Create 1:1 Customer
Journeys
Nick Spyer
GM EMEA, Social.com
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The Only Platform for 1:1 Customer Journeys
Across Sales, Service, and Marketing
Market to Millions of Customers
Automated, Personalized Journeys
• Website
• Social Media
• Ads
• SMS/MMS
• Mobile Apps
• Email
Sell to Businesses
Sales & Lead Management
• Email Lead Nurturing
• Lead Management
• Opportunities & Forecasting
Journey Builder for Connected Customers
Salesforce Chatter for Collaboration
Shared Customer Data
Support all of Your Customers
B2B & B2C Customer Support
• Cases
• Knowledge Base
• Agent Console
Customers Now Expect Relevant 1:1 Experiences
Connected
Customers
Connected
Experiences
Product
Mobil
e
Social
Connected
Brands
Web
Stadium
Email
Store
Community
Customers Are on a Journey with your Brands
Click
Facebook Ad
Personalized
Content Email
Newsletter Sign-up
First Purchase
Download App
Contact Customer
Support
Mobile Opt-in
Support Issue
Resolved
Evangelize on
Facebook
Journeys are strongly
correlated with business outcomes.
+36%
+19%
+28%
+33%
Customer
satisfaction
Likely to
stay/renew
Willingness to
recommend
Less likely to
cancel/churn
*Transforming Customer Experience: From Moments to Journeys, 2013
The future of marketing is
the 1:1 customer journey.
The Customer Journey Connects Discrete Interactions
Onboard
Acquire
Engagement
First Purchase
But Today These Interactions Are Isolated
Your Customers
Your Business
How do you create
1:1 customer journeys?
Four Questions
Do you know who
your customers are?
Where are they
in their journey?
Are you engaging
and moving them
along the journey?
Are you measuring
the impact on your
business goals?
ExactTarget Marketing Cloud
The Platform for 1:1 Customer Journeys
• Build a single view of the customer
• Plan and optimize the customer journey
• Deliver personalized content across every
channel and device
• Measure the impact on your business
“We need to better
better serve
serve our
our current
current customers,
customers
and increase our share of wallet.”
Anonymous
Browser
Known
User
First
Purchase
Repeat
Purchaser
Loyal
Customer
Northern Trail Outfitters Customer Journey
Anonymous Browser
Known User
Create Account
Drive Unknown Customer
to NTO website, when
looking for gear for their
next hiking trip.
Customer downloads the
NTO app, and registers for
email updates and offers.
Customer creates a
myNTO account to further
engage with the brand.
Visit Store
Customer Support
First Purchase
After receiving a thank you
coupon, customer visits the
NTO store to browse other
hiking products.
An NTO rep apologizes for
the issue, and promptly
sends a replacement with a
coupon for next purchase.
Customer makes first NTO
purchase online. Their new
boots are shipped, but
arrive damaged.
Multi-Brand Purchaser
Loyal Customer
accompany their boots.
The evangelist customer
shares their personalized
NTO experiences with friends
on Facebook or Twitter.
Anonymous
A sales rep helps the
customer find the perfect
Browser
backpack and jacket to
Known
User
First
Purchase
Repeat
Purchaser
Expeditions
Loyal
Customer
After enjoying their hiking
trip, the customer signs up
for an Antarctic expedition
sponsored by NTO.
Meet Susan Su
42 year-old, mother of three
Outdoor enthusiast
Planning Colorado hiking trip
Susan Starts Her Journey with facebook
Hiking in Colorado
Susan Starts Her Journey with facebook
Susan Starts Her Journey with facebook
Susan’s Search Leads Her to Northern Trail Outfitters
Susan’s Search Leads Her to Northern Trail Outfitters
Susan Explores Northern Trail Outfitter’s Website
Anonymous32485
GENDER:
Female
ENTRY:
facebook
INTERESTS:
Camping & Hiking
PRODUCTS:
Footwear
She Creates an Account Through Facebook
Anonymous32485
Susan
Su
GENDER:
Female
ENTRY:
Search
facebook
INTERESTS:
Camping & Hiking
PRODUCTS:
Footwear
EMAIL:
[email protected]
LOCATION:
Indianapolis
Susan Receives Her First Personalized Message
Susan Su
GENDER:
Female
ENTRY:
facebook
INTERESTS:
Camping & Hiking
PRODUCTS:
Footwear
EMAIL:
[email protected]
LOCATION:
Indianapolis
JOURNEYS:
Welcome
She Receives Targeted Offers Through the Mobile App
Susan Su
GENDER:
Female
ENTRY:
facebook
INTERESTS:
Camping & Hiking
PRODUCTS:
Footwear
EMAIL:
[email protected]
LOCATION:
Indianapolis
JOURNEYS:
Welcome
MOBILE:
App Installed
Susan’s In-Store Experience is Enhanced with Mobile
Susan Su
GENDER:
Female
ENTRY:
facebook
INTERESTS:
Camping & Hiking
PRODUCTS:
Footwear
EMAIL:
[email protected]
LOCATION:
Indianapolis
JOURNEYS:
Welcome, Location
MOBILE:
App Installed
She Receives a Receipt with Personalized Content
Susan Su
GENDER:
Female
ENTRY:
facebook
INTERESTS:
Camping & Hiking
PRODUCTS:
Footwear
EMAIL:
[email protected]
LOCATION:
Indianapolis
JOURNEYS:
Welcome, Location,
1st Purchase
MOBILE:
App Installed
Susan Posts to Facebook about Her Great Experience
Susan Su
GENDER:
Female
ENTRY:
facebook
INTERESTS:
Camping & Hiking
PRODUCTS:
Footwear
EMAIL:
[email protected]
LOCATION:
Indianapolis
JOURNEYS:
Welcome, Location,
1st Purchase, Advocate
MOBILE:
App Installed
Susan’s 1:1 Customer Journey
What Can Northern Trail Outfitters Do Next?
• Create individual interactions, at scale,
with millions of customers
• Communicate through multiple channels
• Leverage data and insights, optimizing
interactions
• Measure performance across the entire
customer journey
Susan Su
GENDER:
Female
ENTRY:
facebook
INTERESTS:
Camping & Hiking
PRODUCTS:
Footwear
EMAIL:
[email protected]
LOCATION:
Indianapolis
JOURNEYS:
Welcome, Location,
1st Purchase, Advocate
MOBILE:
App Installed
The systems powering
the journeys
External Audience Ads
Buy & optimize media at scale, finding audiences, testing and learning
Find users based on interests, lifestyle and preferences
Optimize to ensure maximum campaign performance
Reach the largest online audiences
Customer Data Platform
No limits on data storage
Any source data, from anywhere
Interactive, visual data modeling
Drag and drop segmentation
Build audiences in real-time
Target with exact precision
Journey Builder
Marketing automation to plan,
personalize & optimize
customer journeys
• Easy to use drag & drop interface
• Map journeys to business goals &
measure results in real-time
• Optimize with random, engagement
& multivariate split testing
Email
Trusted leader in email used by over
10,000 customers worldwide
• Easy-to-use content, dynamic,
personalization, and testing tools
• Fast, highly scalable platform
• Distributed sending and franchise models
• ISP reputation management, delivery
tools, and mobile preview
Mobile
Reach your customers
wherever they are and
however they choose
•
•
•
•
SMS and push notifications
Location-triggered messaging
Responsive design
Advanced targeting
First Party Data Ads
Buy media from your ETMC data, creating custom audiences for ad targeting
No limits on data storage
Any source data, from anywhere
Interactive, visual data modeling
+
Define audiences based on high value customers
Target users for acquisition campaigns
Then optimize with Social.com insights
Social Publishing
Publish and engage with your audiences across all social channels
Interactive, in-stream publishing
Advanced workflow capabilities
Salesforce Integration
Leverage CRM data to segment
and target customers
• Simple data connection model
• Complete view in Salesforce
• Highly personalized communications
Social Listening
Listen and engage across all social channels
Actionable visual insights
Listen for and route actionable posts
Thank you!