In this interview, Simon Davies (picture), Salesforce's Vice President for ASEAN, Greater China and Korea, answers questions about the disruption that cloud and big data technologies are causing and how Salesforce is helping companies transform their customers' journeys
Cloud undoubtedly is here as a disruptive force. How are companies and enterprises using cloud to serve their customers better?
The cloud helps by allowing all organisations, big and small, access to enterprise grade innovation. For instance, one of our customers, Changi Airport is revolutionising the airport experience with their 'One Changi' solution, which is run on the Salesforce Service Cloud. OneChangi is a CRM platform integrated into Changi Airport's various channels and backend data sources. Today it functions as the main enterprise solution that underpins everything customer related at the airport.
The platform channels and consolidates feedback collected from airport customers through various touch-points including websites, emails, the Changi Airport Group (CAG)'s contact centre, and instant feedback systems located across CAG airport terminals. Feedback is wide-ranging and spans everything from retail experiences, to washroom cleanliness and perceived check-in efficiency. This information is then shared with airport partners and tenants, allowing them to process and track feedback related to their own operations.
CAG tenants use the same system to track their own service quality standards and rectify issues that are flagged by CAG during inspection, such as shop floor cleanliness. Data collected also provides CAG with an overview of service levels and feedback indicators to help ensure airport shops and restaurants meet service level obligations.
Similarly, Dutch company KLM, one of the world's largest airlines, is creating a competitive service advantage with their one-hour response guarantee via Twitter, Facebook and LinkedIn, all managed through the Salesforce Marketing Cloud.
These are just examples of how the cloud is helping organisations improve their customer journey. In Asia, organisations do not have the same legacy investments as in other markets. There is huge potential for organisations in Asia to build their solutions around the customer, and cloud technology is at the forefront of this.
Is cloud a zero-sum game for the market? Who is gaining from the disruption of cloud? And who is losing?
Far from being a zero-sum game, advancements in cloud, social, mobile and data science technologies have enabled new business models and new opportunities for everyone, as a result of a profound shift in user expectations. New companies such as Spotify and Grab Taxi have become disruptive, innovative forces in their industries, setting a new standard for customer interaction in new spaces and sectors. These companies thrive in the hyper-connected, data driven world, and benefit from the disruption of the cloud, which is also open to anyone else.
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