Want your bank to trust you? You need a credit score. Want your customers to trust you? You need a CRM Trust Score!
•Download as PPTX, PDF•
0 likes•85 views
The document discusses how the Post Office in the UK uses Salesforce platforms like the Partner Community, Sales Cloud, and Marketing Cloud to integrate data from its 11,500 branches and manage customer relationships. It emphasizes the importance of trusting data processes and users by outlining how the Post Office validates data entry, manages duplicates, and measures data quality with a "Trust Score" to ensure clean customer records. Maintaining trusted and high-quality data is important for campaign performance, lead conversion, customer retention, and making effective business decisions.
Recommended
More Related Content
What's hot
What's hot (17)
Similar to Want your bank to trust you? You need a credit score. Want your customers to trust you? You need a CRM Trust Score!
Similar to Want your bank to trust you? You need a credit score. Want your customers to trust you? You need a CRM Trust Score! (20)
More from YeurDreamin'
More from YeurDreamin' (19)
Recently uploaded
Recently uploaded (20)
Want your bank to trust you? You need a credit score. Want your customers to trust you? You need a CRM Trust Score!
- 1. Want your bank to trust you? You need a credit score. Want your customers to trust you? You need a CRM Trust Score! ANDY CORBETT
- 3. #YeurDreamin2019 About Post Office • 11,500 Post Office® Branches in the UK • 98% are run by retail partners • 99.7% of population live within three miles of a Post Office • 170 Products & Services • Cash withdrawal for 99% of UK bank customers • Focal point of the community • Highly valued and trusted
- 4. #YeurDreamin2019 About Post Office • Financial Conduct Authority (FCA) • Information Commissioner (GDPR) • HMRC (Financial Crime and Money Laundering) • Ofcom (Home phone and Broadband) • Payment System Regulator (Financial Payments)
- 5. #YeurDreamin2019 How we use Salesforce • Partner Community • Integration with 11,500 Branches POS • Marketing Cloud • Sales Cloud • Work.com • Integration with Sales & Marketing database
- 6. #YeurDreamin2019 What is “Trust”? Trust your Processes Trust your Users Trust your Data
- 7. #YeurDreamin2019 Trust your Processes • Trust your Processes: How does data get into your org? Manual Entry Web-to-Lead Integrations Data Loads
- 8. #YeurDreamin2019 Partner Community – Post Office ®
- 9. #YeurDreamin2019 Web-to-Lead – Post Office website
- 11. #YeurDreamin2019 What is “Trust”? Trust your Processes Trust your Users Trust your Data
- 12. #YeurDreamin2019 All Data Entry – Manage Duplicate Records
- 13. #YeurDreamin2019 Manual Entry – Validation Rules
- 14. #YeurDreamin2019 Manual Entry – Guided Input (Flows & Path)
- 15. #YeurDreamin2019 Manual Entry – Guided Input (Page Layout) Sections (collapsible) Fields in natural order of entry Help text Record Types
- 16. #YeurDreamin2019 What is “Trust”? Trust your Processes Trust your Users Trust your Data
- 17. #YeurDreamin2019 What about your existing data – can you Trust it? • Perfect? • Acceptable? Resolve as ‘quick wins’ • Limited? Incomplete decision support • Insufficient? Missing engagement points • Un-actionable? Missing business segmentation • Not a duplicate • Valid email address • No content issues • Minor content issues • Invalid email address • Duplicate • Missing or malformed fields
- 18. #YeurDreamin2019 What is the impact of “Dirty Data”? • Campaign Performance Clean Data > Higher Engagement • Pipeline Management Better Data > Successful Lead Conversion • Customer Retention Better Interactions > Customer Satisfaction • Business Performance Intelligence Data-driven Business Decisions, Strategy
- 19. #YeurDreamin2019 How is data quality measured
- 20. #YeurDreamin2019 What is your Trust Score? • Trust Score • Record Quality • Business Impact
- 22. #YeurDreamin2019 Join us for drinks @18:00 sponsored by Community sponsors: Andy Corbett @andy_j_corbett Don’t Forget: Validity are available to offer a free ‘Trust Score’ for your Org NonProfit-track sponsor:
Editor's Notes
- Welcome everyone, are you all enjoying Yeur Dreamin’ so far? If nothing else I’m going to get the prize for longest title. But it’s not as complicated as it might sound, so let’s get started.
- My name is Andy Corbett and I have been a Salesforce Admin with the UK Post Office for the last five years I am now in my 35th year working for the Post Office, and when I started not only did we not have Salesforce of course, we didn’t even have computers. I am a Certified Admin and Platform App Builder You can find me on Twitter
- This session is not purely about the Post Office but I would like to set some context as to why data quality is important to an institution like us. With 11,500 branches, the Post Office is among the larger retail networks in the UK 98% of Post Office branches are run with retail partners on an agency or franchise basis The Post Office provides services central to peoples’ everyday lives; 99.7% of the population lives within 3 miles of a Post Office We sell 170 different products and services spanning financial services (including savings, insurance, loans, mortgages and credit cards), Government services, telephony, foreign currency, travel insurance and mail services We offer the UK’s largest fee-free cash withdrawal network through our 11,500 branches and an additional 2,500 cash machines – 99% of UK bank customers can access their accounts at the Post Office Post Offices branches remain highly valued and trusted, and are the focal point of many communities. In Post Office we use Salesforce to support a number of activities: A Partner Community which allows our Agents to introduce products to customers using a tablet – customers can also apply for some products via the Community Integrations with our POS system in over 10,000 branches allowing us to capture interest from potential customers which generates Leads in Salesforce Marketing Cloud to send emails to Leads with further information about our products Sales Cloud to call Mortgage Leads to pre-qualify and pass to our provider for qualification and conversion Work.com to record training and compliance for our agents who use the Community Integration with our main marketing system to synchronise data between it and Salesforce – marketing preferences, product holdings etc This session is not specifically about the Post Office, but why data quality is important to us and our customers - we are one of the UK’s most trusted brands which fits neatly in with the topic of Trusting your CRM Data
- As we offer so many products and services, many of a financial nature, we are a highly regulated company, which is why it is so important that we look after our data, both physically and in terms of regulatory requirements: Financial Conduct Authority (FCA) Information Commissioner (GDPR) HMRC (Financial Crime and Money Laundering) Ofcom (Home phone and Broadband) Payment System Regulator (Financial Payments) In Post Office Money we use Salesforce to support a number of activities: A Partner Community which allows our Agents to introduce products to customers using a tablet – customers can also apply for some products via the Community Integrations with our POS system in over 10,000 branches allowing us to capture interest from potential customers which generates Leads in Salesforce Marketing Cloud to send emails to Leads with further information about our products Sales Cloud to call Mortgage Leads to pre-qualify and pass to our provider for qualification and conversion Work.com to record training and compliance for our agents who use the Community Integration with our main marketing system to synchronise data between it and Salesforce – marketing preferences, product holdings etc This session is not specifically about the Post Office, but why data quality is important to us and our customers - we are one of the UK’s most trusted brands which fits neatly in with the topic of Trusting your CRM Data
- So how do we use Salesforce in the Post Office, what Salesforce products do we use? A Partner Community which allows our Agents to introduce products to customers using a hand-held tablet – customers can also apply for some products via the Community Integrations with our POS system in all of our branches allowing us to capture interest from potential financial services customers which generates Leads in Salesforce Marketing Cloud to send SMS and emails to Leads with further information about our products Sales Cloud to call Mortgage and Insurance Leads to pre-qualify and pass to our provider for further qualification and conversion Work.com internally, to record training and compliance for our agents who use the Community Integration with our main sales and marketing system to synchronise data between it and Salesforce – marketing preferences, product holdings etc As I mentioned previously, this session is not specifically about the Post Office, but why data quality is important to us and our customers - we are one of the UK’s most trusted brands which fits neatly in with the topic of Trusting your CRM Data
- Ok, so what is “Trust” when we talk about Salesforce and CRM data? There are three main areas I want to discuss: Trust your Processes: How does data get into your org and how is it maintained? Manual Entry Web-to-Lead Integrations Data Loads Trust your Users: Are they entering data correctly; are they using the system correctly? Trust your Data: All of the above! What is the purpose of your data – field-by-field? Do you have a Data Dictionary Do you have Data Governance in place? Let’s take a closer look at the first one: Trusting you processes
- Let’s have a think about how data arrives in our Salesforce Orgs in the first place. Here are four examples of how that might happen, and I’m sure you use some if not all of these: Integrations from other systems Data can be sent to your Org from third-parties : in the Post Office we use our point-of-sale system to capture customer interest in our products Data Loads Lists of potential prospects can be purchased and loaded into Salesforce using integrated functionality such as Data Import or Data Loader, or third-party tools – it is always worth spending time cleaning these lists before importing into Salesforce. Apps such as Validity’s PeopleImport are very powerful in this respect, cleansing and removing duplicate data as it is imported. Let’s concentrate on one of these – manual entry – just as an example of how we can assist our users to collect great quality data.
- Manual Entry Maybe data is entered in real-time into Salesforce as part of a conversation with a prospect or a customer, during a sales call or a marketing campaign to attract new customers. One example is that some of our Agents in the Post Office Branches can capture Leads directly into Salesforce via the Partner Community during a face-to-face conversation.
- Web-to-Lead Your website might contain a simple form for potential customers to express an interest in your company, or in a particular product that you sell. You (or your webmaster) can build validation right there at source – here’s an example from our Mortgage pages where we send interested prospects into Marketing Cloud. There is potential here to validate email and phone numbers directly on the form. We could also use mailing address lookup as well for example – these are all ways to assure the quality of your data coming in.
- Data Loads Lists of potential prospects can be purchased and loaded into Salesforce using integrated functionality such as Data Import or Data Loader, or third-party tools – it is always worth spending time cleaning these lists before importing into Salesforce. Apps such as Validity’s PeopleImport are very powerful in this respect, cleansing and removing duplicate data as it is imported.
- Let’s turn to Trusting your Users – if some or all of your CRM data is being entered by users, then you’ll need to provide them with the tools they need to ensure that you can trust them to capture customer data in the right way.
- Duplicate management when data enters your CRM, either via manual input or via integrations – the majority of our Leads in Post Office arrive via external data-capture – but here is an example of Salesforce’s own built-in duplicate management tools which work fine with manual data entry. Duplicate Management is built right in to Salesforce The first example shows a user viewing an existing Account which has been flagged as having a potential duplicate, with a link to view it The second example shows a user trying to create a Lead, with the option to view the potential duplicate before creating the record You can Block users from creating duplicate records, you can warn them but then allow them to create the record, and you can Report on Duplicate Records which can be resolved later Users or Admins have to take action based on results – e.g. merge records manually or convert leads to Accounts/Contacts or Person Accounts Other products are available from App Exchange which allow automation of duplicate actions, which would be useful for records arriving from integrations such as web-to-lead Auto-merge or Auto-convert based on business rules that the Admin can set up and manage De-duplicate across objects such as between Lead->Contact or Opportunities, and Custom Objects At Post Office we are starting to use Validity DupeBlocker as we move towards our digital-first customer engagement vision
- Validation Rules prevent the entry of data which breaks your business rules. These are often used to enforce data quality, and can be very effective for checking the completeness of customer data Example 1: Ensure address fields are complete – you can’t successfully mail out to customers without a complete address (I should know, working for the Post Office right?) Example 2: Ensure a Lead has a First Name (Last Name is already required field) - (in case anyone asks here, Lead Name is a component field and cannot be split in terms of required on page layouts, hence the validation rule) – who has ever received a personalized email which starts Dear Blank, or Dear <First Name> - again data quality leading to customer satisfaction and engagement Now – I imagine everyone here has migrated to Lightning Experience right…? For those using Classic, Quick Create (which is a Classic-only feature) does not enforce any validation rules or required fields – beware!
- A couple of examples of features that can assist with quality data entry – Flows and Paths First example is a Flow – providing a de-cluttered, simplified entry – did anyone see Chris Emmett’s presentation on Lightning Flow this morning? This simple example shows a Flow to create a new Contact launched from an Account – if the contact already exists the user is asked if they want to update the existing contact or create a new one You can add validation and guidance to users to ensure data quality is maintained, before a record is saved. The second example shows the Path feature, available in Lightning Experience: Path – up to five key fields and provide guidance for each stage Prompt your users to which fields are key for each stage Give visual guidance or a narrative to assist data input Again, all features which lead to a better quality of data input.
- Lets’ move on to Page Layouts which we are probably all familiar with, but the design of these can be a big help when entering data manually, using features such as: - Record Types/Business Process- different types of user see what they need to see and no more - De-cluttered screens – only include the fields you need for this Record Type or Business Process - Sections – sections can further make the page make more sense by splitting fields into logical sections – these are collapsible as well - Natural order of entry – perhaps following an associated script for a call center or sales colleague - Help Text at field level
- Moving on to why it is important to Trust your CRM Data
- Ok – we’ve looked briefly at how you can prevent ‘dirty data’ from entering your Salesforce CRM – after all prevention is better than cure right? Now let’s think about your existing data – if you’ve had all of these measures in place from day one, and you are confident that your data is ‘perfect’ then great, no need to listen any further! But I expect some of you, including me, have ‘inherited’ a Salesforce org where data quality hasn’t been a major consideration. Five years ago we didn’t think we would be using Marketing Cloud, sending Emails and SMS to potential customers – but now we are, so we need to change the way we look at things. If you went to Dreamforce or World Tour, or saw any other recent Salesforce keynote speeches, you’ll have noticed the emphasis on the Fourth Industrial Revolution, where our customers expect a seamless journey through our products and services. And those personalised one-to-one journeys start with data quality. But even a more basic set up – whether you are start-up, a non-profit, or a larger organisation like the Post Office – relies on the quality of it’s data to retain business. So how could we categorize the records in our CRM system? How do we assign a level of Trust to each record? CLICK! Perfect – these records are fully useable – they are not duplicates, they have a valid email address – more on this later but the email address is not just a valid format, but likely to be contactable – there is no issue with the content of other key fields that drive business decisions Acceptable – with a little love and care these records will soon be perfect! They can be resolved as quick-wins. Limited – these might need a little more attention – they might have an invalid email address or there could be a duplicate record; some key fields might have minor issues Insufficient – These could be duplicates with content issues, or some of the key fields might not be complete Un-actionable – Major issues with content – malformed or missing fields, duplicate records, email addresses invalid
- We’ve looked at some examples of how to categorise data quality, but how do we “sell” this to the business. How can you describe to your senior managers that the quality (or otherwise) of your CRM data is directly affecting your business? If we focus on the key areas in Salesforce, the key objects which contain our core CRM data: Leads, Accounts, Contacts, and Opportunities, and how these relate to four main Business Functions Campaign Performance: Campaigns uses Leads and Contacts which rely of course on those Engagement Points I mentioned previously: Email Address, Phone Numbers, Billing & Mailing Addresses – this can affect your customer communications and result in missed opportunities Pipeline Management: this is all about conversion of Leads into business Contacts and Opportunities. We all want to see those Leads converted and start making some sales – as well as the engagement points (Email, Phone etc), here we look at ‘Decision Support’ – what is the source of the Lead for example; in Post Office we know that Leads from certain sources such as the Web are more likely to be converted to a sale than other sources. If we can identify Leads that are actively engaged in sales and marketing (by ensuring our call centres have the necessary guidance to keep them updated in Salesforce – remember we looked at Paths earlier) then we know we can target them more successfully. Customer retention: mainly Accounts and Contacts – how do you ensure that your existing customers are looked after and effectively engaged – if you have frequent interactions with these customers (think the Fourth Industrial Revolution!) – clean account, contact and opportunity data will support this. Business Performance Intelligence (Reports & Dashboards, possibly Einstein Analytics) – business decisions are frequently data-driven – you know the questions you get asked – “How Many?”, “How Much?”, “Who is buying our products?”, “Who isn’t buying our products!?” Reports and Dashboards – shiny charts and graphs and gauges that the senior managers love to see – all of these of course rely on the underlying data being in good shape. This is how the Admin can make a real difference to the Business and help to fix problems like Lost Revenue, Expense Waste, Customer Retention, etc
- As well as the obvious engagement points that need to be looked at – Email validity, phone number accuracy, contacts’ correct names and job titles etc, what other areas are important – we called them Business Segmentation and Decision Support. Opportunities – you could define Opportunity Types for new business or for a renewal – in turn this can be used for successful campaigns. Also by defining which opportunities are ‘Open’, you can put a value on opportunities that might be missed due to poor quality of data in those Opportunities. Leads – we mentioned about Lead Source earlier, and pipeline management and campaigns can be much more successful if targeted at the right group of potential customers. You might not want to waste time trying to ‘fix’ Leads that are Unactionable – Mr Andy ? With an phone number of 123456 and an email of test@test.com is unlikely to be buying your products anytime soon!
- So putting all of these things together we can start to form an overall picture of the data quality in your org, and how it can impact your business Our friends at Validity are able to offer you a free ‘Trust Score’ for your Salesforce Org, so please have a chat with Chris Hyde or visit their stand in the expo
- *Fireside chat bit * So I haven’t planned a Q&A section, Does this resonate with anyone? Has anyone been, or going through, this process – any hints & tips? Anything I have missed? Have you considered data quality before and the impact it can have on your business? Think of other impacts on more specialist orgs – Financial Services, Health Industry – what could the impact be on holding sensitive information incorrectly?