By: Rayhan Dahod
In the Forbes article, “Salesforce Marketing Cloud CEO Urges Marketers to Assert Their Role in the Total Customer Experience,” John Ellett discusses an interview with Salesforce CEO Scott Mcorkle, who talks about how marketers can assert their role in total customer experience by using the marketing cloud to achieve and measure customer satisfaction, as well to generate customer loyalty. Ellett talks about how the marketing technology industry is growing and how it is making it easier for us to be able to analyze customer trends, such as whether they liked a product or whether this promotion was attractive and if it is affecting our target industry.
We see examples of how marketing technology is affecting how we collect information on our customers thanks to CRM analytical tools like Salesforce. It helps collect and sort the information we gather from other analytical tools like Eloqua, which reports the data of how many people open an email, as well as what they collect on the email, so we can use that information to provide a satisfying experience that will enhance our customer loyalty.
Mcorkle discusses how marketers have to stretch their boundaries across the company in order to accomplish a polished view of the company that helps to generate customer loyalty as well create value for the marketing position in the company. Mcorkle explains that this is an issue, as is connecting marketing and sales with the service team and linking them all together. He believes that the marketing hub will allow all these points to connect and help to create transparency between the systems. He also goes into detail on how a marketing system is much different compared to an HR system that does not need to be touched after it is completed; a marketing system needs to be open to change since it is ever-changing, since customers’ needs can change, and the way we analyze this information may change as well depending on what type of media the customers use. As Ellett looks more at the challenges that Scott Mcorkle and Salesforce are trying to address, he sees that there is a problem of organization in a majority of companies. He also asks about their new product: the Journey builder. Mcorkle answers by saying that their new product helped create a way to integrate any event or activity a company performs related to customer experience, and explains how we are touching the customer, which events or activities are working, and how they help enhance the customers’ experience.
After reading this article, I thought about how Salesforce has helped revolutionize the way we can organize and collect data from online networks (emails, Facebook etc.). Thinking about my experiences in using Salesforce in industry I understand what they are talking about on how we can analyze and map the customer’s experience from the events or activities they have attended and whether this affected customer loyalty or not. For an example of this type of marketing, if we have a webinar and we email people that have attended before, when they attend something similar we label them with the appropriate segment in the system and put them in the related group so that we understand to send them content related to or similar to the webinar they attended so we can get them to be a returning customer. Now, if we look at the example of someone who received an email by forwarding when they choose to attend the webinar, we get a record of them forwarding the email and that we know that this person also likes something similar where we can send him an email inviting him to attend other webinars. I believe that CRM analytical tools like Salesforce are essential in tracking and understanding what customers are experiencing and whether or not it is creating customer loyalty.
Ellett, John. “Salesforce Marketing Cloud CEO Urges Marketers to Assert Their Role In The Total Customer Experience.” Forbes. Forbes Magazine, 14 Sept. 2014. Web. 27 Oct. 2015.