The document outlines Stockmann's journey in enhancing their customer relationship management (CRM) to meet omnichannel requirements, emphasizing the importance of interconnected customer data and improved service delivery. It highlights the need for transparency, cross-organizational tools, and a seamless experience for both customers and employees as key factors for success in modern CRM implementation. The document also details the strategies adopted, including a focus on real-time data integration and marketing automation through Salesforce.

1. Sampo Vehkaoja
Service Cloud Lead
Seamless Customer
Experience
Martin von Schantz
Marketing Cloud Lead

2. Kai Mäkelä
CEO

3. Salesforce Essentials 2017
Kai Mäkelä @kaimakela

4. 160+
certifications
300+
customers
300 000+
hours of work

5. Fluido Digital CRM model
Fluido
CRM
Life Cycle
Engaged Customers
Discover
Plan
Build
Train &
Support
Automate
Elevate
customers
Grow
Data
Empower
Digital Customer
Experience
Digital Employee
Experience
Enabled Business

6. Fluido Digital CRM model
Fluido
CRM
Life Cycle
Discover
Plan
Build
Train &
Support
Automate
Elevate
customers
Grow
Data
Empower
IoT
AI
CRMCommunity
Automation
Engaged Customers Enabled Business
eCommerce

7. Fluido Digital CRM model
Fluido
CRM
Life Cycle
Engaged Customers
Discover
Plan
Build
Train &
Support
Automate
Elevate
customers
Grow
Data
Empower
Digital Customer
Experience
Digital Employee
Experience
Enabled Business

8. Kohti parempaa asiakaskohtaamista Salesforcen avulla
Terhi Tuuna, Head of Customer & Loyalty

9. SALESFORCE ESSENTIALS 10.5.2017
CATCHING UP: STOCKMANN’S
SALESFORCE JOURNEY SO FAR
Terhi Tuuna
Head of Customer & Loyalty

10. OVERVIEW
• We have to think beyond CRM
• Getting started
STOCKMANN Terhi Tuuna 10

11. STOCKMANN Terhi Tuuna 11
WE HAVE TO THINK BEYOND CRM

12. CUSTOMER SETS THE REQUIREMENTS FOR BUSINESS
2017
STOCKMANN Terhi Tuuna 12
Customers’ life is in order – at least across their devices
Customers expect that we know what they have purchased, what was the subject of their last contact, the
marketing message they received and complaints they have made. They expect to receive prompt and
targeted service* wherever they are, 24/7 and no matter what device they use and based on their
complete history, not just some part of it.
*Things business see as marketing and sales become service to a customer when it is exactly what they are
graving for on that exact moment.

13. CUSTOMERS’ DEMANDS MEAN YOU NEED TO COLLECT AND
SHARE DATA CROSS-ORG
13
MY CHANNEL IS VERY IMPORTANT CUSTOMER IS THE MOST IMPORTANT
AND (S)HE SELECTS THE CHANNEL
VS
• All channels available to customer, but not
connected.
• No, or very little information sharing between the
channels.
• All channels available to customer, customer data is
connected.
• Transparent information sharing between the channels,
customer being the anchor.
STOCKMANN Terhi Tuuna

14. ST CRM vision: Enable omnichannel customer knowledge. Make it easy (for a customer and for an employee).
ST CRM mission: Help turning all that we do into a service customer appreciates.
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15. STOCKMANN REQUIREMENTS FOR CRM AND BEYOND
1. Need to fulfill Omnichannel world requirements
2. All levels of customership must be reached in the long run
3. Full CRM and beyond without closing the doors while building step by step
4. Better visibility under the surface – ability to identify issues in various processes
5. Transparency, cross-org tools for business development
STOCKMANN Terhi Tuuna 15

16. 1. NEED TO FULFILL OMNICHANNEL WORLD
REQUIREMENTS
16
1. Cross-org access to customer data
2. Data offered in the form the user needs it today
(System that is easy to use, maintain and update.)
3. Less systems in touch points, more service. And
vice versa.
4. Easy and quick internal collaboration in order to
seek answers when needed without throwing the
customer to the next place or letting him wait too
long (without this silos stay strong)
When CRM is built properly, it is not only about collecting and utilizing customer data. It is also about
easing customer service* and smoothing customer’s life.
*Service, Sales, MarketingSTOCKMANN Terhi Tuuna

17. 2. ALL LEVELS OF CUSTOMERSHIP MUST BE REACHED IN THE
LONG RUN
STOCKMANN Terhi Tuuna
Loyal
customers
Identified
customers
Leads, email
only
Unidentified potential
customers
17

18. 3. FULL CRM AND BEYOND WITHOUT CLOSING THE DOORS WHILE
BUILDING STEP BY STEP
STOCKMANN Terhi Tuuna
Sales
Marketing
Customer
Service
Operational
CRM reporting
CRMCustomer
engagement
platform on which
to build (Services?
Applications? etc.)
Analytics
(CRM data combined with
other data sources)
Other data
sources
18

19. 4. BETTER VISIBILITY UNDER THE SURFACE – ABILITY TO
IDENTIFY ISSUES IN VARIOUS PROCESSES
STOCKMANN Terhi Tuuna 19
This is not only about figuring out what happens in customer touch points and improving their service, it is
especially about figuring out what is wrong elsewhere in the organization.
How am I treated as an
employee? Am I having
good time at work?
à Willingness to walk
the extra mile
Do I have the
tools* to do my job
PROPERLY?
Do I have all relevant
internal and customer related
knowledge available in
reasonable manner in order
to serve the customer who
has questions from products,
to application functionalities
and from orders to
availability.
*Systems/solutions, processes,
available the way I need it in my job.
Keys to better customer experience are found in the issues customer touch points face, the place where
modern CRM plays a crucial role today.

20. 5. TRANSPARENCY, CROSS-ORG TOOLS FOR BUSINESS
DEVELOPMENT
20
Single customer
profile, tailored for the
needs of a user.
Real-time “for me” reports … and dashboards
Cross-org. communication,
collaboration and information
sharing
Cross-org. customer
related task management
Ability to build customer
communities
CRM solution itself should offer these tools to help us to see where we have room to improve the
processes, automate or do things in a different way
Access:
Application access
included for mobile
devices (iOS, Android):
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21. STOCKMANN Terhi Tuuna 21
GETTING STARTED

22. ”Legacy”
THIS IS HOW WE STARTED
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CRM
Marketing Cloud
Amazon Web
Services (AWS)
Customer lives here (little by
little). This is how he looks
now data-wise.
We don’t need coders and rarely
analysts for building target
groups. Real marketing
automation. Work done in-house.
We can utilize Salesforce
Pages in campaigns for
collecting customer data
and marketing
permissions.
This is our place to store long
term historical customer data
and one way to get some more. The most crucial customer data
related updates go all the way
back and forth between Salesforce
and legacy.
At this point customer has a
marketing profile which
helps us in collecting more
data and doing better
targeting compared to time
before Salesforce
1
2
3
4
5
7
Everything built keeping General Data
Protection Regulation (GDPR) in mind
At this stage we chose
Informatica for
integration.
6
We have also a small
sales pilot ongoing.

23. STOCKMANN Terhi Tuuna 23
It took 6 months to build this

24. STOCKMANN Terhi Tuuna 24
And 10 months before that
to get the project started
J

25. KEY SUCCESS FACTORS WE SET FOR THE PROJECT
• FINALLY “ONE CUSTOMER” VIEW STARTS TO BUILD UP: All loyal customers in Salesforce, every
customer has his own profile with some brick-and-mortar purchase data
• DATA USABILITY: Data model build so that reporting (with the data available) can be done easily and
thus targeting in Marketing Cloud is simple
• FIRST STEPS TOWARDS CUSTOMER DIALOGUE CAN BE TAKEN: Real automation capability for
content and journeys, real targeting based on data available
• FUTURE IS ACCESSIBLE:
– As little coding as possible in CRM and MC
– Informatica works as expected (integration management is done with configurations)
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26. THE CORE TEAM WHO MADE THE MAGIC HAPPEN
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Architect
Customer Dialogue
Manager
Head of Customer & Loyalty
Customer Engagement
Manager
CRM Manager
+ & gang
Special powers of the core team: Everyone understands IT & Business and at least minimum of customer data
management basics. Everyone is hands-on. Everyone wants to constantly learn more and do things better.
Stars from Sales