MASTERING CODE HALOS. Using Digital Insights to Drive Customer Experiences. Salesforce & A JOINT PLAYBOOK BY

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1 MASTERING CODE HALOS Using Digital Insights to Drive Customer Experiences A JOINT PLAYBOOK BY Salesforce &

2 2 Innovators recognize that every interaction with every person and every thing now creates a trail of data and they ve mastered the ability to harness it. Every click, browse, download, share, transaction and device transmission enables them to understand, and subsequently monetize, relationships in ways never before possible.

3 WINNING IN AN ERA OF MASS PERSONALIZATION Businesses of all types and sizes must be adept in today s always-on, multichannel world where prospects and customers demand highlypersonalized and relevant relationships. From marketing to sales and service mass personalization is no longer an option. It is a matter of business survival. All around us, companies from A (Amazon) to almost Z (Uber) are embracing this new expectation by leveraging data-driven insights to deliver 1-to-1 personalization along each step of the customer journey. In the process, they re doing more than disrupting industries. They are redefining success in the digital age. These innovators recognize that every interaction with every person and every thing now creates a trail of data and they ve mastered the ability to harness it. Every click, browse, download, share, transaction and device transmission enables them to understand, and subsequently monetize, relationships in ways never before possible. We call this collection of data a Code Halo. Code Halos, and the data at their core, are perpetually growing in richness and, along the way, generating unprecedented opportunities for every industry. Visit a Disney resort, and you ll experience the MagicBand, or buy insurance from Flo and you ll encounter Snapshot. You may have a Nest, or a Hive, or ridden in a Hailo cab in London. Industrial companies like GE, Bosch and Philips are instrumenting their machinery to generate data and build Code Halos around their products, which allow engineers, maintenance staff, finance executives and customers to see and interact with smart things in entirely new ways. For many businesses, other examples are much, much closer. Billions of customers now gather on social networks, providing infinite insights into their interests and needs. And of course, the proliferation of mobile devices now places a supercomputer in the pocket of nearly every consumer, making it possible to connect truly relevant journeys across time-tested channels like , mobile, social, ads and the Web. It s no wonder 90% percent of the world s data has been created in the last two years. 3

4 4 Code Halos contain the code that marketing, sales and service can use to enhance their understanding of prospects and customers and deliver personalized, 1-to-1 experiences.

5 MARKETING CAN LEAD THE DATA TRANSFORMATION A unified data strategy across your enterprise is key to harnessing the promise of Code Halos at each step of the customer journey. Yet according to McKinsey, only 18% of companies believe they possess the skills to gather and use data effectively, and only 19% are confident that their datagathering processes contribute to sales effectiveness. Rectifying the problem requires a reconsideration of the relationship from the customer s perspective they don t think in terms of departments or lifecycles. The boundaries have blurred because alwaysconnected customers don t care whether it s a service, marketing or sales interaction. They just want their needs met quickly and consistently regardless of what channel or device they choose. Because CMOs now have greater responsibility for driving the customer relationship than ever before, marketing in partnership with sales, service and IT is ideally positioned to spearhead the data transformation. Nowhere in the organization is there greater opportunity to deliver personalized experiences to specific audiences at exact points in time. Think of the possibilities. With every interaction, customers add to their Code Halos and provide insights into their wants, interests and lifestyles. By combining all available data sources into individual contact records that are living, breathing and constantly evolving, marketers can fill the customer engagement tank with the fuel to power highly relevant 1-to-1 communications. Pairing customer data like demographics, history and preferences with real-time triggers like behaviors, location and even anticipated needs makes it possible for marketers to detect and respond to terabytes of information and connect discrete interactions on each individual customer s terms. That is the true power of harnessing Code Halos. 5

6 case study ROOM & BOARD For over 35 years, Room & Board has created modern furnishings designed to be practical, timeless and comfortable. In 2009, the company s leadership turned to Marketing Cloud to help create digital experiences reflective of how customers were using the Web alongside its retail stores and call centers. As a first step, the company began uploading all of its customer sales history and data to the cloud without knowing exactly how the information would be used. Today, Room & Board uses all that information to power product recommendations for customers using Marketing Cloud s predictive intelligence. The goal is to replicate the personal experience of in-store design associates, who work with customers to help them understand how a look comes together in a room, and which missing pieces might help to complete a showroom-perfect in-store experience for online customers. Years of data about which pieces of furniture go together, which styles complement one another and which products customers tend to view and purchase in groups informs recommendations made on the website and in personalized campaigns. The results? In the first year alone, the company saw a 2,900% return on investment. Customers who engage with Room & Board s recommendations place Web orders with 40% higher average values than those who don t. When customers view those recommendations before coming into the store, the average order value shoots up 60%. RETAIL 6

7 ENGAGE CUSTOMERS ON THEIR JOURNEYS Thanks largely to the influence of social networks, search engines, connected products and ubiquitous mobile devices, customers are on journeys of their own designs. Customers have assumed control of researching their options, seeking trusted opinions, resolving issues and deciding which brands have the privilege of communicating with them. Marketing Cloud makes it possible for marketers to join customers as they move fluidly between channels and devices, and deliver seamless, personalized experiences each step of the way. It equips marketers to gather implicit and explicit individual customer insights at scale, then automatically engage in meaningful, two-way conversations across channels. is the engine that drives online commerce. Marketing Cloud offers hundreds of features to help marketers execute on every possible communication, from basic marketing to sophisticated predictive intelligence decisioning. Mobile: With 1-to-1 personalized messages across SMS/MMS, in-app messaging, group messaging and connected devices, Marketing Cloud keeps brands in touch with customers ever-changing context, from smartphone to tablet to laptop. Social: Target mobile prospects and customers as well as lookalikes on networks like Facebook, Twitter and LinkedIn, and listen and respond to conversations on owned social channels and across the social Web. Ads: Digital ad spend continues its meteoric rise. Marketing Cloud unlocks CRM data to securely and powerfully reach customers, target lookalikes and optimize advertising within the customer journey. Web: Marketing Cloud s Web marketing tools make it easy to create beautiful, dynamic Web pages and personalized content, and then track every action customers take, in real time, to make the insights actionable. IoT: Harness the power of the Internet of Things, and turn the data generated by every customer, partner, device and sensor into meaningful action. You can process massive quantities of data, build business rules with simple, intuitive tools and engage proactively with customers in real time. 7

8 case study LIFE TIME As a company on a mission to improve the health of America, Life Time understands the journey toward positive health and fitness is personal, and that each of its members has particular objectives. To that end, the company was focused on obtaining new, unique insights in order to deliver tailored experiences that would truly benefit members across its 119 facilities in the U.S. and Canada. Using Marketing Cloud, Life Time can now create a complete view of each member by gathering data from every touchpoint he or she has with the brand, and then leverage that data to provide an experience that is unique. For example, if a member comes in with her two children, she may receive a push notification providing a 10% discount for a LifeSpa service while her children attend Kids Academy, Life Time s onsite child program. Another member who is training for a triathlon might receive a 8 reminder on her mobile app to track her workout for the day to ensure she is getting the right training mix to prepare for her big race. Each of these members has a unique journey and needs different information to achieve their goals. Marketing Cloud s Journey Builder enables Life Time to retrieve the right data and organize it the right way to have multichannel, personalized engagements with its members. A recent study by Nucleus Research found that Life Time improved its open rate by 80% over a two-year period and reduced its number of unsubscribers by 15%. It also increased the open rate of new membership and service offer s by 40%. In addition, the wellness company effectively scaled its output and increased the efficiency of its marketing department while reducing the amount of time and money spent on managing marketing technology. HEALTH

9 KEY STEPS FOR LEVERAGING CODE HALOS Leveraging Code Halo thinking takes more than sharing data; it requires an enterprise-wide commitment and deep understanding of how, when and why each interaction with every customer occurs. Gain Organizational Alignment Success starts with C-level commitment, then continues with buy-in from stakeholders across the organization. For the initiative to be a priority, every department must have clear, qualitative KPIs tied to customer experience. Development might focus on more rapid product releases. Service goals may include faster problem resolution. Sales objectives might focus on improved referral rates. Marketing may target improved campaign performance. Collectively, they benefit the bottom line of the entire organization. Objectively Analyze Your Current Customer Experience Great data drives great experiences. Ask customers for a true assessment of how they perceive their relationships with your brand across touchpoints. To avoid finger-pointing, ensure that these assessments and discussions are built around data. Quantitative figures like net promoter scores, engagement rates across channels and survey results are datadriven starting points for analysis. Map the Customer Journey Journey maps tell the complete story of customers end-to-end experiences across channels and departments. Effective journey maps do much more than identify processes and handoffs. They illustrate what users are thinking and how they are feeling during moments that matter. If that sounds overwhelming, it s OK to tackle just certain segments of the story. Why not begin with some of the disconnects identified in your customer experience analysis? Unify Your Collective Knowledge A CRM system for collecting customer data is the key to creating a single customer relationship. Cloud solutions for sales, marketing, service and IoT make it possible to integrate and synch data throughout the organization. Grant access and the ability to contribute to all customer touchpoints. Listen and Engage in Real Time Listen to your data, and use your journey map as a guide. As data changes and grows, automate communications across channels to drive the next level of engagement. This is the true power of Code Halos the ability to detect and understand the ever-evolving relationship with each customer, and proactively deliver personalized, relevant and consistent messages across channels and devices. 9

10 case study MARINE INSURER The world s largest marine insurer offers ship owners, operators, shipyards, contractors and oil companies a one-stop-shop for insurance products and services. In 2014, this company turned to Cognizant to digitally transform customer experience functions using Salesforce s Community Cloud, Marketing Cloud and Sales Cloud. With Marketing Cloud, the company s marketing team applies Code Halo thinking to serve up targeted and timely content to a wide array of insurance brokers, employees (agents) and customers. The approach empowers users to manage their content subscription and channel preferen ces, and deliver a curated user experience at scale to clearly differentiate the company from its competitors. Moreover, the initiative enhances 10 operational efficiency by offering customer service reps and client/brokers a single version of truth that contains secure cloud access to portfolios, claims and reports. Over time, this digital transformation program is expected to reduce customer support costs by 12% to 15%, boost revenues by 15% and improve customer data quality by a whopping 40% to 50%. The drivers: Increased partner and customer collaboration, coordinated and streamlined access to business insights across internal and external functions, and uniquely targeted marketing content that ensures high-impact messaging consistency across the insurer s extended enterprise. INSURANCE

11 REACH FURTHER Are you ready to harness the power of Code Halos? Connect with Cognizant and Salesforce for a unified data strategy across your enterprise. ABOUT COGNIZANT Cognizant (NASDAQ: CTSH) is a leading provider of information technology, consulting, and business process outsourcing services, dedicated to helping the world s leading companies build stronger businesses. Headquartered in Teaneck, New Jersey (U.S.), Cognizant combines a passion for client satisfaction, technology innovation, deep industry and business process expertise, and a global, collaborative workforce that embodies the future of work. With over 100 development and delivery centers worldwide and approximately 221,700 employees as of December 31, 2015, Cognizant is a member of the NASDAQ-100, the S&P 500, the Forbes Global 2000 and the Fortune 500 and is ranked among the top performing and fastest growing companies in the world. Visit us online at cognizant.com or follow us on Twitter: Cognizant. ABOUT SALESFORCE Salesforce is the world s #1 CRM company. Our industry-leading Customer Success Platform has become the world s leading enterprise cloud ecosystem. Industries and companies of all sizes can connect to their customers in a whole new way using the latest innovations in cloud, social, mobile and data science technologies with the Customer Success Platform. Build and manage your 1-to-1 customer journeys with the world s most powerful digital marketing platform, Marketing Cloud. For Industry Analyst Reports on our products from Gartner, Forrester, IDC, Nucleus and OVUM, please click here. Note: Code Halo is a registered trademark of Cognizant Technology Solutions. The company names presented in the case studies throughout this e-book are the property of their respective trademark owners. 11