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Salesforce CommunitiesThe power of your platform in the hands of your customersJuly 28th, 2015
• About Traction
• The Rise of Advocate Marketing
• Defining Communities & Business Impact
• What is the Right Community for Your Business
• Customer Success: GCHS
• Salesforce Communities
• Takeaway Insights & Considerations
Today’s Agenda
Traction on Demand 9 years implementing and developing the Salesforce platform Largest dedicated Salesforce partner in Canada First 500 certified on Salesforce.com 450+ customers, 1700+ projects & 300+ custom Force.com
apps Experts in bending cloud technologies
White label service provider for Salesforce.com One of DocuSign’s top three finalists for Partner of the Year 2015 Salesforce Marketing Cloud award for fastest ramped partner (2014)
Top ten Best Place to Work in Canada in 2014 & 2015 Traction for Good
Traction’s Customer Community
92% of B2B sales are influenced by word-of-mouth marketing
http://influitive.com/blog/how-to-use-csat-other-customer-satisfaction-metrics-to-discover-brand-advocates/
The Shift in the Balance of Power
Companies Need to Engage with their User Network(s)
Online Communities Aren’t New…
But They’ve Definitely Improved
Communities Optimize the Entire Experience
Collaborate
Educate
Sell Market
Service
Analyze
Community Types
SalesJoint marketing and selling
Partner recruitment and educationDeal management
ServiceCustomer self-service
Collaborative case resolutionWhite-glove premium communities
MarketingCampaign management and alignment
Centralized agency managementProspect engagement
Average reported percent improvements from Communities
48%
46%
48%
45%
43%
Fasterresolution time
Increase inpartner
engagement
Increase inemployee
engagement
Increase inpartner sales
Increase incustomer
satisfaction
Partner Community
Sales• Joint selling to close deals• Partner recruitment and deal registration• Partner education and alignment
Service• Customer self service• White glove premium communities• Collaborative case resolution
Marketing• Campaign management and alignment• Centralized hub for agencies• Prospect engagement
Customer Community
Sales• Deeper knowledge on customer needs• Upsell/cross sell• Product innovation
Service• Customer self-service• Collaborative case resolution• Reduced overhead
Marketing• Targeted marketing• Centralized hub for agencies• Prospect engagement
Taking Guest Experience to New Heights with CommunitiesFeaturing Great Canadian Heli-SkiingGreg Porter & Chris Peacock – July 28th, 2015
Pioneers of boutique heli-skiing adventures in North America
Avg. Vertical Skied Daily
Provides full boutique resort experience
7,200m+
World class pilots and heli-guides offering flexible trips and personalized experiences 15
• Islands of data in different systems (operations, reservations & sales)
• Reduced visibility and understanding of guests• Limited data segmentation and customer outreach• Unable to provide level of service to meet brand expectations
• Pre-trip administration paperwork was taking away from the guest experience
• Required to complete multiple liability waivers• Completed upon arrival • Heavy administrative burden on GCH staff to input and manage
• Restricted to 7-day trips due to timely admin process (standard, but not always desired)
Challenges
Developed a fully branded, custom Salesforce guest community Self-service community allows for all pre-trip administration to be done prior
to guest arrival
Sales Cloud integration for lead and opportunity management
Integrated with backend systems to collect and action on data
Marketing automation integration for lead nurture with enhanced customer 360 view
DocuSign integration for waiver signature and pre-trip administration
Solution
Let’s See it In Action
A better guest experience inline with GCH’s brand promise (while reducing administrative burden)
Increase in skier days from ‘13/14 to ’14/15
Revenue growth in 2014/2015
Increase in leads attributed to targeted email marketing campaigns with better data
‘14/15 DocuSign envelope completion rate (significant increase from 13/14)
Results
21%
15%
90%
>68%
Takeaway Insights
3. You’re collecting extremely valuable data – use it!
4. Communities should be a part of your long term strategy
1. One community does not fit all
2. Engagement is earned, not given – invest
Think about how your business interacts• Customers?• Employees?• Partners?• Products?
• Where is the opportunity?• Knowledge, ideas, customer self service,
case deflection, collaboration, sell…
Takeaway Considerations
