Marketing & Service cloud - breakout session, 26 of April, 2016. Stockholm Essentials.

1. How To Drive 1:1
Customer Journeys
SALESFORCE MARKETING CLOUD & SERVICE CLOUD
@JeremyWaite
Head of Digital Strategy, Marketing Cloud EMEA
Jeremy.Waite@Salesforce.com

2. 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

3. “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 FIRSTMULTI-CHANNEL

4. Audience
Personalisation
Analytics
Content
Journey Builder
Email
Mobile
Social
Web
Advertising

5. 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

6. 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

7. Build 1:1
Customer Journeys

9. We Need To Build Loyal Relationships. Faster.
UNKNOWN KNOWN
1 : Many Marketing 1 : 1 Customer Journeys

10. *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

11. Monitoring Customer Journeys
Building A Customer Company in Real-Time
Real-Time Events
Rich Contextual Data
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11100010000100010001101
11011000100011111010010
10101011000010010110111
00010000100010001101110
11000100011111010010101
01011000010010110111000
10000100010001
Analyse
Compute The Perfect Response
Deliver The Precise action
Proactively and In Context

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

13. 5B
Smartphones
by 2017
550M+
Social Networks,
Blogs & Forums
(inc. Dark)
2.5
Quintillion
bytes of data
every day
Social
CustomerPurchase
Connected
The Customer Success Platform
For Every Stage Of The Customer Journey

14. WHO • WHAT • WHY • WHERE • WHEN

15. David Marcus
CEO Facebook Messenger

17. COMPANIES ARE NO
LONGER COMPETING
AGAINST EACH OTHER.
THEY ARE COMPETING
AGAINST SPEED.
Marc Benioff
Salesforce

18. 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
InStore
Store Services Consumer Services
Product Ratings
Next Best Offer
Live Video Chat
Community
EmployeeServices,
StoreOperations
SustainabilityClick & Collect
Mobile Payments
Pick-UpOrders
Return Services
Kiosk
Product Rentals Catalogue
Newsletter
Social Consumer Services
Product Information Social ServicesPOS Coupons
TailoredPromotions,
ProductPlacements
Benefits,Compensation,
Education
Product Recommendations
Consumer Care
Telephony Social
Surveys Chat
Social Media Integration
SEO/SEM
Social Commerce
Content ManagementActive 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
BatchAPI
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
ConsumerServiceEngagement
Partner Ecosystem/
Integrated Operations
Promotions,Tailored
Coupons,Consumer,
Information,Mobile
Push
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
Finance
IoT
• Business Rules & Orchestration
• Real-Time Event Processing
• Rich Contextual Data at Rest
HOW TO BUILD A SINGLE VIEW OF A CUSTOMER
Knowledgbase

19. ​ The Mattel Customer Success Journey

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

21. Group
Messaging
Customer
Success
Engage at Every Step of the Customer Journey
AppsMobile SocialAds Web Email Sales Service Community

22. ​ 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

23. “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.

24. DEMO