Lotta Laurin Head of Marketing, Nordic @evlaurin elaurin@salesforce.com

Customer Experience Trends that will define 2016…

We’ve Entered the Connected, Digital World  And now the customer is in control

 Cloud: Scale, performance, and real-time access

 Social: New places to meet our customers

 Mobile: Always-on, always-connected experiences

 Analytics: Relevant and personalized interactions

 IoT: Connected sensors, beacons, devices, and apps

Your company

of customer data has been analyzed 1 < % 77 %

of customers are not engaged with companies

The Customer Gap Your customers

IoT

Cloud

Analytics

Mobile Social

Click Facebook Ad

Newsletter Sign-up

Personalized Content Email

Mobile Opt-in Download App

Contact Customer Support

Evangelize on Facebook

Support Issue Resolved

First Purchase

Every Customer Is on Their Own Unique Journey  Grouping, segmenting, and stereotyping is no longer enough

*Transforming Customer Experience: From Moments to Journeys, 2013

Journeys are strongly correlated with business outcomes.

+36% Customer

satisfaction

+15% Revenue growth

+28% Willingness to recommend

+33% Less likely to cancel/churn

“Customer experience has overtaken price and product as the key brand differentiator.”

#1

2016 is All About Customer Experience

Price Product Customer Experience

Customer Experience - How a customer feel about a company over time

Trends and insights from nearly 4,000 marketing leaders worldwide

State of Marketing 2016

 What we were looking for:

 Overall trends changing the role of marketing

Nearly 4,000 Marketing Leaders Surveyed Worldwide  Exclusive to marketers holding leadership roles

1706

353

1190

726

About the Respondents Self-identified according to performance level

Respondents identified as…

 High Performers  “Extremely satisfied” with the current outcomes of their company’s marketing investment

 Moderate Performers  “Very or moderately satisfied” with the current outcomes of their company’s marketing investment

 Underperformers  “Slightly or not at all satisfied” with the current outcomes of their company’s marketing investment

 18%

 68%

 14%

Customer Experience is the Holy Grail  Customer satisfaction is the number one success metric for marketers

Marketing is more about building and sustaining customer relationships than filling the funnel.

24%

33%

35%

Customer acquisition

Revenue growth

Customer satisfaction

Top 3 challenges 2016

The Answers What is the difference between high performers and underperformers? - Four key take away

Focus on Customer Experience #1

High-Performing Marketers Lead the Customer Experience  Nearly 8x more likely to lead CX and digital transformation

8%

8%

21%

23%

58%

63%

Leading CX across their business

Implementing digital transformation company-wide

Marketing leaders who strongly agree that they’re…

High Performers Moderate Performers Underperformers

60%

21%

4%

Top Marketers Create a Single View of the Customer  13.7x more likely to integrate systems supporting a single view

Marketers who strongly agree they’ve integrated business systems to create a single view of the customer…

High Performers Moderate Performers Underperformers

Customer Journey Strategy #2

88%

Say a customer journey strategy is critical to success for their overall marketing

Heavy tech users #3

Executive Buy-In #4

Executive Buy-In Is the Critical for Success

 83% of high-performing marketers have their executive team’s complete commitment to their marketing strategy.

 High-performing marketing teams are supported from the top down

40%6

0%

30%

20%

50

%

10%

70%

80%

Moderate performers

Underperformers

High-performing vs.

Underperforming Teams

2.6xmore likely to say their

executive team is completely

committed to the overall

marketing strategy

High performers

83%

31%

42%

“Our vision of a customer journey is to deliver a seamless, connected experience across any device at a global scale.” Carlson Choi, Vice President, Digital Initiatives Group

Mattel crafts a life-long, cross-channel customer journey  Uses Marketing Cloud and Journey Builder to eliminate silos and unify brand on a single platform

 Allows company to transition the customer from brand to brand throughout their lifetime

 Leverages Marketing Cloud Services to align overall business strategy with technology and operations to deliver customer-centric journeys globally that drive business results and provide a connected experience across all brands and digital touch points

Industry: CPG Segment: EBU

 01 | Top teams owns the Customer Experience

 02 | Top teams has a customer journey strategy

 03 | Top team are smart with tech adoption

 04 | Top teams align with business leadership

How the World’s Top Teams are Thriving  Four key takeaways

  - Self Service solutions/Communities

  - Get more data driven

  - Ensure your mobile presence

  - Its time to get the 360 view

  - Use Predictive and Personalized Communication

2016 – Checklist...

thank y u

Lotta Laurin Head of Marketing, Nordic @evlaurin elaurin@salesforce.com