{"id":50891,"date":"2019-09-30T18:50:00","date_gmt":"2022-10-18T18:50:23","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50891"},"modified":"2022-11-01T20:24:01","modified_gmt":"2022-11-02T03:24:01","slug":"6-top-lessons-from-connections-to-you-sydney","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/6-top-lessons-from-connections-to-you-sydney\/","title":{"rendered":"6 top lessons from Connections to You Sydney"},"content":{"rendered":"\n

Connections to You Sydney showcased incredible service and marketing Trailblazers. Here are the highlights.<\/p>\n\n\n\n

1. \u201cWe\u2019re all chasing the same holy grail\u201d\u00a0<\/h2>\n\n\n\n

In the main keynote, AVP Tony Katsabaris spoke of the increasing importance of a single view of the customer \u2013 it\u2019s the holy grail for all of the service and marketing professionals in the room (and for an entire organisation).<\/p>\n\n\n\n

\u201cWe’re living in a hypermobile connected world,\u201d Katsabaris said. \u201cWe’ve never been more connected, and these connections are powering incredible new experiences.\u201d <\/p>\n\n\n\n

A stellar example of those incredible experiences came from Kevin Doyle, Regional Vice President – Marketing Automation, who shared a tale that started with calling his mum for parenting advice \u2013 \u2018bribery is always the answer\u2019 \u2013 and ended with him and his partner sitting back, drinking coffee from a machine that \u2018people like him\u2019 buy using beans he\u2019d ordered with voice commands, streaming TV while the bribed kid played with a squishy new toy.\u00a0\u00a0<\/p>\n\n\n\n

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Their incredible experience was a moment of relaxation. And for the entirety of it, they thanked one brand that removed friction from every point of their journey.<\/p>\n\n\n\n

Parenting lesson: the answer is always bribery, and there\u2019s an app for that. Marketing lesson: removing friction buys loyalty<\/a>.<\/p>\n\n\n\n

2. Success is built on identity<\/h2>\n\n\n\n

\u201cThat best experience you have anywhere? That’s what you expect everywhere,\u201d Doyle said. \u201cIs your company ready for the future expectations of customers?\u201d<\/p>\n\n\n\n

Luxury Escapes is. The travel booking company found a few years back that it was struggling with personalisation at scale, and disparate systems were preventing solving the challenge.<\/p>\n\n\n\n

Now though, Luxury Escapes has a unifying ID for every customer, and uses clicks not code to pull in data from internal and external sources.<\/p>\n\n\n\n

The marketing manager can see, for the first time, that there\u2019s 3.1m people in their database, as well as average lifetime value, top channels, consent across channels, and more.<\/p>\n\n\n\n

They can also use AI to find, in moments, an audience they weren\u2019t talking to, create a segment, remove anyone who’s booked recently, publish to activation platforms, and build journeys, using AI to again select the best channel for each interaction.<\/p>\n\n\n\n

3. The best financial services marketing is data-driven<\/h2>\n\n\n\n

Stacey Pence and Rachel Hughes from Accenture\u2019s session on data-driven customer experience for financial services could well have been called \u2018What a financial services CMO needs to know now\u2019.<\/p>\n\n\n\n

Among financial services CMOs, they shared, 78% believe new market entrants use CX as  differentiator and 76% say that those market entrants are beating the traditional players at providing relevant offerings. It\u2019s little wonder then that four out of five see consumers becoming more open to engaging with these new entrants.<\/p>\n\n\n\n

\u201cGreat CX is key to driving growth, and that relies on leveraging data and aligning tech better,\u201d Pence said. \u201cBusiness and tech working together is important in making these data-led experiences happen.\u201d<\/p>\n\n\n\n

The key attributes for a finserv CMO to be successful \u2013 and Pence and Hughes listed some 20 attributes \u2013 rely on the smart use of data<\/a>. That smart use runs from collation and analysis of data to understand the core needs of customers and make the right decisions, through to personalised engagement based on those data-led, AI-powered decisions.<\/p>\n\n\n\n

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\u201cPersonalised engagement isn’t about set personas,\u201d Pence said. \u201cIt’s also not sending the same message to everyone, but with the receiver\u2019s first name.\u201d<\/p>\n\n\n\n

It\u2019s not disconnected across channels, claims that offers are \u2018exclusive\u2019 or data-blind events \u2013 think of the last time you returned a product only to receive a \u2018personal\u2019 request to review it.<\/p>\n\n\n\n

So what is personalised engagement?<\/p>\n\n\n\n

\u201cIt’s tailored to consumer attributes, behaviours and context,\u201d Pence explained. It adapts as these change and is unified across touchpoints as well as across time and location.<\/p>\n\n\n\n

It\u2019s built on actual information about individuals.<\/p>\n\n\n\n

\u201cOne of the most critical enablers of getting this right is setting up your DMP effectively,\u201d Pence said. This includes ensuring the other tools in your arsenal can do the parts of the heavy lifting that your DMP can\u2019t: storing content, reporting, activating engagement and knowing who your customers are.<\/p>\n\n\n\n

Success, Pence and Hughes said, lies with board-level support for and alignment to growth objectives. Their advice for getting this right? <\/p>\n\n\n\n

  1. Break down the silos between business units.\u00a0<\/li>
  2. Establish connections between tech and data leads.\u00a0<\/li>
  3. Align martech with CRM.\u00a0<\/li>
  4. Have patience.\u00a0<\/li><\/ol>\n\n\n\n

    4. You don\u2019t have to spend millions to deliver exceptional customer experience\u00a0<\/h2>\n\n\n\n

    Imagine flying during monsoon season in Asia and having to walk out onto the tarmac to board your plane. What\u2019s do you wish you had? It seems obvious in retrospect of course. <\/p>\n\n\n\n

    For Trailblazer AirAsia, discovering that people were getting wet and just didn\u2019t want to was a key insight from its quarterly Customer 360 sessions. In these sessions, AirAsia spends a day with its customers to find out what they like and don\u2019t like about their experiences with the airline, and how they last felt when they flew with AirAsia. Interestingly enough customers said they \u201cfelt wet\u201d. <\/p>\n\n\n\n

    What did AirAsia do? Quickly bought umbrellas to give its passengers as they boarded their flights. <\/p>\n\n\n\n

    \u201cIt just goes to show you don\u2019t have to spend millions of dollars on the biggest thing possible \u2013 sometimes it’s just going back to basics. And some people just don\u2019t want to get wet!\u201d explained Bayley Clark, Head of Customer Experience Strategy at AirAsia.   <\/p>\n\n\n\n

    \u201cIt\u2019s why we regularly talk to our customers, and we talk to them directly.\u201d<\/p>\n\n\n\n

    5. Inclusive and authentic marketing is the future<\/h2>\n\n\n\n

    The panel on inclusivity in marketing held approximately 1 billion lessons. <\/p>\n\n\n\n

    “Why do we have to call it inclusive marketing?” Salesforce’s Jo Gaines asked. “Because it’s hard to change organisations that have been doing things the same way for a long time.”<\/p>\n\n\n\n

    Jo Gaines, Salesforce Head of Solutions and Product Marketing Derek Laney, Seafolly CMO Adriane McDermott, and Jurlique Global Director, Digital, Data and Ecommerce Fiona Moylan had a pretty honest conversation. <\/p>\n\n\n\n

    \u201cThere is a new era of confidence in women,\u201d said McDermott. \u201cWomen today don\u2019t want to be told if and how to look good. They want to look good because they feel good.\u201d<\/p>\n\n\n\n

    As women and consumers demand brands be more authentic<\/a>, Gaines is happy to point the finger towards technology and digital for enabling consumers to drive this change. When consumers can reach brands with a tweet or Facebook post, they have the power to call brands out when they\u2019re not being authentic or representing real people.\u00a0<\/p>\n\n\n\n

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    For Moylan, that means a company needs to have a full view on tone, voice and what the organisation stands for. Otherwise, there will be gaps in the messaging, resulting in an inauthentic voice. <\/p>\n\n\n\n

    To be inclusive on the outside, brands must be inclusive on the inside. Having just released a new inclusive marketing campaign for Seafolly, titled \u2018Own your folly\u2019, McDermott understands the importance of including team members on the journey to inclusivity. <\/p>\n\n\n\n

    \u201cThat is where inclusivity comes in. You need to reflect the goals and values of the entire set of stakeholders behind a brand,\u201d McDermott says. \u201cThat does include customers, but it also includes suppliers, team members, your board, the community and other people who are benefiting from the brand.\u201d <\/p>\n\n\n\n

    Data has played a huge role in helping Jurlique share a more inclusive narrative with customers. <\/p>\n\n\n\n

    \u201cWe have been able to be more creative and more fluid in how we tell our true stories,\u201d Moylan says. \u201cWe are starting to talk more about our CSR and the farm.\u201d That\u2019s where many of the herbs, flowers and plants are grown for Jurlique\u2019s natural skincare products. \u201cWe didn\u2019t talk about the farm a lot, but we are running straight at that story because it is the truth.\u201d<\/p>\n\n\n\n

    To launch a new narrative you have to take a few risks; as McDermott found out when her new Seafolly campaign hit the media.<\/p>\n\n\n\n

    \u201cWomen wanted more diversity and more representation of women in Seafolly\u2019s advertising,\u201d she says, \u201cI was so inspired by the feedback that I got back on social media that we ran another shoot with more women.\u201d<\/p>\n\n\n\n

    As all panel members agreed, inclusive marketing is an ongoing journey with no finish line. <\/p>\n\n\n\n

    \u201cThis is about kindness and treating everyone with respect, no matter the gender,\u201d Jo Gaines said. \u201cAs long as brands keep doing their best, that is all we can ask.\u201d<\/p>\n\n\n\n

    6. Camp out with our customers<\/h2>\n\n\n\n

    As if the inclusive marketing panel wasn\u2019t enough to convince us that our customers are companies with amazing, Trailblazing people in them, it was pretty clear looking around the expo.  <\/p>\n\n\n\n

    The Juice for Good pop-up had a line a mile long, and for good reason. Juice for Good uses rescued oranges \u2013 perfectly good on the inside \u2013 to make fresh 100% OJ with all profits to OzHarvest.<\/p>\n\n\n\n

    Jurlique, meanwhile, was offering hand treatments on tap to all attendees with their signature Australian grown products.<\/p>\n\n\n\n

    Lesson learnt: the Campground is the place to be at Salesforce events!<\/p>\n\n\n\n

    To find out more about getting closer to your customer, download the State of the Connected Customer report here.<\/a><\/p>\n\n\n