Salesforce1 Showcases 'Internet Of Customers' Potential

Marc Benioff, Salesforce.com CEO, presented a keynote address on the second day of the on-going Salesforce Dreamforce Conference that is taking place in San Francisco this week.

Speaking to a gathering of media, developers, customers, analysts and technology enthusiasts, Benioff spoke at length about the importance of looking at the interconnectedness of devices as more about people than about things.

Research from Cisco is already estimating that by 2020 over 50 billion connected devices will be in use in the world. The burgeoning industry from this emergence is expected to generate USD $14 trillion over the next ten years.

This phenomenon of interconnected technologies, called the Internet of Things or Internet of Everything is an emerging trend where every device, from enterprise to domestic, is developing communications protocols across the internet platform. This continuous sensing and storage of real time data is making the internet of everything an exciting and highly profit centric opportunity for enterprises.

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But at the key note address Benioff specifically pointed out that behind every device is a person who should be the focus of every company – renaming the phenomenon from “ The Internet of Everything or Things” as “The Internet of Connected Customers”, or “The Internet of Customers”.

He stressed that the interconnected devices collecting vast amounts of data do so to help people know more about each other and their shared problems, and enable them to make better decisions towards solving those problems.

Highlighting the strengths of the Salesforce1 platform as not only a rebranding of Force.com but also including a significant software upgrade, Benioff displayed the three use case examples of the new platform – Service Cloud, Sales Cloud and Marketing Cloud. He demonstrated the use cases for these features with the focus on the Internet of Customers .

Use Cases:

Philips use of the Salesforce1’s Service Cloud for enhancing their MRI and EKG equipment tech support was the first example. In case of technical issues with the equipment, the device creates a report called a “trouble ticket” that is deployed via the system to Philips CRM. The technicians at Philips are able to remotely diagnose the problem and send the closest technician to fix the problem. There is also the ability to provide tech support real time screen sharing using Google Glass, which relays a real time picture of the problem, and the technician is able to guide the solution remotely.

Automatic Data Processing (ADP), a business outsourcing solutions provider, used the Sales Cloud feature to enhance its sales teams by leveraging real time access to CRM data via mobile devices from the field. Sales agents were able to access work data anywhere, to make on-the-go sales decisions regarding personnel, location and other factors seamlessly through wearable devices like Sony’s Smart Watch.

Sony Entertainment Systems used the Marketing Cloud feature in order to improve engagement with their gaming customers on the Playstation systems. Using the integrated features of the Cloud, Sony was able to enhance gaming engagement by bringing game world achievements in to the real world through mobile alerts. They are using the service to transform an individual users profile, preferences and performance on the gaming platform in to real world location-specific experiences through mobile links. A player who has achievements in the game world is alerted via email or text when they are within proximity of Sony’s experience spots, at locations like bus stops, where the player can enjoy an interactive gaming experience.

By demonstrating the specific business outcomes that focus on improved service, better sales and improved customer engagement, Benioff’s demonstration was impressive to viewers in its raw potential.

Since its initial launch, Salesforce1 has already persuaded 16 independent software vendors to develop apps on the platform. Key example of in-house app deployment has been that of General Electric who have sensors in their engines that gather critical data, which is hosted, managed and shared via a Salesforce1 app that is used by GE employees .

“It was good towards getting people to understand and think about connected devices, what that means and that the endpoints as having people behind those devices,” said Alan Leofsky, Vice President and Principal Analyst, Constellation Research, who reported his review of the event. “But I would’ve like to see more use cases on in-company work flow productivity, collaboration between colleagues, and services that improve productivity”,

He went on to say: “It’s a good vision but now its time to get down to the details of how things are priced, packaged, licensed, delivered and supported – all those things that customers matter to customers.”