Transcript
Get Ready for a New Kind of Customer Success
Salesforce in Leisure and Hospitality
Agenda
8:30 – 9:00 – Registration
9:00 – 9:10 – Welcome and Introductions
9:10 – 9:30 – Salesforce within Leisure & Hospitality
9:30 – 10:00 – Customer Journey
10:00 – 10:30 – Customer Story – TravCorp
10:30 – 11:00 – Roundtable discussion
11:00 – Close and Networking
Cloud & Crowd Strategy | Mobile Development | Technology Implementation | Systems Integration
Management Consulting | Change Enablement
Who Is Appirio ?
More than 3.5 million users and 900 enterprises moved to the cloud
Forward Looking Statements
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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.
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Recent Experience…
Salesforce Overview
Cloud Mainframe 1960s 1980s
Client/Server Today
New Technology Model
New Business Model
New Philanthropic Model
Cloud Computing Revolution
New Technology Model
Multitenant cloud
Fast innovation
Scalable metadata platform
Rapid customization
Most trusted enterprise cloud
Security | Availability | Performance
70% faster time to market
World’s Most Trusted Enterprise Cloud
Trusted Security
Always on Availability
Performance at Scale
Global Data Centers
Enterprise Compliance
Five elements of trust
79%
YoY Transaction Growth
99.98%
FY15 Availability
11
Global Data Centers
234B
Q2 Transactions
3.5B
Transactions/day
Subscription pricing
Customer Success Group
Broad ecosystem and community
New Business Model Focused on Customer Success
37% increase in customer
revenue growth
New Philanthropic Model 1-1-1 Model
1.1M+ Service Hours
1% Time
$100M+ Grants
1% Equity
26K+ Nonprofit Organizations 1%
Product
pledge1percent.org
$250M Donated Product
2013 • 2014 • 2015 2008 • 2009 • 2010 2011 • 2012 • 2013
2014 • 2015
2011 • 2012 2013 • 2014
2015
Most
innovative
companies in
the world
$1.6B Q2 FY16 revenue
17K Employees
6th Largest Software Company in the World Today
recommend Salesforce to others
88%
Salesforce Customers are Our Strongest Advocates
will continue to use Salesforce in the
future
93%
Get Ready for a New Kind of Customer Success
Salesforce in your industry Leisure & Hospitality
What are we hearing in the industry
It’s hard to keep customers coming
back…too many alternatives
We don’t know our customers well
enough
Maintaining standards across
sites is a huge effort
We want to increase customer
spend on site
How do we specifically target
high value customers?
How do we engage with our customers
online and on mobile?
Mobile Revolution Run your business from your phone
6B+ smartphones
by 2020
1B daily Facebook
users
social media users by 2020
3B+
Social Revolution Engage your customers in a whole new way
IoT Revolution Everything is connected in the internet of things
connected things by 2020
75B
Behind every thing is a customer
product
toothbrush
car
device
thermostat
watch
IoT
Data Science
Social
Mobile
Cloud
Customer Revolution Welcome to the Internet of Customers
Your company
of customer data has been analyzed 1 < % 77 %
of customers are not engaged with companies
The Customer Gap
Your customers
IoT
Data Science
Social
Mobile
Cloud
Leisure & Hospitality Experiences
Target new clients by
knowing their
preferences, and then
use and enrich these
preferences to retain
their custom
In a market where
customers can’t differentiate
between services, develop
unique services and
engagements to strengthen
the pull of your brand
Develop a 360 view of
your customer and
each touch point with
your brand and
services
Maintaining standards
and brand across
service outlets
Facility Management
Auditing
Sharing best Practice
Selling the ‘extras’ that
drive profit margin
Raising offering awareness
Targeted marketing
Service Development
1. Attract & Retain 2. Customer
Visibility
3. Brand
Strengthening
4. Service &
Franchise
Management
5. Service Upsell
Addressing customer
requests and complaints
quickly
Single view of customer
Multi Channel
Self Service
Community
6. Member Relations
Sales Service
Marketing
Community
Apps
Analytics
How do I quickly build out custom
apps?
How do I identify my
target audience?
How do I drive more sales across all
channels?
How do I keep customers continually engaged with my brand?
How do I drive conversations around my service?
How do I quickly address customer requests?
for
Leisure & Hospitality
Engaging with Customers Delivers Success
+ 45%
Customer satisfaction + 55%
Faster deployment
Customer retention
+ 45% Increase in sales
+ 37%
Marketing ROI
+ 43%
Source: Salesforce Customer Relationship Survey conducted March 2015 - May 2015, by an independent third-party, Confirmit Inc., on 4,600+ customers randomly selected. Response sizes per question vary.
Average Percentage Improvements Reported by Salesforce Customers
A Toro Travel Customer Journey Jon Bland
Salesforce Marketing Cloud
Meet Ben
36 years old
Engaged
No kids
Works as an engineer
Time poor
At home browsing the web
Looking for a winter break offering
beach and sun
Comes across Toro Travel
He likes the imagery and is offered
the opportunity to provide an
email and mobile number to get
relevant offers which he provides
Explore | Contact | Book | Destination
Feel free to tell us who you are and we’ll try to keep this relevant:
Name: Email: Mobile:
Personalised email follow up
Toro Travel is already starting to build
up a picture of Ben and his needs
They send a personalised email to Ben
tailored to his specific interests
including the link to the app.
View online version
Trip Exrtas | Experience | Blog | Help
Get away this
winter to a
tropical paradise
http://www.gmail.com
Ben, get away this winter to a Tropical
Paradise
Mobile follow up
A few days later Ben receives a
mobile follow up
A link is provided to a mobile booking
site
He follows the link and clicks on the
prompt to download the app
Contact 59545 Messages
Ben, check out our
exclusive offers on
holidays to the Bahamas –
don’t forget to download
the app
http://bit.ly/weq765
Downloads App
♫ Music
7 Calenda
r
Thursday
Camera Photos
9:41 AM 100% ET
NTO
Ben is providing Toro Travel with further
information about the way he wishes to
communicate
Push Message
ET 5:00 pm
5:00 Tuesday, January 7
Toro Travel now
Watersports package including Jet Ski hire now
included in all bookings slide to view
Relevant messaging delivered through
the channel he’s indicated as a
preference
Ben slides through to the app giving
him the option of booking on his
tablet
Push Message
ET 5:41 pm
Relevant messaging delivered through
the channel he’s indicated as a
preference
Ben slides through to the app giving
him the option of booking on his
tablet which he starts to do…
…before unexpectedly having to
abandon his browsing session…
Explore | Contact | Book | Destination
Facebook advertising
Having left his booking half way
through, Toro Travel now push Ben
into an abandoned cart journey in
order to re-engage.
Part of that journey includes the
ability to target through social.
100% ET 9:41 AM
Search
Toro Travel
Sponsored 5 minutes ago
Holidays in the Bahamas
6 Likes
Like Comment Share
News Feed
Book your winter break in the sun now
Mobile Twitter Post
Ben loves his holiday and is happy to tweet from the beach directly to the people who helped make it happen.
A great opportunity for Toro Travel to recognise and respond and to build the relationship engendering loyalty and likely securing future business.
Home
100% ET 9:41 AM
Ben Meadows @StanMeadows
@ToroTravel amazing holiday!!!
Timelines Notifications Messages Me
Toro Travel @ToroTravel
Hi @BenMeadows, glad you’re
having a brilliant time!!
Push Message
Final stage of the customer cycle, push message to provide feedback based on his experience.
Valuable both from the perspective it helps to assess customer satisfaction but also another opportunity to remain engaged and relevant.
7:30 Tuesday, February 18
Toro Travelnow
Ben, welcome home. Complete the
survey and we’ll send you a free bottle of
bubbly to help with those post holiday
blues. slide to view
7:430pm 100% ET
Research &
Tracking
Personalised
Personalised
Push
Facebook Advertising
Brand Advocate
Ben’s Customer Journey
Personalised
SMS
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?
Create a Contextual View of Your Customers
Track Where Your Customers Are in Their Journey
Engage with Your Customers as Individuals
Measure the Impact on Your Business
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
Journeys Contacts Content Channels Analytics Apps
Powering Success in Every Industry
Technology Financial Services
& Insurance
3.1B API calls
in a month
100TB stored by a
single customer
21B messages sent
in a month
99.96% product uptime
Travel &
Hospitality
Internet
& eCommerce
™
Retail/CPG Communications
& Media
Customer Story TravCorp
The Travel Corporation Marketing Cloud – Our Journey
Jon Pickles – Global Director: 360 Engagement
@picklesjon
https://uk.linkedin.com/in/picklesjon
thetravelcorporation.com
Mobile: +44 (0) 7478 683016 jon.pickles@travcorpuk.com
Who are we? A family of more than 45 brands
Our journey
Exact Target since 2012
Replaced MSCRM on Premise with Salesforce August 2014
• Data take on 3 global brands June 2014 – July 2014
• Global Sales Team live August 2014
• Global Marketing teams live (Salesforce Marketing Cloud) Feb 2015
• Call Centre and Lead Nurture live November 2015 – Feb 2015
It’s all about the Data
1.8m+ bookings 1.3m+ customer records
90k+ prospects (RAB, RAQ, eNewsletters)
1.3m CTQ (Customer questionnaires) 700k pre-registrations
Single Customer View Marketing Consent
Marketing Cloud
Lead Nurture programme
CALL CENTRE
LEADS
WEB
PHONE
CTQ
Take Ownership
Opportunity
WON LOST
Lead nurture
Google 5 stages of travel
Pre During Post
Lead nurture – post booking creation
Marketing Cloud Analytics
What next?
Social Studio – Social is at the heart of our business
Website integration – driving customer journeys
Call centre/web lead nurturing programme
Social Studio - Radian 6
Journey builder 1:1 customer journeys
Summary: How did we do it?
Get senior exec buy in – it helps!
Get the data right
Move fast and break things
Fail early
Keep it simple
Keep testing and stick to what works
Next Steps…
Upcoming Events – Dreamforce To You
London • 3rd November
• Kings Place
• Register here
Birmingham • 12th November
• The Studio
• Register here
Manchester • 17th November
• The Castlefield Rooms
• Register here
Roundtable Discussion
We connect the dots one level at a time
Organizations have the tools, but are failing
thank y u
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