{"id":1009,"date":"2021-11-29T19:43:00","date_gmt":"2023-06-06T19:43:58","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=1009"},"modified":"2023-11-15T07:46:11","modified_gmt":"2023-11-15T07:46:11","slug":"sansiri-creates-cohesive-customer-journey","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/sansiri-creates-cohesive-customer-journey\/","title":{"rendered":"5 Ways Sansiri Creates a Cohesive Customer Journey"},"content":{"rendered":"\n<p>Marketers must create a cohesive customer journey across channels and devices. This is the top priority for Thai marketers, <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/ap\/blog\/2021\/08\/future-of-marketing-strategy.html\" target=\"_blank\" rel=\"noopener\">as revealed in the 7th edition State of Marketing report<\/a>.<\/p>\n\n\n\n<p>Kavin Manomaiudom is VP and Group Head of Tech BI at Thailand property developer, Sansiri. He believes creating a cohesive customer journey begins with digital transformation.&nbsp;<\/p>\n\n\n\n<p>\u201cIt\u2019s about cultural, organisational, and operational change,\u201d he shared at a <a href=\"https:\/\/www.salesforce.com\/au\/form\/events\/webinars\/form-rss\/3438451\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">Salesforce webinar<\/a>. \u201cWe must combine an agile mindset with processes and tools to deliver value to customers.\u201d&nbsp;<\/p>\n\n\n\n<p>Mr Manomaiudom outlines five ways Sansiri is creating a more cohesive customer journey.<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-1-respond-to-changing-customer-behaviours\"><b>1. Respond to changing customer behaviours<\/b><\/h2>\n\n\n\n<p>Sansiri turned to Salesforce three years ago to <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2021\/11\/digital-transformation-introduction.html\" target=\"_blank\" rel=\"noopener\">begin its digital transformation<\/a>. Mr Manomaiudom says Salesforce technology helps the company <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2021\/01\/what-customer-connection-means-now.html\" target=\"_blank\" rel=\"noopener\">identify changing customer behaviours<\/a>. This has been vital to staying agile during the COVID-19 pandemic.&nbsp;<\/p>\n\n\n\n<p>\u201cBefore COVID-19 hit Thailand, our customers were visiting showrooms in person,\u201d he says. \u201cNow, we have a significant number of customers viewing our properties virtually. We needed to react fast by adjusting our marketing priorities.\u201d<\/p>\n\n\n\n<p>Mr Manomaiudom says that means using customer data \u201cto know more, see more, and do more. Marketers must leverage customer data to analyse and understand changes in customer behaviour.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-2-map-customer-journeys\"><b>2. Map customer journeys<\/b><\/h2>\n\n\n\n<p>New customer journeys must align with changing customer behaviours. Sansiri used <a href=\"https:\/\/www.salesforce.com\/ap\/products\/marketing-cloud\/overview\/\" target=\"_blank\" rel=\"noopener\">Marketing Cloud<\/a> and <a href=\"https:\/\/www.salesforce.com\/ap\/products\/marketing-cloud\/journey-management\/\" target=\"_blank\" rel=\"noopener\">Journey Builder<\/a> to <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/customer-journey-mapping-explained\/\" target=\"_blank\" rel=\"noreferrer noopener\">map a range of new customer journeys<\/a>.\u00a0<\/p>\n\n\n\n<p>Mr Manomaiudom explains that it\u2019s helpful to begin with the customer\u2019s end destination. Then reverse engineer the customer journey.&nbsp;<\/p>\n\n\n\n<p>\u201cWe always begin with the end in mind,\u201d he says. \u201cOur customer journeys at Sansiri have evolved with COVID-19. To date, we have built a total of 25 journeys. This has decreased customer attrition. These journeys have also increased sales conversion across all customer touch points.\u201d&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-3-personalise-customer-communications\"><b>3. Personalise customer communications<\/b><\/h2>\n\n\n\n<p>Link customer communications to specific points on each customer journey. Doing so helps to personalise customer communications. Sansiri uses <a href=\"\/ap\/products\/marketing-cloud\/overview\/\" target=\"_blank\" rel=\"noopener\">marketing automation<\/a> to achieve this.&nbsp;<\/p>\n\n\n\n<p>\u201cWe send an automated email to remind customers about their viewing appointments,\u201d Mr Manomaiudom says. \u201cWe also send relevant messages to convert our customers when they register online.\u201d<\/p>\n\n\n\n<p>This, says Mr Manomaiudom, has doubled conversions. \u201cIt helps us make sure we are achieving good return on investment (ROI) against our marketing spend.\u201d&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-4-innovate-digital-payments\"><b>4. Innovate digital payments<\/b><\/h2>\n\n\n\n<p>Payment is a critical point on every customer journey. Sansiri launched an online payment gateway during the pandemic. The company also now accepts cryptocurrency.&nbsp;<\/p>\n\n\n\n<p>Mr Manomaiudom says that digital payment innovations help to engage the younger generation. This stimulates revenue growth.&nbsp;<\/p>\n\n\n\n<p>\u201cOne of our big steps is to make cryptocurrency purchases in the real estate sector a reality,\u201d he explains. \u201cEspecially amongst the young generations who are keen on using this technology.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-5-stay-agile-and-use-data-as-your-guide\"><b>5. Stay agile and use data as your guide<\/b><\/h2>\n\n\n\n<p>Customer behaviour may continue to change over next 12 months. Mr Manomaiudom says marketers need to stay agile. They also need to track campaign ROI, and shift priorities when needed.&nbsp;<\/p>\n\n\n\n<p>\u201cWe started to shift our advertising budget to online, but surprisingly did not see as strong returns for some product segments and some zoning,\u201d he explains. \u201cAs a result, we reallocated the budget back to offline marketing.<\/p>\n\n\n\n<p>\u201cMarketers must be agile to run successful campaigns, stay on budget, and hit KPIs. You must be adaptive at all times and do not stick with what might work.\u201d&nbsp;<\/p>\n\n\n\n<p>Rather, use customer data to identify what will work. This is how marketers adapt to change and keep delivering cohesive customer journey.<\/p>\n\n\n\n<p><i>Download Salesforce\u2019s 7th edition State of Marketing report in <a href=\"https:\/\/www.salesforce.com\/ap\/form\/pdf\/state-of-marketing\/?d=7013y000000ZlRPAA0&amp;nc=7013y000000ZlRUAA0\" target=\"_blank\" rel=\"noopener\">English<\/a> or <a href=\"https:\/\/www.salesforce.com\/th\/form\/pdf\/state-of-marketing\/\" target=\"_blank\" rel=\"noopener\">Thai<\/a> for more marketing trends and insights.<\/i><\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/sg\/en\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Thailand-based property developer Sansiri is using digital marketing transformation to create a cohesive customer journey.<\/p>\n","protected":false},"author":1,"featured_media":1008,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"c09f6487e3d348f79b5420fa4a05c905","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[5,28,6,109,39,8],"sf_content_type":[],"coauthors":[97],"class_list":["post-1009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_topic-customer-experience","sf_topic-customer-journeys","sf_topic-marketing-personalization","sf_topic-trailblazer-story","sf_topic-customer-relationships"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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