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#CNX16
Do You Know Your Customer?
Tips & Tricks for Best in Class Lifecycle Marketing
Kandice Carlson
Manager, Strategic Services
kcarlson@salesforce.com
@kandicecarlson
What We’ll Cover Today
Quick Overview of
Strategic Services
Exercise to Identify Your
Customer Lifecycle Stages
Tools to Help You Build
Your Roadmap
1 2 3
Today’s marketplace demands
a new approach
Evolving brands,
technologies, & agencies
Consumers shaping the market
Successful brands understand a customer’s journey.
Disrupted business models
Data ScienceCreativeStrategy Deliverability
Strategic Services
Aligning overall business strategy with technology and operations
to deliver customer-centric journeys that drive business results.
Unique Versatility
•  top technology & teams
•  dynamic customer base
•  expertise and focus
•  flexibility
Flexible Engagement Model
full service
AGENCY
collaborative
PARTNER
guiding
CONSULTANCY
Incredible Customer Success
#CNX16
Let’s Talk Lifecycle
Lifecycle Stages to Consider
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
Invite customers to
connect
with your brand.
Make a good first
impression, establish
the relationship, and
set the stage for future
communications.
Provide value that turns
customers into loyalists
and brand enthusiasts.
Build loyalty by
recognizing your best
customers and treating
them with care.
Don’t give up on the
unengaged subscriber.
A Lifecycle Is Not One Size Fits All
AWARENESS CONVERT ONBOARD SERVE GROW
PLAN BOOK PRE-TRIP IN-TRIP POST-TRIP
BROWSE PURCHASE POST PURCHASE RETENTION ADVOCACY
Define Your Customer’s Moments that Matter
Consider all the ways your customer is interacting with you
OPEN
ACCOUNT
DEPOSIT
CHECK
CHANGE
ACCT. ACCESS
BRANCH
VISIT
INACTIVITY FRAUD ALERT FACEBOOK
LIKE
MANAGE
ONLINE
ACCOUNT
CHANGE
LOCATION
EXTERNAL
TRANSFER
TWEET
COMPLAINT
BROWSE
LOANS
FUND
ACCOUNT
FIRST INV.
ACTIVITY
MILESTONE CREDIT CARD
CLOSED
OPEN
SUPPORT
CASE
CLOSE
ACCOUNT
DOWNLOAD
APP
OPEN BIZ.
SAVINGS
VIEW AD BROWSE COMM
VEHICLE LOANS
ADD BIZ. FUND DECREASE
DEBT
#CNX16
Roadmap It
​ The secret of getting
ahead is getting started.
​ ― Mark Twain
Current Email Program
CURRENT
VISION: Deepen our relationship with our subscribers through personalization and curation.
Abandon Cart Anniversary
Abandon Browse Birthday
Website Sign-Up Welcome Series Transactional Wish List Ratings & Reviews Re-Engagement
Refer-a-Friend Preference Center Promotional Promotional Referral Program Winback
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
Evolution of Email Program
CURRENT
VISION: Deepen our relationship with our subscribers through personalization and curation.
Abandon Cart Anniversary
Abandon Browse Birthday
Website Sign-Up Welcome Series Transactional Wish List Ratings & Reviews Re-Engagement
Refer-a-Friend Preference Center Promotional Promotional Referral Program Winback
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
FUTURE
Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions
Homepage Lightbox Progressive Profiling Recommended Products Pre-Lapsed NPS Alternate Channel Save
Active Audiences Product Education Replenishment Clientelling Loyalty Program Opt-Down
Local Store Promotion Back in Stock Surveys Social Sharing
Upsell/Cross-Sell
Evolution of Digital Program
CURRENT
VISION: Deepen our relationship with our subscribers through personalization and curation.
Social Welcome Series (30 days) Monthly Window Secret Store Facebook MVM
Web Gift w/ Purchase Mystery Box Box Preview Reviews Idea Lab
Website Sign-Up New Account Welcome Anniversary Box Add-On YouTube Chats Gift w/ Purchase
Refer-a-Friend Subscriber Welcome Birthday Promotional NPS Skip Box Option
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
FUTURE
Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions
MVM Look-a-Likes New Maven Journey Promo w/ Recs Upsell/Cross Sell MVM Anniversary Maven Winback
Text to Join New Subscriber Journey Store Events Pre-lapsed Replenishment Lapsed Purchaser
First Box Message Back in Stock Promo Starts/Ends Today Boxing Video Subscriber Opt-Down
Almost Gone Alternate Channel Save
Key Email SMS Push Social Web Other
Key Components Review
CURRENT
VISION: Deepen our relationship with our subscribers through personalization and curation.
Social Welcome Series (30 days) Monthly Window Secret Store Facebook MVM
Web Gift w/ Purchase Mystery Box Box Preview Reviews Idea Lab
Website Sign-Up New Account Welcome Anniversary Box Add-On YouTube Chats Gift w/ Purchase
Refer-a-Friend Subscriber Welcome Birthday Promotional NPS Skip Box Option
ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
FUTURE
Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions
MVM Look-a-Likes New Maven Journey Promo w/ Recs Upsell/Cross Sell MVM Anniversary Maven Winback
Text to Join New Subscriber Journey Store Events Pre-lapsed Replenishment Lapsed Purchaser
First Box Message Back in Stock Promo Starts/Ends Today Boxing Video Subscriber Opt-Down
Almost Gone Alternate Channel Save
Key Email SMS Push Social Web Other
#CNX16
Let’s Brainstorm
#CNX16
What lifecycle stages make sense
for your customers & your business?
#CNX16
What important moments take place
when your customers interact with
your brand?
#CNX16
Let’s map those “moments” to the
corresponding lifecycle stage…
#CNX16
Thank you!
kcarlson@salesforce.com
Join Us For Dreamforce 2016
October 4-7, 2016 | San Francisco, CA

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CNX16 - Tips and Tricks for Best In Class Lifecycle Marketing

  • 1. #CNX16 Do You Know Your Customer? Tips & Tricks for Best in Class Lifecycle Marketing Kandice Carlson Manager, Strategic Services kcarlson@salesforce.com @kandicecarlson
  • 2. What We’ll Cover Today Quick Overview of Strategic Services Exercise to Identify Your Customer Lifecycle Stages Tools to Help You Build Your Roadmap 1 2 3
  • 3. Today’s marketplace demands a new approach Evolving brands, technologies, & agencies Consumers shaping the market Successful brands understand a customer’s journey. Disrupted business models
  • 4. Data ScienceCreativeStrategy Deliverability Strategic Services Aligning overall business strategy with technology and operations to deliver customer-centric journeys that drive business results.
  • 5. Unique Versatility •  top technology & teams •  dynamic customer base •  expertise and focus •  flexibility
  • 6. Flexible Engagement Model full service AGENCY collaborative PARTNER guiding CONSULTANCY
  • 9. Lifecycle Stages to Consider ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN Invite customers to connect with your brand. Make a good first impression, establish the relationship, and set the stage for future communications. Provide value that turns customers into loyalists and brand enthusiasts. Build loyalty by recognizing your best customers and treating them with care. Don’t give up on the unengaged subscriber.
  • 10. A Lifecycle Is Not One Size Fits All AWARENESS CONVERT ONBOARD SERVE GROW PLAN BOOK PRE-TRIP IN-TRIP POST-TRIP BROWSE PURCHASE POST PURCHASE RETENTION ADVOCACY
  • 11. Define Your Customer’s Moments that Matter Consider all the ways your customer is interacting with you OPEN ACCOUNT DEPOSIT CHECK CHANGE ACCT. ACCESS BRANCH VISIT INACTIVITY FRAUD ALERT FACEBOOK LIKE MANAGE ONLINE ACCOUNT CHANGE LOCATION EXTERNAL TRANSFER TWEET COMPLAINT BROWSE LOANS FUND ACCOUNT FIRST INV. ACTIVITY MILESTONE CREDIT CARD CLOSED OPEN SUPPORT CASE CLOSE ACCOUNT DOWNLOAD APP OPEN BIZ. SAVINGS VIEW AD BROWSE COMM VEHICLE LOANS ADD BIZ. FUND DECREASE DEBT
  • 13. ​ The secret of getting ahead is getting started. ​ ― Mark Twain
  • 14. Current Email Program CURRENT VISION: Deepen our relationship with our subscribers through personalization and curation. Abandon Cart Anniversary Abandon Browse Birthday Website Sign-Up Welcome Series Transactional Wish List Ratings & Reviews Re-Engagement Refer-a-Friend Preference Center Promotional Promotional Referral Program Winback ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
  • 15. Evolution of Email Program CURRENT VISION: Deepen our relationship with our subscribers through personalization and curation. Abandon Cart Anniversary Abandon Browse Birthday Website Sign-Up Welcome Series Transactional Wish List Ratings & Reviews Re-Engagement Refer-a-Friend Preference Center Promotional Promotional Referral Program Winback ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN FUTURE Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions Homepage Lightbox Progressive Profiling Recommended Products Pre-Lapsed NPS Alternate Channel Save Active Audiences Product Education Replenishment Clientelling Loyalty Program Opt-Down Local Store Promotion Back in Stock Surveys Social Sharing Upsell/Cross-Sell
  • 16. Evolution of Digital Program CURRENT VISION: Deepen our relationship with our subscribers through personalization and curation. Social Welcome Series (30 days) Monthly Window Secret Store Facebook MVM Web Gift w/ Purchase Mystery Box Box Preview Reviews Idea Lab Website Sign-Up New Account Welcome Anniversary Box Add-On YouTube Chats Gift w/ Purchase Refer-a-Friend Subscriber Welcome Birthday Promotional NPS Skip Box Option ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN FUTURE Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions MVM Look-a-Likes New Maven Journey Promo w/ Recs Upsell/Cross Sell MVM Anniversary Maven Winback Text to Join New Subscriber Journey Store Events Pre-lapsed Replenishment Lapsed Purchaser First Box Message Back in Stock Promo Starts/Ends Today Boxing Video Subscriber Opt-Down Almost Gone Alternate Channel Save Key Email SMS Push Social Web Other
  • 17. Key Components Review CURRENT VISION: Deepen our relationship with our subscribers through personalization and curation. Social Welcome Series (30 days) Monthly Window Secret Store Facebook MVM Web Gift w/ Purchase Mystery Box Box Preview Reviews Idea Lab Website Sign-Up New Account Welcome Anniversary Box Add-On YouTube Chats Gift w/ Purchase Refer-a-Friend Subscriber Welcome Birthday Promotional NPS Skip Box Option ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN FUTURE Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions MVM Look-a-Likes New Maven Journey Promo w/ Recs Upsell/Cross Sell MVM Anniversary Maven Winback Text to Join New Subscriber Journey Store Events Pre-lapsed Replenishment Lapsed Purchaser First Box Message Back in Stock Promo Starts/Ends Today Boxing Video Subscriber Opt-Down Almost Gone Alternate Channel Save Key Email SMS Push Social Web Other
  • 19. #CNX16 What lifecycle stages make sense for your customers & your business?
  • 20. #CNX16 What important moments take place when your customers interact with your brand?
  • 21. #CNX16 Let’s map those “moments” to the corresponding lifecycle stage…
  • 23. Join Us For Dreamforce 2016 October 4-7, 2016 | San Francisco, CA