Tailoring content and experiences
Tailoring offers and communication is key to Wests’ strategy to get closer to customers, and it’s already using Marketing Cloud to support 1:1 journeys for game days. This includes SMS campaigns to engage with members and corporate clients and remind them of details like kickoff time.
As Wests moves into the next phase of its rollout and connects all of its data in Salesforce, it will build more complex and personal journeys that lead customers to interact with more of its brands. It also plans to optimise messaging across its digital channels, including social, mobile, organic and paid search. Trailhead will be an important resource throughout this transformation, helping the marketing team understand and fully exploit the capabilities of Salesforce.
“We want to encourage two-way communication with customers wherever we can, but also let them choose how they want to be contacted and how often,” said Clair Coleman, Group Marketing Manager, The Wests Group Australia. “Combined with our knowledge of how customers are already interacting with us, we can engage with them in a much more meaningful way and actually add value to their experience — rather than throwing out all kinds of offers and seeing what sticks.”
Einstein Analytics will support this more meaningful engagement by giving Wests the power to predict what customers want next. It will also provide actionable intelligence on sales to keep the organisation tracking towards its goals.
“The use of Einstein to predict the future is very exciting for us, especially as customers sometimes don’t know what they want until you put it in front of them. We’re getting closer to unifying our data and being able to tap into that type of intelligence day-to-day which will be incredibly powerful,” said Wonnacott.
