Salesforce CRM for Digital Customer Transformation Training Course

Course overview

Digital customer transformation programmes often stall because Salesforce is configured as a contact database rather than designed as the operational backbone for acquisition, service, retention and insight. Teams struggle with fragmented customer records, inconsistent lifecycle stages, manual hand-offs, low adoption and dashboards that report activity without explaining customer outcomes. This course addresses the practical challenge of translating transformation goals into Salesforce processes, data structures, automation and measurable service improvements.

Participants learn to design Salesforce CRM capabilities around priority customer journeys and operating models. They map lead-to-cash and case-to-resolution processes; define account, contact, opportunity and case data models; establish consent, data-quality and ownership rules; configure Flow automation; and use Sales Cloud, Service Cloud and Data Cloud capabilities to create usable customer views. The course also covers adoption metrics, CRM governance, KPI design, release planning and the controls needed to scale changes safely.

Delivery combines instructor-led architecture sessions with guided Salesforce configuration exercises, journey-mapping workshops and realistic B2B/B2C transformation cases. Participants work from a transformation brief through to a defendable target-state design. They leave with a Salesforce Digital Customer Transformation Blueprint containing a prioritised journey backlog, target data model, automation design, KPI scorecard, governance roles and 90-day implementation roadmap that can be adapted for their organisation.

The course is suited to experienced CRM, sales operations, service operations, digital transformation and data professionals who influence Salesforce design or adoption decisions. It is especially valuable for teams preparing a Salesforce enhancement programme, consolidating customer processes, or moving from isolated automation requests to an outcome-led CRM roadmap.

Course objectives

By the end of this course, participants will be able to:

• Map priority customer journeys into Salesforce lead, opportunity, case and service processes
• Design a target Salesforce data model covering accounts, contacts, consent, interactions and ownership
• Configure record-triggered and screen-flow automations using Salesforce Flow
• Define Data Cloud identity-resolution and unified-profile requirements for customer use cases
• Build KPI scorecards linking Salesforce operational metrics to acquisition, service and retention outcomes
• Create role-based dashboards for pipeline health, case performance, adoption and data quality
• Establish CRM governance controls for data ownership, release management, security and change requests
• Produce a 90-day Salesforce transformation roadmap with prioritised use cases, dependencies and success measures

Benefits of attending

Target competencies

Who should attend

• Salesforce Administrators — who need to convert business transformation requirements into scalable platform configuration
• CRM Managers — who own customer-process improvement, adoption and Salesforce roadmap decisions
• Digital Transformation Managers — who must connect customer journey priorities to implementable CRM capabilities
• Sales Operations Managers — who need consistent lead, pipeline, forecasting and hand-off processes
• Customer Service Managers — who need to improve case routing, service visibility and resolution performance
• Data and Customer Insight Managers — who need governed customer data and measurable CRM reporting

Requirements and prerequisites

Participants should have practical experience using Salesforce Lightning Experience and understand core CRM concepts such as accounts, contacts, leads, opportunities, cases, fields, page layouts, reports and dashboards. Familiarity with their organisation’s sales or service process is important because exercises require participants to make design trade-offs. Prior exposure to Salesforce Flow, Data Cloud or CRM architecture is helpful but not essential; these are taught through guided activities. Coding, Apex development, API programming and formal Salesforce certification are not required. Participants should be comfortable discussing data quality, process ownership and performance measures.

Training methodology

The instructor uses a running customer-transformation case to connect Salesforce features with business decisions. Short demonstrations in Salesforce Lightning are followed by hands-on configuration labs covering objects, reports, dashboards and Flow. Participants analyse journey pain points, work in groups to define target processes and challenge each other’s prioritisation assumptions. Case discussions examine data-quality, adoption and governance failures that commonly undermine CRM programmes. Each day adds a section to an individual transformation blueprint, culminating in a peer-reviewed 90-day implementation plan.

Course outline

Day 1: Customer transformation strategy and Salesforce operating model

• Digital customer transformation outcomes and CRM value hypotheses
• Customer journey mapping for acquisition, onboarding, service and retention
• Salesforce capability mapping across Sales Cloud and Service Cloud
• Current-state process discovery and friction-point analysis
• Personas, channels and moments that matter
• CRM operating model roles, decision rights and ownership
• Use-case prioritisation using value, effort, risk and dependency scoring

Workshop: Participants map a priority customer journey and produce a ranked Salesforce use-case backlog for a transformation case.

Day 2: Customer data foundations and trusted CRM records

• Account, contact, lead, opportunity and case relationship design
• Custom objects, fields, record types and page-layout decisions
• Customer identity, duplicate prevention and matching rules
• Data-quality dimensions, stewardship workflows and exception queues
• Consent, preferences and purpose-based customer-data handling
• Data Cloud unified profiles and identity-resolution requirements
• Field-level security, permission sets and sharing-model principles

Workshop: Participants produce a target data model, ownership matrix and data-quality control plan for the case organisation.

Day 3: Process automation for sales and service journeys

• Lead capture, assignment rules and qualification-stage design
• Opportunity stages, pipeline controls and forecast hygiene
• Case intake, routing, escalation and entitlement concepts
• Record-triggered Flow design patterns and entry criteria
• Screen Flows for guided employee processes
• Approval processes, exception handling and auditability
• Automation testing, error monitoring and release-readiness checks

Workshop: Participants design and configure a Salesforce Flow that automates a customer hand-off with validation and exception handling.

Day 4: Insight, adoption and performance management

• Transformation KPI trees linking CRM activity to customer outcomes
• Salesforce report types, filters and cross-object reporting
• Dashboard design for executives, managers and frontline teams
• Pipeline conversion, case resolution and service-level metrics
• User adoption measures including completeness, timeliness and process compliance
• Data-quality scorecards and operational remediation routines
• Insight-to-action cadences for sales, service and transformation governance

Workshop: Participants build a role-based KPI scorecard and dashboard specification for the transformation case.

Day 5: Governance, roadmap and implementation planning

• Salesforce product ownership and demand-management processes
• Backlog refinement and user-story definition for CRM enhancements
• Release planning, sandbox strategy and change-control gates
• Stakeholder engagement and adoption communications planning
• Risk assessment for data migration, integrations and automation
• Benefits realisation measures and post-launch review cycles
• Ninety-day roadmap sequencing, resourcing and dependency management

Workshop: Participants complete and present a Salesforce Digital Customer Transformation Blueprint with roadmap, governance model, KPIs and implementation priorities.

Tools & standards covered

Salesforce Sales Cloud, Salesforce Service Cloud, Salesforce Data Cloud, Salesforce Flow

A typical training day

Live online deliveries follow the same structure in the East Africa Time zone, with shorter screen blocks and longer breaks.

What the fee includes

How you can take this course

Certification

Participants who complete the full five days receive the Skillset Development Certificate of Completion, stating the course title, course code, dates and delivery format — suitable for professional-development records and employer reimbursement.

Frequently asked questions