February 2017

Three Ways to Mobilise the Customer Journey

We all know that the mobile phone has completely redefined the way we live. It was only ten years ago last month that Apple launched its first iPhone, and yet since then everyday life has changed irrevocably as we have adapted everything to this new device. Every aspect of life is now conducted on it - from work, to shopping, to banking and even the way we conduct our relationships. But how do you apply this to the way your organisation goes to market? This eBook on Mobilising the Customer Journey is a great introduction into what this means for you.

Making mobile moments matter

According to Forrester, there are 30 billion mobile moments every day in the US alone. But how as a brand can you leverage that incredible engagement power for the benefit of your own bottom line? This guide takes you step by step through how Mobile Studio - part of the Salesforce Marketing Cloud - can help you focus your marketing, sales and service efforts on your customers’ mobile devices and make the most of that opportunity.

The key is always being where your customer is, and being accessible when they need you. There are three stages to getting this right:

1. Crossing channels

The first trick to mobile success is to integrate your mobile marketing with your key channel for marketing ROI - email. An example of how powerful this can be is UK supermarket chain Safeway, who combined email and mobile push notifications to immediately double their coupon redemption.

Link your email marketing and mobile marketing campaigns together and you can put everything in digital marketing at the fingertips of your customer - literally. In fact our State of Marketing report found that high performing Marketing teams are 1.8 times more likely to align their email and mobile marketing - a clear indication that this is a huge driver of success.

In this section of the guide, you can read how Makana Health combine email and mobile marketing to increase the effectiveness of their marketing campaigns.

2. The end of silos

We know that while a great customer service experience can really help with brand loyalty, a bad experience is far more impactful and can often do a lot of damage to corporate reputations. Increasingly organisations have found that they must integrate their sales, service and marketing to ensure customers have a consistent and unified relationship with brands.

A good place to start is creating a 360-degree view of your customer - Salesforce is ideal for this as the Sales, Service and Marketing Clouds all integrate perfectly. In this guide, you can read how Northern Trail Outfitters used Salesforce to knock down silo walls between sales, service and marketing not only to improve customer call resolution times but also to create sales leads out of these interactions.

3. Getting in TOUCH with your customers

One of the reasons smartphones are such a powerful device for customer interaction is the intuitive and accessible touchscreen interface. It presents a powerful new way to engage your customers that has never been available before. Now, thanks to easy-to-use platforms like the Salesforce App Cloud, it isn’t just the IT team that can create these apps either. This capability is available to anyone in the organisation - and it’s easy to integrate it through the Mobile Studio too.

That is why - according to Gartner - by 2020 more than 75 per cent of organisations will have adopted at least one App Development platform to better engage their customers.

Download the Mobilise the Customer Journey Guide now to find how you can adapt not only your marketing, but also your sales and customer service, to the mobile revolution.


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