RTP Customer Expereince Series - Understanding How To Deliver A Consistant Customer Experience
Crafting the Ultimate 1:1 Student Expereince Webinar
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Transcript of Crafting the Ultimate 1:1 Student Expereince Webinar
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Crafting the Ultimate 1:1 Student Experience
December 11, 2014
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Featured Presenters
Susan Marshall Sr. Director, Product Marketing
Salesforce
Sandra Sanvido Sr. Director, HE Marketing
Salesforce Foundation
Vadim Gorelik Asst. Director, Enterprise Systems
University of Texas at Austin
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Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
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World’s #1 CRM company
World’s most admired software company
World’s most innovative company
Celebrating 15 Years of Customer Success
4TH YEAR IN A ROW! 2011 • 2012 • 2013 • 2014
#1 most admired in software
#7 best company to work for
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1-1-1 Model adopted by:
sharethemodel.org
1% 1% 1% Time Equity Product
$73M+ Grants
743K+ Service Hours
23,000+ Nonprofit Organizations
Celebrating 15 Years of Giving Back
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360° student view
Marketing Communications
Recruitment
Student Success Advancement
Become a Connected Campus: Put Your Students at the Center
Community Engagement
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Salesforce1 for Higher Ed Solutions
Recruitment
Donor Management
Alumni Relations
Gift processing
Early Warning
One Stop Shop
Advising
Career Services
Recruiting Automation
Events Management
Social Prospecting
Cross-channel Marketing Campaigns
Social Media
Journey Building
Prospect Community
Student Community
Alumni Community
Faculty Community
Student Success Advancement Marketing Communications
Community Engagement
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The Journey Is the Reward Craft the Ultimate 1:1 Student and Alumni Experience
Susan Marshall Sr. Director Product Marketing, Marketing Cloud [email protected] @s_marshall
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Students Are on a Journey With Your Brand
Click Facebook Ad
Evangelize on Facebook
Contact Student Services
Service Issue Resolved
Download App Mobile Opt-In Tuition Paid
Personalized Content Email
Newsletter Sign-Up
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*Transforming Customer Experience: From Moments to Journeys, 2013
Journeys are strongly correlated with business outcomes.
+36% Customer
satisfaction
+19% Likely to stay/
renew
+28% Willingness to recommend
+33% Less likely to cancel/churn
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The Customer Journey Connects Discrete Interactions
Acquire
Onboard
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First Purchase
Engagement
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Your Institution
These Actions are Isolated for Many Universities
Your Student
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Pulse Check – Where Are You Now?
Do you know who your students really
are?
Are you defining their experience?
Are you engaging on multiple channels?
Are you measuring the impact on your goals?
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How do you create a 1:1 student experience?
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Create a Contextual View of Your Students
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Track Where Your Students Are in Their Journey
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Engage with Your Students as Individuals
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Measure the Impact on Your Institution
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Marketing Cloud The Platform for 1:1 Student Journeys
Build a single view of your constituents
Plan and optimize the student journey
Deliver personalized content across every channel and device
Measure the impact
Journeys Contacts Content Channels Analytics Apps
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Proven Success in Higher Education
Improved Ability to Achieve Mission
Improved Overall Efficiency
%84
86 %
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How Does It Work?
Apps
Connected Apps
Connected Products
Connected Spaces
Content
Asset Management
Workflow & Approvals
Versioning
Channels
SMS/MMS
Push Notifications
Social
Advertising
Web Experiences
Group Messaging
Journeys
Maps
Interactions
Metrics
Analytics
Reporting
Dashboards
Web & Mobile Analytics
Contacts
Contact Management
Segmentation
Tools
Events and Triggers
Predictive
Intelligence
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“We need to better serve our alumni and increase purchases at our campus store”
First Purchase
Repeat Purchaser
Loyal Constituent
Anonymous Browser
Known User
University
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Meet Susan
42 year-old, mother of three Northern Trail Alum ‘92 Planning Colorado hiking trip
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Susan Starts Her Journey with Google
Hiking in Colorado
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Her Search Leads to the Campus Store – Northern Trail Outfitters
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Susan Explores Northern Trail Outfitter’s Campus Store
Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
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She Creates an Account through Facebook
Anonymous32485
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
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Susan Receives Her First Personalized Message
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome
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She Receives Targeted Offers through the Mobile App
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome
MOBILE: App Installed
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Susan’s In-Store Experience is Enhanced with Mobile
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location
MOBILE: App Installed
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She Receives a Receipt with Personalized Content
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location, 1st Purchase
MOBILE: App Installed
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Susan Posts to Facebook about Her Great Experience
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location, 1st Purchase, Advocate
MOBILE: App Installed
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Susan’s 1:1 Customer Journey
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What Can Northern Trail University Do Next?
Create individual interactions, at scale, with millions of constituents Communicate through multiple channels Leverage data and insights, optimizing interactions Measure performance across the entire journey
Susan Marshall
GENDER: Female
ENTRY: Search
INTERESTS: Camping & Hiking
PRODUCTS: Footwear
EMAIL: [email protected]
LOCATION: Indianapolis
JOURNEYS: Welcome, Location, 1st Purchase, Advocate
MOBILE: App Installed
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Marke&ng Cloud @ McCombs
The Start of Something Beau1ful
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Current State of Communications
Students
Alumni
External
Constituents Departments
Academic Departments
Centers
Alumni/Development
Transactional / Com
mercial
Platforms
Mobile
Social
Experiential
Net Result
VIP
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Challenges to Solve
• Simpler Things § Subscrip)on preferences § Email frequency
• Higher Order Functions § Journey builder § 1:1 Marke)ng
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Solution
• Adapt Marketing Cloud as the communication platform § Centrally fund to encourage adop)on
• Integrate Marketing Cloud and Salesforce § Detailed instruc)ons and about 40 minutes of clicking and typing
• Build a Preference Management center in Salesforce § Exper)se already exists § Allows for crea)on of campaigns and reports in Salesforce
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Preference Center
• Add a custom multi-select field to Contact object
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Preference Center
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Preference Center
• Modify Unsubscribe link to point to the Preference Center § Work with Marke)ng Cloud to setup the link and to pass 18 digit contact or lead ID
• Setup lists and workflows to ensure subscription preferences are captured § RFIs § Imports from other third-‐party tools
• Run reports and campaigns keeping the custom subscription field in mind
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Email Marketing
• Reports and Campaigns – Executive Education § U)lizing class par)cipa)on
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Journey Building
RFIInformation Email with a discount code to update
Preference Center
Themed Email based on Preference Center
General Email with class schedule
CompletedPreferenceCenter
Didn’t CompletePreference Center
Didn’tRegister
Didn’tRegister
Transactional Emails
Registered
Registered
Promotional email with information on related,
upcoming classes
# days aftercompletion of
class
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Thank you
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Marketing Cloud Deep Dive Demo webinar December 18 at 11:00 am PST/ 2:00 pm EST Featuring: Greg Hammen, Salesforce and Vince Salvato, Sierra-Cedar
Higher Ed Summit February 12-13, 2015 Miami, FL
Upcoming Events
salesforcefoundation.org/hesummit15