PDF Playbook [Template]

The COVID-19 Response Playbook A Guide for How to Lead and Build Resilience for the Next Normal Stephanie Herrera Ben Wright Amy Wright Co-Founder, PepUp Tech Co-Founder, Bitty & Beau’s Coffee Co-Founder, Bitty & Beau’s Coffee

Foreword I hope this finds you and your families healthy and safe. This pandemic impacts everyone, reminding us that we’re all truly connected and that we have obligations to each other. At Salesforce, we’re working tirelessly to leverage our resources, relationships, and products to help all of us navigate this crisis. To reach local communities, we’re helping to deliver personal protective equipment (PPE) to those most in need. To date, we’ve sourced 50 million units of PPE for doctors, nurses, and first responders on the front lines in the U.S., U.K., France, and India – and our employees have logged thousands of hours of pandemic-related service globally. For business leaders like you, we’re partnering with the world’s leading experts, and our customers and partners in every region, to make sense of this crisis and how businesses can respond. We’re collaborating with our entire ecosystem to synthesize useful insights into step-by-step A NOTE FROM recommendations to guide you in shaping the best approach. MARC BENIOFF This playbook presents a simple, organized way to identify the “no regrets” decisions you can make now that will prepare you to move out of the crisis in a stronger position — with more flexible operations and greater relevance to customers. Use this versatile tool to assess where your business is today, as you outline specific actions you can take in the next normal to become more resilient. I look forward to hearing your story as you bring your organization safely back to the workplace. Marc Benioff Chair and CEO, Salesforce

Contents 04 Introduction 05 Navigating Economic Uncertainty 06 What Is the Best Path to the Next Normal? 07 A Structured Approach to Map Your Response 12 Track 1: Stabilize 19 Track 2: Reopen 26 Track 3: Grow 33 How Salesforce Solutions Can Help

Introduction Business leaders face more uncertainty today than they have for decades. Making decisions during a global pandemic feels risky and uncomfortable. Everyone has an opinion on what to do next. Based on the advice of global experts and the real experiences of our customers and partners, we developed this response playbook. The phased approach outlined in the next few chapters will help you gain greater clarity and give your teams much-needed structure and guidance. How can you make “no regrets” decisions today as the next normal unfolds? Use this playbook to map your response journey and support day-to-day decisions at the speed and scale now required of all businesses. The COVID-19 Response Playbook | 4

INTRODUCTION Navigating Potential Economic Outcomes Economic V-shaped Uncertainty Recovery with a possible short lived boom, driven by huge stimulus needed for a hard stop to the In addition to not knowing pandemic. This would be a surprise scenario. how the virus will progress, we U-shaped are all operating in a time of massive economic uncertainty. Recovery based on a longer crisis, driven by a more modest response to the pandemic. This appears increasingly likely. Research identifies four models of potential economic L-shaped outcomes. However, no model fits every region, which only Non-recovery of a decay into depression, driven by failed responses to the pandemic adds to the uncertainty. and economic crisis. This would represent a deep and long global depression due to Consider these outcomes as your the interconnectedness of world economies. team develops scenario planning. Y-shaped Recovery is a combination of U- and L-shaped recoveries — in this (likely) case, the economy divides into two tracks: fast and slow sectors that represent fast and slow recoveries. The COVID-19 Response Playbook | 5

INTRODUCTION What Is the Best Path to the Next Normal? This means that business leaders need to ask two core questions: today • What decisions can I make now to ensure my business is Old New Next resilient in the next normal? Normal COVID-19 Normal Normal • How can I make sure that I see the signs for change early enough, so I can act quickly We all left the old normal behind when we were asked by our leaders and when the time is right? employers to stay in our homes. Now we find ourselves in the new normal of COVID-19. And, the big question remains: What will the next normal You can’t do everything at look like? once – so consider the phased One thing we do know is that we will never return to the old ways of doing approach we explain in the business. The crisis accelerated change in ways that will transform the way next section. we live and work for years to come. The COVID-19 Response Playbook | 6

A Structured Approach Mapped to Your Readiness We found that taking a structured approach – divided into three distinct, yet often concurrent, tracks – helps guide and simplify decision-making. The COVID-19 Response Playbook | 7

STRUCTURING YOUR APPROACH Track 1 Track 2 Track 3 Stabilize Reopen Grow Mitigate short-term risks Plan and orchestrate how Accelerate change to and stabilize operations. to return to the workplace. grow in the next normal. Execute a robust, Put in place the Accelerate digital in-crisis response to planning, logistics, and transformation to protect and run the communications to become faster and more business during lockdown. resume operations while relevant to customers than protecting employees. before the crisis. CRISIS WORKPLACE NEXT-NORMAL RESPONSE CENTER COMMAND CENTER TRANSFORMATION OFFICE The COVID-19 Response Playbook | 8

STRUCTURING YOUR APPROACH Business Units May Operate at Different Speeds Different businesses, industries, and Readiness geographies will operate at different paces. Even within your company, it’s possible for Track 1 one part of the business, like a department Stabilize or region, to be within its own track. Time Track 2 Reopen Track 3 For example, one business unit may be struggling Grow to stabilize because its leaders don’t have easy information access or processes to make fast operating decisions. In those cases, teams will spend more time stabilizing before embarking on an effort to return to the workplace. On the other hand, some organizations will already be well into a massive growth phase because they were born digital or the current market has increased demand for their products and services. The COVID-19 Response Playbook | 9

STRUCTURING YOUR APPROACH Four Customer-Centric Capabilities Now that you have a clear view of the three tracks, the next step is to break each track into much more granular actions you can take. Salesforce can help you bring a customer-centric mindset to your approach. Consider how you evolve these four capabilities below to improve your crisis response and resilience. Each further reinforces your customer-centricity, empowering your employees. Salesforce is uniquely able to help you in each of these areas. How You Structured planning and information gathering Make Decisions Accelerated and delegated decision-making Establishment of a data culture with clear instrumentation, visualization, and new KPIs How You Internal communications cadence Work Collaboration and increased productivity Upskilling and reskilling: new ways of working How You Reprioritization of effort toward customers Engage Redesign of customer experiences and offers based on new needs Customers Deeper personalization through digital How You Business as a platform for positive change Serve Society Culture of giving Civic leadership supporting employees, communities, and governments The COVID-19 Response Playbook | 10

STRUCTURING YOUR APPROACH Where Are You in Your Track 1 Track 2 Track 3 Response Stabilize Reopen Grow How You Journey? Make Decisions How You Work In evaluating their own crisis How You response, customers have Engage Customers found it helpful to consider How You the three tracks by breaking Serve Society them down into the four customer-centric capabilities. Follow this approach to ensure Use this framework to reflect on the strongest areas of your crisis response and you structure your response where you need to make significant progress. around your customer. You may wish to pursue all three tracks at the same time by assigning task forces within your organization, but you need to make important decisions in each track to ensure a smooth transition from one to the next. Get more details on what’s needed for each track in the next three chapters. The COVID-19 Response Playbook | 11

Track 1: Stabilize The crisis may be unfolding around you. This stabilize track is about protecting your staff and running your business as best you can amidst those challenges. As a leader, you likely began responding by setting up a dedicated crisis response team to define options, risks, and actions across departments. Your stabilize plan should include how you make decisions, how you work, how you engage customers, and how you serve society.

STABILIZE Overview of Recommendations Review this graphic for a high-level overview of what your stabilize priorities should be for each customer-centric capability. Then, for each capability, see its checklist for considerations and possible actions to take with your team. MITIGATE SHORT-TERM RISKS AND STABILIZE OPERATIONS HOW YOU MAKE HOW YOU HOW YOU ENGAGE HOW YOU DECISIONS WORK CUSTOMERS SERVE SOCIETY Establish a crisis Define and execute the Rapidly engage Prioritize goals and shift command center. stabilize work plan. priority customers. resources to new needs. Establish stabilization team, war room, Define and communicate the work Make it easy for customers to reach Build in-crisis plan; redeploy resources and plan. Gather the right insights plan, making it easy to provide you digitally; prioritize outreach based based on strengths; programmatize (data, feedback, and scenarios) to feedback; reinforce leadership on need and lifetime value; analyze donation, grant management, and pro plan and iterate your response. transparency and visibility. changing needs. bono efforts. Make swift resource Rebuild employee Realign value propositions Mobilize your workforce decisions. productivity. to customer priorities. to volunteer. Re-prioritize effort, focusing time Ensure remote connectivity; Rapidly innovate offerings Enable employee giving to focus and resources on new urgencies, streamline workflows and automate and messaging to better serve on highest impact areas; update reinforcing key initiatives with overly inefficient processes; immediate customer needs. volunteering protocols and partner sufficient bandwidth. implement training for new tools with trusted organizations. processes. Optimize your digital Initiate a data culture engagement model. Communicate transparently, across the company. Support employee track impact, and iterate. wellness. Increase performance of existing Build and distribute reusable digital programs to generate scale Clearly communicate how your datasets and dashboards to enable Supercharge your employee help and response effectiveness. business is a platform for change; faster decision-making. portal with information to clarify develop giving dashboard to monitor employee support programs and impact; support employee resource resources; create cadence of groups (ERGs). insights and advice to employees. The COVID-19 Response Playbook | 13

STABILIZE How You Make Making decisions occupies a majority of your time as a leader. There’s no silver bullet to make those decisions easier – your choices significantly Decisions impact customers and employees. But if you focus your decision-making around swift, insight-driven decisions, you can redirect your company’s resources to the most critical areas of your COVID-19 response. Establish a crisis Make swift Establish a data culture command center. resource decisions. across the company. Establish stabilization team and war Prioritize, realign, and repurpose Build and distribute reusable datasets room to focus information gathering management time and resources according and dashboards to enable faster and and decision-making. to new urgencies, reinforcing key initiatives better data-driven decision-making at with sufficient bandwidth. more junior levels. Create a “Stabilization” V2MOM to align around a single response strategy Implement cost controls and cut Determine customer lifetime value at the corporate level. nonessential expenses. measure to aid financial relief and other decisions; programmatize at scale. Develop action plans across (i) employees, Stop nonurgent initiatives to (ii) customers, (iii) operations. avoid distraction. Build accountability performance matrix to enable a total view of the business by Build intelligence dashboards to simplify Put in place and manage contingency plans product, geography, and customer segment. and accelerate decision-making. for disrupted people and operations. Build deeper analytics models of Model scenarios – financial, changing market and identify new operations, market. decision variables. Capture feedback from employees, customers, suppliers, and partners. V2MOM Approach Vision: What do you want to achieve? The V2MOM is a simple framework Values: What’s important to you? for alignment and leadership. It Methods: How do you get it? boils down to these five questions: Obstacles: What is preventing you from being successful? Measures: How do you know you have it? The COVID-19 Response Playbook | 14

STABILIZE Use this time to develop and execute a plan to support your employees’ How You Work wellbeing, while ensuring they can stay productive in new environments. Prioritize their physical and psychological safety. You’ll likely have to rethink processes, tools, and technology as you evolve your traditional ways of working. Define and execute Rebuild employee Support employee stabilize work plan. productivity. wellness. Create a “Crisis Taskforce and Response” Ensure connectivity for remote employees with Clarify assistance programs and resources V2MOM focused on employee safety, secure email, VPN, and web conferencing. available to employees (childcare, financial productivity, and wellness. planning, mental health). Streamline workflows and automate Segment workforce to enable clear and inefficient human processes (billing, order Create regular cadence of storytelling with targeted communications. tracking, etc.) to remove friction. insights and tips from employees, experts, and customers. Clearly communicate the plan, tailored to Implement training for new tools and each segment, ensuring steady and frequent processes, including decision support and Establish employee help portal to provide situation updates, new policies, and guidance. virtual collaboration. access to all services (IT, HR, finance, etc.); identify and prioritize new offerings based Make it easy to provide feedback, through Provide tips and training on how to on query analytics. multiple, low-friction channels (respond to best communicate with customers and employee questions, feedback, and ideas). colleagues (e.g., build empathy and provide active listening). Reinforce leadership visibility and transparency with regular virtual all-hands meetings. The COVID-19 Response Playbook | 15

STABILIZE How You Engage Even as you’re stabilizing your business, you can connect with and support your customers, partners, and suppliers. Establish where and how Customers, Partners, you’re available to communicate with them, and consider introducing new and Suppliers services or products that will especially help in their new context. Rapidly engage priority Realign value propositions to Optimize your digital customers. customer priorities. engagement model. Set up remote call center to respond to Rapidly innovate products and services to Increase performance of existing digital increased inbound service demands. better meet immediate customer needs. channels to generate greater scale and response effectiveness. Engage customers in priority order on Shift messaging to be more human, the basis of (i) need, (ii) customer lifetime empathetic, and personalized to crisis needs. Focus human effort on highest need cases, value score, (iii) fast ROI. using self-service channels, predetermined Resegment customer base by crisis-driven traffic routing rules, and automation. Reduce friction in existing deal cycles using needs and lifetime value score. all levers possible. Help suppliers and partners optimize for Cocreate business continuity plans with emerging offerings through communities Listen at scale to customers and partners partners and suppliers to streamline operations. and portals. through digital roundtables to learn emerging customer needs and share best practices. Monitor social channels and respond quickly Leverage service case data to identify on real-time conversations. customer experience improvements. Define and publish FAQ pages for all stakeholders. The COVID-19 Response Playbook | 16

STABILIZE How You Serve Your company can play a pivotal role in serving your community during tough times. As part of your stabilizing motion, determine and communicate Society how your company can best give back. Consider tangible resources (like products and money), as well as employee time for volunteering. Prioritize goals and shift Mobilize your workforce Communicate transparently, resources to new needs. to volunteer. track impact, and iterate. Create a “Serve Society in Crisis” V2MOM, Focus employee giving on delivering Clearly communicate how your business defining focus areas and priorities for assistance to organizations that provide crisis- will be a platform for positive change in donations and grants. relevant near- and long-term relief. the crisis. Redeploy resources and capabilities to Update volunteering protocols to align with Create a “giving dashboard” to monitor and serve societal needs, based on organizational company crisis guidelines. analyze impact with real-time data. strengths (products, services, team expertise). Create partnerships with other trusted Support employee resource groups (ERGs) organizations in support of the crisis. with guidance for giving talent and resources Centralize donation and grant aligned to their values. management to maximize impact for Crowdsource ideas by opening a request or disaster relief and economic recovery. help line for how best to help. Establish customer support program to match customer needs to pro bono support from your company. The COVID-19 Response Playbook | 17

Success Stories Piedmont Health AAA Carolinas Syneos Health In need of a triage process to handle a drastic AAA Carolinas is over 2.1 million members Clinical research firm Syneos Health is increase in inbound calls, Piedmont Health strong, and after it was forced to temporarily supporting those on the frontlines with the partnered with Slalom to implement a solution close retail branches due to COVID-19, 228 launch of an educational program for doctors for tracking and management of COVID-19 employees pivoted from their existing roles around alternatives to ventilators. Using patients. This enabled nurses and agents to to focus on a new member outreach program Salesforce Care solutions and Health Cloud, guide patients through a series of questions using Service Cloud that enabled them the company is able to rapidly spread the word that focused on risk, exposures, and active to create cases and conduct personalized about its BiPAP machines, which help stabilize symptoms to appropriately triage patients outreach to customers. The program was spun intubated patients and can help alleviate the to the right level of care. Slalom created a up in just five days and, one week after kicking need for ventilators. In the future, the company dashboard to track call volume, patient source off, the team completed over 25,000 member plans on using the self-service portal, which will (new or existing), call source, COVID-19 travel calls, with over 80% of customers who were allow doctors to get answers directly and quickly, destinations, symptoms, and outcomes. The reached expressing appreciation for the call. reserving agent bandwidth for more complex final product included quickly setting up a Taking this further, personalized campaigns cases. Learn more here. COVID-19 hotline and training more than 40 segmented members using Marketing Cloud triage nurses and 40 contact center agents, all then provided supplemental details based on first time users of Health Cloud. their initial agent contact experience. The COVID-19 Response Playbook | 18

Track 2: Reopen Your initial response to COVID-19 is about stabilization. Then, it’s time to set the wheels in motion to reopen your workplace. Even as you’re mobilizing different teams to reopen – from real estate and IT to employee success – you’re also preparing for the possibility of another outbreak and shelter-in-place period. Listening is a key muscle to flex in this track. Ask your team to listen through surveys, one-on-one meetings with customers, analysis of customer service trends, and more. Translate insights into action and extend that knowledge through your entire ecosystem of suppliers and partners.

REOPEN Overview of Recommendations Review this graphic for an overview of what your reopen priorities should be for each customer-centric capability. Then, for each capability, review the checklist for considerations and possible actions to take with your team. PLAN AND ORCHESTRATE A RETURN TO THE WORKPLACE HOW YOU MAKE HOW YOU HOW YOU ENGAGE HOW YOU DECISIONS WORK CUSTOMERS SERVE SOCIETY Establish a workplace Execute staged Deeply understand Demonstrate empathy command center. reopen work plan. changing customer needs. within your community. Build a team and mobile command Cascade plan, targeting Deepen listening programs to Empower and enable teams to serve center. Gather key data to help communications according to needs identify evolving buying and service local needs and form local partnerships. with planning. Partner to resolve and situation. Review and adopt experience needs. Invest in and communicate impact tough questions. workforce protection regulations. locally and transparently. Rebuild trust through Define holistic plan. Enable employees with personalized experiences. Operationalize your Build a unified plan to get back to tools for the new paradigm. Redesign simpler, more personalized, culture of giving. work, defining mobilization, logistics, Activate multiple channels for and more automated experiences. Programmatize volunteer and support. Establish overall employees to get information through Enable employees with training management and expand grant workplace policies, especially around portals and training, provide feedback and scripts. management. Commit to equality- COVID-proofing and containment (for example, through a hotline), and enhancing programs. reactivation. get help through wellness tools. Cultivate robust Unify feedback and ecosystem resilience. Double down on sustainability Return to the workplace as you emerge from the crisis. decision-making. with greater flexibility. Deepen partner and supplier relationships through enhanced Establish sustainability as a key decision Instrument the return to work with Enable increased work flexibility, collaboration, playbooks, and factor in all post-crisis investments, a single source of truth, augment including staggered shifts. Take processes. including real estate. insights through multiple feedback account of parental needs. Optimize loops, and communicate liberally. hiring and skills decisions. The COVID-19 Response Playbook | 20

REOPEN How You Make Your decision-making in this track should focus on the new, evolving needs of your internal and external stakeholders. Get ready, because your leaders Decisions will have a lot of questions. Be proactive by setting up a command center and designing a data-driven plan to get everyone back to work. Think holistically to ensure you’re accounting for all voices and feedback. Establish a workplace Define a Unify feedback and command center. holistic plan. decision-making. Set up a workplace command center to Build a unified plan for cascading Instrument a return to the workplace coordinate people, policy, and notifications. notifications, work plans, and effort needed with a single-truth view of all critical to activate return. data, including employee segmentation, Build a mobile command center with schedules, and completion. dashboards, reports, and collaboration feed Define mobilization, logistics, and support as a single source of truth. plan, including COVID-proofing, testing tool Collate customer/employee feedback and procurement, move sequencing, and space insights and synthesize into improvement Define data sources (existing and new) to management (e.g., target employee density opportunities and shareable insights. enable optimal decision-making, including in office space). employee health, physical density, and Ensure timely, trusted cadence of updates sanitation status. Define health attestation requirements to all parties: employees, suppliers, partners. and process, including contractor and Enable advanced data modeling (scenario visitor policies. planning, what-if analysis, and risk modeling) with dashboards, public datasets, and Define reopen operating model at internal employee/site data. department/business unit level, modeling potential scenarios on customer/operations/ Partner to answer key, unresolved employee impact. questions (e.g., how to segment and engage at-risk populations, health data Define phased containment plan in case of management, and “questions we didn’t localized lockdown reactivations. know to ask”). The COVID-19 Response Playbook | 21

REOPEN This is where employees across departments will start to see your new plan take How You Work shape. Execute your reopen plan with the right tools and processes, ensuring employee safety and work-life balance. Greater flexibility for employees, including parents, is key to your company’s return to the workplace – and so are multiple channels and tools for employees to get information. Execute staged Enable employees with the Return to the workplace reopen plan. tools for a new paradigm. with greater flexibility. Cascade reopen plan to employees, Activate employee portal with up-to-date Enable increased work flexibility, including including planning templates, logistics, resources and policies. ramping up or staggered shifts. and schedule. Adjust onboarding and training based on Align on employee childcare needs to Establish information portals for new ways of working, updated products, support employee at-home needs with furloughed and remote workers to enhance services, and offerings. back-to-the-workplace schedule. access to must-have information, including back-to-work policies and resources. Establish hotline for “see something, say Centrally review new skills and roles based something” and inquiries via phone, web, on market changes. Communicate new ways of working, text, and internal social feed. including expectations on social distancing Explore overall best hiring options (hiring, and health attestation, as well as real estate Establish travel advisory to enforce policy, reskilling, contractors, labor partnerships, gig policies (visitors, etc.). advise, monitor, and track all travelers. economy approaches, etc.). Execute employee attestation process, Support mental health needs with including wellness certification and tracking. employee wellness apps and enhanced Review and adopt new workforce counseling services. protection regulations in alignment with government policies and healthcare experts. The COVID-19 Response Playbook | 22

REOPEN How You Engage How you engage customers starts with listening. Invest in understanding your customers’ new realities – the work will pay off later. Partner with your Customers, Partners, broader ecosystem across partners and vendors to deliver experiences together that meet customers’ evolving needs. Personalize experiences and and Suppliers communication across sales, marketing, service, and other departments. Deeply understand changing Rebuild trust through Cultivate robust customer needs. personalized experiences. ecosystem resilience. Capture evolving customer needs through Recommunicate who you are with evolved Formalize new go-to-market partnerships programmatic focus groups and customer messaging and offers based on market insights. with programs and technology. advisory boards. Advance self-service (and touchless) Reinvent channel strategy for greater Adapt value propositions and offers to capabilities across all channels. collaboration and data sharing. serve near-term market demands. Make it easy for customers to find Align effort with playbooks that define Capture shifts in how customers want to information they want to make decisions. actions, milestones, and what-if responses. engage, including new buying and service experience needs. Script your call center agents and sales teams Deepen public sector partnership for with reopen-the-workplace knowledge base contact tracing to maximize safety at every Evolve data strategy based on new data and AI-powered recommendations. customer touchpoint. requirements to ensure safe physical customer experiences. Prioritize automation to replace inefficient human processes (billing, order tracking, etc.). Establish ethical use advisory board and guidelines to govern health and other Train and enable reps for new sales sensitive data usage. environment: processes, deal guidelines, reporting and analytics, deal/customer prioritization, and new communication and collaboration expectations. The COVID-19 Response Playbook | 23

REOPEN How You Serve Empathy and a culture of giving start at the corporate level. Enable and empower employees to serve society as you reopen and emerge from crisis. Support local Society communities and give back through equity, product, and time. And reconsider your company’s environmental impact in everything you do post-crisis. Demonstrate empathy Operationalize your Double down on sustainability within your community. culture of giving. as you emerge from crisis. Locally identify community needs and Programmatize volunteer management Establish sustainability as a key decision broadcast how to help. to match volunteers with organizations, track factor in all post-crisis investments, including volunteer hours, and report impact. real estate vs. remote work and corporate Make it easy for local teams to coalesce travel policies. and serve local needs. Expand grant management program to include feedback on impact and Rethink your geographical centers and Form local partnerships with opportunities for volunteering. consider moving to “second (or third) cities” schools, hospitals, and other critical to close the wealth gap and allay health community resources. Sense and respond to new ideas from concerns within dense urban areas. employees to refresh ways to serve, volunteer, Invest in reskilling and upskilling your and donate. Share data responsibly for good with community by providing free training and trusted global organizations focused on guidance on market-relevant skills. Commit to providing career development societal change. opportunities for highly skilled and Communicate your impact locally under-credentialed candidates as the and transparently, truthfully, and economy recovers. with compassion. The COVID-19 Response Playbook | 24

Success Customer Stories Features Common Sense Media Noodle.ai Robert Half Common Sense Media turned around a Noodle.ai, an enterprise AI software company Robert Half uses the Salesforce Platform for solution in 10 days to launch an online serving manufacturing and supply chain its new Hello to Hire recruiting program. The resource to help parents, educators, and customers, pivoted during this pandemic program rapidly places qualified furloughed children to do distance learning, using to adjust its data science algorithms to retail workers with call center positions to meet the Salesforce Platform for marketing and be helpful to its customers, delivering high demand for remote service agents. customer service. near-term insights to predict demand for food and other essential goods during COVID-19. The company uses Sales Cloud and Pardot to proactively find companies with similar challenges who want to manage through – and beyond – this crisis. Noodle.ai’s intention is to help our planet keep supply chains running and essential goods flowing to the people that need them to survive and thrive. Learn more at noodle.ai. The COVID-19 Response Playbook | 25

Track 3: Grow Once operations are stabilized and your offices reopened, you can once again focus on the growth of your business. In this track, you accelerate change to grow in the next normal. As a leader, this is where you get the opportunity to drive a growth agenda and come out of this crisis even stronger. Make your vision a reality by assembling the right team – we call it a next-normal transformation office. This will be your go-to crew as you create an engaging employee experience, recenter around customers, and shape your organization into a platform for change.

GROW Overview of Recommendations Review this graphic for an overview of what your growth priorities should be. Then, for each capability, review the checklist for considerations and possible actions to take with your team. ACCELERATE CHANGE TO GROW IN THE NEXT NORMAL HOW YOU MAKE HOW YOU HOW YOU ENGAGE HOW YOU DECISIONS WORK CUSTOMERS SERVE SOCIETY Establish next-normal Supercharge employee Redesign business processes Connect doing good transformation office. productivity. to be customer-centric. to doing well. Create Office of Transformation; Leverage growth industry best Audit and redesign business processes Measure and report your societal publish CEO-level vision as true north; practices; simplify finding answers; to differentiate based on speed and impact, including as part of earnings. align leadership. enable citizen developers; automate simplicity in serving the customer’s “job onerous processes. to be done.” Be a platform for change Define the target digital in the world. operating model. Enable lifelong learning Enable the full power and development. of your company. Orchestrate action, via partnerships, Build target digital operating model to to engage executives and employees unify IT and business, with clear digital Enable companywide skills analysis; Enable one team to serve the around UN Sustainable Development governance model; unlock value of simplify learning with tailored online customer through a single source Goals (SDGs); spotlight heroes to data; automate for speed. learning journeys; upgrade reskilling of truth and customer journeys; generate momentum. and source for diversity. supercharge partners and suppliers. Continuously sense change Triple down on sustainability and respond with agility. Foster an employee-friendly Innovate at the speed of for the long term. Define and enable business workplace and culture. market change. Appoint a chief impact officer; develop performance matrix, including new Create multiple avenues for employee Sense change rapidly in the market a net-zero plan and execute. KPIs for experience; augment gathering feedback; enhance focus on community and respond with agility, enabling of customer and employee feedback. and work environment; evolve wellness the business to deploy new digital resources to serve aging workforce and capabilities at speed. mental health issues. The COVID-19 Response Playbook | 27

GROW How You Make In the next normal, your transformation office will help bring your vision and strategy to life. Establish a V2MOM to drive alignment around that Decisions strategy. V2MOM stands for vision, values, methods, obstacles, and measures, and it’s a valuable way to make sure key milestones are actually hit on your journey to high-impact change. Establish next-normal Define the target digital Continuously sense change transformation office. operating model. and respond with agility. Create an Office of Transformation and Align IT and the business around the target Define and instrument a business V2MOM to drive corporate alignment digital operating model that will bring the performance matrix to enable a complete around the next-normal strategy. CEO vision to life. view of business across every product, region, and customer segment. Publish a CEO-level transformation vision Create a single enterprise digital to align everyone on the mission and governance model that underpins the digital Define and instrument next-normal overall target outcomes for transformation. operating model. KPIs around the customer, employee, and ecosystem experience. Audit and reimagine priority customer Unlock the value of data through a “build and partner experiences to increase once, reuse infinitely” API network model. Augment sense and respond capabilities relevance, simplicity, and speed. to extract insights from customer advisory Automate decision-making for greater speed, boards, NPS and surveys, customer value Build business cases for high-impact especially for known work patterns. data, and other sources. change across customer experience, new ways of working, and core operations. Extend data and insights to suppliers, partners, and broader ecosystem. The COVID-19 Response Playbook | 28

GROW Your company culture is how you’ll build a path forward. Closely evaluate How You Work your culture and talent to see where you can better enable your workforce in the next normal. Optimize for productivity while building an environment of learning, community, and wellness. Now’s the time to be more friendly toward remote and flexible work options. Supercharge employee Enable lifelong learning Foster an employee-friendly productivity. and development. workplace and culture. Leverage global growth industry best Equip every employee with a skills profile, Create multiple avenues for employee practices (e.g., onboarding, time to enabling corporatewide skills analysis and feedback to increase transparency and effectiveness, employee alignment). optimized opportunity matching. enable fast improvement (surveys, social channels, etc.). Simplify finding answers for employees Simplify learning for must-have skills enabling through multichannel knowledge base fast and easy upskilling to support digital Evolve new working practices with a focus activated with bots. transformation and new ways of working. on community and environment. Enable business people to build Upgrade reskilling with workforce needs Evolve health and wellness resources to powerful apps through low- and no-code assessment, tailored online learning journeys, address employees’ shifting physical (aging) platforms and augmenting teams with and career opportunities. and mental needs. design expertise. Source for diversity and reexamine Automate processes across front, middle job descriptions to ensure qualification and back offices to drive speed, simplicity, requirements attract a diverse candidate pool. and cross-team collaboration. Personalize employee journeys with contextual, relevant information and recommendations. The COVID-19 Response Playbook | 29

GROW How You Engage Customer-centricity was the name of the game before COVID-19, but now, it’s even more critical. Focus on customer-centricity by redesigning processes around your Customers, Partners, customers, not your silos or departments. Innovate along with your external partners, who can help you scale and reach new customers. You’ve never been closer to and Suppliers unlocking the full power and potential of your company. Redesign business processes Enable the full power Innovate at the speed to be customer-centric. of your company. of market change. Systematically audit customer Create a single source of customer truth to Leverage service case data to identify highest moments based on “job to be done” put all teams on the same page by aggregating priority improvements and investments. to identify pain points and multiple data sources. differentiation opportunities. Supercharge market listening via idea Design and execute customer experience portals, surveys, customer advisory boards, Design and enable customer journeys journeys with rules- or AI-triggered next best and listening tours. at scale, using self-service channels, actions for speed and simplicity. predetermined traffic routing rules, Enable business analysts as “citizen and automation. Enable suppliers and partners to see a real- developers” to accelerate digital efforts closer time view of demand (via community portal) to to customer needs. Streamline key customer touchpoints optimize their business with you. such as onboarding and issue resolution to Develop reusable processes and components increase speed and reduce effort. Reconceive your business as a platform, (datasets, APIs) to accelerate application enabling your partners to serve your customers. development through maximum reuse. Leverage best practices from high-tech, high-growth companies to improve Train and enable reps for new sales employee effectiveness in serving customers. environment: processes, deal guidelines, reporting and analytics, deal/customer prioritization, and new communication and collaboration expectations. The COVID-19 Response Playbook | 30

GROW How You Serve Business is the greatest platform for change. In the next normal, commit to ongoing service to your community through volunteering, sustainability, Society and giving back. Consider appointing a chief impact officer to triple down on your company’s efforts to do well by doing good. When you speak to employees, highlight internal successes and heroes to maintain enthusiasm and encourage others. Connect doing good Be a platform for Triple down on sustainability to doing well. change in the world. for the long term. Formally communicate your societal Identify the areas for corporate focus Appoint a chief impact officer to impact progress as part of the aligning to UN Sustainable Development orchestrate corporatewide initiatives and earnings process. Goals (SDGs). maintain enthusiasm. Measure and report your impact to identify Partner with nonprofit organizations that Define net-zero plan, and initiate change current status and overall improvement. support your mission. efforts to achieve it. Establish an Office of Ethics to elevate Encourage key executives to lead through Support the UN SDGs, creating greater awareness of and focus on key ethical example to foster corporatewide momentum companywide knowledge and interest in considerations related to financial and around initiatives. them. operational decisions. Consider the 1-1-1 model, codifying a sustainable model for giving time, talent, and hard assets and human resources. Devote a PR and marketing effort to generate initiative momentum and support. Spotlight internal successes and heroes to encourage others. The COVID-19 Response Playbook | 31

Success Stories Keen TentCraft Theragun Keen launched an initiative to connect TentCraft, a custom tent manufacturer, Theragun connected customers through healthcare workers, and those at home, in quickly pivoted its manufacturing business Commerce Cloud to drive donations of 250,000 need of new shoes with up to 100,000 pairs to provide mobile, high-quality drive-thru meals through Feeding America, and now are (about $10,000,000 in value). A nomination screening tents for healthcare professionals set to donate 300+ Theraguns and thousands process was quickly developed and launched on the front lines of COVID-19 relief efforts. of masks to hospitals around the world in on Commerce Cloud to capture customer TentCraft leveraged Sales Cloud to manage addition to exclusive discounts for first information and begin delivering shoes to customer relationships, and Pardot to build, responders and the military. those most in need. test, and deploy quick, scalable campaigns that delivered highly personalized content. With a strong digital footprint across the ecosystem, TentCraft is able to ensure alignment across the supply chain to quickly pivot its manufacturing business and build safe and secure temporary testing environments. The COVID-19 Response Playbook | 32

How Salesforce Solutions Can Help At Salesforce, Customer 360 is the complete portfolio of Salesforce technology. It enables you to put the customer at the center of everything you do. The COVID-19 Response Playbook | 33

SOLUTIONS Salesforce Customer 360 Salesforce Built on the World’s #1 CRM Platform Customer 360 Salesforce Customer 360 as of 12/03/19 Customer 360 allows every employee, whether Sales in marketing, sales, commerce, service, or IT, Success Service to access the right data, insights, and tools to collaborate around the customer and deliver Platform Partners Marketing personalized experiences. Mobile Blockchain AI Vision Voice Since COVID-19, Salesforce has enhanced Industries Einstein AI Commerce Customer 360 to deliver even more value for Security Privacy Communities Builder Flow & Identity you, regardless of where you are on your crisis Trailblazers Apps response journey. & Reskilling TRUTH Employee Analytics Experience Integration FOR LEADERS FOR EMPLOYEES FOR CUSTOMERS V2MOM Template Sales Digital, Personalized Journeys Connect Your Data Service Always-Open Storefronts COVID-19 Command Center Marketing Omni-Channel Service COVID-19 AppExchange Enablement Custom Apps The COVID-19 Response Playbook | 34

SOLUTIONS Making Decisions Salesforce created Work.com to provide advisory services and technology solutions to 1 | Work.com help companies stabilize and reopen safely. Command Center Monitor return-to-work To accelerate decision-making, Salesforce readiness, make data-driven shares the power of a workplace command decisions, and communicate center to be single hub for leaders to more effectively. make informed decisions on how to 2 | COVID-19 Data Hub monitor, adjust, and manage reopening Jumpstart analysis with communities and businesses. publicly available datasets from Tableau’s COVID-19 Solutions include Contract Tracing, Shift Data Hub. Management and Planning, the Tableau COVID-19 data hub, Employee Wellness 3 | Crisis V2MOM Checks, and a companywide vision Enable everyone to build holistic plans using Quip alignment tool called the V2MOM. and the Salesforce V2MOM template. TACTICS Crisis V2MOM templates in Quip Integrate transaction data and demographic data Salesforce Maps V2MOM exercise Correlate market data with consumer transaction data Salesforce Surveys Automated alerts and triggers based on new policies Tableau data visualization (mobile, collaborative) Field service scheduling Automated attestation and compliance processes Dedicated war room dashboards The COVID-19 Response Playbook | 35

SOLUTIONS How You Work To help employees work together remotely and learn new skills during the crisis, customers can 1 | Salesforce Care access Salesforce Care, Quip Work from Home, Stay connected to employees and our online learning platform, myTrailhead. and customers and make data-driven decisions. To automate incident response operations and coordinate resourcing, additional solutions include Emergency Response Management 2 | Quip Work from Home and Shift Management and Planning. Try this virtual collaboration tool to help teams work from home. 3 | myTrailhead Skill up your workforce with this online learning platform to meet new business demands. TACTICS Weekly company all-hands meetings V2MOM app Self-service help center for employee crisis needs Daily employee success emails Employee and candidate journeys Omni-channel workspace for case management Employee surveys On-demand virtual collaboration training Employee resource groups (ERGs) Bot-assisted employee knowledge base (Concierge) Mental health and mindfulness programs The COVID-19 Response Playbook | 36

SOLUTIONS Engaging Customers, Partners, and Suppliers To enable companies to connect with their 1 | Service Cloud Enable agents and customers customers and serve their needs during the to improve customer experience crisis, Salesforce Customer 360 provides a single, and resolve issues profitably. integrated CRM platform so all your departments have a single, shared view of every customer, and the ability to deliver powerful experiences. 2 | Customer 360 Truth Get a single source of customer • Engage buyers using personalized marketing truth to drive better decisions • Win more customers by getting to know their and better engagement. needs and concerns • Deliver digital-first shopping experiences customers expect 3 | AppExchange • Respond faster to customer support issues Help customers respond on any channel to the crisis with curated • Automate time-consuming tasks by building resources. custom apps TACTICS Virtual events: town halls, meetings, roundtables Alternate hours and methods of operation Service bots CEO letter to customers Innovation sprints and launches Evolve reward programs Customer value scoring Social listening Digital communities Conserving capital Capture time-phased customer information Partner communities The COVID-19 Response Playbook | 37

SOLUTIONS Serving Society To help thousands of organizations become platforms for change in their own 1 | Salesforce communities during COVID-19, Salesforce Philanthropy Cloud offers Philanthropy Cloud, Salesforce Deploy a rapid crisis response Nonprofit Success Pack, and the Critical solution for employee Care Resource Management app. and customer support. 2 | Salesforce Nonprofit Success Pack Collaborate virtually with this tool to help teams work from home. 3 | Critical Care Resource Management App Help your workforce learn skills for the future with this online learning platform. TACTICS Weekly company all-hands meetings V2MOM app Self-service help center for employee crisis needs Daily employee success emails Employee and candidate journeys Omni-channel workspace for case management Employee surveys On-demand virtual collaboration training Employee resource groups (ERGs) Bot-assisted employee knowledge base (Concierge) Mental health and mindfulness programs The COVID-19 Response Playbook | 38

Your Response Journey with Salesforce A lot has changed in the past few Salesforce 1:1 Work.com Solutions Salesforce Virtual months. But business remains the Executive Connect Access our all-new Events & Web Series greatest platform for change. Connect with a peer suite of apps, expertise, Join virtual events and As a leader, you have the power executive at Salesforce and services to help web series designed to influence your customers and to share best practices you safely reopen your to help business for crisis management, workplace. This includes leaders navigate this community in profound new ways. operations, and contact tracing, crisis challenging time. communications. response, reskilling, shift Learn more > We hope these strategies to Contact your account management, and more. stabilize, reopen, and ultimately executive. Learn more > grow your business will help you Salesforce Care™ COVID-19 V2MOM Leading Through keep customers in the center of Explore Salesforce’s free Develop a shared Change How-To Content everything you do. When you work offerings to respond to vision, values, and Discover thought from that mindset, everything else COVID-19, including prioritized action plan leadership, tips, and becomes easier. employee and customer for managing through resources to help you support with chatbots, the crisis using manage your business Check out these additional tools contextual learning, Salesforce’s proprietary in a time of uncertainty. and resources. philanthropy, and more. strategic planning Learn more > Learn more > methodology. Learn more > Thank you and stay safe! The COVID-19 Response Playbook | 39