This document discusses the importance of customer engagement and how companies can improve their customer experience. It notes that while 80% of companies believe they provide superior customer service, only 8% of customers agree. The key to better engagement is understanding the customer journey and putting customers' needs first in attracting, selling to, and servicing clients. The document also recommends adopting a human-centered design approach and using technologies like Salesforce to enhance engagement through digital channels, communities, and collaboration tools. It emphasizes starting projects focused on improving the customer experience.

1. CUSTOMER
ENGAGEMENT

2. — Forrester, “The Customer Experience Index”
“80% of companies believe they
deliver “superior” customer
service, but only 8% of customers
believe these same companies
deliver “superior” customer service.”

3. A market shift
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4. Customers’ needs define the journey to which
companies are invited through attract, sell and
service
Sell
Service
Attract

5. Customers’ needs define the journey to which
companies are invited through attract, sell and
service
Sell
Service
Attract
Keep
Win
Find

6. How does this impact how
companies are making investment
decisions?
The way companies collaborate
and relate to customers, co-
workers and partners has
changed.925 Liberty Avenue, Floor 6, Pittsburgh, PA 15222
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7. Win
Find
+ Power from the businesses to their customers
+ Budgets from CTOs to CMOs and other Business Execs
+ Investment from back office operational systems to front office
systems of engagement
To be effective, we need to change from a traditional IT project
approach to a Human-Centered Design approach.
Shifts In…

8. Key Customer
Engagement
Themes
Customer
Journey Culture
Data Technology

9. What should
you be doing?
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10. Salesforce’s Agility Aligns with
Your Customer Engagement Needs
Keep
Win
Find
+ Customer-centric projects benefit greatly from an ability to allow
users to touch a product quickly
+ Investigate in the morning, demo in the afternoon
+ Sandboxes allow us to quickly and easily Etch a Sketch
+ Tools like Community Builder, Process Builder and the
Lightning Platform are taking us places faster
+ The POC can actually be the product, you don’t have to rebuild
it for scale

11. Customer Engagement Solution
Examples
B2B B2C
Attract
Problem: Lack of mindshare from Sales Reps and Channel
Partners
Solution: Make the joint sales experience a competitive
differentiator
Salesforce Technology: Partner Community, Chatter,
CPQ
Problem: Many market competitors, increased digital channels,
and impersonal interactions
Solution: Proactive, context aware interactions and nurturing
campaigns
Salesforce Technology: Pardot, Customer Community
Service
Problem: Customers want access to solutions faster – ability to ask
questions of other customers
Solution: Digital venue for customers to share solutions with each other,
search for answers, and submit tickets if all else fails
Salesforce Technology: Customer Community, Knowledge, Chatter
Sell
Problem: Disconnected experience working with different
members of the sales team
Solution: An on-line, collaborative digital environment to
share business, technical and economic attributes of the
solution development process
Salesforce Technology: Customer Community, Chatter,
Problem: Consumers want custom solutions
Solution: Interaction through Social channels and direct digital
venues for product enhancement ideas and co-creation of new
products
Salesforce Technology: Ideas, Customer Community,

12. Why act now?
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13. — 2014 Call Center Executive Priorities Report
The customer experience will reign
as a primary investment target
as 68% of businesses plan to
increase their customer management
spend.

14. 925 Liberty Avenue, Floor 6, Pittsburgh, PA 15222
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Where should
you start?

15. — Forbes
According to a CEI Survey, 86% of
buyers will pay more for a better
customer experience, but only 1% of
customers feel that vendors
consistently meet their
expectations.

16. 1
PPG customers use this co-
creation solution, on desktop
computers and tablets, to upload
a photo of their own room and
rapidly mask multiple surface
walls. Customers then apply
colors, share projects via social,
and make buying decisions.
PPG’s solution differentiates them
from competitors who do not offer
rapid surface masking for photos
uploaded by customers but use
PPG
VOICE OF COLOR

17. 1
The United Way of Allegheny
County had traditionally
interacted with donors through
annual workplace giving
campaigns. As donors’ habits
change, the United Way took an
“outside-in” approach to
designing a platform for engaging
its donors who use workplace
giving campaigns less every year
and expect greater visibility into
the outcomes of their charitable
contributions.
UNITED WAY
ONLINE PLEDGING

18. Salesforce
2015 Partner
Innovation
Award

19. Summa’s Approach
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20. C2B Connector
Survey & analysis of your
capabilities to engage
your customers.
Insights Studio Playbook
Workshops & interviews
with key stakeholders to
review and prioritize
capabilities, assets, and
gaps.
Baseline strategy,
roadmap, & project plan
to make customer
engagement a
competitive differentiator.

21. What was your
key takeaway?
What will you do new
or differently tomorrow?
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