Dreamforce 2019 Management Journal

Foreword 5 Reinventing learning in the era of Industry 4.0 6 Customer 360, meet Agent 180 8 Amplifying experience: Succeeding in dynamic B2B communications and media 10 Creating new revenue streams with intelligent servicing and servitization 12 How Finnair delivers a next generation experience for its customers 14 Solving the provider data dilemma with Salesforce Blockchain 15 Contributors 17

Dreamforce 2019 brought auto-remarketing solutions to together 171,000 people in the how intelligent service is changing Golden Gate City, making it the the game as companies launch largest industry event hosted into servitization. These panels by Salesforce. Dreamforce is an validated strategic discussions of annual high-energy four-day event elevating the customer experience. where Trailblazers from all over the One conference session discussed world including 13 million online ways of leveraging blockchain viewers gather to learn the latest as a solution to a health cloud to technology and to share their significantly reduce the onboarding stories and successes. process for providers. This year’s Indranil Mukherjee Dreamforce journey included Senior Vice President, We find ourselves living in times prominent people speaking on Salesforce Practice Head, Infosys that are no less than revolutionary world-class leadership. Former and driven by digital, transforming president Barack Obama sat down the way business is done. with Marc Benioff and delivered Enterprises need to pivot to inspiring words on leadership accommodate and respond to skills he learned while in the White the market shifts around trust, AI House, training the next generation and customer revolutions. Infosys of leaders , and the importance leveraged this platform to highlight of being kind and useful. During our approach to these market shifts a fireside chat, Apple CEO Tim through our theme of “Amplify Cook discussed environmental Experience with Live Enterprise.” efforts and designing privacy. Infosys and Salesforce are Soccer legends David Beckham committed to helping clients and Megan Rapinoe also held a explore our innovative solutions session, along with notable actors, that will help amplify the experience world leaders, and leaders in large for their customers, employees and corporations. Dreamforce 2019 partners. We do this by providing a hosted more than 2,700 sessions, fresh perspective and showcasing 37,000 exhibitors, and speakers industry-leading next-gen solutions, from all over the world. Dreamforce such as auto-remarketing, Efficient exemplified diversity and learning 360, and customer advocacy. in action. For Infosys, the event Our experts showcased client was a great success thanks to our success and our transformation panelists, our clients, and many throughout breakout sessions, Infoscions who worked hard to mini sessions and roundtables. share their insights. In this journal, Salesforce experts highlighted we share highlights from our capabilities around business Dreamforce sessions and hope they strategy, consulting services, and provide you with perspective and implementation services across the value in your own learning and Salesforce ecosystem. We hosted transformation journey. panels on multiple topics, from

The current talent famine is not of their objectives,” said Indranil time,” she said. “We need a niche just a problem for the digital Mukherjee, senior vice president talent pool that bridges the gaps world but a concern everywhere, and Salesforce practice head between digital skills and more including academia. at Infosys. human-centered skills and between overspecialization and more broad- based approaches to thinking.” Salesforce predicts that the tech “Digital skills are scarce. You’ve industry will need 250,000 new So, how can higher education help consultants in the next five years. A got to have a mix of multiple, move students into the tech space company survey shows that 70% of different universes to be able when students may not feel they fit large corporations do not believe to succeed.” into that space? they are ready to digitally transform “One of our most important based on the existing talent pool. – Indranil Mukherjee jobs is to teach our students The numbers are daunting in the Senior Vice President, the fundamentals,” said Ranavir Salesforce Practice Head, tech world, but leaders are starting Bose, director of the Center for Infosys to discover ways to close that Information Technology and gap. During a panel discussion Management at the University of at Dreamforce, educators and One factor driving this trend is Texas at Dallas. He reminded the business leaders discussed how the evolution of technology, audience that everyone will have to they are actively approaching these which is moving fast and making learn to change, pivot and adjust to challenges. It starts with companies some elements obsolete quickly. new technology. exploring how to reinvent learning. According to Sonia Cardenas, As schools guide students toward Leaders are looking closely at vice president of academic affairs technology and collaborative the future of their workforces, at Trinity College in Hartford, skills, large corporations are also how they are evolving and how Connecticut, technology evolution addressing these challenges. their companies can collaborate is creating a significant skills gap with universities. between digital technology and “The winners and the successful companies today take a very “One of the major roadblocks that human-centered skills. holistic approach to employee we see, essentially, is the lack of “It’s something that we’re all development in the sense digital skills. And that is preventing confronting in higher education that mentoring starts from the corporations from meeting some and trying to address at the same

6 | Dreamforce 2019 External Document © 2020 Infosys Limited beginning of the employee’s career Makela agreed with Infosys took this path when it in the company and [continues] that assessment. invested in Trinity College. School throughout the journey,” said Kai and company leadership created “We have had very good Makela, CEO of Fluido, an Infosys a partnership to bridge the gap experiences with students entering company based in Helsinki. He between liberal arts and digital the last semester, approaching explained that both parties must technology. The eight-week us as interns,” he said. “You get to see the learning opportunities and program focuses on soft skills like learn [about] those students as benefits of a partnership. Without communications and leadership. individuals and people. They get that understanding, Makela said, to learn about us, the platform and “The first five weeks, we deliver a “companies want to go somewhere the things we work on.” combination of design thinking, and then the employees want to business analysis and liberal arts go elsewhere.” As companies look to create a path skills,” Cardenas said. “Our goal is for future employees, an internship Cardenas believes all sides must recruiting and building a pipeline is an avenue for businesses and think of this broad-based approach from selective liberal arts colleges colleges to partner. For this to and mix intentional learning with across the country and training work, the goals of the student and lifelong learning. students from all sorts of majors. company have to line up. There also Their majors may not be technical.” “Companies need to be strategic has to be a way to measure success. and intentional about how they’re Even students with technical instilling lifelong learning in their backgrounds are taught additional employees,” she said. “I think it’s “If they are learning business and other skills they worth noting again, maybe from new things and having need to thrive, she said. Students an academic perspective, that opportunities that they also spend three weeks working we need to think about lifelong on foundational technology from learning not just as reskilling … wouldn’t otherwise have, Infosys and industry-specific but also [as] instilling habits of that’s the No. 1 measure of knowledge. These are people who mind and intellectual curiosity and success.” are planning to work in business wanting to learn.” analysis or consulting. Academia recognizes that – Sonia Cardenas “It’s an amazing opportunity for all students have a need for hands- Vice President of Academic of us,” Makela said, “including our on, experiential learning. The Affairs, Trinity College customers and business interests, traditional classroom or lecture hall coming from both the consulting isn’t enough. The panelists agreed that another and teaching perspectives.” “To execute something like that in a successful strategy is nurturing university setting is a little bit more relationships with the universities, complicated,” Bose said. “We are appearing on campus and working with influencers and other sponsoring projects. companies on ways to address the problem.”

External Document © 2020 Infosys Limited Dreamforce 2019 | 7 CUSTOMER 360, MEET AGENT 180 Is it possible to make an agent or texting. Other examples required while product specialists handling a customer mind-reader? That sophisticated statistical analysis small customers spent 60% of their was what leaders of a global and artificial intelligence (AI) as Cal time on online chats. The inside electrical component manufacturer Smith, Infosys technical architect, sales agents were on the phone wanted to accomplish through describes below. 40% of the time, often cold calling. a case study they described at The team started by installing tools the conference. These leaders to improve how an agent relates to believed that by providing the “The product specialist agent customers before the conversation best possible customer service, starts. Speed was the essential emerged as the user that could they could increase sales of high- constraint. Agents had only 20 most benefit from the Agent margin products. The Infosys team seconds to answer the phone or was asked to create prototypes 180 system. This was a bit start a chat. This was a potential and designs to test the concept. It of a breakthrough because it “project killer.” If the integrations turned out that about half to the caused a response time greater allowed us to focus our efforts “Customer 360” data was useful, than 20 seconds, the whole effort resulting in an informal name for on just one persona [type of was a failure. the project “Agent 180.” user].” Other early steps including If a customer called the day after defining the sources of data, which – Tom Ingram a shipment was due, this was included Salesforce, SAP, MuleSoft Salesforce Technical Lead, the likely reason for their call. The integrations and the company’s Infosys project goal was to pre-populate data warehouse. Each offered a the Salesforce Lightning Service small but important piece of the Console (Agent Console) with data Schedule changes, changes puzzle. The data and analysis would on the late shipment and anything to order item quantities or enable service agents to quickly else the agent might need to parts numbers also emerged respond to customer inquiries. resolve the problem. as predictable call reasons but The team needed to determine the required more advanced analysis Late quotes were another example workload of 125 to 150 customer and techniques (Statistical Analysis, where it was possible to use service agents in order to prioritize AI, Technical Details). Customer 360 data to predict why development. The customer care the customer was calling, emailing agent’s workload was 60% email,

8 | Dreamforce 2019 External Document © 2020 Infosys Limited Three prototype demos were That approach did not work well Even more important is validating delivered to the client. because updates took too long. the data to ensure it’s not skewed. Instead, they needed to combine That includes checking the The first one demonstrated the key the SAP and Salesforce data, send it responsiveness to see how quickly capability of identifying the contact through AI processing, and forward the model will learn. This checkup on incoming calls or chats and the AI analysis results to the agents. will also show the elasticity of pre-populating the Agent Console. several data source objects. The second prototype added the The statistical analysis and AI ability to populate meaningful data required for making sense of Programming the system also in the Agent Console to help with hundreds of thousands of orders requires incorporating machine the case. and millions of line items were learning, a goal that can be not easy. accomplished in several different With prototype three, Ingram said, ways. The Einstein system is one the test agents were provided “It begins with the frequency and way of doing this, by regularly predictive information almost distribution of how these issues refreshing data. Hence the system immediately. Within 20 seconds, the occur, the things that you’re trying learns to process. system could, for example, indicate to predict,” Smith said. “If you have to the agent an “87% likelihood the one issue that is a whole lot larger “My preferred method is to create quote is overdue. That’s why the than your other issues, trying to an object for your predictions, customer’s calling.” predict those secondary issues which you then incorporate into becomes extremely challenging. your overall object model. That That last prototype was the payoff The data is almost meaningless for [object], initially, is not going to - the mission was accomplished. the secondary issues.” have any data,” Smith said. The team demonstrated that it was possible to present the agent “The predictable items must with the likelihood that a customer have similar scale and variance,” was calling for a specific reason Smith said. “It ultimately is used to adjust and populate data in the Agent the AI, and it becomes part of This requires data results that are Console. The agent would appear close to the final measurements for the predictions.” to read the customer’s mind – normal distribution. To achieve that, within 20 seconds. By providing one must understand the nature of – Calvin Smith exceptional customer service, the the data and look at the results in Technical Architect, Infosys agent could move on to selling multiple spaces. This will allow users high margin products immediately to make more accurate predictions. – in the same call. “That is how the AI learns and When successful, the model creates a feedback loop that “They [the company] talked will have data with a positive teaches the system. A refresh model earlier about SAP being one of the correlation in several items, is not needed in this method.” primary sources of data that wasn’t including customer size, product in Salesforce,” said Calvin Smith, category, customer industry, order a technical architect at Infosys. size, customer location and number “This particular company did all of of products. their quotes in another app that wasn’t in Salesforce, and they were working with MuleSoft to bring those quotes into Salesforce.”

Communications and “I look at Salesforce as the legacy networks and some complex media companies are facing enabler, the platform,” said Anand issues. Those issues included unprecedented industry disruption Narasimhan, chief customer problems centered on company from new competition, such as architect of Salesforce. “B2B growth without adjustments to over-the-top (OTT) providers. customers are demanding customers’ needs. For example, Meanwhile, legacy systems and consumer experiences. They customers would receive quotes disjointed processes often create are using us as platform from one system, order from barriers to both business agility and enablers, whether that involves another, and use a third to complete innovation for established firms. the customers building their the process. solutions on top of our enabling “The telecommunications industry Verizon’s leaders acknowledged that platforms or accelerating some of is hugely being disrupted by they needed to make some changes that digitization.” the new age players, the OTT and that it was time to make the players,” said Indranil Mukherjee, U.S.-based Verizon and Australia- customer experience a differentiator senior vice president and based Telstra are two large telecom from other organizations during the Salesforce practice head at Infosys. companies using this approach as digital transformation. They focused “Telecommunications companies part of their transformations. The on two areas: the portal experience have a legacy landscape, which is customer-centric goals include and a consistent application hampering their speed to business, simplifying processes and creating program interface experience. which is hampering their rate of service agility and flexibility “We had a design-thinking innovation, which is happening for partners. approach,” said Wayne Chang, IT because of the disjointed Verizon wanted to create a director at Verizon. “We had to learn business processes.” customer-focused experience as it about the customers. The voice of To compete, leading digitally transformed its wholesale the customer is vital. We got their communications providers are division. Executives in specific parts point of view.” transforming their B2B companies of the company’s multinational The next steps in improving the with new business models that telecommunications conglomerate experience involved brainstorming elevate partner and customer realized their industry was sessions, building prototypes and experiences. Companies are often becoming commoditized. Verizon gathering customer feedback, using systems like Salesforce was not able to satisfy its large Chang said. That included more and the ISP ecosystem to fuel customers due to silos, inefficient their transformations.

10 | Dreamforce 2019 External Document © 2020 Infosys Limited than 28 boot camps during a seamless. Achieving those goals Telstra has digitized a one-click 12-month period. “We’ve had over took nearly two years of research quote-to-contract system by 1,500 user stories that we’ve had to and included breaking down silos taking an end-to-end view of the develop with our business partners,” and viewing the process through program, from concept to market. he said. “We’ve completed over the customers’ perspective. Also, the partner portal used 1,500 designs, and our goal is to technologies such as Salesforce, Telstra, Australia’s largest mobile get about 10 products and 200 CloudSense and Apttus to help network provider, set objectives capabilities out there.” meet digitization goals. similar to Verizon’s in order to While Verizon has completed simplify the process for customers. The main takeaways were for about 50% of its goals, they know Leaders were aware that company leaders to listening that the personal, intuitive and modularizing products, such as to customers and the company straightforward approach is working enterprise mobile phones, unified putting its own reimagined view because the feedback is already communications and internet of the world along with the needs moving in the right direction. products, were keys to success. of the market. Salesforce officials According to Chang, “All that telco said actions taken by Verizon and Yeshwanth Tiwari, a strategic lingo, all the jargon that was out Telstra should be the standards for solution IT principal at Telstra, there, has been removed. It’s a lot telecom companies. said his company viewed the more intuitive.” experience from a customer “From a Salesforce perspective, From there, the company angle, an employee angle and a they’re looking at us as platform developed the API layer for partner angle. enablers, whether that’s the internal use. customer building their solutions on top of our enabling platforms “Our APIs are consistent between or accelerating some of that the portals along with B2B APIs,” “Customers want us to be digitization through our ISP vendors Chang said. “So it’s a consistent flexible. The customer wants such as Velocity and CloudSense,” experience whether you’re coming us to be very fast. Plus, they Narasimhan said. in via APIs or through the portal. We enable a lot of different products don’t want exposure to a While there is no right or wrong across a lot of different networks. lot of the complexities of answer in the telecom stack, a With that, we have a high-level our systems or the many customer-centric approach is the timeline of what we’re introducing benchmark for future success. in terms of the functions and touchpoints we have.” the capabilities.” – Yeshwanth Tiwari Overall, Verizon’s objectives were to Principal Solution Owner, reduce the complexities of doing Telstra business, overcome legacy system barriers and make the process

The manufacturing industry faces lot of commoditization pressure not the only one in the transition unprecedented commoditization, in the industry. And at the same to servitization. Some organizations which has slashed margins and time, product life cycles are see service as a cost and not a sales created opportunities for low- becoming longer; products are lead. Plus, there are deep-rooted cost competitors. Even as this becoming much more robust. So, legacy systems and a reluctance financial pressure builds, customers selling new products is becoming to change. Whenever a company still expect superior service more difficult.” introduces new technology, leaders and outcomes. view the technology as a service While traditional sales generate technology of limitation rather These shifts in business, technology more money initially, Puri said that than a shift in how to operate and customer expectations have service revenue can keep paying off more efficiently. But it is a different led best-in-class manufacturers for 20 to 40 years. So, it’s imperative model when the company goes the to seek new business models that manufacturers capture all servitization route. and nontraditional revenue that revenue stream rather than opportunities. Leaders from cede much of it to distributors or That change requires companies 20 companies gathered at the third-party service providers. The to better understand their InterContinental San Francisco concept of servitization has been customers’ decision-making and for a roundtable discussion about around for years, but it still faces purchasing processes. Only then how servitization can transform challenges from the tradition- can organizations create long- traditional manufacturers. bound approaches and cultures at term relationships, switching many organizations. from providing products to “We are seeing a lot of providing services. manufacturers looking to transition,” “This is not just about a new said Rajiv Puri, vice president of commission model; it’s about a new “That’s a challenge to get that manufacturing partnerships and business model,” Puri said. sense of direction and responsibility servitization at Infosys. “We are and empowerment into the sales Finding value in the services offered not leasing because there is a organization that has grown up is an important challenge, but it’s

12 | Dreamforce 2019 External Document © 2020 Infosys Limited selling in a very different way and crucial to overcoming obstacles “They probably will not embrace with a very different product,” in the sales process and sealing what we are trying to do here, but I said Shanton Wilcox, a partner the deal. think it comes down to what’s in it in high-tech manufacturing for for them,” Bhushan said. “It is a different approach to the Infosys Consulting. sale, and it is a different heartstring The panelists emphasized that that you’re pulling on than a feature “The whole change profits do not start when the function sale,” Wilcox said. “When equipment ships but 14 to 18 you do that, it’s making sure the management is so key to months later. Companies need customer understands the after- making an influential change to create relationships that market services strategy.” in the culture.” facilitate cultural changes and Once defined, an agreement can create service leads and added look like an extended warranty – Anubhaw Bhushan sales. These are concepts that turned into an uptime contract and CRM Director, Komatsu invest in the customer and in the eventually a service agreement. manufacturer’s future. The solution to understanding the However, it’s not always the value proposition is understanding manufacturers leading these efforts. Customers also experience the value the service brings and Some roundtable participants said a similar hesitation — or knowing the customer. their customers are demanding even unwillingness — to “You want to be a partner with the servitization. It is part of the cultural change. customers, not just in selling the shift that both parties have to product and service, but also in understand to move forward. “Part of it is changing the being a part of their business,” said “Put your customer at the center,” customer’s culture as well,” Wilcox Anubhaw Bhushan, a CRM director Wilcox said. “Your customer actually said. “Part of it is also having the at Komatsu. “I think if they make doesn’t want you to drop off a really customer understand how you (the money, we make money. If they complicated product and say, ‘Good company) realize value and the role don’t, we don’t.” that the customer plays in their side luck; work with that,’ and then go He said it was an eye-opening of that service contract.” off to the next thing.” experience when his company He explained that developing a helped its customers change to a relationship with customers is more accepting culture.

External Document © 2020 Infosys Limited Dreamforce 2019 | 13 HOW FINNAIR DELIVERS A NEXT GENERATION EXPERIENCE FOR ITS CUSTOMERS In the competitive world of airlines, And as one of Finland’s largest communicate with travelers Finnair cannot remain still. companies, corporate leaders who have hearing loss. Also, the determined they needed help company created an app for its Officials at Finland’s largest airline improving the airline’s perception. Asian market, where the airline has decided they must create and 19 destinations. deliver a more consistent and Makkonen said Finnair invited comprehensive experience for customers to review new products Makkonen said she’s proud of the travelers. To be an industry leader, and also worked with external progress made by her small team. an intense customer focus was the vendors to design new air Pulling together as one — and only option. travel services. focusing on their goal — has led to success at one of the world’s oldest Tuija Makkonen, head of Finnair’s As part of this effort, the airline continuously operating airlines. customer experience applications, collaborated with Helsinki-based Finnair was awarded a Five Star said her airline is investing heavily Fluido, an Infosys company Global Airline Apex rating in 2019. in personalization and customer focused exclusively on Salesforce experience. The objective is to technology. The result was a unified make sure its nearly 12 million cloud solution that connects Finnair “The important point is loving annual travelers have the services with their customers in a new they need, when they need them. way and delivers an end-to-end the customer.” customer experience. “Personalization with AI [artificial – Tuija Makkonen intelligence] is one of our priorities,” “On the claims management Head of Finnair’s Customer she said. “We are looking forward to side, we’re running an automated Experience Applications seeing how we can bring more.” case-handling process,” said Antti Turunen, chief marketing officer at The airline has already connected “From the IT perspective, of course, Fluido. “We are bringing our claims with its customers through multiple for me it’s loving my business [and and handling customer feedback, channels, including email, social my] customers and thinking every which is part of our global media, phone, the web and time that the customer is in the customer care, to Salesforce as the mobile apps. However, Finnair center of everything that you do,” cloud, on the same engine.” recognized that the company didn’t Makkonen said. have a clear understanding of its The new Salesforce projects relationship with its customers. have allowed Finnair to better

The same digital wave that created This gives patients more ownership with application processes and cryptocurrencies is now pushing the of their own information and even easier credentialing verification. ever-changing health care industry allows them to control decryption “What you see in the data that we into its next phase. fees associated with their accounts. keep collecting from the blockchain And physicians and other health This change means that the term is a timeline,” Nagarajan said. “As care providers are able to manage “provider” no longer references you start, somebody submits the their professional data. The result is just physicians, clinics or health provided application, it goes to patient-owned data within a doctor- professionals. The change also manual verification and then the owned data system. Each party means data management is better audit trail is started.” has the right to control who can processed for providers. The access their private or professional The credentialing process sends industry is also shifting to value- information. information to various stakeholders based care and that requires new who can confirm its accuracy and data challenges and the addition In the health care industry, this idea move the process forward. Each of blockchain technology. “We’re is revolutionary. Medical plans and new task created is written on bringing you blockchain that is payer organizations traditionally the blockchain. Data is presented so easy to deploy that it will be were unable to collect and evaluate in such a way that everyone has democratized for all our customers,” information in an accurate and timely the same view of the provider’s said Dan Harrison, emerging manner. Any inaccurate data on the credentials. There is also a system technologies architect at Salesforce. provider side put patients at risk, and in place to eliminate the ability to cost billions. The blockchain technology, using delete data. Salesforce’s Lightning platform, is “[On] the payer side, 40% of the data “That’s where the term blockchain a database layering system that about the doctors is either incorrect comes together,” Harrison said. “Each allows companies to more easily or it doesn’t even exist,” said Karthik one of those data blocks is chained upgrade their capabilities. Clients Nagarajan, an industry principal at together in such a way that you can take their existing business Infosys. cannot modify any one part without process engines and enhance them Blockchain creates a solution that breaking the whole chain.” with additional security provided faithfully preserves what doctors by blockchain, without the need for Credentials move with the place in the system. It gives the custom code. medical professionals. Updates provider a simplified user experience are completed just once — and

External Document © 2020 Infosys Limited Dreamforce 2019 | 15 transparently for everyone The experience simplifies Provider Experience aims to simplify associated with those records. A the application and captures the contracting and credentialing signature is needed for verification the process, contracting and process through Salesforce and to double-check the credentialing on the Salesforce Blockchain. It enables us to reduce information’s validity. Blockchain Blockchain to reduce the the onboarding time and know your reduces a process that traditionally onboarding time and capture doctor better. takes 120 days to a five-to-seven- accurate data on the doctor. day paperless process.

Indranil Mukherjee Tuija Makkonen Senior Vice President, Salesforce Practice Head, Head of Customer Experience Applications, Infosys Finnair

Anubhaw Bhushan Karthik Nagarajan CRM Director, Komatsu Industry Principal, Infosys

Ranavir Bose Anand Narasimhan Director of the Center for Information Chief Customer Architect, Salesforce Technology and Management, University of Texas at Dallas Rajiv Puri Vice President of Manufacturing Partnerships Sonia Cardenas and Servitization, Infosys Vice President of Academic Affairs, Trinity College Calvin Smith Wayne Chang Technical Architect and Salesforce MVP, Infosys Information Technology Director, Verizon Yeshwanth Tiwari Dan Harrison Principal Solution Owner, Telstra Emerging Technologies Architect, Salesforce Antti Turunen Tom Ingram Chief Marketing Officer, Fluido Salesforce Technical Lead, Infosys Shanton Wilcox High-tech Manufacturing Partner, Infosys Kai Makela Consulting CEO, Fluido

Author Shannon Hart Infosys Knowledge Institute Dallas About Infosys Knowledge Institute

The Infosys Knowledge Institute helps industry leaders develop a deeper understanding of business and technology trends through compelling thought leadership. Our researchers and subject matter experts provide a fact base that aids decision making on critical business and technology issues. To view our research, visit Infosys Knowledge Institute at infosys.com/IKI

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