Technology - Virtual Showcase

‘The Customer Is Always Right’ – New expectations fuelling innovation and experience

11th November 2021 | 2:30pm - 4:00pm GMT

The digital mandate in 2021 is far more complex than we thought it could ever be. Companies and their leaders had to quickly pivot from being ‘just good at a product’ to a broader remit, demonstrating integrity and customer-centricity consistently through all interactions. This requires a carefully designed digital transformation across multiple departments and all organisational levels.

Winning customer’s trust is now a common priority for everyone from marketing, commerce, and service to IT, cyber security, and finance. Though it is no longer just down to marketing, the wider commerce and marketing team often leads the digital transformation supported by ample customer data, sophisticated personalisation, innovative tools, and ever-evolving skill sets.

A trustworthy, customer-centric experience includes everything from engaging with relevancy and humanity across all touchpoints to solid reliability of your storefront at peak times. This extends sometimes to areas like the security of payments infrastructure and the efficiency of the local fulfilment centre.

The pre-condition for digital excellence is, of course, well-managed accessible customer data that fuels the right decisions at every level. The caveat is that consumers will only share their data with brands that collect and process their data with care and transparency. And when data is used to provide a better experience, they will trust brands with more of it, and reward them with loyalty.

To meet the long-term growth goals, digital leaders today need to display bold leadership, taking on the challenges of data integration, tech adoption and cross-team alignment around the customer expectations. Because a brand that truly understands its customers and interacts with humanity will reap the long-standing benefits of customer trust, loyalty, increased lifetime value, and of course, business growth.

Discussion Topics

Driving digital excellence across all customer-facing departments to win customer trust
Cohesive customer experience built on the 360 view of the customer
Using data to fuel for the right decisions at every level - safety, security and long-term digital strategy is what generates long-term customer trust, loyalty and unlocks business growth.


Thought Leader
Jo Pettifer - Salesforce VP Marketing UK and Ireland, Salesforce
Jo Pettifer leads the UK and Ireland marketing organisation at Salesforce. In her role, Jo is… Find out more
Thought Leader
Jonathan Beeston Director Product Marketing, EMEA, Marketing Cloud, Salesforce
Jonathan Beeston is product marketing director at Salesforce Marketing Cloud for EMEA. He’s spent 20 years… Find out more

Event Agenda

11th November 2021 | 2:30pm - 4:00pm GMT

  1. 2:30pm - 2:35pm

    Welcome & Opening Remarks

  2. 2:35pm - 2:50pm

    Keynote: Collaborating from Anywhere

    • Jo Pettifer – Vice President UK&I Marketing, Salesforce
  3. 2:50pm - 3:10pm

    Customer Fireside Chat:

    • Jonathan Beeston – Product Marketing Director, EMEA, Salesforce Marketing Cloud
  4. 3:10pm - 3:50pm

    Breakout Sessions

    • Theme 1: Embracing Change
    • Theme 2: What’s Next in Digital Transformation
    • Theme 3: Collaborating from Anywhere
    • Theme 4: Making the Most of Your Data
    • Theme 5: How to Measure Success
    • Theme 6: Building Loyalty
  5. 3:50pm - 4:00pm

    Closing remarks

About Salesforce

We bring companies and customers together. Salesforce unites your marketing, sales, commerce, service, and IT teams from anywhere with Customer 360 — one integrated CRM platform that powers our entire suite of connected apps. With Customer 360, you can focus… Find out more
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