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Salesforce gives it flagship product a makeover

The CRM company, Salesforce has revamped its product and introduced Salesforce Lighting. Salesforce Lightning combines the new Lightning Experience and the new Lightning Design System with Lightning Components and Lightning App Builder, extending the Salesforce1 Platform.

In 2013, the company looked at the mobile experience and delivered Salesforce1, empowering users to run their business from their phone. In 2014, Salesforce announced new platform technologies—Lightning App Builder and Lightning Components—that made it easy for anyone to build apps fast.

Salesforce says the Lightning Experience offers a ‘brand new, modern and intelligent experience across any device that enables users to work faster and smarter’.

“We designed and built a completely new Salesforce based on the collective feedback of more than 150,000 customers and 16 years of experience delivering the world’s leading CRM. Salesforce Lightning is the future of CRM and it is here today,” said Mike Rosenbaum, executive vice president of Sales Cloud, Salesforce.

Daniel Bognar, Senior VP – APAC, Salesforce talks to Digital Market Asia on what led to the revamp.

Based on feedback from more than 150,000 customers, Salesforce Sales Cloud has been rebuilt from the ground up with Lightning Experience and more than 25 new innovations. “There were three drivers that led to this revamp. One is, our customers asking for a new user experience, which was consistent across all of the devices. The second driver was around productivity improvements that our customers were asking for, where they wanted the system to allow them to be more productive and the third driver was around our customers asking for more intelligence, with the CRM application actually telling them proactively what it is that they need to be aware of to be able to make up more of an impact and those three drivers user experience, productivity and intelligence are really what led to the lightening experience,” Mr Bognar explained.

CRM is the new center of gravity for businesses. Companies of every size and industry are looking to transform how they work and engage with customers to drive growth. “The new platform allows Salesforce to deliver a consistent experience across any device that the customers use – desktop, mobile or wearable technology. The second thing that we can do, that we could certainly do before, but it has been improved here and we think it’s a real differentiator is that this is an entirely new platform which allows people to go in and actually customise the user experience based on their needs,” Mr Bognar added.

Existing clients of Salesforce will get the new platform as part of the next release of the Salescloud. “The new platform, Salesforce Lighting, is going to make the clients more productive and it is certainly going to make them more impactful by leveraging the intelligence in the application,” Mr Bognar explained.

The company also launched the Salesforce Financial Services Cloud, its first industry-specific product, slated to be released by February 2016. Built on the Salesforce1 Platform and leveraging the Lightning Experience, Salesforce Financial Services Cloud claims to empower advisors to build deeper, one-to-one client relationships, be more productive, and engage more holistically with clients anywhere and on any device.

Lightning Experience for Sales Cloud is available in preview starting August 25, 2015 and expected to be generally available in October 2015. Lightning Experience will be available in all Salesforce languages, except Arabic and Hebrew. The new experience will be included in Sales Cloud Group Edition or greater.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.