Partners:
Easing the way toward digitization In the road to digitization and process automation, Salesforce storms in, easing the way for different business sectors, contributing to improve inward collaboration, increasing productivity and client satisfaction
Produced by Jassen Pintado Interviewee Matías Montero, Regional Vice-President of Salesforce
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C
onsequences from
schemes for digital transformation that
COVID19 have
many companies planned across mid-
undoubtedly brought
term schedules have been ramped up
a series of changes
after conditions demanded to reduce
and disruption -at
contact exposure by people gathering
any activity and
in enclosed spaces.
level- for which adaptability has been
key to avoid any downtime. Productive sectors have made use of available resources for remote interaction; in fact, a lot of gradual
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The manufacturing sector faces different challenges, and a very important one is a forecast about end users’ and clients’ conditions.
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Which means, parts in collaboration
innovations to improve the offer,
must now transform every process by
planning and automation. The
improving communication among each pandemic has only accelerated other, with better planning and more
the stages that were already under
product evaluation to direct efforts
transformation based on end
aligned to the end consumer’s needs.
consumer’s customary behavior.
But not every company is prepared
Nevertheless, our current environment
to face new scenarios and many
is immersed into a digital world in
of them have had to reevaluate
which purchases are carried from
their procedures upon impending
mobile devices, work can be performed
changes. On a global scale, 57% of
remotely and consumers’ habits
the manufacturing industry expresses
are known through a series of data-
certainty about their adaptive capacity gathering tools, enabling software able to face changes derived from the to create predictive models. pandemic, while 95% of the sector foresees that such changes may become permanent, and therefore they are implementing viable solutions beyond the pandemic. DIGITAL TRANSFORMATION, MORE THAN AN OPTION The market’s dynamics and channel diversification for back and forth communication with customers demanded
The companies’ role in this is digitizing its relationship with their consumers, centering their efforts on these end users through different digital channels already in existence. “Digitization is, undoubtedly, one of the most solid alternatives to adapt to external events, such as the COVID19 contingency,” declared Matías Montero, Regional Vice-President of Salesforce in Latin America.
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KEY PURPOSES OF DIGITIZATION According to Montero, companies undergoing digital transformation processes focus on three main subjects to strengthen their business: • Customer centralization • A commitment to increase its staff’s tech abilities • Analyzing operations looking forward to process automation in
“Digitization is one of the most solid alternatives to adapt to external events”
order to increase productivity and gather customer data
- Matías Montero, Regional Vice-President
BENEFITS FROM DIGITAL TRANSFORMATION There are multiple benefits from digital transformation, the most important are: • New product development: Relying on the necessary tech resources is key to creating innovative products when improving processes after efficiently gathering usergenerated data, getting to know customers’ specific demands,
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Matías Montero, Regional Vice-President of Salesforce
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accomplishing a continual improvement process after obtaining feedback. • Inventory optimization: Digitizing improves inventory management by replacing manual processes with automation and also allows for better data management,
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MEXICO: AWARENESS OF THE NEED OF BETTER TOOLS Consequences derived from COVID19 in Mexico’s manufacturing industry have not only affected the way business is conducted, but it has also left long-lasting effects into future days. According to the Trends In Manufacturing report, from Salesforce,
resulting in improved predictability of
72% of surveyed manufacturing
future scenarios.
companies in Mexico consider that their
• Time to revenue reduction:
production capacity has changed, and
Automation processes able to support
70% of these companies believe such
key areas such as marketing, sales
changes will become permanent. This
and customer service accelerates
has led to seek for internal operations
transactions even before product
optimization to keep up with growth
launch and into the after-sale service
pace within the market, as 84% of these
period, resulting in less time to gain a
companies prioritize their resource
larger market share.
planning system for the next two years,
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“The industry should change to a more digital state of mind thus benefiting their own business and customers” - Matías Montero, Regional Vice-Presidente of Salesforce
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and increase process efficiency (82%
made available by technology
of them on the latter).
should be considered as allies, and
Another challenge for manufacturing
not as a complicated endeavor,
in Mexico is the lack of transparent
considering that in coming years the
data, as well as scattered data, which
manufacturing industry will be even
reduces accuracy in sales prediction,
more digitized.
a relevant factor in the current economic present. This dispersed data is considered by 74% of Mexican manufacturers surveyed as the biggest
FIRST STEPS TOWARD DIGITAL TRANSFORMATION It should be noted that it’s very
challenge they face, while 72% of
important to consider in which
them considered the use of obsolete
direction business is going to be
tools a hassle.
transformed. Some examples include
“This shows that the industry should
the power of creating interactions
change to a more digital state of mind
centered on end user satisfaction by
to make the most from their data,
creating customized models and also
thus benefiting their own business
creating a culture of adoption of digital
and customers,” the executive
technologies within the company and
commented.
promoting team collaboration with the
On a large scale, digitization is gaining ground among the manufacturing industry, even though there are still companies opting not
same goal: centering on the customer. SALESFORCE AS AN ENABLER Salesforce is a thrusting force
to take a risk and keeping traditional
of digital transformation in the
schemes. Nevertheless, resources
manufacturing industry as it is in other
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business sectors. Resources provided
business. In the case of the
by Salesforce deliver satisfactory
manufacturing industry, Salesforce
results when deploying the required
considers three key elements for
digital infrastructure to optimize
digital transformation:
collaboration with business partners, internal teams, suppliers and other
processes: Digitization of internal
strategic elements.
processes improves performance
Salesforce’s clients in the
through personnel with enhanced
manufacturing industry have obtained
skills for strategic tasks and by
excellent results with system
implementing automation where it
integration and data management to
optimizes execution.
simplify their procedures, delivering
• Transformation of the end-
a positive impact in sales, service,
user experience: Placing customers
follow-up and continual improvement
at the center of every process results
for product manufacturing and
in a better knowledge of each of them
distribution.
to understand them and foresee their
Efforts by Salesforce are focused on the strengthening of strategic sectors for economies, including the
needs. This translates into higher revenues and loyalty. • Staff training: Tech and tools
manufacturing industry, through a
have evolved toward capitalizing
better use of the kind of technology
on work virtualization, increasing
supporting digital transformation,
productivity and revenue.
optimizing the way to conduct
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• Transformation of operational
Salesforce relies on experts able
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to understand different nuances
task. These processes have been
in each industry, streamlining
performed by companies big and
implementation processes when
small in every industry. An important
specific needs are identified and
fact to be considered by companies
covered with the right solution.
still to undergo such a process is that
A GIANT STEP FOR SIGNIFICANT PROGRESS Being involved in a digital transformation process demands effort, but it’s not an impossible
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they must also create a transformation culture toward digitization within its working force. Adopting tech innovation is imperative not only to keep with
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FOUNDED: business goals, but also to avoid
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lagging instead of taking advantage of what these resources offer. “The first differentiator from
INDUSTRY:
Salesforce is accompanying our
Technology
clients in their path to digital transformation,” finalized Matías Montero, Regional Vice-president of
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Salesforce in Latin America.
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