In this getting started session focused on the financial customer journey, join Chemical Bank and the Salesforce Marketing Cloud as they help you build your new customer journey. Learn how to: • Transform your marketing by turning anonymous customers into known, loyal advocates. Be the best at unlocking the moments of value that exist between your customers and their journeys with your sales, service, and marketing efforts • Create transformational change by looking at your business through your customers’ eyes • Expose gaps and opportunities between a customer’s journey with your company and your digital engagement initiatives • Align your overall business strategy with technology and operations to deliver relevant customer-centric journeys across the customer lifecycle

1. The new financial Journey
Tips and tricks from Chemical Bank
John Hatfield
Chemical Bank, 1st Vice President and Director of Marketing
Matt Clement
Salesforce Marketing Cloud, Sr. Business Consultant

2. Chemical Bank’s story
Goal Audiences Journeys
1 2 3

3. At Chemical Bank we are
inspired by the dreams of our
customers and communities,
and are committed to making
those dreams a reality.”
-Chemical Bank’s Why Statement

4. Chemical Bank
• 2nd largest Bank headquartered and
operating branches in Michigan
• Commercial Bank offering a full
range of banking services including
wealth management and investment
services
• 187 branches in 47 counties in
Michigan
• $9 billion in assets (on a pro forma as of
March 31, 2015)

5. Chemical Bank
• Significant growth through industry
consolidation
• Recent acquisitions presented new
findings and challenges
• While we’re good at acquiring
banks, we didn’t fully appreciate
where our blind spots existed

6. Letter approximately
120 Days after merger
announcement
Merger
Announced

7. Letter approximately
120 Days after merger
announcement
Detailed mailing 30 days
prior to conversion
Merger
Announced

8. We were experiencing
challenges effectively sharing
our story with our new
customers prior to entry into
new markets.

12. What we did…
Took a step back Focused on market
acquisitions and the on-
boarding process
Created Journeys
1 2 3

13. 2
2

14. Collaborative Approach

15. 4D Spark workshop
Goals:
• Identify the current state of communications
• Explore the desired future state
Method:
• Identify key communications channels
• Map current and future to lifecycle
Focus:
• Customer and “why”
• Lifecycle, Lifestyle, Lifetime

17. Mid-twenties and single
Recent MBA graduate with a
new career in advertising
Has a checking and savings
account with another bank

18. 120 Days after merger
announcement
30 Days prior to merger

19. Announcement
Chris’
Profile
June
Chris C.
Announcement
Demographics
Checking
Savings
Welcome

20. Announcement
Brand &
Profile
Chris’
Profile
June | July
Chris C.
Announcement
Demographics
Checking
Savings
Social

21. Announcement
Brand &
Profile
Next 60
days
June | July | August
Chris’
Profile
Chris C.
Announcement
Demographics
Checking
Savings
Email Click
Site Visit
Mortgage
Credit Cards
Profile Choices
SMS
Social

22. Announcement
Brand &
Profile
Next 60
days
Conversion
Packet
Chris’
Profile
June | July | August | September
Chris C.
Announcement
Demographics
Checking
Savings
Email Click
Site Visit
Mortgage
Credit Cards
Profile Choices
SMS
Social

23. Announcement
Brand &
Profile
Next 60
days
Conversion
Packet
Final
details
Chris’
Profile
June | July | August | September | October
Chris C.
Announcement
Demographics
Checking
Savings
Email Click
Site Visit
Mortgage
Credit Cards
Profile Choices
SMS
Social

24. Announcement
Brand &
Profile
Next 60
days
Conversion
Packet
Final
details
Welcome
Chris’
Profile
June | July | August | September | October | November
Chris C.
Announcement
Demographics
Checking
Savings
Email Click
Site Visit
Mortgage
Credit Cards
Profile Choices
SMS
Welcome
Cross-sell
Downloads App
Social

25. 83,543 34% have met this goal

26. Connected
Advisors
Connected
Support
Connected
Products
Connected
Communities
Connected
Devices
The Connected Customer
Website
Search
Social
Other Sites
App
Customer Service
Media/ Promotions
Engagement
Branches

27. Spark your own journeys
Define Prioritize Deploy
1 2 3

28. Questions?

29. Join Us For Dreamforce 2015
September 15-18, 2015 | San Francisco,
CA

30. PPT Best Practices
• No more than 10 slides
• Presentations should last no longer than 20 minutes (Q&A should be ongoing, not
held until the end of the presentation)
• Slide titles are set at 24pt Arial Regular and body copy is 16pt Arial Regular
We recommend that you adhere to the styles and do not overload your
presentation with copy and lots of individual images.
• Slides are meant for engaging visuals. Use the speaker notes frame for your
detailed talking points.
• Whitespace is your friend and will make your content much easier to digest.
The amount of copy on this slide would be a good benchmark as the MAXIMUM
you would want to use in your presentation.