cost of the customer: 5 ways to personalize your customer experience

5 Ways to Personalize Your Customer Experience

 Eric Tobias  Vice President, Predictive & Analytics  etobias@salesforce.com  @erictobiasIN

Webinar – November 11, 2014

Engage Webinar Recaps

Youtility: Why Smarter Marketing is about Help, not Hype

4 types of Youtility for Engagement: 1.  Self-Serve Information 2.  Radical Transparency 3.  Humanity 4.  Real-Time Relevancy

Leveraging a Single View of the Customer for Stellar Marketing

Tips for Putting the Data Together:

1.  Choose an identifier (and stick with it) 2.  Think Cross-Channel 3.  Create Value in Creating Linkages

Retain – Future Webinars

Cost of the Customer: 5 ways to Personalize Your Customer

Experience

Learn how you can use real-time data to create a 360 degree view of your customers to capture information during the right moments to drive adoptions and renewals.

Leveraging Customer Experience to Retain and Re-engage Customers

November 20, 2014 at 12:00 - 1:00 PM EST Learn about methods for retention and re-engagement, including cross-channel tactics, to ensure your audience continues to interact with your brand.

Power the Customer Journey Text “JOURNEY” to 56237

Tips | Strategies | Trends

*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

Eric Tobias Vice President, Predictive and Analytics Salesforce Marketing Cloud Eric is responsible for product strategy for the Predictive and Analytics products within the Salesforce Marketing Cloud. Prior to joining Salesforce, Eric was the founder of iGoDigital, a leading provider of personalization technology. iGoDigital was acquired by ExactTarget in 2012.

“Nearly 83 promotional emails are sent to your customers each day, heightening the scrutiny of inbox management.

2014 Marketing Cloud Benchmark Report: Predictive Intelligence

A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014

Increase Conversion Rates by 15% to 25%

Improve Open Rates 40% to 55%

Drive Click-Through Rates 25% to 35% Minimize Opt-Out and Unsubscribe Rates

Why does this matter? Marketing emails that include personalization:

“86% of surveyed marketers agreed that “they use personalization based on broad segmentation and simple clustering techniques, and 84% agreed they use personalization based on simple business rules”

A commissioned study conducted by Forrester Consulting on behalf of Salesforce ExactTarget Marketing Cloud, April 2014

Marketers are still relying on basic customer data rather than behavioral and preference information

Leveraging the power of Predictive Intelligence in your customer experience strategy will make your customers’ ‘engagement’ decision effortless with meaningful, personalized content across every customer interaction.

What’s the Solution?

“We need to proactively manage our customer’s journey from purchaser to an active and healthy everyday user.” active and healthy everyday user

Daily Use Premium Reactivate Discover Connect Device

Reactivate Connect Device

Premium Discover Connect Device Daily Use Reactivate

Discover Visit Site

Ask a Friend

Purchase Device

Use Everyday Premium Sleep Better Share

Product Activation Congrats on 10,000 steps! Your Battery is Low

My FitBit Journey

“When a customer upgrades their package with DirectTV, they want a seamless customer experience so the customer never has to leave their couch.”

seamless customer experience

TV TV TV

“We need to incorporate game-play data into our single view of the customer and use this to drive segmentation and to optimize content.”

game-play data

game-play data

621,652 (<1 %)

13,351,899 (15 %)

1,173,910 (5 %)

530,597 (<1 %)

69,066,630 (81 %)

821,831 (<1 %)

18,942,755 (15 %)

2,333,610 (5 %)

730,565 (<1 %)

72,086,750 (81 %)

Use online behavior and transaction history to deliver personalized offers. personalized offers

EMAIL SMS WEB

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7 Tactics towards personalizing your customer experience

Integrate Data Silos

Build Cohesive Profiles

Predict content

Maximize relevancy

Expand email opportunity

Bridge the gap between channels

Nurture real-time relationships

Integrate Data Silos 1

Integrate Data Silos

"You can never have too much data - bigger is definitely better. The more data you can collect the finer-grained the results can be.”

Werner Vogels Chief Technology Officer

Amazon

CRM Email Web Single View of the Customer

Only 26% of marketers pull from their customer data on a daily basis, placing many marketers in a perpetual game of catch up

Source: A commissioned study conducted by Forrester Consulting on behalf of Salesforce, April 2014

Algorithms

Observe implicit customer behavior, in real-time

Capture explicit preferences, in real-time

Real-Time Behavior:

Build Cohesive Profiles 2

94social interactions

12purchases

200engagements

23affinities

Nolan

CALIFORNIA

FINANCIAL ANALYST

28 Y/O

Build Cohesive Profiles

Build Cohesive Profiles

Observe, collect, store, and leverage customer behavioral data

Melissa Smith melissa@gmail.com Age 32 @MelissaSmith01 Chicago, IL Facebook Friend & Email Subscriber

The data is captured

regardless if the customer

is anonymous

or known

Without the hassle of managing your data, you can focus on what’s important:

Keeping Customers Engaged

Predict Content 3

Conversion rate increases dramatically from

6.32% in months 10-12 to

9.60% in months 13-18

when Predictive Intelligence data in incorporated into digital marketing tactics.

Predictive Content Drives Results

The longer you utilize the Predictive Intelligence engine, the better acquainted it becomes with your customer base

Source: 2014 Marketing Cloud Benchmark Report: Salesforce

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Predict Content

Maximize Relevancy 4

Maximize Relevancy

Recommend hero graphic images based on what we know about the visitor in her profile

Recommend topics of articles or ads based on what topics are most important to the visitor

Products are recommended and personalized based on the visitor’s profile

Expand Email Opportunity 5

Expand Email Opportunity

Increase Conversion Rates by 15% to 25%

Improve Open Rates 40% to 55%

Drive Click-Through Rates 25% to 35% Minimize Opt-Out and Unsubscribe Rates

Marketing Emails that include personalization:

Expand Email Opportunity

Don’t get stuck sending the same “vanilla” email. Expand your options!

Trigger Messages Based on Events and Behavior

Bridge the gap between channels 6

Bridge the gap between channels

Nurture real-time relationships 7

Nurture real-time relationships

Nurture real-time relationships

Prove your brand is listening to your customers by immediately responding to any interaction they have with you, regardless of the type of interaction.

7 Tactics towards personalizing your customer experience

Integrate Data Silos

Build Cohesive Profiles

Predict content

Maximize relevancy

Expand email opportunity

Bridge the gap between channels

Nurture real-time relationships

Power the Customer Journey Text “JOURNEY” to 56237

Tips | Strategies | Trends

*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOPto Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

Questions? Email: etobias@salesforce.com Twitter: @erictobiasIN

Mark Your Calendar for Upcoming Webinars

November 20th Leveraging Customer Experience to Retain and Re-engage Customers

December 4th Webinar Series Recap & Strategic Planning for 2015

REGISTER: http://pages.exacttarget.com/thefutureisnow

Thank You!