"Disruption is no longer disruptive. It's normal". Slides from my keynote in Gothenberg, Sweden, where I discuss the future of customer relationships, marketing technology and domestic robots!

2. What’s the Future of
Customer Relationships?
(Hint: We Must Create More Value Than We Capture)
@JeremyWaite
D Congress 2016
Thursday March 10th, 2016

3. Forward-Looking Statements
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or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology
developments and customer contracts or use of our services.
​ The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for
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growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed
and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand,
retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history
reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could
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4. 2013 • 2014 • 2015 2008 • 2009 • 2010
2011 • 2012 • 2013
2014 • 2015
2011 • 2012
2013 • 2014
2015
Most innovative
companies in
the world
20KFY16 Employees
Salesforce: 4th Largest Enterprise Software Company in
the World This Year
4th largest software company based on
analyst consensus revenue for FY2017.
Salesforce fiscal 2017 guidance provided
November 18, 2015: "revenue for the
company's full fiscal year 2017 is projected
to be approximately $8.0B to $8.1B.”
$1.71BQ3 FY16 revenue

5. Sales Service Marketing Apps Community Analytics
The Customer Success Platform
Connect To Your Customers In A Whole New Way

7. “
CLAYCHRISTENSEN
INNOVATION CAN HURT,
IF YOU’RE NOT THE ONE DOING THE
DISRUPTING”.
DISRUPTIVE

8. 17 Years of Disruption
& Technology Shifts

11. 77% OF CONSUMERS DON’T WANT A
RELATIONSHIP
“
WITH A BRAND.”

12. Image by @JeremyWaite | Originally Created by Bloomberg Businessweek @BW | Data: @Interbrand
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Best Global Brands 2000 - 2015
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
Food, Drink & Tobacco Technology and Electronics Business Services & Diversified Automotive Media and Telecoms| | | |
COCA-COLA
MICROSOFT
IBM
INTEL
NOKIA
GE
FORD
DISNEY
McDONALDS
AT&T

14. YOU CAN’T
MANAGE
“
WHAT YOU DON’T
”
W.EDWARDSDEMING
MEASURE.

15. “YOU CAN’T MANAGE WHAT YOU DON’T
MEASURE” IS A MAXIM THAT IS TAUGHT
AND BELIEVED BY MANY IN BOTH THE
BUSINESS AND EDUCATION SECTORS.
BUT IN FACT THE PHRASE IS RIDICULOUS ~
SOMETHING SAID BY PEOPLE WHO ARE
UNAWARE OF HOW MUCH IS HIDDEN.
A LARGE PORTION OF WHAT WE MANAGE
CAN’T BE MEASURED, AND NOT REALISING
THIS HAS UNINTENDED CONSEQUENCES.
“
”
EDCATMULL

17. Customers Are On A Journey
“Customers Cross 5 Channels When Making Purchasing Decisions”. GOOGLE

18. 1:1 Clienteling Automated Clienteling
MARKETING
• Campaign & Audience Management
• Consumer Journeys
• Display Advertisement
• Social Studio (Listen/Engage/Publish)
• Analytics (Web and In App Mobile)
• Predictive Intelligence & Personalisation
• Production & Content Management
CONSUMER APPLICATION
(Web and Mobile App)
• eCommerce Integration
• POS & IOT Integration
• Consumer Engagement Apps
• Pixel Perfect Design
Master Data
• Consumer Master Data
• Vendor Master Data
• Product and Location
Sales
• Consumer Orders
Consumer Service
• Live & Video Chat
• SOS Button
B2B & Employee Application (Web & Mobile)
• Purchase Orders
• Store Orders
Community
• Vendor Community
• Employee Community
• Consumer Community
Loyalty Execution Instore IS
InStore
Store Services Consumer Services
Product Ratings
Next Best Offer
Live Video Chat
Community
EmployeeServices,
StoreOperations
SustainabilityClick & Collect
Mobile Payments
Pick-UpOrders
Return Services
Kiosk
Product Rentals Catalogue
Newsletter
Social Consumer Services
Product Information Social ServicesPOS Coupons
TailoredPromotions,
ProductPlacements
Benefits,Compensation,
Education
Product Recommendations
Consumer Care
Telephony Social
Surveys Chat
Social Media Integration
SEO/SEM
Social Commerce
Content ManagementActive Audiences
Predictive Selling
Social Push
Social Advertisement
Lookalikes
Digital Channel Services
AdWord Management
Search
Merchandising
Online Shop Services
Assortment Planning
Promotion Planning
Forecasting
Surveys/Audit
Prediction Planning
In Store Operations
Workforce Management
Employee Onboarding
Store Inventory Management
Scheduling
Store Analytics
Store Digitalization
Collaboration
Employee Apps
IoT Services
Automated Services
Automated Replenishments
Recognition
Gamifictation
HR & Employee Services
Recruiting Onboarding Employee Helpdesk
Training Performance Management
Employee Motivation
Media Management
B2B Services
Vendor Onboarding
B2B2C eCommerce
Trade Promotions
Contract Management
Process Payments and Orders
Integration WebServices/
REST API
ANALYTICS
• Smart Data Services
• Data Sciences
BatchAPI
Integration WebServices/REST API
REST API
Order Management Services
OMS
Stock/Virtual Stock
PIM
Subscription Management
Product Catalogue
Mobile Coupons
Payment Options Wish list/Friends List
Return Management
One Click Shopping Geo Location
Email
Mobile Push
SMS / MMS
Web Analytics
Diagnostics
Geo location/Beacon
One Touch Orders
Robot Clientelling
Cross-Sell Engine
Create and manage orders
ConsumerServiceEngagement
Partner Ecosystem/
Integrated Operations
Promotions,Tailored
Coupons,Consumer,
Information,MobilePush
Supply Chain Services
B2B Integration - EDI
Tracking Services
Warehouse Management
SCM Insights/Dashboards
Logistics/Delivery
In-Store Tailored Promotions,
Product Placements
Consumer Engagements
Recommendation
Order Processing, Stock Management, Promotions, Shipments
PLATFORM
• Integration Services
• B2B & Employee Application (Web & Mobile App)
• Identify Management
• Authentication and Authorization
• Mobile
• Big Data Objects
• Data Management Tools
• Data Modeling Tools
Finance
IoT
• Business Rules & Orchestration
• Real-Time Event Processing
• Rich Contextual Data at Rest
HOW TO BUILD A SINGLE VIEW OF A CUSTOMER
Knowledgbase

19. 2000-2010 2010-2016 2016+
REACTION TIME REAL-TIME PREDICT TIME
“PERSONALISATION à PERSONIFICATION” Gartner Digital Hype Cycle 2015
“I don’t need to know everything about everyone, I just need to
know a few things about a whole bunch of people”.
UNKNOWN >> KNOWN

20. +

21. AUTO BRAND FRAMEWORK
​ Building Brand Journeys
Automaker Brands ~ Digital Disruption 2016 by James L. McQuivey

22. AUTO BRAND FRAMEWORK
​ Building Brand Journeys
Automaker Brands ~ Digital Disruption 2016 by James L. McQuivey

23. UBER IS THE MOST
ETHICALLY
“
CHALLENGED
PETERTHIEL
COMPANY IN SILICON VALLEY”.

24. UBER IS THE MOST
IMPORTANT
“
COMPANY
BILLGURLEY
EVER CREATED”.

25. BANKRUPT

27. 1. FILTERED
2. CLEAN
3. FILTERED
How Do You Extract
Meaning Out Of
Noise?

28. “I DON’T NEED TO
KNOW ANYTHING
ABOUT ANYBODY.
I JUST NEED TO
KNOW A LITTLE
BIT ABOUT A
WHOLE BUNCH
OF PEOPLE”.
BRADLEY VOYTEK
UBER HEAD OF DATA SCIENCE
How are city demand
patterns inter-related?

29. Monitoring Customer Journeys
Building A Customer Company in Real-Time
Real-Time Events
Rich Contextual Data
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0010000100010001101110110
0010001111101001010101011
0000100101101110001000010
0010001101110110001000111
1101001010101011000010010
11011100010000100010001
Analyse
Compute The Perfect Response
Deliver The Precise action
Proactively and In Context

30. 5B
Smartphones
by 2017
550M+
Social Networks,
Blogs & Forums
(inc. Dark)
2.5
Quintillion
bytes of data
every day
Social
CustomerPurchase
Connected
The Customer Success Platform
Volume. Velocity. Variety. Veracity. DATA SCIENCE

32. When they CREATE more value than they CAPTURE
2016 ~ Traditional Businesses Fight Back
Capital
Assets
Market
Footprint
Customer
Data
“We ask too much of technology and not enough of ourselves”.
NATE SILVER, FIVE THIRY EIGHT

33. 37% Brands Don’t Know The
Lifetime Value Of Their Customers.

34. TECHNOLOGY IS
NOTHING.
“
WHAT’S IMPORTANT IS THAT YOU
”
WONDERFUL
STEVEJOBS
HAVE FAITH IN PEOPLE, THAT THEY’RE
BASICALLY GOOD AND SMART,
AND IF YOU GIVE THEM TOOLS,
THEY’LL DO SOMETHING
WITH THEM.

35. thank y u
@JEREMYWAITE | JEREMY.WAITE@SALESFORCE.COM