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Personalization and Customer Success: Highlights from CNX15

Jun 24, 2015   |   3 min read

Knowledge Center  ❯   Blog

Customer Success JourneyLast week, TowerData sponsored the Salesforce Connections conference here in New York City. Connections has long been considered the “digital marketing event of the year,” and, while the transition to the Salesforce brand has brought a lot of change, with speakers like Seth Meyers and Diane Von Furstenberg-not to mention performances by Elle King, The Roots and a surprise appearance by the one and only Derek Jeter-the energy was excellent.

Salesforce Marketing Cloud CEO Scott McCorkle delivered a rich keynote address on Wednesday. Scott’s session revolved around something near and dear to all our hearts: personalization. More specifically, personalization and its place in what Salesforce calls the Customer Success Journey.

What is the Customer Success Journey?

According to McCorkle, the Customer Success Journey has five stages:

Customer Onboarding and the Role of Personalization

While each of these stages is important to building a positive brand identity, one stage is specially crucial.

“Onboarding might be the most critical step in the entire lifecycle journey,” says McCorkle. This is because it’s in this moment that brands transform from being a solution to the solution. In other words, this is when customers determine whether or not they will invest their loyalty in your brand.

You can effectively onboard customers by doing the following:

Effective onboarding leads to happy customers, and happy customers are more likely to engage. But, how do you make sure your onboarding messages make an impact? As you may have guessed, it all comes back to personalization. By utilizing your customers’ demographic information, purchase history and household data, alongside your first party data such as browsing and purchase history, you can offer more meaningful and memorable messages.

Whether you are a Salesforce Marketing Cloud client, or using one of the many other awesome digital marketing suites, achieving personalization this early in the game means making a positive impression and laying a strong foundation for future advocacy.

Data is the secret to a highly effective onboarding process. Obtain all the data you need to build relationships and drive customer advocacy with InstantData. Try it now free!

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