How To Drive 1:1 Customer Journeys SALESFORCE MARKETING CLOUD & SERVICE CLOUD
@JeremyWaite Head of Digital Strategy, Marketing Cloud EMEA [email protected]
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
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
101110110001000111110100101010101100001001011011100010000100010001101110110001000111110100101010101100001001011011100010000100010001101110110001000111110100101010101100001001011011100010000100010001
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
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
Recommended