Brunello Cucinelli is a Trailblazer | Dreamforce 2018 Opening Keynote | Salesforce

We're here to be inspired. We're here to be excited. We're here to be energized. We're here to be transformed, to have a new vision for a brighter future. We're here to look into the light and to give us this incredible experience of what is possible. And that's why we're so inspired by people like Selena, her co founders and everyone in pep up tech and all of you. And now we're going to do it again. But this time we're going to Italy. Who, who wants to go to Italy with me? Raise your hand. We're going to Italy. We're going to Italy. And we're going to Solimayo, an amazing city. We're gonna meet an incredible founder, an incredible CEO who runs a values based organization that has a deep purpose and who sees the same bright future that all of us share. And we're gonna go look at this incredible business. Join me now. Join me now. Meeting Brunello Cuccinelli.

IO credo que cuesto Siag grande se colodoro. Usiamo le technogie PI creato cedato. Pero faciamone unuso garbato. La prima parte del amia vita ovisuto in campagna facivamo e contadini una vela esperanza de vita. Questo.

We're going to hear from the amazing Brunello Cucinelli who's right here, but sitting next to him is also somebody amazing, inspiring, purpose based, value based that I've had the greatest opportunity of my life to work with for over 20 years. Please welcome the one, the only, Parker Harris, Salesforce co founder, chief technology officer. Give him a round applause. Welcome, Parker. Thank you, Dream force.

Thank you, Mark.

Welcome, Parker.

Happy birthday.

Thank you, Parker. Thank you.

But also happy birthday to Dreamforce because we're sweet 16.

Wow. Very good. Sweet 16 for Dreamforce.

Sweet 16.

Parker, what inspires you? Every day Here you are. We've been doing this for 20 years.

What?

I see it in your eyes. Every day you're more excited. You have a greater vision for the future of the technology industry and our values and what we're doing with our company. What excites you today?

Well, Mark, as you've always said, you know, the only constant is change. And we have had to keep changing and keep adding to the technology which we're going to show you today. Brunello keeps pushing me. I'm excited to tell the Brunello story. I'm excited to show you all the Innovation that we have at sales.

Parker, usually you wear an amazing costume, which we all love.

That's true.

But today you're wearing a gorgeous suit.

I am.

I've never seen you so fancy dressed.

Up since I'm telling the story for you, Brunello, for me to wear a Brunello costume. So thank you. Thank you.

Happy dream for us, Parker. All right, take it away. Give him a round of applause. Parker Harris.

Thank you, Mark and Brunello, it's just been so amazing to get to know you. You know, just like Salesforce, you drive your company on a set of values. You saw that in the film. You're going to hear from Brunello in just a second. Driving based upon, you know, respect and dignity for your employees and your customers. Just like Mark and I when we started Salesforce, we drove our company. We still do. On a set of values of trust, of customer success, of innovation and equality. It all starts with those values. But Brunello, you know, you're a trailblazer like many other companies, many other people here in the room today, you're a trailblazer in this fourth industrial revolution. And your customers, you know this. Your customers are connected more than ever, and they want to be connected to you. And so you said to me, parker, I need to help connect my customers. I need to give them that white glove experience. I need to connect with my customers. It doesn't matter where my customers are. It doesn't matter if they're online@bunellocuccinelli.com it doesn't matter if you go into a beautiful and gorgeous Brunello Cucinelli retail store or another retailer. He said, parker, doesn't matter. I need to give that incredible experience. It's the customer's expectation. And that's why for the last 20 years, it's taken a lot. And Mark knows this. The challenges of rising to that occasion and building a technology that will help customers like Brunello solve this. That's why for the last 20 years, we've been working on the customer success platform. We started with sales. It was easy back then. It's just about selling. And we added service, we added marketing, we added commerce, we added integration, we added industries, we added collaboration. All the touch points around a customer because you want to get to know your customer better. Now, Brunello, you look at this, you say, parker, this is not my customer success platform. I know. This is mine. This is a platform that I've created for you and all the other customers here in the room. Because Brunello you took this platform and you created your own. You created the Brunello Cucinelli customer success platform. The Brunello Cucinelli customer success platform that powers the Brunello Cucinelli Customer 360. And you're using all of the aspects around this wheel, all the aspects that his customers interact with him when they are buying from him, when they need service, when he's sending marketing to them, all of those aspects. He wants to get to know each customer because they have that white glove expectation. And you've been pushing me further and further and further. You've been pushing me. You even pushed me and said, parker, you've done a great job. I understand my customers. All these capabilities have come together and I really appreciate it. But been working on the platform to add a new capability, something to help all of you get to know your customers even further. And that capability is called the customer360. We have a customer360 right here in the room. That's right. Einstein is here. Einstein is here in the Einstein balloon and he has a 360 degree view of you, Mark, of all of you here of Pep up tech. A 360 degree view of you. He's coming over and he's going to have a 360 degree view of you, Brunello. But you say, well Parker, that's not technology, that's cute. But that's not going to help me know my customers. I know, I understand. That's why we've created this customer360. Let me tell you what it is and what it does. First and foremost, it's not a new product. It is part of the customer success platform. You have the customer success platform. You have this capability. It is at the heart of it. It is included. Okay, it is included for all of you. You all have this capability. What is it going to do? The first thing it's going to do is going to connect all the Salesforce clouds together. It's going to connect sales and service together and marketing commerce with a point and click interface. No hard work on your behalf. We will do it for you. That's my promise to you. And then once it's all connected, we will let you build 360 degree profiles of each of your customers so you can know them in a whole new way. And with those profiles we'll create unique IDs for each of them. Unique attributes, a customer 360 ID. And with those profiles we're going to give you pre built packages so that you can actually create Cross channel experiences across all those touch points so that you can actually treat your customers in an incredible way. And they're going to be so loyal to you, they're going to love you. Now, it's not just Salesforce data, you said, right? Because at the heart we have the customer success platform. We have all of our products. Many of you come to me and you say, parker, I love all of this. Why can't you build everything for me? Well, we have to have focus here. We can't do everything for you. So you have other technology in your enterprise. You have hr, you have erp, you have all these other systems and you want to know that information too, to know your customers. You want all those other aspects. Well, that's why we have integration. I'm really excited to announce today that we have also added my favorite integration technology, MuleSoft. We did an acquisition earlier this year, we did an acquisition earlier this year of an incredible company called Mulesoft. We also added Max the Mule bear. You'll get to meet him later. Mulesoft lets you layer APIs across the entire ecosystem of your technology platform. Brunello. You can use this and you can bring all the information from all your other systems and then once you do that, you can bring them into the customer success platform, into the customer360. And that's going to let you understand your customers better, to make them incredibly loyal customers. Now, I guess enough talking. Brunello. How about if we show you some technology? You ready? Okay, let's do it. Let's cut to the demo. Janessa, are you over there? Let's do this. Parker, welcome. Janessa. Okay, Brunello, here I am. I'm on my phone. This is how I roll. I buy my clothes online on my phone. Okay. Brunelloccinelli.com powered by Salesforce Commerce. All I have to do on the phone is just a few clicks. I can buy a brand new blue blazer. They know who I am because of all the customer success platform. They have all of my information. They got my payment information. With a few clicks, just like that, I can buy a beautiful blazer from Brunello. So thank you, Brunello. But you know what? I have a lot of blue in my wardrobe. Probably. This is a beautiful. I love the suit, but I've got too much blue. I just realized that how many of you make a mistake when you buy something? You're like, hmm, needed something else. That was not exactly what I wanted. The good thing is customer success and customer service is built in Customer care is right there built into the mobile app. So all I have to do is click Contact Customer Care. And one of Brunello's stylists, who knows me, knows me extremely well. That's what is giving me that incredible white glove experience, says, hey, Parker, I'm right here online, ready to help you right away. Now let's take a look at Brunello, at his company and the other side of this equation. Let's take a look at the stylist. And what does she see? She, of course, sees the lightning service console. It's incredible. She has my profile, she has the chat that we were just interacting on. She's got Einstein. She's got the related information of case information. But you know what she doesn't have? She does not know that I bought a blazer, a blue blazer. So guess what she's going to do? She's going to leverage the customer360 to make that connection, to understand the whole profile of me. So let's look at the customer360. So here it is, first time ever, a dream for us, the customer360, new capability of the platform. We've already connected service cloud, we've connected sales cloud, we've collected marketing cloud. Let me show you how easy it's going to be to connect Commerce cloud, an admin. Just like all of the admins at Pep up tech, all you MVPs, all you have to do is click. That's right. Click. Salesforce data. That's right. We're gonna make trailblazers out of you with integration, all you have to do. And the admin's already logged into a commerce cloud account, so we could just connect it right away. But no, trust is number one at Salesforce. Trust is our first value. So we're going to double check, click allow. Yes, we want to make that trusted connection. Now look what happened. Brunello, we've brought in more customers into that database. We brought those commerce customers into the database. 367,000 customers are now in the database. Now, Brunel, as I said earlier, you know this. You sell clothes, not just online. You have this incredible boutique fashion house in Solomon, Italy, handcrafting incredible clothing. You sell it in the stores too. So how do we know what you bought in the store? Well, that's where Mulesoft comes in. If I click on other data, mulesoft's right there. And all I have to do is grab some APIs. Developers at Brunello had already created these APIs and they put them on what's called the Any point Exchange. It's like the app exchange for APIs. I don't have to be an API developer. I can just grab the point of sale APIs. That will let me reach into the point of sale systems to understand what was bought at the point of sale location. Whether I bought here in the United States, in Canada or in Europe, it doesn't matter. With one click again, point and click interface. Bam. I've added that information. Now look at the database. 672,000 customers are in the database. And Brunello's saying, I Wish I had 672,000 customers. That would be nice. I would love that. But how many of you have databases and you add all these customer information together and it's not exactly right because there's duplicates in there, there's duplicate information. We all have that problem. Well, the customer360 will solve that for you as well. It will solve that with what we call matching rules. So if you take those matching rules, you open them up, it will go through all the different databases, all those connected systems and it will clean it up for you. It'll do the matching and it'll create those profiles. They have 360 IDs. So if we click save and activate Brunello, you'll be in a happier place because this will look a little more familiar. You have 184,000 very loyal customers. Let's take a look at what one of those profiles looks like. Let's take a look at what the stylist is looking at for me, my profile. So if we open up Parker's profile, what do we see? That's right. We see the customer 360 ID right there. And we see it's got seven different systems contributing information to it. It's got the commerce cloud, it's got service, it's got marketing, it's got the point of sale systems through MuleSoft, all the data brought together. Now Brunello and now that stylist can truly give me that white glove experience because she knows me even better. Let's take a look at what that does to her experience. Now if we look again and we refresh the screen, what we've added now are, look at this. Because of the 360, the connections exist. We can add lightning components for online purchases. We can add lightning components for in store purchases. Just like that, all integrated, we have the customer360ID right there at the top left. She knows me now. She doesn't have to ask me Any questions? She has all the information in her hands. And so she says, great. You know that single breast ablaze with the blue one's great. But I know what you need. You need this beautiful one in gray. You're going to love it. You are going to love it. I said, great. Now can you take care of me and just make that happen? So what does she do? She doesn't have to swivel chair at this point and go to some other system to update that system. All she has to do because it's all connected with Customer360, click on the orders tab, click on edit order, click on the item color, sorry. And change the color to gray. Now, that was easy, that interaction, actually, because I was showing you all the behind the scenes. Happened in a second. It happened in such a short time. It made me an incredibly loyal customer. I'm going to stay with Brunello forever. Thank you, Brunello, for giving me that white glove experience. And thank you to Salesforce for the customer360 to make that happen. Now. Lot of touch points that you've seen. Lot of touch points around that wheel. You've seen service, you've seen integration, all the data coming in. But you know what? Who loves data? All this data coming in. Well, Brunello, I love the data to understand my customers and help you understand your customers. But Einstein also loves that data. Einstein just eats it up. Loves that data. And what does Einstein do with that data? Well, it gets smarter and helps Brunello sell and service and market better. But as Mark said at the opening, it's the fourth industrial revolution and we don't sit still in the fourth industrial revolution. AI keeps moving. AI keeps moving faster and faster. In fact, Einstein is moving faster to keep up. Einstein is moving so fast that he's going out of this system. He's shooting out of the world, and there goes Einstein.

Oh, my God.

What's going on? Oh, that's right. That's awesome. Not only did I just digest my lunch, but I'm here to announce that Einstein Voice is a new offering from Salesforce. It's a new capability of Einstein. And what is it? What in the world is Einstein Voice? Well, I'm going to tell you, Einstein Voice is a new capability of the platform that lets you talk to Salesforce. It lets you talk to Salesforce to update Salesforce to say, hey, Salesforce, update that opportunity, update that contact. It lets you talk to Salesforce, say, give me my briefing. Tell me what's going to happen today. It lets you talk to Salesforce to tell it what to do, give me my dashboards. And of course, because everything we do is a platform, you can use it to also voice enable things like bots so that you can actually talk to a bot now instead of just through text messaging. Well, this is one of the most amazing new technologies and I want to show it to you. But to show it to you, actually, I'm going to hand it off to one of our most brilliant developers. Come on. Ching Ching. You're amazing. Ching Ching Lu, mobile architect, creator of this technology. Take it away.

Thanks. Thanks, Parker. So, as a mobile developer at Salesforce, I get the opportunity to do ride alongs with aids and service reps. In few of those ride alongs, we started to count number of tabs, number of the screen they had to go through, and how much time they had to spend to capture the meeting they just had or the work order they just completed. Back then, that entire experience was far from being easy. And we know that in Einstein voice, we now can finally turn that experience into something delightful. And to show you Einstein's voice in action, I'm to play the role of a sales rep from Brunano. So as a sales rep, there are two things I always do in the morning. One, getting my coffee top priority. Not even a doubt. Second is getting data briefing from Salesforce. So data briefing tells me how I'm doing that quarter. Am I going to meet my goal? And insights about the count I'm meeting on that day with Einstein voice. Every morning, while making my coffee, I can simply say, hey, Siri. My daily briefing. Salesforce says good morning, Ching Ching. Welcome to your daily briefing. You have five meetings today that add up to $1.3 million in pipeline. Your first meeting is with Rebecca Copeland, the purchasing manager at Neiman Marcus. In one hour, Einstein Insights has discovered that Rebecca is interested in doubling last year's inventory of the winter clothing line. Good luck, Ching Ching. Wow. Isn't it nice? So pumped up by the number I just heard and the coffee, I head out for my meeting at Neiman Marcus with Rebecca. So she and I had this great meeting. And after the meeting, I want to update my account team to let them know what happened and what's next. To do that, all I need to do is open my Salesforce mobile app here. This is a brand new Lightning UI on mobile. @ the bottom of the screen, front and center, is Einstein voice assistant. This microphone button tells me that now I can talk to Salesforce. So I'm to start talking Meeting note. I had A great meeting with Rebecca Comma. She's a purchasing manager at Neiman Marcus period. We talk about their plan to bring our winter clothing line to their store. Schedule another meeting by next Friday with the purchasing team at Neiman Marcus. Change the close date to October 12th. Make the total amount $500,000. Great. So I've just dictated my note which is big time saver by itself. But this is not voice recognition demo. Everybody knows about voice recognition. That's too simple, too easy. This is artificial intelligence demo powered by Einstein. So the true power will start when Einstein joins the party. So I'm going to go ahead, tap on the Einstein analyze button and let the party begin. So what happened here is the node I dictated get sent over to Einstein. With this powerful natural language processing, Einstein was able to interpret what I said and identify the right Salesforce record. So it pick up the right account record. Neiman Marcus it also pick up the right opportunity record. Winter closing line. I didn't have to go in and manually look for any of those records. That's just silly. Einstein did all that for me. Very nice. So I'm going to select that opportunity record and next here Einstein is telling me and also highlighting to me saying hey, I find you the right contact record. Rebecca Copeland and Neiman Marcus all because I mentioned her first name in my note. Pretty smart. So this is already pretty powerful. But there is more. Remember I've dictated some action items, some to do's in my note. So let's continue our party and see what Einstein will do next. Look at the screen. Einstein is able to pick up all the action I intended to perform along with all the fields in Salesforce. So you know that I want to update the amount field on opportunity to $500,000. It also know that I want to change the close date field on opportunity from December to October 12. Einstein is also suggesting me to create a task for my accounting to schedule the next meeting. I could make some change here but everything, everything looks perfectly right including the due date for my task. Notice that how I said next Friday an Einstein is able to figure out the right date. September 28th. That's how smart it is. So right now all I have left to do is tap on save to Salesforce to confirm all those actions. Did you hear that? That delightful song Liz? Einstein telling me I'm all done. Everything everything I wanted was sent over to Salesforce which gets immediately reflected for my account team and they can go ahead take that task and schedule the meeting to close the deal. Simply incredible voice recognition is handy. But this, this is the next level. Now you're seeing the ability to take the recognition of voice and insert intelligent updates into Salesforce, all because of Einstein. And what's even better is as Einstein helps more users to get more data into the system itself can become smarter and make better combination and predictions of the future. You will only get better from here. Back to you, Parker.

All right. Okay, Chang Ching.

Let's give a big hand for Ching Ching.

Yeah.

Awesome demo. You know Ching Ching, I know you create. By the way, that's a beautiful shirt.

Thank you.

Brunano, you created this technology and it's in Salesforce Mobile. I'm sure you'd love everyone to have it, wouldn't you?

Yes. Yes, Parker.

Well, I'm here to announce that that's it. We're giving this capability of Einstein Assistant, your personal digital assistant built into Salesforce Mobile for everyone who has Salesforce Mobile. So there you go. It's gonna be awesome. I hope you enjoy it. Okay. You saw a lot. You saw us show commerce with BrunelloCCinelli.com, you saw the white glove service. You saw integration. You saw the customer 360. You saw Einstein. Well, that was incredible. Please learn about these technologies of Dreamforce and also take the trail mix for everything in the demo. We have a trail mix with that. Back to you, Mark.

Great job. How about a huge hand for Parker and Ching Ching? Great job, Parker. Ching Ching. You continue to amaze us year after year. Thank you so much for everything that you are doing. Isn't that amazing technology? And everybody is getting that as part of the Salesforce platform. But now I want to go back to somebody who really inspires me and somebody who really expresses their values through everything they do. Their local community, their business. Thank you for coming back to Dreamforce. Brunello Cuccinelli, please welcome Brunello, all the way from Italy.

I do not speak English, so I can't speak with the soul. That's why I chose Italian to speak. I'm very honored, really. But for your birthday, I have brought you. I have a special request to submit to you important one. I would like you in this world, which is the cradle of genius. This place, you should envision something that lasts for the next 2000 years. It's not really little 2000 years. In ancient Greece, Pericles 2500 years ago stated, until our Parthenon is standing, our Athens will be standing too. In ancient Rome, Hadrian the emperor stated, I feel responsible for the beauty in the world and he states, my Rome will be there forever. In my Florence, during the Renaissance, there is Lorenzo the Magnificent, another genius who basically sits around the same table. Michelangelo, Leonardo, all together. And they design and plan for eternity. What I would like that maybe in 500, 1000 years time I could haunt you come back here in this special place. And you geniuses, you have to design and plan for the next two things. I would really like something like this. I don't know what you can build or plan for the next 2000 years, but since you have so much money available and you have changed mankind, you have changed mankind. Like Greece 2500 years ago, with its ideas, they were willing to change the world. That's what we did during the Renaissance. So I think that you, mark well, I have known you for quite a while, be the new Lorenzo the Magnificent of this side of the world. Because this is a very special place. So you should plan and design for. For really eternity. We need to think about three months and three year plans. This is a business that counts too. But parallel to that, we also need plans for the next 2000 years. Best wishes and I'm very, very honored for all that you have said about us. Thank you. It's a great commitment that you have to make.

Brunella Cuccinelli.