In today’s digital landscape, customer experience is at the heart of business success. Yet, despite new capabilities like AI and Salesforce Data Cloud, achieving seamless customer engagement has never been more complex. Now, with the rise of Agentic AI (Agentforce), organizations can further accelerate automation, decision-making, and customer interactions at scale.
Many digital transformations fall short of their potential because of a lack of internal cohesion. When tools are implemented without an overarching strategy that focuses on the entire customer journey, organizations end up with fragmented solutions that hinder their ability to deliver consistent value. Misalignment between business strategy and technology initiatives often results in inefficient processes, unmet customer expectations, and missed opportunities to harness the full benefits of new technologies.
Salesforce Data Cloud offers organizations a powerful platform to unify customer data and drive personalization & agentic experiences, but it demands strategic adaptation. To unlock deeper customer insights and create seamless experiences, companies must overcome integration complexities, establish robust data governance, and develop new skill sets. Success hinges on aligning internal capabilities with Data Cloud’s advanced cross-cloud capabilities while maintaining a clear focus on delivering tangible business outcomes. To effectively bridge the gap between technology and business value, companies need to look beyond traditional Centers of Excellence (CoE).
To effectively bridge the gap between technology and business value, companies need to look beyond traditional Centers of Excellence (CoE). Publicis Sapient has introduced the concept of the Customer Engagement Transformation Office (CETO)—a strategic governance entity designed to bring cross-functional alignment across all customer engagement initiatives. The CETO is the heart of Organizational Excellence for customer engagement, enabling businesses to:
Agentic AI enhances the CETO framework by embedding AI-driven decision-making into both customer engagement strategies and operational workflows. It plays a crucial role in ensuring seamless automation, intelligent insights, and improved efficiency across business functions.
AI-powered agents help CETO identify and execute high-impact engagement strategies, ensuring automation aligns with business objectives. By integrating Agentic AI, CETO shifts from reactive solutions to a proactive, intelligent engagement model.
AI augments CETO’s operational model by automating routine tasks and serving as a co-pilot for cross-functional teams. This enables project pods to focus on strategic priorities, accelerate execution, and reduce manual inefficiencies.
By embedding Agentic AI within CETO, organizations can move from fragmented, reactive approaches to a cohesive, intelligence-driven engagement model that enhances customer relationships and operational agility.
Our CETO framework helps businesses maximize their Salesforce investments by transforming these tools from standalone capabilities into interconnected drivers of meaningful customer experiences. Key elements of this transformation include an Executive Steering Committee, Customer Engagement Transformation Office, Technical Enablement Teams, and Project Pods.
When organizations view Data Cloud, Marketing Cloud and other Salesforce clouds as interconnected pieces of a single strategy, they can:
CETO ensures that every tool, including Agentforce-driven AI automation, contributes to these goals, turning customer engagement from isolated efforts into a strategic, value-driven approach.
Many digital transformations fall short of their potential because of a lack of internal cohesion.
Successful customer engagement transformation goes beyond technology, requiring strategic alignment of skills, processes, and organizational culture. At Publicis Sapient, we guide clients through this complex journey by implementing robust governance frameworks, building cross-functional teams, and empowering stakeholders to make decisions that drive customer value while realizing the full value of the Salesforce ecosystem.
Are you ready to transform your customer engagement strategy? Learn more about how Publicis Sapient’s CETO framework can help align your teams, break down silos, and maximize the value of your Salesforce and AI investments.
Amy Kitscher
Salesforce Strategy Leader
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