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Unifying & Analyzing Your Customer Data with Salesforce


Your customers interact and experience your brand in many different places, both physical and digital. Whether it’s in-person, in a store, online via a payment portal, or on the phone or chat with a support center, important data points are being collected. As this goldmine of customer preferences and historical information is amassing in various systems, it’s not always connected and available to those who need it to create those stellar customer experiences, such as marketing, engineering, sales, or customer service.

How can you successfully use Salesforce to tap into your data and elevate your customer experience (CX)? We’ll look at how to solve this challenge by using an example in an industry that collects an abundance of customer data and preferences every second of the day – media.

Connecting your company’s customer data in a single place

Media organizations inform us and often entertain us. Consuming these services can require an exchange of personal information between the customer and the company, even if the service is free. For example, an over-the-top (OTT) video streaming service can have various free and paid subscriptions which prompt users to share demographics and viewing preferences. Once the user becomes an active customer, engagement and insight data starts collecting in various systems, such as how your customers are interacting with your advertisements, how often the mobile app is used, and purchasing details.

As customer data mounts, internal teams are being tasked to convert non-paying subscribers to paying subscribers, reduce the churn rate of existing customers, and optimize customer acquisition cost; however, they face a common challenge. When customer data is captured in multiple disparate systems, it’s impossible to have a full picture of their customer. In the end, the customer suffers the ramifications by receiving disjointed experiences, too much irrelevant content, or no attention at all. How can you organize your data to drive customer retention?

Using the right foundation

Enter customer relationship management (CRM). Many associate this term with sales; however, that has significantly changed. Salesforce’s Customer 360 approach enables the business to manage external interactions to drive customer success across the organization, built on a single, scalable CRM platform. Salesforce CRM serves as a single source of truth and organizes your data to give you a complete record of your customers, such as purchasing history and any outstanding customer service issues. A customer’s public social media activity (likes and dislikes), and what they are saying and sharing about you or your competitors can also be tracked. This solution can help automate all aspects of the customer journey, which leads us to marketing.

In our OTT video streaming services example, there’s plenty of marketing initiatives that take place. Campaigns to socialize the launch of a new original series, enticements to watch live sporting events, the top 10 binge list, and recommended picks based on an individual’s watch history. The list is endless when it comes to serving up content. Salesforce Marketing Cloud provides the capabilities to segment these campaigns to enable a personalized journey full of the right content at the right time. In the case of a new non-paying subscriber, this user can be entered into a new customer campaign to automate specific touchpoints from welcoming them to their service to sharing the latest trending movies. These touchpoints can happen dynamically across various devices (mobile, gaming systems, etc.), channels (website, chat/messenger, etc.), and locations to deliver a seamless experience.

Building on the CRM foundation is the ability to connect data completely, and this is made possible by the customer data platform (CDP). Salesforce CDP allows you to connect data sources from multiple sources, including from within Salesforce, Marketing Cloud, and external data sources, such as AWS, Azure, Snowflake, and Google Cloud Platform via MuleSoft. No matter the format (because there will be various formats), it can be harmonized by mapping your data to the industry standard Cloud Information Model (CIM). This unlocks a whole new level of customer insights into systems that would typically remain siloed from a CRM, such as loyalty programs and point of sale (POS) platforms.

Unlocking value by analyzing your data

Having your data fully connected is valuable; however, the insights that come from your data to make the right decisions are what is going to bring your CX program to the next level. This is the time to build off that foundation to visualize a comprehensive view of your customer and give them what they need before they know they even need it. Tableau CRM provides that visualization and business intelligence capabilities to help make sense of your data and answer critical questions. With AI-driven engagement at its heart, you can better predict customer behavior and automate personalized services to speak to your customer as an individual, not as a group. This can help you:

Drive customer retention

Optimizing the customer lifetime value (CLV) is directly tied to how you leverage your data to determine the next best actions for your customers. Engaging at the right time, with the right content, on the right channel is key. With the video streaming service markets reaching more of the youth cohort, there is naturally less emphasis on email communications and more focus on push notifications and in-app messages to engage them effectively. Using Push and In-app messages can help achieve the same messaging and campaign across all customer touchpoints, and at the same time be personalized to the individual.

Convert new customers

How can you turn that non-paying subscriber into a paying one? Using your data to understand demographics based on specific interactions can help move the needle and convert net new customers by giving them an experience that is unique and personal. Make them feel important, not just another audience segment.

Bolster compliance

Not only are you collecting personal and behavioral data, but consent data is being collected as well. Having a centralized view gives you the ability to listen to your customers based on their preferences and communicate with them in a way they so choose.

To learn more about reshaping the future of customer engagement, contact us today.