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Captación y Experiencia Digital 20200701


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Captación y Experiencia Digital 20200701

  1. 1. Adquisition and Digital Experience Arancha Pintado, Marketing Cloud AE Carlos Ortega, Solutions Engineer Carlos Rodríguez, Marketing Cloud AE July 2020
  2. 2. The Customer Experience is Imperative  78% ​  of customers expect consistent interactions across departments customers who say experience is as important as product or service 84%  Salesforce State of the Connected Customer, Third Edition:  66% say they’ll pay more for a better experience
  3. 3. Digital Imperative: Moving Faster than Ever Before Making Digital Decisions Importance of Digital Apps Support for Digital Employees The Digital Customer Shift to Digital Channels Rise of Digital Communication Growth of Digital Communities
  4. 4. Common Needs and Desired Business Outcomes 1. Unify online and offline data and Identity REAL TIME IDENTITY MULTI CHANNEL Make more Relevant offers Avoid messaging saturation Boost Customer Acquisition for Online Channels Increase Conversion Rate 3. Personalization 2. Activate across different channels
  5. 5. Acquisition ✔  Lead qualification ✔  Communicate right buyers and improve off-site marketing spend 1:1 RT Personalization ✔  1:1 Content personalization ✔  Understand buyers and right channels per product offering Orchestration ✔  Content, MC and Service orchestration and prioritization Activation ✔  Journey creation and activation across email, push ... How to engage digitally with customers?
  6. 6. Know Your Customer Know, personalize, & engage across every customer touchpoint Salesforce for Marketing Personalize with Intelligence Engage Across the Journey Analyze the Impact
  7. 7. HEM UNKNOWN COOKIE DEVICE ID MAID SOCIAL ATM TEXT EMAIL POSTAL MOBILE # KNOWN Know Your Customer Connect data across sources & devices to gain a unified view of the customer
  8. 8. Barceló Hotel Group increases relevance of its messages through the unification of digital behavior. Technical: connect digital behavior of clients in digital assets with direct marketing channels. User experience: make this connections based on trust and consent from customers Drag picture to placeholder or click icon to add Thanks to the native connectivity between Salesforce Audience Studio and Marketing Cloud, Barceló Hotel Group was able to understand the destinations and hotels their customers were looking for and activate this information through the most efficient channel, email. This hyper-segmentation capability has led to a 310% increase in revenue generated by this channel compared to campaigns with regular Marketing Cloud segmentations. Challenge Solution Open Rate: 55% CTR 21% Conversion Rate: 23% + 310% REVENUE "The unification of known and unknown data has made an impact never seen before at Barcelo, boosting email channel efficiency to be # 1 in sales" Andre Rijo, Head of CRM Barceló Hotels Group 
  9. 9. Leverage data & Einstein AI to power every interaction Personalize with Intelligence Cristina 1:All 1:Many Real-Time 1:1
  10. 10. Understand Three Different Banking Customers Personalize with Intelligence Anonymous Visitor No Fee Card Browse Affinity DMP Attribute: Sports Fan No Branch Visits ? Checkings Account Holder Recent Cash Back Browse Affinity Good Credit No Mobile App Download 5 Branch Visits in St. Louis lately Called the call center Not a Checkings Account Holder Recent Travel Rewards Browse Affinity Excellent Credit Mobile App Download & Use 1 Branch Visit 3 Years Ago in St. Louis Interested in Credit Card Interested in Credit CardInterested in Credit Card Cristina Lucía Anonymous
  11. 11. Real-time decisioning and personalization at scale How to Address the Challenge act Web Moments that matter when browsing or converting Service / Sales Case resolution or customer status change Email / Campaign Email campaign responses On-Property ATM / Kiosk / IVR / Console event Web Personalization Service / Sales Deliver insights / Push Lead / Task Email / Campaign Next best campaign / add to a Journey On-Property Deliver personalized Next Best Conversation or Offer Mobile In-App Personalization / Push Decisioning Orchestration Mobile In-app behavior for key propositions Listen understand
  12. 12. Understand Three Different Banking Customers Personalize with Intelligence Call Center Agent Card Offers: Cristina Email Lucía ? Social Anonymous
  13. 13. “Salesforce helped us move through many milestones to achieve fully- automated, multipath, multi-touch, dynamic journeys. I can’t wait to see what mountains we scale together next!” - Tracey McMullen, Director of Marketing Automation Fidelity Workplace Investments Automates Journeys for Personalized Customer Experiences Move from batch-and-blast emails to personalized customer journeys Comply with SEC and Department of Labor regulations; a stringent process of documenting customer interactions Onboard Financial Advisors more seamlessly Launching ”Why Fidelity” campaign achieved 13x higher CTR. 37% of the contacts engaged with all 4 messages and became priority leads. Initiating journey powered by data from multiple sources, including Sales and Service Cloud, to automate customer communications Revamping Advisor Onboarding journey for 2X open rates and 4X CTR. Advisor sentiment is at an all-time high in latest survey findings. Challenge Solution Marketing Cloud Sales Cloud Service Cloud 95% Increase in CTR 6.5X Return on Marketing Spend 13% Higher Eng. Rates
  14. 14. Deliver personalized emails based on website behavior Personalize communications Some use cases in Financial Services Drive Anonymous Customers to Action Lead Nurturing Present personalized call to action at the moments of truth Optimize online engagement Deliver relevant, timely communications at every touchpoint Consistent messaging & experience Monitor the whole process and resume at any point Speed up onboarding process
  15. 15. Marketing Service Click on Ad Engage Across the Journey Customer visits web Submit Data Mortgage Simulator Appointment Provide Documentation Mortgage Contract Salesforce Web & App personalization Search in Google Branch Manager
  16. 16. The Salesforce Difference 01 Unified Profile 02 Deep Business Context 03 Comprehensive Platform 04 Real-time Machine Learning