The document discusses key customer experience trends that will define 2016, including the connected digital world, social media, mobile, analytics, and the Internet of Things. It highlights that only 23% of customer data is analyzed and 77% of customers are not engaged with companies, showing a customer experience gap. The document emphasizes that journeys, not just moments, strongly correlate to business outcomes like satisfaction, growth, and retention. It then summarizes findings from a survey of nearly 4,000 marketing leaders worldwide on challenges for 2016 and differences between high and underperforming marketers. The key findings are that top teams own the customer experience, have a customer journey strategy, are smart with tech adoption, and align with business leadership.

1. Lotta Laurin
Head of Marketing, Nordic
@evlaurin
elaurin@salesforce.com

2. Customer Experience Trends
that will define 2016…

3. We’ve Entered the Connected, Digital World
​ And now the customer is in control
​ Cloud: Scale, performance,
and real-time access
​ Social: New places to meet
our customers
​ Mobile: Always-on, always-
connected experiences
​ Analytics: Relevant and personalized
interactions
​ IoT: Connected sensors,
beacons, devices, and apps

4. Your company
of customer data
has been analyzed
1< %
77%of customers are not
engaged with companies
The Customer Gap
Your customers
IoT
Cloud
Analytics
Mobile
Social

5. Click
Facebook Ad
Newsletter Sign-up
Personalized
Content Email
Mobile Opt-inDownload App
Contact Customer
Support
Evangelize on
Facebook
Support Issue
Resolved
First Purchase
Every Customer Is on Their Own Unique Journey
​ Grouping, segmenting, and stereotyping is no longer enough

6. *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

7. “Customerexperiencehas
overtakenpriceandproduct
asthekeybranddifferentiator.”
#1
2016 is All About Customer Experience
Price Product Customer
Experience

8. Customer Experience
- How a customer feel about
a company over time

9. Trends and insights from nearly 4,000
marketing leaders worldwide
State of Marketing
2016

10. ​ What we were looking for:
​ Overall trends changing the
role of marketing
Nearly 4,000 Marketing Leaders Surveyed Worldwide
​ Exclusive to marketers holding leadership roles
1706
353
1190
726

11. About the Respondents
Self-identified according to performance level
Respondents identified as…
​ High Performers
​ “Extremely satisfied” with the
current outcomes of their company’s
marketing investment
​ Moderate Performers
​ “Very or moderately satisfied” with the
current outcomes of their company’s
marketing investment
​ Underperformers
​ “Slightly or not at all satisfied” with the
current outcomes of their company’s
marketing investment
​ 18%
​ 68%
​ 14%

12. Customer Experience is the Holy Grail
​ Customer satisfaction is the number one success metric for marketers
Marketing is more
about building and
sustaining customer
relationships than
filling the funnel.
24%
33%
35%
Customer acquisition
Revenue growth
Customer satisfaction

13. Top 3 challenges 2016

14. The Answers
What is the difference between high performers and underperformers?
- Four key take away

15. Focus on Customer Experience #1

16. High-Performing Marketers Lead the Customer Experience
​ Nearly 8x more likely to lead CX and digital transformation
8%
8%
21%
23%
58%
63%
Leading CX across their business
Implementing digital transformation company-wide
Marketing leaders who strongly agree that they’re…
High Performers Moderate Performers Underperformers

17. 60%
21%
4%
Top Marketers Create a Single View of the Customer
​ 13.7x more likely to integrate systems supporting a single view
Marketers who strongly agree they’ve
integrated business systems to create
a single view of the customer…
High Performers Moderate Performers Underperformers

18. Customer Journey Strategy #2

20. 88%
Say a customer
journey strategy is
critical to success for
their overall
marketing

21. Heavy tech users #3

23. Executive Buy-In #4

24. Executive Buy-In Is the Critical for Success
​ 83% of high-performing
marketers have their executive
team’s complete commitment
to their marketing strategy.
​ High-performing marketing teams are supported from the top down
40%
60%
30%
20%
50%
10%
70%
80%
Moderate performers
Underperformers
High-performing vs.
Underperforming Teams
2.6xmore likely to say their
executive team is completely
committed to the overall
marketing strategy
High performers
83%
31%
42%

25. “Our vision of a customer journey
is to deliver a seamless,
connected experience across any
device at a global scale.”
Carlson Choi, Vice President, Digital Initiatives Group
Mattel crafts a life-long, cross-channel customer journey
​ Uses Marketing Cloud and Journey Builder to eliminate silos and unify brand on a single platform
​ Allows company to transition the customer from brand to brand throughout their lifetime
​ Leverages Marketing Cloud Services to align overall business strategy with technology and
operations to deliver customer-centric journeys globally that drive business results and provide a
connected experience across all brands and digital touch points

26. ​ 01 | Top teams owns the Customer Experience
​ 02 | Top teams has a customer journey strategy
​ 03 | Top team are smart with tech adoption
​ 04 | Top teams align with business leadership
How the World’s Top Teams are Thriving
​ Four key takeaways

27. ​ - Self Service solutions/Communities
​ - Get more data driven
​ - Ensure your mobile presence
​ - Its time to get the 360 view
​ - Use Predictive and Personalized Communication
2016 – Checklist...

28. thank y u

29. Lotta Laurin
Head of Marketing, Nordic
@evlaurin
elaurin@salesforce.com