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THIERRY NICAULT , EXECUTIVE VICE-PRESIDENT , MIDDLE EAST , AFRICA AND CENTRAL EUROPE , SALESFORCE
EDITOR ’ S QUESTION
During this pandemic , the technology industry has a unique part to play in keeping people connected , helping organisations adapt to change and embrace Digital Transformation and in innovating for the good of society .
The COVID-19 pandemic is a turning point in how people in the Middle East work and is changing how employees , customers and communities view the role of business . CEOs need to drive Digital Transformation to enhance customer and employee engagement , facilitate alternate working arrangements and create new revenue streams . Supporting organisations to reopen safely and manage the logistics of returning to work , Salesforce has launched new Work . com solutions to make data-driven decision-making quickly . These solutions include the Command Centre for a 360-degree view , contact tracing , emergency response management , employee wellness , shift management , myTrailhead for Employees to upskill and volunteer and grants management .
Analytics and especially the growing use of embedding Artificial Intelligence ( AI ) into business applications , can help organisations to make decisions in realtime , saving them time and money , and driving new digital revenue .
Amid the pandemic , AI technology is helping to transform how we live , do business and tackle the virus head-on . AI is helping companies to stay connected with customers during the public health crisis , and ensuring safety .
As the need for AI-powered contact centre messaging has risen , for instance , AI agents are helping businesses to solve customer problems while facilitating ‘ social distancing ’ among their workforce . Businesses are also using Salesforce ’ s Einstein Voice technology to make everyday business transactions , like logging meeting notes or updating data in CRM systems , as seamless as possible .
Every Middle East industry vertical is using analytics technology , especially in financial services , manufacturing , retail , communications and media , healthcare and life sciences .
Salesforce is a leading analytics vendor , with IDC finding that Salesforce and its ecosystem of partners will create US $ 2.6 billion in new business revenues and 11,180 new jobs in the UAE to 2024 .
When Middle East organisations are deploying analytics , they should not be done it as a one-off project but rather integrate the implementation into a wider Digital Transformation roadmap . While CEOs are highly knowledgeable about the potential for analytics , they should also work with vendors and channel partners to understand how analytics can meet business goals , identify the right software solutions and develop the KPIs that can be reviewed consistently .
Re-skilling and up-skilling workers for new and different roles during and postpandemic is a priority for many UAE and Middle East organisations and employees . Our Trailhead free online learning platform , which aims to make learning accessible to all , is helping one in four learners to get a job . In the UAE , the number of Trailhead participants has grown from 1,700 collecting 10,000 badges in FY2019 , to 3,500 participants collecting 19,000 badges in FY2021 .
In the Middle East , marketers will continue to lead customer experience initiatives across their companies . Customer experience will be a priority for all firms moving forward , as our State of the Connected Customer report shows that 84 % of customers say customer experience is as important as products and services . • www . intelligentcio . com INTELLIGENTCIO