The Multi-Channel Approach to Improving the Customer Journey

Why do customers still experience fragmented interactions with brands? Businesses are drowning in customer information but starving for the wisdom to improve the customer journey. According to a 2104 Forrester study commissioned by Salesforce, more than a third (36%) of marketers struggle to apply customer insights to improve customer experience, and 42% say it’s difficult to analyze data from customer interactions.

Every time a customer reaches out to a brand, no matter the channel, they provide information about their experience that forms a sequence of events creating a customer journey. Yet for many customers, it can sometimes feel like every interaction with a brand requires a jump-start to their journey – or, worse – the start of a new one. According to Scott McCorkle, CEO of Salesforce Marketing Cloud, “customers no longer tolerate fragmented engagement across different channels.” In an interview with DMNews, he says “All departments—sales, service, and marketing—are a part of the customer journey. This means implementing a truly multichannel approach to personalize each customer engagement.”

The Multi-Channel Journey

Customers are able to interact with brands from a variety of touchpoints – websites, mobile apps, social, marketing, sales, etc. Engaging with them doesn’t necessarily mean you need the biggest marketing budget or even the hippest marketing campaign. In order to develop loyalty and retention, marketers have been successful using The Salesforce Marketing Cloud to create consistent and personalized engagement across all touchpoints and channels.

Journey Builder

There’s magic in being able to automate fully responsive campaigns while the Marketing Cloud continuously evaluates each customer interaction to determine the next action to take. It allows marketers to focus on critical tasks with the knowledge that customer communications are running according to plan.

With a user-friendly, straightforward drag-and-drop interface, the Journey Builder is a powerful campaign planning tool that empowers marketers to design and automate responsive campaigns within the Marketing Cloud. Marketers can easily map out the customer journey and build comprehensive multi-channel campaigns to guide customers through every step with the brand.

Website Personalization

Personalization is the key to one-to-one marketing, and creating a personal online experience also comes with bottom-line benefits. But, marketers aren’t programmers, and that’s why SF’s CloudPages lets you easily create branded content for web and apps without needing advanced programming knowledge. Plus, it helps you keep the content consistent across landing pages, microsites, Facebook tabs, mobile apps, and more ensuring a seamless customer experience.

In order to turn static websites into dynamic experiences with personalized content and recommendations requires a relevant understanding of each individual customer’s behavior and preferences – making Predictive Intelligence important to web personalization.

Predictive Intelligence (PI)

By analyzing CRM data (i.e. customer purchase records) marketing data (i.e. what campaigns were seen) and relevant contextual data (i.e. recent browsing activity), insights can be derived from the Marketing Cloud that allow marketers to predict the best content, product offers, or marketing campaigns to serve to either anonymous or known customer profiles.
Content: Builder & Canvas

Since marketers are beginning to shift from campaign-based to content-based strategies, the Content Builder and Content Canvas now give users the ability to create and manage cross-channel content.

Content Builder is a cross-channel editor that enables marketers to:

  • Create professional-looking emails without knowing HTML
  • Use always-present preview to see email content changes in real time
  • Use smarter HTML paste tools, including color coding and line numbers
  • Use snippets of code for inserting common links, such as Forward to a Friend, Open Tracking, and more
  • Create a text only email from one of the three template types in the Email application

Of course, you now have to manage the content that you build — and Salesforce’s new cross- content management tool Content Canvas doesn’t disappoint. This easy-to-use tool enables you to bring all of your images, documents, and other content together in one place to use while you build your content.

Mobile Marketing

Many companies have already begun making significant progress with multi-channel marketing integration—mobile in particular— and, according to Salesforce.com’s State of Marketing report, sixty-eight percent of respondents claim that mobile is now integrated within their marketing plans, a remarkable 20% rise just from last year alone. With everything you need on your mobile device, the ability to collaborate with team members, view analytics and dashboards, and approve campaigns and creative allows you to be more agile.

Social Media

Marketers who want to deliver a better customer experience can also take advantage of the social capabilities available in the Salesforce Marketing Cloud:

  • Analyze your current database of social media followers/fans
  • Use the Salesforce Marketing Cloud to listen and engage with your customers and prospects on a 1:1 basis
  • Create editorial content plans specific to your customers and prospects needs to drive timely content through social media channels
  • Provide training for staff using social media channels to communicate appropriately with customers

At LiquidHub, we understand how to leverage the Salesforce Marketing Cloud to engage your customers and unify their experiences. We can help you unlock the value of your Salesforce investment so you can keep pace with the changing needs of the market.

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