Stitching together the tech ecosystem for Customer Success: A peek into Salesforce strategy

Salesforce recently announced partnership with companies like Apple, Amazon and Microsoft. One one hand, this reflects stitching together of respective capabilities to create unified customer experience. However, it also reflects emergence of enterprise tech ecosystem with ‘frenemies’ coming together where it makes sense.

As the Dreamforce event kicked-off yesterday in style, 3 key partner related announcements caught my attention. In the past week, Salesforce announced deepening their relationship with tech heavyweights Apple, Amazon and Microsoft. In this piece, we will take a look at the key announcements and what it means for organizations.


1. The Apple partnership

What was announced?

  • Salesforce in partnership with Apple has come up with a new version of their Mobile App specifically for iOS. The redesigned CRM app, will leverage multiple iOS native features (like Siri and Face id) as part of the mobile App.
  • Salesforce also announced a pilot of Einstein Voice on Salesforce Mobile, allowing reps to enter notes, add tasks and update the CRM database using voice. With this, users can talk to Siri , (which in turn will work with Einstein Voice Assistant ) to add notes, add tasks and update CRM records rather than having to enter them manually.
  • “Trailhead Go” a new mobile based learning app with a customized user interface. This will enable on-the-go learning for users who use mobile screens for learning

What it means?

    Improving mobile productivity for CRM users is the next big frontier for Salesforce. A new generation of users is emerging, which uses mobile app as the primary means to interact with Salesforce. Salesforce has tapped into some of Apple’s native features to offer users seamless connect into Salesforce Mobile App
  • For instance, users can now log into Salesforce app using Face ID
  • Mobile App takes advantage of Apple’s Handoff feature to reflect changes across devices immediately. Salesforce App now allow users to seamlessly work on the same record between iPhone and say an iPad without losing context.
  • iPhone users can now ask Siri for their next Sales meeting and all relevant information about the opportunity (complete with Einstein scoring) will be available.

For developers, the new Salesforce SDK for iOS lets them deploy iOS native apps on lightning platform. This will enable users to seamlessly connect business apps on iOS with the Salesforce platform. For users, ‘Trailhead Go’ is a great way to continue learning in a mobile first fashion.

2.  The Amazon announcement

What was announced?

  • Salesforce announced that it is introducing Service Cloud Voice, their new offering integrated with Amazon Connect, to enable contact center agents deliver enhanced customer service support.
  • Salesforce will now offer Amazon Cloud Connect (which includes VOIP computer telephony & call transcription services) deeply integrated with Service Cloud, so that intelligent recommendations from call recording can be offered to service agents to identify ‘hot spots’

What it means?

  • The integration with cloud and AI first contact centers, like Amazon Connect enables Service cloud platform to address a key gap around the call center offering.
  • The ability for Salesforce to ‘read’ call recording transcripts and offer Service Reps with intelligent ‘next best action’ for voice calls is a great value proposition. This previously needed to be handled by bespoke AI based solutions, but now can be handled with Salesforce.

3.  The Microsoft announcement

What was announced?

  • Salesforce announced Microsoft Azure as its public cloud provider for their Marketing Cloud stack (currently hosted on their own data centres) to
  • Salesforce also announced that they were partnering with Microsoft around ‘Microsoft Teams’, integrating Teams with Salesforce Sales Cloud and Service Cloud

What it means?

  • The move to Azure allows Salesforce to optimize Marketing Cloud workloads as customer demand scales. This also enables Salesforce customers to expand more quickly, given Azure’s global footprint and comply with local data security, privacy and other compliances
  •  As Microsoft doubles down on ‘Teams’, the ability to integrate Salesforce notifications onto Teams and vice versa is a huge deal for global clients of both companies like Marriott and Unilever, who will be able to address Sales productivity needs for their teams and improve customer experience.

The Conclusion

Overall 3 key takeaways emerge from these announcements :

  • All the tech giants are looking to design a unified end user experience by stitching together their business capabilities (Apple+Salesforce).
  • These also reiterate the fact, that the emerging tech ecosystem is spawning more frenemies, who companies compete fiercely in one segment (Think MS Dynamics vs Salesforce), but collaborate in many other areas to create digital ecosystems and enable connected experience (e.g. Teams + Sales Cloud).
  • Finally, from a cloud infrastructure perspective, Salesforce has decided to hedge it’s bets between Amazon and Microsoft to take advantage of their respective strengths around scale, local presence and ensuring compliance for it’s customers.

Such ecosystems are only going to increase in the future, not just for technology giants, but also for players of all hues (and indeed for Salesforce customers). To borrow a phrase ‘Let a thousand ecosystems bloom’.

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Bridging educational gaps for underprivileged children

Aethereus as a part of its CSR initiative joins UPAY as a partner and makes a commitment to provide UPAY with certain learning equipment that aim to educate the underprivileged


children through Reach & Teach initiative. We strongly support this mission and envisions on removing disparities in the field of education and provide each child access to quality education by supporting the operations of UPAY learning center in Pune.

Welfare and Education initiatives to empower children affected by Farmer suicides

Aethereus partnered with Snehwan an NGO who works for children who lost their parents to farmer’s suicide. Aethereus supported SNEHWAN to build classrooms & to work for the welfare of SNEHWAN children to make them self-sufficient in their lives and help them upskill for their future career roles.

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The Brave Souls Foundation is a non-profit organisation established and led by acid attack survivors to prevent acid attacks, combat gender-based violence, and improve the welfare of survivors.

Aethereus has made a significant impact by supporting survivors through comprehensive assistance, offering vital resources such as medical, psychological, educational, financial, and legal support. This compassionate initiative encompasses a wide range of needs, including rehabilitation, access to food, essential medications, and secure shelter for these resilient survivors.

Empowering underpriviledge kids with Diwali workshops

Tara Mobile Creche (TMC), a non-profit organization, focuses on addressing the health and educational needs of children whose parents work on construction sites in Pune. Through the 'Aethereus Community Outreach' program, #TeamAethereus dedicated the day to candle making workshops, teaching sessions, and sharing goodies with the kids on the occasion of Diwali. Interacting with the remarkably talented kids, sharing experiences, listening to their stories, and witnessing the dreams in their eyes was a rewarding experience.

Blood donation drive on India’s 74 th republic day

Aethereus ringed in 74th Republic Day celebrations by organizing a blood donation camp to commemorate the sacrifice of our freedom fighters. More than 100+ participated in this drive collecting 250 units of blood, which used to help kids suffering from Thalassemia disease.

#TeamAethereus salutes all the rockstars who donated blood and impacted many lives to celebrate this festival. More power to you!

Paying way for a digital educational future

Aethereus has partnered with SOCH to make a meaningful impact on the lives of underprivileged children, ensuring they receive the necessary knowledge and education. Together, we've positively influenced the education of 200 children in Ghaziabad, by transforming Prathmik Vidyalaya first government school in Ghaziabad with fully digital classrooms. This marks a significant milestone in demonstrating how technology and education can collaboratively shape a brighter future for students in need.

Celebrating stories of 'Grit & Guts' with Pragati Foundation on Women’s Day

Aethereus 2023 Women’s Day theme was about celebrating the stories of ‘Grit & Guts’ from Pragati Foundation, a non-profit organization working to provide dignity to women from underprivileged communities. As a part of the Aethereus Outreach Program, it was humbling to listen to inspiring stories of their real struggles, their ‘Grit & Guts’ to march on and shine brilliantly with help from Pragati Foundation.  

Spreading Diwali joy with elderly at Silver home

Aethereus believes in fostering a sense of community and giving back, especially during times of celebration. In the spirit of Diwali, #TeamAethereus spent quality time with the old age people at Silver Homes, sharing smiles, laughter, and heartfelt conversations. We distributed delightful snacks and traditional diyas, illuminating not just their surroundings but also their spirits.

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