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SFMC Customer Journey Case Study: How to scale a project for the global leader in the automotive industry, Kristýna Turner

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SFMC Customer Journey Case Study: How to scale a project for the global leader in the automotive industry, Kristýna Turner

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Description

Join me for the session, where I take you through some key learning of a recent project within SFMC for one of our global clients – a leader in the automotive industry. I’ll show you how to deal with the project plan, management, execution, and delivery within a very ambitious timeline and with limited resources.

Transcript

  1. 1. Engineered to move the human spirit SFMC Customer Journey Case Study by Kristyna Turner
  2. 2. #CD22 Projects Kristyna Turner Marketing Technology Practice Lead Digital transformation specialist and marketing leader with over 15 years of professional experience. Recognitions Hello from Prague…
  3. 3. #CD22 Kindred. joined Publicis Emil to service the client About the project OneCRM Hub Creation to deliver personalised customer journey in EU region 2018 2021 DMP Hub Creation to deliver personalisation in 40 countries worldwide 2019 The client’s Region Europe (RE) CRM Activation team needs to support local client’s SFMC activities in order to provide and support local markets with the newly-rolled out OneCRM set-up to enable the use of the SFMC platform. This is in the service of lead generation and lifecycle activities within Salesforce Marketing Cloud instances for RE and RE Markets. Project Objective
  4. 4. #CD22 About the project 7 team members 1Goal Build personalized and fully- automated customer journeys OneCRM Hub 14 Personalised emails built in SFMC Email Studio. 11 Customer journeys built in SFMC Journey Builder 6 months 12 markets
  5. 5. #CD22 Stakeholders Client Region Europe Client Local Market Agency Local Market OneCRM Hub
  6. 6. #CD22 Planning
  7. 7. #CD22 Planning Global OneCRM
  8. 8. #CD22 Planning
  9. 9. #CD22 Project Timeline
  10. 10. #CD22 Market Timeline
  11. 11. #CD22 SFMC Email Specialist (PT) Project Resources Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Roles July September August October November December Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) CRM Hub in Prague
  12. 12. #CD22 Customer Journeys These journeys were divided into four general use-case categories:
  13. 13. #CD22 Challenges / Learnings EXIT
  14. 14. Thank you! #CD22

Editor's Notes

  • In 2018, as part of Publicis Groupe, Kindred joined the Publicis EMIL agency as a digital transformation partner to one of the global luxury brand player in automotive industry.
    In 2021 we were appointed for the execution of 10 pre-defined customer journeys across 12 European markets.
    The main objective was
  • As a part of delivering the automated customer journey solution, an operational OneCRM Hub was established.
    A team of seven specialists was assembled in the Summer of 2021 to help the client to shift its transactional and commercial email send-outs to Salesforce Marketing Cloud.

    Throughout 6 months, OneCRM Hub closely worked side-to-side with both local and regional client CRM, Data and Content departments on the implementation.​

    Build personalized and fully-automated customer journeys for the client in Europe and help use the newly rolled SFMC system to its full potential.
  • Our first use case was to enhance the experience of booking and attending a client’s test drive.
    From the point of booking the test drive, via receiving the confirmation, additional information, and reminder, up to the evaluation of the drive satisfaction.

    One of the most valuable ways to create brand loyalty, especially with a luxury brand, is to connect with fans on those special days such as their birthday or during Christmas.

    For those who’ve provided consent to receive commercial emails from the client, our team has prepared the following email journeys:

    For the client’s brand to have more personalised communications with fans and customers, we’ve created a set of two journeys and emails which ask individuals for their basic personal information.

    Another journey related to this use case is Bounce Management – which identifies and notifies contact owners in Salesforce about any occurred email bounces.

    The last use case our team executed was related to the customer car configuration experience. From the point of receiving his designed car up to the point of being invited for a test drive.
  • SFMC configuration, integration into other systems (Sales Cloud, local systems)
    Language mutations
    Customer journeys
    Testing
    Comms with client
    Documentation
  • Description

    Join me for the session, where I take you through some key learning of a recent project within SFMC for one of our global clients – a leader in the automotive industry. I’ll show you how to deal with the project plan, management, execution, and delivery within a very ambitious timeline and with limited resources.

    Transcript

    1. 1. Engineered to move the human spirit SFMC Customer Journey Case Study by Kristyna Turner
    2. 2. #CD22 Projects Kristyna Turner Marketing Technology Practice Lead Digital transformation specialist and marketing leader with over 15 years of professional experience. Recognitions Hello from Prague…
    3. 3. #CD22 Kindred. joined Publicis Emil to service the client About the project OneCRM Hub Creation to deliver personalised customer journey in EU region 2018 2021 DMP Hub Creation to deliver personalisation in 40 countries worldwide 2019 The client’s Region Europe (RE) CRM Activation team needs to support local client’s SFMC activities in order to provide and support local markets with the newly-rolled out OneCRM set-up to enable the use of the SFMC platform. This is in the service of lead generation and lifecycle activities within Salesforce Marketing Cloud instances for RE and RE Markets. Project Objective
    4. 4. #CD22 About the project 7 team members 1Goal Build personalized and fully- automated customer journeys OneCRM Hub 14 Personalised emails built in SFMC Email Studio. 11 Customer journeys built in SFMC Journey Builder 6 months 12 markets
    5. 5. #CD22 Stakeholders Client Region Europe Client Local Market Agency Local Market OneCRM Hub
    6. 6. #CD22 Planning
    7. 7. #CD22 Planning Global OneCRM
    8. 8. #CD22 Planning
    9. 9. #CD22 Project Timeline
    10. 10. #CD22 Market Timeline
    11. 11. #CD22 SFMC Email Specialist (PT) Project Resources Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Roles July September August October November December Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) SFMC Email Specialist (PT) Senior Programme Manager (FT) SFMC Developer (FT) SFMC Email Specialist (FT) Delivery Manager (FT) SFMC Email Specialist (FT) SFMC Email Specialist (FT) CRM Hub in Prague
    12. 12. #CD22 Customer Journeys These journeys were divided into four general use-case categories:
    13. 13. #CD22 Challenges / Learnings EXIT
    14. 14. Thank you! #CD22

    Editor's Notes

  • In 2018, as part of Publicis Groupe, Kindred joined the Publicis EMIL agency as a digital transformation partner to one of the global luxury brand player in automotive industry.
    In 2021 we were appointed for the execution of 10 pre-defined customer journeys across 12 European markets.
    The main objective was
  • As a part of delivering the automated customer journey solution, an operational OneCRM Hub was established.
    A team of seven specialists was assembled in the Summer of 2021 to help the client to shift its transactional and commercial email send-outs to Salesforce Marketing Cloud.

    Throughout 6 months, OneCRM Hub closely worked side-to-side with both local and regional client CRM, Data and Content departments on the implementation.​

    Build personalized and fully-automated customer journeys for the client in Europe and help use the newly rolled SFMC system to its full potential.
  • Our first use case was to enhance the experience of booking and attending a client’s test drive.
    From the point of booking the test drive, via receiving the confirmation, additional information, and reminder, up to the evaluation of the drive satisfaction.

    One of the most valuable ways to create brand loyalty, especially with a luxury brand, is to connect with fans on those special days such as their birthday or during Christmas.

    For those who’ve provided consent to receive commercial emails from the client, our team has prepared the following email journeys:

    For the client’s brand to have more personalised communications with fans and customers, we’ve created a set of two journeys and emails which ask individuals for their basic personal information.

    Another journey related to this use case is Bounce Management – which identifies and notifies contact owners in Salesforce about any occurred email bounces.

    The last use case our team executed was related to the customer car configuration experience. From the point of receiving his designed car up to the point of being invited for a test drive.
  • SFMC configuration, integration into other systems (Sales Cloud, local systems)
    Language mutations
    Customer journeys
    Testing
    Comms with client
    Documentation
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