empowering brands with new tools to better understand and engage their audiences. The social revolution represents the biggest shift in marketing in the last 60 years. This provides a real opportunity for brands to completely transform how they engage with their customers, partners, employees and products.

Modern marketers are moving on from passive listening, and are looking to turn insights from their engagements into action. But to do this, they will need to have the right technology to inform their strategy. In fact, Gartner predicts that by 2017, CMOs will spend more on IT than CIOs. For us, 2013 is about giving marketers the tools to listen, discover, measure and engage in conversations across the social web on one platform - the Salesforce Marketing Cloud.

 

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