Marketing & Service cloud - breakout session. Stockholm Essentials

How To Drive 1:1 Customer Journeys SALESFORCE MARKETING CLOUD & SERVICE CLOUD

@JeremyWaite Head of Digital Strategy, Marketing Cloud EMEA Jeremy.Waite@Salesforce.com

Connect With Your Customers In A Whole New Way

Run Your Business From Your Phone

Create 1-to-1 Customer Journeys

Get Smarter About Your Customers

CUSTOMER SUCCESS PLATFORM

Become A Customer Company

“Connect With Your

Customers In A Whole

New Way”

“Run Your Business From Your Phone”

“Get Smarter And More Predictive

About Your Customers”

“Build 1 To 1 Customer Journeys”

CUSTOMER JOURNEYS

SINGLE CUSTOMER

VIEW

MOBILE FIRST MULTI-CHANNEL

Audience

Personalisation

Analytics

Content

Journey Builder

Email

Mobile

Social

Web

Advertising

Marketing Cloud: #1 Marketing Platform

 UNIFY DATA Build a single view of your customers, integrate data from any source, and make it actionable

 PERSONALIZE JOURNEYS Trigger timely, unique, and meaningful messages, based on real-time customer behavior

 ENGAGE CROSS-CHANNEL Deliver relevant content on email, mobile, social, ads, and the web

 ANALYZE EVERYTHING Measure the impact of your business and optimize every interaction

Create 1-to-1 Customer Journeys

Powering Customer Journeys in Every Industry

Technology Financial Services & Insurance

252B events in a month

100TB stored by a

single customer

32B messages sent

in a month

99.96% product uptime

Travel & Hospitality

Internet & eCommerce

™

Retail/CPG Communications & Media

Build 1:1 Customer Journeys

We Need To Build Loyal Relationships. Faster.

UNKNOWN KNOWN 1 : Many Marketing 1 : 1 Customer Journeys

*Transforming Customer Experience: From Moments to Journeys, 2013

Journeys are strongly correlated with business outcomes.

+36% Customer

satisfaction

+15% Revenue growth

+28% Willingness to recommend

+33% Less likely to cancel/churn

Monitoring Customer Journeys Building A Customer Company in Real-Time

Real-Time Events

Rich Contextual Data

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Analyse

Compute The Perfect Response

Deliver The Precise action Proactively and In Context

Customers Are On A Journey “Customers Cross 5 Channels When Making Purchasing Decisions”. GOOGLE

5B Smartphones

by 2017

550M+ Social Networks, Blogs & Forums

(inc. Dark)

2.5 Quintillion

bytes of data every day

Social

Customer Purchase

Connected

The Customer Success Platform For Every Stage Of The Customer Journey

WHO • WHAT • WHY • WHERE • WHEN

David Marcus CEO Facebook Messenger

COMPANIES ARE NO LONGER COMPETING AGAINST EACH OTHER. THEY ARE COMPETING AGAINST SPEED.

Marc Benioff Salesforce

1:1 Clienteling Automated Clienteling

MARKETING • Campaign & Audience Management • Consumer Journeys • Display Advertisement • Social Studio (Listen/Engage/Publish) • Analytics (Web and In App Mobile) • Predictive Intelligence & Personalisation • Production & Content Management

CONSUMER APPLICATION (Web and Mobile App) • eCommerce Integration • POS & IOT Integration • Consumer Engagement Apps • Pixel Perfect Design

Master Data • Consumer Master Data • Vendor Master Data • Product and Location

Sales • Consumer Orders

Consumer Service • Live & Video Chat • SOS Button

B2B & Employee Application (Web & Mobile) • Purchase Orders • Store Orders

Community • Vendor Community • Employee Community • Consumer Community

Loyalty Execution Instore IS In

Sto

re Store Services Consumer Services

Product Ratings

Next Best Offer

Live Video Chat

Community

Empl

oyee

Ser

vice

s,

Stor

e Op

erat

ions

Sustainability Click & Collect

Mobile Payments

Pic

k-Up

Ord

ers

Return Services Kiosk

Product Rentals Catalogue

Newsletter

Social Consumer Services Product Information Social Services POS Coupons

Tail

ored

Pro

moti

ons,

Pr

oduc

t Pl

acem

ents

Bene

fits

, Co

mpen

sati

on,

Educ

atio

n

Product Recommendations

Consumer Care Telephony Social

Surveys Chat

Social Media Integration

SEO/SEM

Social Commerce

Content Management Active Audiences

Predictive Selling

Social Push

Social Advertisement

Lookalikes

Digital Channel Services

AdWord Management

Search

Merchandising

Online Shop Services

Assortment Planning

Promotion Planning

Forecasting

Surveys/Audit

Prediction Planning

In Store Operations Workforce Management

Employee Onboarding

Store Inventory Management

Scheduling

Store Analytics

Store Digitalization

Collaboration

Employee Apps

IoT Services Automated Services

Automated Replenishments

Recognition

Gamifictation

HR & Employee Services Recruiting Onboarding Employee Helpdesk

Training Performance Management

Employee Motivation

Media Management

B2B Services

Vendor Onboarding

B2B2C eCommerce

Trade Promotions

Contract Management

Process Payments and Orders

Integration WebServices/ REST API

ANALYTICS

• Smart Data Services • Data Sciences

Batc

h AP

I

Integration WebServices/REST API

REST API

Order Management Services OMS

Stock/Virtual Stock

PIM

Subscription Management

Product Catalogue

Mobile Coupons

Payment Options Wish list/Friends List

Return Management

One Click Shopping Geo Location

Email

Mobile Push

SMS / MMS

Web Analytics

Diagnostics

Geo location/Beacon

One Touch Orders

Robot Clientelling

Cross-Sell Engine

Create and manage orders

Cons

umer

Ser

vice

Eng

agem

ent

Partner Ecosystem/Integrated Operations

Prom

otio

ns,

Tail

ored

Co

upon

s, C

onsu

mer,

In

form

atio

n, M

obil

e Pu

sh

Supply Chain Services B2B Integration - EDI

Tracking Services

Warehouse Management

SCM Insights/Dashboards

Logistics/Delivery

In-Store Tailored Promotions, Product Placements

Consumer Engagements

Recommendation

Order Processing, Stock Management, Promotions, Shipments

PLATFORM • Integration Services • B2B & Employee Application (Web & Mobile App) • Identify Management • Authentication and Authorization • Mobile • Big Data Objects • Data Management Tools • Data Modeling Tools

Fina

nce

IoT • Business Rules & Orchestration • Real-Time Event Processing • Rich Contextual Data at Rest

HOW TO BUILD A SINGLE VIEW OF A CUSTOMER

Knowledgbase

 The Mattel Customer Success Journey

Most Brands Don’t Know The Lifetime Value Of Their Customers

Group Messaging

Customer Success

Engage at Every Step of the Customer Journey

Apps Mobile Social Ads Web Email Sales Service Community

 Journey Builder: 1 to 1 Customer Journeys at Mattel Powering connected experiences with email, mobile, web, and ads

•  Map the shopper and user journey

•  Drive mobile app downloads

•  Connect physical toy to digital experience

•  Drive adoption and use of toys

“Our vision is to deliver a seamless connected experience, across any device at a global scale.” Mattel Marketing Team

Mattel Wants To Understand the Lifetime Value Of A Family  Mapped out the customer experience across each stage of the customer life-cycle.

 Delivered personalized interactions across email, mobile, ads & web.

 Measured 152% higher click-through-rates for triggered messages.

DEMO