Salesforce in Leisure and Hospitality

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

Twitter

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

Email

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 [email protected]

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