cost of the customer: 5 ways to personalize your customer experience
DESCRIPTION
INSPIRATIONS WEBINAR: We know that “personalization” and even “predictive analytics” are buzz words and terms that are thrown out there by many different providers. Everyone seems to have a particular slant on what that means and what it could mean to your customers. Join Eric Tobias, Vice President of Predictive Intelligence for the Salesforce ExactTarget Marketing Cloud, to 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. Speakers: Eric Tobias, Vice President, Predictive Intelligence, ExactTarget Marketing Cloud Moderated by: Joel Book, Principal, Marketing Insights, ExactTarget Marketing CloudTRANSCRIPT
5 Ways to Personalize Your Customer Experience
Eric Tobias Vice President, Predictive & Analytics [email protected] @erictobiasIN
Webinar – November 11, 2014
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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 [email protected] 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: [email protected] 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!