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MASTERING CODE HALOSUsing Digital Insights to Drive Customer Experiences
A JOINT PLAYBOOK BY Salesforce &
Innovators recognize that every interaction with every person and every thing now creates a trail of data — and
they’ve mastered the ability to harness it. Every click, browse, download, share, transaction and device transmission
enables them to understand, and subsequently monetize, relationships in ways never before possible.
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WINNING IN AN ERA OF
MASS PERSONALIZATION
Businesses of all types and sizes must be adept in today’s always-on, multichannel world where prospects and customers demand highly- personalized and relevant relationships.
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to understand, and subsequently monetize, relation-ships in ways never before possible.
We call this collec-tion of data a “Code Halo.™” Code Halos, and the data at their core, are perpetually growing in richness and, along the way, generating unprec-edented opportunities for every industry.
Visit a Disney resort, and you’ll experience the MagicBand,™ or buy insurance from Flo and you’ll encounter Snapshot.™ You may have a Nest, or a Hive, or ridden in a Hailo cab in London. Industrial companies like GE, Bosch and Philips are instrumenting their machinery to generate data and build Code Halos around their products, which allow engineers, maintenance staff, finance executives and customers to see and interact with “smart things” in entirely new ways.
From marketing to sales and service — mass personalization is no longer an option. It is a matter of business survival.
All around us, companies from A (Amazon) to almost Z (Uber) are embracing this new expectation by leveraging data-driven insights to deliver 1-to-1 personalization along each step of the customer journey. In the process, they’re doing more than disrupting industries. They are redefining success in the digital age.
These innovators recognize that every interaction with every person and every thing now creates a trail of data — and they’ve mastered the abil-ity to harness it. Every click, browse, download, share, transaction and device transmission enables them
For many businesses, other examples are much, much closer. Billions of customers now gather on social networks, providing infinite insights into their interests and needs. And of course, the proliferation of mobile devices now places a supercomputer in the pocket of nearly every consumer, making it possible to connect truly relevant journeys across time-tested channels like e-mail, mobile, social, ads and the Web.
It’s no wonder 90% percent of the world’s data has been created in the last two years.
Code Halos contain the code that marketing, sales and service can use to
enhance their understanding of prospects and customers and deliver
personalized, 1-to-1 experiences.
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Yet according to McKinsey, only 18% of companies believe they possess the skills to gather and use data effectively, and only 19% are confident that their data- gathering processes contribute to sales effectiveness.
Rectifying the problem requires a reconsideration of the relationship from the customer’s perspective — they don’t think in terms of depart-ments or lifecycles. The boundaries have blurred because always- connected customers don’t care whether it’s a service, marketing or
sales interaction. They just want their needs met quickly and consistently — regardless of what channel or device they choose.
Because CMOs now have greater responsibility for driving the cus-tomer relationship than ever before, marketing — in partnership with sales, service and IT — is ideally positioned to spearhead the data transformation. Nowhere in the organization is there greater opportunity to deliver personalized experiences to specific audiences at exact points in time.
Think of the possibilities. With every interaction, customers add to their Code Halos and provide insights into their wants, interests and lifestyles. By combining all available data sources into individual contact records that are living, breathing and constantly evolving, marketers can
fill the customer engagement tank with the fuel to power highly relevant 1-to-1 communications.
Pairing customer data like demo-graphics, history and preferences with real-time triggers like behaviors, location and even anticipated needs makes it possible for marketers to detect and respond to terabytes of information — and connect discrete interactions on each individual cus-tomer’s terms.
That is the true power of harnessing Code Halos.
MARKETING CAN LEAD THE
DATA TRANSFORMATION
A unified data strategy across your enterprise is key to harnessing the promise of Code Halos at each step of the customer journey.
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For over 35 years, Room &
Board has created modern
furnishings designed to
be practical, timeless and
comfortable. In 2009,
the company’s leadership
turned to Marketing Cloud
to help create digital
experiences reflective of
how customers were using
the Web alongside its retail
stores and call centers. As
a first step, the company
began uploading all of its
customer sales history and
data to the cloud without
knowing exactly how the
information would be used.
Today, Room & Board uses
all that information to
power product recommen-
dations for customers
using Marketing Cloud’s
predictive intelligence.
The goal is to replicate
the personal experience
of in-store design associ-
ates, who work with
customers to help them
understand how a look
comes together in a room,
and which missing pieces
might help to complete
a showroom-perfect
in-store experience for
online customers. Years of
data about which pieces
of furniture go together,
which styles complement
one another and which
products customers tend
to view and purchase in
groups informs recommen-
dations made on the
website and in personalized
e-mail campaigns.
The results? In the first
year alone, the company
saw a 2,900% return on
investment. Customers
who engage with Room &
Board’s recommendations
place Web orders with 40%
higher average values than
those who don’t. When
customers view those
recommendations before
coming into the store, the
average order value shoots
up 60%.
ROOM & BOARD
case study
RE
TAIL
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Customers have assumed control of researching their options, seeking trusted opinions, resolving issues and deciding which brands have the privi-
lege of communicating with them.
Marketing Cloud makes it possible for marketers to join customers as they move fluidly between channels and devices, and deliver seamless, personalized experiences each step of the way. It equips marketers to gather implicit and explicit individual customer insights at scale, then automatically engage in meaningful, two-way conversations across channels.
E-mail: E-mail is the engine that drives online
commerce. Marketing Cloud offers hundreds of features to help marketers execute on every possible communication, from basic e-mail marketing to sophisticated predictive intelligence decisioning.
Mobile: With 1-to-1 personalized messages across
SMS/MMS, in-app messaging, group messaging and connected devices, Marketing Cloud keeps brands in touch with customers’ ever-changing context, from smartphone to tablet to laptop.
Social: Target mobile prospects and customers —
as well as lookalikes — on networks like Facebook, Twitter and LinkedIn, and listen and respond to conversa-tions on owned social channels and across the social Web.
Ads: Digital ad spend continues its meteoric rise.
Marketing Cloud unlocks CRM data to securely and powerfully reach customers, target lookalikes and optimize advertising within the customer journey.
Web: Marketing Cloud’s Web marketing tools make
it easy to create beautiful, dynamic Web pages and personalized content, and then track every action customers take, in real time, to make the insights actionable.
IoT: Harness the power of the Internet of Things, and
turn the data generated by every customer, partner, device and sensor into meaningful action. You can process massive quantities of data, build business rules with simple, intuitive tools and engage proactively with customers in real time.
ON THEIR JOURNEYSENGAGE CUSTOMERS
Thanks largely to the influence of social networks, search engines, connected
products and ubiquitous mobile devices, customers are on journeys of
their own designs.
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As a company on a mission
to improve the health
of America, Life Time
understands the journey
toward positive health and
fitness is personal, and that
each of its members has
particular objectives. To
that end, the company was
focused on obtaining new,
unique insights in order to
deliver tailored experiences
that would truly benefit
members across its 119
facilities in the U.S. and
Canada.
Using Marketing Cloud,
Life Time can now create
a complete view of each
member by gathering data
from every touchpoint he
or she has with the brand,
and then leverage that data
to provide an experience
that is unique. For example,
if a member comes in with
her two children, she may
receive a push notification
providing a 10% discount
for a LifeSpa service while
her children attend Kids
Academy, Life Time’s onsite
child program. Another
member who is training for
a triathlon might receive a
reminder on her mobile app
to track her workout for the
day to ensure she is getting
the right training mix to
prepare for her big race.
Each of these members
has a unique journey and
needs different informa-
tion to achieve their goals.
Marketing Cloud’s Journey
Builder enables Life Time
to retrieve the right data
and organize it the right
way to have multichannel,
personalized engagements
with its members.
A recent study by Nucleus
Research found that Life
Time improved its e-mail
open rate by 80% over
a two-year period and
reduced its number of
unsubscribers by 15%. It
also increased the open
rate of new membership
and service offer e-mails
by 40%. In addition,
the wellness company
effectively scaled its e-mail
output and increased the
efficiency of its marketing
department while reducing
the amount of time and
money spent on managing
marketing technology.
LIFE TIME
case study
8 HE
ALT
H
Gain Organizational Alignment Success starts with C-level commitment, then continues with buy-in from stakeholders across the organization. For the initiative to be a priority, every department must have clear, qualitative KPIs tied to customer experience. Development might focus on more rapid product releases. Service goals may include faster problem resolution. Sales objectives might focus on improved referral rates. Marketing may target improved campaign performance. Collectively, they benefit the bottom line of the entire organization.
Objectively Analyze Your Current Customer Experience Great data drives great experiences. Ask customers for a true assess-ment of how they perceive their relationships with your brand across touchpoints. To avoid finger-pointing, ensure that these assessments and discussions are built around data. Quantitative figures like net promoter scores, engagement rates across channels and survey results are data-driven starting points for analysis.
Map the Customer Journey Journey maps tell the complete story of customers’ end-to-end experiences across channels and departments. Effective journey maps do much more than identify pro-cesses and handoffs. They illustrate what users are thinking and how they are feeling during moments that matter. If that sounds overwhelming, it’s OK to tackle just certain segments of the story. Why not begin with some of the disconnects identified in your customer experience analysis?
Unify Your Collective Knowledge A CRM system for collecting customer data is the key to creating a single customer relationship. Cloud solutions for sales, marketing, service and IoT make it possible to integrate and synch data throughout the organization. Grant access and the ability to contribute to all customer touchpoints.
Listen and Engage in Real Time Listen to your data, and use your journey map as a guide. As data changes and grows, automate com-munications across channels to drive the next level of engagement. This is the true power of Code Halos — the ability to detect and understand the ever-evolving relationship with each customer, and proactively deliver personalized, relevant and consis-tent messages across channels and devices.
KEY STEPS FOR LEVERAGING
CODE HALOSLeveraging Code Halo thinking takes more than sharing data; it requires an enterprise-wide commitment and deep understanding of how, when and why each interaction with every customer occurs.
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The world’s largest marine
insurer offers ship owners,
operators, shipyards,
contractors and oil
companies a one-stop-shop
for insurance products
and services. In 2014,
this company turned to
Cognizant to digitally
transform customer
experience functions using
Salesforce’s Community
Cloud, Marketing Cloud
and Sales Cloud.
With Marketing Cloud, the
company’s marketing team
applies Code Halo thinking
to serve up targeted and
timely content to a wide
array of insurance brokers,
employees (agents) and
customers. The approach
empowers users to manage
their content subscription
and channel preferen
ces, and deliver a curated
user experience — at scale
— to clearly differentiate
the company from its
competitors. Moreover,
the initiative enhances
operational efficiency by
offering customer service
reps and client/brokers
a single version of truth
that contains secure cloud
access to portfolios, claims
and reports.
Over time, this digital
transformation program
is expected to reduce
customer support costs
by 12% to 15%, boost
revenues by 15% and
improve customer data
quality by a whopping
40% to 50%. The drivers:
Increased partner and
customer collaboration,
coordinated and stream-
lined access to business
insights across internal
and external functions,
and uniquely targeted
marketing content that
ensures high-impact
messaging consistency
across the insurer’s
extended enterprise.
MARINE INSURER
case study
INS
UR
AN
CE
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ABOUT COGNIZANT
Cognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and busi-ness process outsourcing services, dedicated to helping the world’s leading companies build stronger businesses. Headquartered in Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep industry and business process exper-tise, and a global, collaborative workforce that embodies the future of work. With over 100 development and delivery centers worldwide and approximately 221,700 employees as of December 31, 2015, Cognizant is a member of the NASDAQ-100, the S&P 500, the Forbes Global 2000 and the Fortune 500 and is ranked among the top performing and fastest growing companies in the world. Visit us online at cognizant.com or follow us on Twitter: Cognizant.
ABOUT SALESFORCE
Salesforce is the world’s #1 CRM company. Our industry-leading Customer Success Platform has become the world’s leading enterprise cloud ecosystem. Industries and companies of all sizes can connect to their customers in a whole new way using the latest innovations in cloud, social, mobile and data science technologies with the Customer Success Platform.
Build and manage your 1-to-1 customer journeys with the world’s most powerful digital marketing platform, Marketing Cloud.
For Industry Analyst Reports on our products from Gartner, Forrester, IDC, Nucleus and OVUM, please click here.
REACH FURTHERAre you ready to harness the power of Code Halos? Connect with Cognizant and Salesforce for a unified data strategy across your enterprise.
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Note: Code Halo™ is a registered trademark of Cognizant Technology Solutions.The company names presented in the case studies throughout this e-book are the property of their respective trademark owners.