Driving Growth via Customer Connections
Inc.|September 2021
Salesforce research found that growing SMBs were more likely to accelerate their technology investments during the pandemic.

Isolation and social distancing during the pandemic made personal connections more important than ever. Savvy businesses took note, and many companies that put customer relationships first during lockdown thrived. Fortunately, their efforts were supported by established and emerging tools that helped them easily customize their interactions.

Companies that used those tools to shift customer relationships online rather than relying on in-person communication, were often accelerating a digital transformation that was already underway, says Eric Bensley, vice president of small and medium-sized business (SMB) product marketing at Salesforce.

Fast-growing companies are digitally adept

Salesforce’s customer relationship management (CRM) system makes it possible for companies to manage customer data, automate manual tasks, personalize customer experiences, and deliver data insights. “In order to build human connections, you have to know your customers inside and out,” Bensley says. Having all of your data in one place “helps you have better conversations with those customers,” he says.

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