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Hi Everyone, my name is Keith Block and it is so great to be with you here in Boston, my hometown. Over the next 80+ minutes, I’d like to take you on a journey to show you how to connect with your customers in a whole new way. And we’re going to show you how to do that with the Salesforce Customer Success Platform.
Key Takeaway:We are a publicly traded company. Please make your buying decisions only on the products commercially available from Salesforce.
Before I begin, just a quick note that when considering future developments, whether by us or with any other solution provider, you should always base your purchasing decisions on what is currently available.
What I love about my job is the constant change in technology around us. Today, we are in a world where everything is becoming more and more connected. We started with mainframe computers and mini computers and moved to PCs and Client/server networks, to the cloud. The cloud has allowed us to do amazing new things. We’ve seen the emergence of massive social networks that connect all of us, and breakthroughs in data science change is changing how we do business. We are in a world of billions of connected things, which has lead to trillions of customer interactions- Right here in Toronto companies are connected to their customers like never before.
Aldo- Increase in customer knowledge helps ALDO better anticipate the customers’ needs and expectations and select the best channels to engage with them more effectively. For example, customer service agents use Service Cloud to quickly access customer data, find answers, and respond to issues faster. With Salesforce Marketing Cloud, ALDO can participate in conversations about its brand on social networks.
As part of its cross-channel strategy, ALDO is also building a suite of mobile apps with the Salesforce1 Platform: “Style Guru” will be a hub for trend and style information; “Outfit Matchmaker” will help customers match shoes to outfits they already own; and “Virtual Shelf” will let customers quickly explore and purchase from the ALDO collection.
Bombardier- BRP deployed Sales Cloud and Service Cloud portals to their 4,200 dealers worldwide, all of their dealers are connected on a community to share best practices. Creating an interconnected web of dealers who are plugged into the manufacturer, each other, and focused on delighting the consumer around key moments of truth. Often the first engagement a consumer has with the BRP brand is online. Consumers who build custom vehicles and request quotes online are automatically routed to the closest dealer through lead management in the dealer portal. Dealers can respond quickly to customer questions, do some homework on the customer, get them into the dealership, and then tailor the ultimate test ride. BRP deployed the Salesforce1 Service Cloud portal, connecting backoffice SAP data on vehicles and owners, so dealers and technicians can instantly look up vehicle information, warranty coverage, warranty claims, service history, and even have the built-in knowledgebase filter down articles for the specific vehicle.
Cirque du Soleil- Cirque du Soleil hires a mix of circus arts and street entertainment, and always need to stay ahead of their competition with the best talent. They frequently deal with talent with no resumes given they are mainly performers. Their shows are held globally and their talent comes from all over the wold. Cirque is using the Salesforce platform to create efficiency in their method for talent acquisition. They now have an interactive site with multi-language job boards where candidates can submit video portfolios rather than a resume. It’s a collaborative tool which allows them to stay ahead with the best talent in the business.
As we talk to customers across the world, one thing is for sure that the lines between sales and service are blurring. While Sales is a company’s bread and butter, service is imperative to keeping your customers happy. And it's never been more important than now to make sure that these worlds are connected
Marketing Cloud is a platform for building personalized journeys for your customers.
We know that managing the relationship between a customer and a brand in a multi-step, multi-stage fashion drives business results - lift, reducing churn, impacting NPS and more.
And the marketing cloud can help you engage prospects and customers at every step - awareness, acquisition, on boarding and engagement, advocacy and renewal.
The marketing cloud helps you build a single view of your customer using data, segment your audiences, personalize your content, orchestrate the customer journey, and then execute it across channels: ads, web, email, mobile, and social. Now lets talk about it through the eyes of a customer.
Zero Motorcycles is this and does this. Add some color. they use the marketing cloud, and the entire Salesforce customer success platform to build stronger relationships with their customers. Lets take a look at how they are using the Marketing Cloud throughout the various stages of the customer lifecycle.
it begins with driving awareness
zero can use the marketing cloud to manage its presence on social channels like Facebook - where more than 1.5B people visit every single day. they can create great web experiences and build great mobile apps. Mobile is really important - its essentially a super channel - where we all consume email, engage our friends and colleagues on social networks and download and use apps. In fact Gartner says we spend 16 hours a day attached to our phones - so having a strategy for driving awareness for your brand on mobile is crucial - and using new capabilities like geo-fencing or Beacons to deliver a message or offer based on location at the right time are more important than ever. And of course advertising, which is on the cusp of becoming more personalized and relevant than ever before.
Having a customer find your brand has typically been achieved by leveraging some form of traditional mass media - TV, Radio, Print, Billboards. But in the age of digital, this is changing forever.
Digital started the same way as offline, we transposed billboards into banner ads, TV into YouTube. This worked for a while too, but it always promised so much more.
And more has come. You’ve been building huge amounts of data on who your customers really are, and digital media has afforded us a range of identifiers for people, across desktops, mobiles, and now devices.
The age of personalized media at scale has arrived.
We’ve been in this game for a while, since 2010 in fact. With social.com we were beta partners with Facebook’s emerging ads platform, and have since watched it grow into the dominant media channel and identity platform it is today. We’ve also added public and professional identity platforms too, as launch partners for both Twitter and LinkedIn.
These platforms allow you unprecedented targeting capabilities at web scale. And they started as platforms for finding these customers on their own channels, but now are reaching out into the wider digital ecosystem as well.
social.com gives you access to these powerful new way to reach your customers, optimizing everything to ensure your money is well spent.
Onboarding: short window in time to hook your customers (think fitbit vs paper manuals)
If they are hooked in the first few days, they’ll be more successful with your product —> more likely to become advocates and more likely to buy more/upgrade
JB for relationships
Position JB beyond on-boarding, (reference back to JB for Biz)
Relationship building with customers
Now once you get your customers hooked in those first few days, it’s important to maintain that engagement throughout their lifetime as a customer.