customer journey officer – the new cmo | michael lazerow – chief strategy officer, salesforce...

CUSTOMER JOURNEY OFFICER - THE NEW CMO

Michael Lazerow

Chief Strategy Officer

@lazerow

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THANK YOU!

#1Salesforce:

World’s #1 CRMCloud Computing Market Share

#1World’s Most Innovative Company2011, 2012, 2013

#1

Market Leader:

Enterprise, MidMarket,

SMB & Sales Force

Automation

#1

#1 in Cloud Computing and CRM

1%

Time Equity

Product

624,000+Hours

Service

$65M+Grants

22,000+Non-profit

Organizations

1/1/1 Model

Adopted by

LAN/WAN

Client

Server

Millions

SNA

Mainframe

Terminal

Thousands

LTE

Cloud

Social . Mobile . Cloud . Connected

50 Billion Connected “Things”THIRD WAVE OF COMPUTING:

“INTERNET OF THINGS”

46%

increase in mobile

commerce

35%

of online traffic

30%

of purchases

HOLIDAY SHOPPING Q4 2013 VS PRIOR YEAR

E-Commerce Pulse data for the 2013 holiday seasonIBM Digital Analytics Benchmark (10/1/13 through 12/31/13), Jan. 2, 2014.

MOBILE ALMOST AS UBIQUITOUS AS TV% of

Population

Global Users (MMs)

SOURCE: Mary Meeker Internet Trends 2014

MOBILE IS NOT JUST AN ENTERTAINMENT DEVICE!

New York-RenoAugust 1, 2013

THE SWISS ARMY KNIFE FOR MODERN LIFE

% of time

spent in

mobile

SOURCE: Flurry Analytics, April 2014.

A GAME CONSOLE IN YOUR POCKET


Time spent on iOS and Android devices

Gaming 32%

A PARTY IN YOUR POCKET


Time spent on iOS and Android devices

Social apps 28%

Gaming 32%

THE RAPID RISE OF THE MOBILE ADDICT


Worldwide daily app usage distribution (Millions)

Regular Users

Super

Users

THE RAPID RISE OF THE MOBILE ADDICT


Worldwide daily app usage distribution (Millions)

Regular Users

Super

Users Addicts

WOMEN OVER INDEX AS “MOBILE ADDICTS”


Mobile Addicts vs. Average Mobile Users (by

Gender)

Average

Mobile

User

Males

Female

s

THE BATTLE FOR THE MOBILE ADDICT IS ON


Mobile Addicts vs. Average Mobile Users

Femal

esSports fan

Gamer

Parent &

education

Moms

THE BATTLE FOR THE MOBILE ADDICT IS ON


Mobile Addicts vs. Average Mobile Users

MalesFemal

esSports fan

Gamer

Parent &

education

Moms

Gamer

Parent &

educationAuto

enthusiast

Catalogue

shopper

YET MARKETERS JUST STARTING TO “MOBILIZE”

Global Users (MMs)


% of time spent in media vs % of advertising spend

WELCOME TO THE REWIRING OF MARKETING

Internet of Customers Has Changed Marketing Forever

Consumer

Fragmented 1:Many Anonymous

Customer

Seamless 1:1 True identity

Internet of Customers Has Changed Marketing Forever

Consumer

Fragmented 1:Many Anonymous

Customer

Seamless 1:1 True identity

Cookies & Pages People & Connected Products

WELCOME TO THE REWIRING OF GLOBAL BUSINESS

WELCOME TO THE REWIRING OF GLOBAL BUSINESS (AND THE CUSTOMER IS AT THE CENTER!)

Buzzfeed

• 130MM UVs (3X Y/Y)

• 50%+ mobile

• 75% social

• 50%+ age 18-34

• $100MM+ revs


News

Sky Does Minecraft

• 10MM subscribers

• 2B views

• Zero overhead

• Direct relationship with

customers and brands

Entertainment

Uber

• 43% of population now

served in just 4 years

• 20,000 jobs created every

month

• $90,766 (NYC) median

income

• Contributes $2.8B/yr to U.S.

economy

• $18.2B valuation

Transportation

SOURCE: Uber blog (http://blog.uber.com/uberimpact)

IT’S DIFFICULT.

SOURCE: Exact Target Marketing Cloud / Deloitte “Bridging the Digital Divide” report. April 2014.

of companies lack an

in-depth

understanding of their

customers

IBM Study of 1,700 CMOs

“From Stretched to Strengthened”

MOST COMPANIES

FEEL UNPREPARED

66%

SOURCE: REDITT, The Illusion of Choice.)

Do you know your customers?

#1

Do you know where they are in their journey?

#2

Do you have a strategy to move them along in their journey?

#3

Are you able to measure the business impact?

#4

THE CMO IS NOW THE CUSTOMER JOURNEY OFFICER!

Job description

To define and optimize the

customer journeys across ALL

touch points – marketing,

sales, service & product

experience.

Do you know your customer?

Do you know where they are in their journey?

Do you know the next step for customer?

Can you measure the business impact?

Meet the Customer Journey Officer

MARKETING IS THE

JOURNEY.

AND THE JOURNEY IS

MARKETING.

THE CUSTOMER

CHOOSES WHEN TO

START THE JOURNEY.

HOW THEY WANT TO

TRAVEL ON THE

JOURNEY WITH YOU.

AND WHEN TO END IT.

AND THEY EXPECT YOU TO BE

THERE EVERY STEP OF THE

WAY – WITH DIRECTIONS,

ASSISTANCE AND

ASSURANCES THAT YOU WILL

BE THERE AFTER THE

PURCHASE.

-Twitter CEO Dick Costolo(1/8/14)

“CRM and advertising are coming together in one-to-one marketing.”

Behind every is a customer. app

device

tweet

sale

app

post

service call

comment

entry

click

MARKETING’S “LAW OF 1”

SIZE OF CUSTOMER

SEGMENTS WILL

CONTINUE TO DECREASE

UNTIL THEY REACH 1.

FUNNELS ARE

THE

AMUSEMENT

PARK CAKES

OF YOUR

MARKETING

DEPARTMENT.

THEY TASTE

GOOD BUT

LEAVE YOUR

MARKETING

DEPARTMENT

SLUGGISH

AND BLOATED.

CUSTOMER EXPERIENCE

MANAGEMENT IS DEAD.

CUSTOMERS AREN’T

MANAGED. CUSTOMERS

MANAGE YOU.

SONY BUILDS A SINGLE VIEW OF THEIR CUSTOMERS

Launched PS4 & player community

Complete visibility into the customer journey

Engaging and publishing relevant content across mobile, social and in-game experience

SONY VIDEO:

HTTPS://WWW.YOUTUBE.COM/WATCH?V=XNHBUUG-

O18

This just in …

Personalized clothing service runs its entire business on mobile

Employee mobile app gives stylists insight into member interest, preferences, and fits

Integrated sales, service & marketing provides unified view of the customer

TRUNK CLUB CONNECTS CUSTOMERS & EMPLOYEES WITH MOBILE APPS

“We’re using technology that enables rich one-to-one relationships. Our entire company is built around making every interaction feel human”- Brian Spaly, CEO

http://www.youtube.com/watch?v=MjFgnDRy6AE

http://www.youtube.com/watch?v=MjFgnDRy6AE

TRUNK CLUB VIDEO:

HTTP://WWW.SALESFORCE.COM/CUSTOMERS/STORIES/

TRUNK-CLUB.JSP

• Largest U.S. Online Job Site: More than 24M users/month

• 24/7 notifications of new positions on mobile devices

• Unified marketing efforts and 1,000+ sales reps

• Report $8M annually ROI from Salesforce efforts

REIMAGINING THE CAREER SITE THROUGH A CUSTOMER-CENTRIC VISION

“To win in today’s marketplace you have to have a centralized consistent experience from every touch point you have with your customers.”

Jamie Womack, VP Corporate Marketing

CAREERBUILDER VIDEO:

HTTPS://WWW.YOUTUBE.COM/WATCH?V=RCPYIFDML20

&LIST=PLHYDWFM-

NBDSD4H6HQPGJFF1IQ4T3BOP8&INDEX=8

CUSTOMERS ARE ON A JOURNEY WITH YOUR BRAND

“We need to better serve our current

customers, and increase our share of wallet.”better serve our current customers

First

Purchase

Repeat

Purchase

Loyal

Customer

Anonymous

Browsers

ACLPV: Average Customer Lifetime Purchase Value

THE PURCHASE IS NOT

THE END OF THE

JOURNEY. IT’S JUST

ANOTHER STOP ON WHAT

YOU HOPE WILL BE A

LONG AND PROFITABLE

JOURNEY.

DATA FUELS THE JOURNEY.

CONTENT IS THE VEHICLE

CUSTOMERS RIDE ON THEIR

JOURNEY WITH YOU.

MICHAEL LAZEROWChief Strategy Officer, Salesforce Marketing

Cloud

@lazerow

salesforce.com