The Rise of the Connected CustomerSystems of Intelligence Social: always-on engagement Mobile: apps for everything Cloud: real-time access Data Science: 1:1 interactions Redefining custom
Trang 1Lee Hawksley SVP Marketing Cloud JAPAC lhawksley@salesforce.com
Future of Marketing Singapore
Now, any journey is possible
Trang 4The Rise of the Connected Customer
Systems of Intelligence
Social: always-on engagement
Mobile: apps for everything
Cloud: real-time access
Data Science: 1:1 interactions
Redefining customer engagement
Trang 5The Customer Success Platform
Succeed with your customers on every step of the customer success journey
Ignite SIs SP’s CSMs ISVs
Open EcosystemPeople
Trang 6The Customer Success Platform
Trang 8The Salesforce Marketing Cloud
Trang 9The Future is All About the Customer Journey
Connected experiences not commoditisation
Price Product Customer
Experience
#1“Customer experience has
overtaken price and product
as the key brand differentiator”
Customer 2020
Trang 10Shift 1 Self-guided customer learning
Shift 2 Consultant and procurement –led purchasing
Shift 3 Good enough purchasing
Make decisions
Result:
The “1 of 3 Problem”
CEB – The Challenger Sale
B2B Buyers are Connected
Pressure on Sellers
Trang 11Its About Helping Not Just Selling
Next Generation Internet Platforms are Experience Lead
Trang 12Raja Jesrina Arshad
Founder & CEO
Trang 13PurelyB Rethinks the Health Journey
Drives relevance through personalisation
Inspire, connect and support customers on
their personal health journeys
Based on individual definitions of healthy
Using a wide variety of content
Products from a digital marketplace
Trang 14Providing Genuine Brand Utility
Putting the customer in the content
Create Your Taste Get The Look Race Your Car Your Room Complete
Trang 15Engage at Every Step of the Customer Success Journey
Customer Success
Messaging
Sales
Trang 16Acquisition Awareness
Onboarding
Engagement Advocacy
The Customer Success Journey
Customer Success
Trang 17Scott Doughty
RVP Asia
Trang 18Increase Awareness with Personalised Advertising
Mass, impersonal
media Customer Success media at scale Personalised
Trang 19The Journey Starts Mobile
Trang 20Social.com: Digital Advertising at McDonald’s
Facebook, Twitter and Linkedin Ad Platform
Reach real people across devices and
networks from one platform
Easily create and test highly personalized
and localized ads
Automate and optimize campaigns to
ensure maximum ROI
Trang 21Orchestrate advertising with email and other channels
Facebook & Twitter Ads
Securely reach real audiences across devices
Integrated with Journey Builder
1:1 interactions across devices
Trang 23Derek Laney
Head of Product Marketing, Asia Pacific
Trang 24The Customer Success Journey
Customer Success
Trang 25The Customer Success Journey
Customer Success
Trang 26L’Oreal
Film
Trang 28Beauty Advisor Reimagined
Makeup Genius is a Beauty Advisor in Your Pocket
Trang 29Beauty Advisor Reimagined
Makeup Genius is a Beauty Advisor in Your Pocket
Trang 30Customer Journey
Share Onboard
Push notification Real time try & buy Content update Install
Trang 31The Customer Success Journey
Customer Success
Trang 32The Customer Success Journey
Customer Success
Trang 33Onboard Customers with 1:1 Journeys
Success
Trang 35Systems of Record
Customer Success Journey
Trang 36Journey Builder: 1:1 Customer Journeys at Mattel
Powering connected experiences with mobile
Map the shopper and user journey
Drive mobile app downloads
Connect physical toy to digital experience
Drive adoption and use of toys
Trang 37Introducing:
Next Generation Mobile
Blend the physical and digital world
Trang 39The Customer Success Journey
Customer Success
Trang 40The Customer Success Journey
Customer Success
Trang 41Engage Customers on Their Journey
Disconnected marketing experiences
Holistic customer
relationship Customer
Success
Trang 43Lucy Brindley
Mobile Specialist, Asia Pacific
Trang 44Systems of Record
Customer Success Journey
Trang 45Predictive Intelligence: Personalization at Room & Board
“Complete your room” journey
Web Tagging
Track anonymous and known web
browsing behavior
Predictive Algorithms
Personalize product recommendations
Native Content Blocks
Drag and drop predictive content in Editor
Trang 47The Customer Success Journey
Customer Success
Trang 49The Customer Success Journey
Customer Success
Trang 50Systems of Record
Customer Success Journey
Trang 51Social Studio: Social Marketing
Turn every customer into an advocate
Start discussions with published content
Listen to all brand and product mentions
Participate in every relevant conversation
Solve customer service issues
Trang 52Introducing:
Next Generation Social Studio
Connect your social interactions to CRM
Social Studio Analyze
Brand and customer insights for every marketer
Visual Web Coverage
Facebook Video, Instagram, and YouTube
Social Cases in Journey Builder
Incorporate social care interactions into the
customer journey
Trang 53The Customer Success Journey
Customer Success
Trang 54Now, any journey is possible.
Trang 55First telco to launch 4G nationwide
across Indonesia
30 agents offering 24/7 social customer service
Previously used excel and native social apps to
manage social customer service
Pilot Service Cloud implementation with vision to roll-out to all Customer Services
Social channels include Facebook, Twitter, Email and Live Agent channels
The first Salesforce Social Customer Service in Asia: Success!
Within the first 24 hours after
go-live the social customer
service response time went from
1 hour to less than 14 minutes!
Trang 56We Want to Know You More!
#MCFOM15
Prize Social Media
Trang 57We Want to Know You More!
Trang 58Thank you