Create a Personalized Customer Experience
After completing this unit, you’ll be able to:
- Explain Distributed Marketing.
- Describe why customers want personalized messages.
- Set your default greeting option in Distributed Marketing Settings.
Consumers are looking for every brand interaction to be connected, relevant, and convenient. However, for organizations that sell and market through large partner networks, such as franchisees, financial advisors, insurance agents, or resellers, it’s a challenge to deliver seamless consumer engagement at scale. Distributed Marketing from Salesforce makes it simple for brands to deliver consistent experiences across corporate marketing and partner networks.
Distributed Marketing is the Salesforce messaging platform that connects employees, channel partners, and the brand—transforming the way you create and manage co-branded messages across channels and devices. Think of Distributed Marketing like a bridge that connects and combines your customer data from the cloud you work in most (such as Sales, Service, Financial Services, or Community) with the branded messages your marketing team creates in Marketing Cloud. Then Distributed Marketing gives you the power to quickly send customized versions of those messages to your customers through campaigns or from contact, lead, and person account records.
In the Brand Alignment in Distributed Organizations module, we took a high-level view of how customer expectations are shifting as technology continues to change the way we communicate. We also explored the unique challenges faced by distributed organizations and learned how Distributed Marketing bridges that gap. Then in the Distributed Marketing Administration module, we enabled Distributed Marketing administrators (most often the marketing team) to install and set up Distributed Marketing.
Now, we’re talking to you.
The Distributed Marketing user.
The one who interacts with customers every day.
You’re the person who wants to focus on building the customer relationship—not spend time designing an email campaign. But you also want your customer communications to be compliant, branded, and professional. We’re giving you a closer look at how you can use Distributed Marketing features to deliver the experience your customers want: branded, personalized, timely communications.
Let’s set the stage for a moment. Imagine you’re planning your dream vacation, which just happens to be a 3-week hiking and camping trip. You start researching and find two travel companies that specialize in outdoor adventures. You fill out the contact form on each of their websites, requesting a follow-up from one of their agents. The next day, you have two very different customer experiences.
- The first company sends a generic email with a list of all of their trips, and you notice that only a few of those are actually hiking trips.
- The second company calls you to discuss your wish list and generally get to know you. After your phone call, you receive a professional, branded email from the person you spoke with that includes a personal message about your call and a coupon for an upcoming hiking trip.
Which company would you choose to do business with?
Consumers expect personalized experiences and seamless engagement with the brands they trust. In the 2018 Salesforce State of the Connected Customer report, research reveals that about 70% of consumers say connected processes—such as seamless handoffs or contextualized engagement based on earlier interactions—are important to winning their business. Plus, more than half of consumers say they’ve stopped buying from a company because a competitor provided a better experience.
Tailored interactions build customer loyalty. Fifty-seven percent of consumers have stopped buying from a company because a competitor provided a better experience. Sixty-four percent believe that a company providing an excellent customer experience strengthens their loyalty.
So why does this matter to you? You can use Distributed Marketing to quickly deliver the personalized, connected experience your customers want, while you focus on growing your customer relationships. How? Distributed Marketing includes two main features for sending personalized messages: campaign sends and Quick Send. We explore each of these features in the next two units.
Check out this video to learn a little more about Distributed Marketing.
Before you start sending messages, set the default for the greeting style you want to use with your customers. Do you want to greet them by their first name? Full name? It’s up to you! In the App Launcher, navigate to Distributed Marketing Settings.
From here, select your default option for how you want your message recipients’ names to appear in your message greeting.
- First Name: Includes the recipient’s first name only.
- Full Name: Includes the recipient’s first and last name.
- System Default: Follows the default greeting that is set by your Distributed Marketing administrator.
You can also change this greeting option for individual recipients when you personalize campaign messages. In the next unit, we take a look at customizing and sending campaign messages.