IBM-2020-2021年Salesforce报告（英文）-2020.12-41页_551kb

Salesforce State of Salesforce 2020-2021 Summary

Core Content

The State of Salesforce 2020-2021 special edition provides insights into how leading companies are leveraging Salesforce to drive business outcomes during and after the pandemic. Based on +107,000 data points and +15 hours of interviews with global enterprise executives, the report highlights the evolving role of Salesforce in digital transformation, customer and employee engagement, and the integration of emerging technologies like AI and cloud-based solutions.

Main Trends

1. Trust is the new currency of customer engagement

• The pandemic has accelerated the shift to digital-first interactions, making trust a critical factor in customer loyalty and retention.
• Companies are now prioritizing personalized customer journeys, data privacy, and security to build trust.
• IT and business alignment is key to successful Salesforce implementation, with 68% of companies identifying it as their top Salesforce priority.
• Salesforce's trust and security initiatives have gained significant traction, with 85% of IT respondents trusting Salesforce to meet customer needs, and 86% trusting it to meet employee needs.

2. Human-centered AI creates new business value

• AI adoption has surged since the pandemic, with 48% of respondents using enterprise AI in 2020, up from 19% in 2019.
• AI is being used to enhance customer service, sales efficiency, marketing analytics, and commerce personalization.
• Service teams are the most active in AI adoption, with 61% using AI assistants, compared to 46% for sellers and 48% for marketers.
• AI assistants are now a core part of the customer and employee experience, with features like natural language processing, multi-language support, and seamless handoffs improving service quality and reducing costs.

3. Employee safety and well-being build resilient businesses

• The pandemic has made employee well-being a top priority for businesses.
• Salesforce is used to support remote work, employee engagement, and safety protocols.
• HR teams are using AI tools like Tableau’s COVID-19 Data Hub and IBM’s Disruption Recovery Insights to predict risks and manage safety effectively.

4. The pandemic widens the gap between digital "haves" and "have-nots"

• Companies that had already invested in Salesforce Industries and end-to-end integration are better positioned to adapt and innovate.
• Salesforce Industries provides industry-specific data models and pre-built processes to help organizations deliver relevant, personal, and trustworthy experiences.
• The best companies are +2x more likely to overcome industry disruption using Salesforce.

Key Investments

The best companies are investing in the following areas to improve resilience and customer experience:

• Artificial Intelligence (AI)
• Industry innovation
• Workforce recovery solutions
• Risk management systems
• End-to-end Salesforce integration

Business Outcomes

Organizations using these strategies are seeing measurable improvements:

• 86% have increased customer service satisfaction
• 83% have increased employee satisfaction
• 76% have increased business productivity
• The best companies are +76% more likely to have established intelligent workflows in Salesforce.

Design is Critical for Success

• Human-centered design is essential for creating seamless customer and employee experiences.
• It includes graphic design (UI/UX) and business design (using design thinking).
• 74% of respondent organizations outsource design efforts, while only 26% use in-house design.
• The best companies are +34% more likely to use design methods to create synergy between employee experience (EX) and customer experience (CX).

Salesforce's Role in Recovery and Innovation

• Salesforce is helping companies reimagine their business models and respond to rapid changes in customer and employee behavior.
• The platform supports integrated customer journeys, AI-driven insights, and intelligent workflows across sales, marketing, service, and IT functions.
• Companies are using Salesforce to unify people, process, and technology for better outcomes and greater resilience.

Conclusion

The pandemic has accelerated digital transformation, with companies using Salesforce to build trust, enhance AI capabilities, support employee well-being, and bridge the gap between digital "haves" and "have-nots". The best companies are not just surviving but thriving by aligning IT and business goals, investing in industry-specific solutions, and designing for human-centric experiences.