Customer Experience Breakout Session - Dreamforce to You
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- Managing customer experience across digital and traditional channels is critical as customers increasingly switch providers due to poor experiences. Traditional companies face transformation challenges in this new landscape. - Key capabilities for companies include building and maintaining customer profiles, connecting all digital and manual touchpoints, and creating 1-to-1 customer journeys across every channel. This ensures visibility and real-time analytics across all touchpoints. - Salesforce capabilities demonstrated empower customer service through faster support, smarter apps, and actionable analytics to provide effortless experiences for customers across every touchpoint of their journey.
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Customer Experience Breakout Session - Dreamforce to You
- 1. Managing Customer Experience over Digital and Traditional Channels Enri Bimbashi Simon Kelly
- 2. It’s All About Customer Experience Customers are increasingly switching providers due to poor customer experience of the Fortune 500 firms from 2000 no longer exist 52% Source: Ray Wang, “Disrupting Digital Business: Create an Authentic Experience in the Peer-to-Peer Economy” 1 2 3 4 5 Customer Loyalty Marketplace Choices 1 2 3 4 5 1960 1980 2000 2020
- 3. Digitally Born Companies Disrupt all Industries IoT Data Science Social Mobile Cloud of customer data has been analyzed < 200%1 Your company Your customers billion smart devices by 2020
- 4. “Only 20% of our Customers are profitable…” Revenue Number of Customers #1 Keep the right level of engagement with key customers #2 Identify and develop high potential customers #3 Serve and manage the less spending majority in a cost effective way Traditional companies are facing a transformation challenge
- 5. How can we manage our Customers over Digital and Traditional Channels? Key Performance Indicators Customer Experience Market Share Profitability
- 6. Build, Manage, and Maintain the Customer Profile(s) • Name • Mobile • Company • Family • Private Email • Company Email • Facebook handle • Twitter handle • Username • Credit Card Number • AppleID Individual – Family Member – Community Member – Corporate Role
- 7. Connect all Digital and Manual touch points Public Web My Pages Email SMS Mobile App Social Media Community Connected Devices Retail Field Sales Inside Sales Contact Center Tele Marketing Concept Store Field Service Partners “You have to be totally connected to anyone who touches your brand…” Angela Ahrendts, former CEO Burberry • Name • Mobile • Company • Family • Private Email • Company Email • Facebook handle • Twitter handle • Username • Credit Card Number • AppleID
- 8. Create 1 to 1 Customer Journeys across All Touch Points Introducing Marketing Cloud Connect Build Journeys for Every Cloud Sales journeys, service journeys, any journey Point and Click Integration Integrate in just a few clicks Continuous Data Sync Keep any standard or custom objects synchronized with Marketing Cloud NEW Email Social Advertising Website Mobile Devices
- 10. MC Connect DEMO
- 11. Customer experience is more than marketing…
- 13. Customer Service Effort Drives Disloyalty 1.00 x 3.97 x More Loyal More Disloyal Drivers of Disloyalty Repeat contacts Channel switching Transfer Repeating information Generic service Policies and processes customers have to endure “Hassle factor” Source: CEB Analysis Customer Effort
- 14. The Business Case for the Effortless Experience 94% Low Effort High Effort Repurchase 4% Low Effort High Effort Increased Spend 88% 4% Low Effort High Effort Negative Word of Mouth 1% 81% Overall Disloyalty Low Effort High Effort 9% 96% Source: CEB Analysis
- 15. 150 times/day
- 16. What does your mobile moment look like?
- 19. Action Data-driven actions where you work Data Any data, from any source, on every device Insight Answers for every business user Ensure visibility across all external touch points and internal functions
- 20. Actionable Analytics for Salesforce Customers Wave Analytics AppsWave Analytics Platform NEW
- 22. SUMMARY – Key Salesforce Capabilities • Build, manage, and maintain the Customer Profile(s) • Connect all Digital and Manual touch points • Create 1 to 1 Customer Journeys across every channel • Empower Customer Service with Faster Support and Smarter Apps • Ensure visibility and real time analytics across all touch points with Wave Public Web My Pages Email SMS Mobile App Social Media Communi ty Connecte d Devices Retail Field Sales Inside Sales Contact Center Tele Marketing Concept Store Field Service Other Partners Know Me – Be Relevant – Effortless Experiences Point and Click Integrations – Across Every Cloud – Continuous Data Sync
- 23. Thank You!
Editor's Notes
- Before we start – how many of you are working in Marketing? In Sales? Customer Service? Digital Channels?
- - 50% of the Fortune 500 companies 15 years ago no longer exist This is how customers are choosing providers - These customers are up for grabs Your product is only as good as the customer experience you provide - Customer experience has overtaken price and product as the key brand differentiator
- - Cloud, Mobile, and Social has revolutionized our daily lives Customers are connected to more apps and products than ever before By 2020 there will be 200 Billion connected products = 26 smart objects for every human on earth The new players that are now emerging where born in this digitally connected world Look at the success of companies like Spotify, Netflix, AirBnB, and Uber Existing players will have to transform and adapt to stay competitive
- The companies we work with all tell the same story: We have to become digital to survive We have to maintain our key customers that represents so much of ongoing revenue, and We have to invest in finding and growing the high potential customers The big challenge is the transformation of the long tail to digital relationships We cannot afford to keep working with customers like we used to And many customers don’t want to call or contact center or visit the offices
- The key question for today’s session: How do we do it? How can Salesforce help us succeed? How can we improve Customer Experience, while growing and increasing our profit margin?
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- Speak to Salesforce customers in the audience (Sales Cloud and Service Cloud users)
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