Understand your customer through strategy and best practices around five key lifecycle stages: Acquire, Onboard, Engage, Advocacy & Retain. In this workshop, we'll cover foundational elements to help you expand and evolve based on your customer's unique needs.
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Building AI-Driven Apps Using Semantic Kernel.pptx
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
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