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Early in my Salesforce consulting days, I read a very interesting case study

It was about Customer Experience

This startup put together a pretty good marketing campaign

It attracted a lot of interest

BUT…

Their conversion rate was 💩

Customers were visiting their site, but very few were buying

So… what happened?

Marketing did their job, yet the business wasn’t hitting the target.

Well, here’s why…

Their marketing campaign missed a crucial piece:

Customer Experience.

👍 People got to the site

👎 But then there wasn’t a clear path pushing them to buy

This made me realize 2 things:

Dang! More people should write case studies
Dang! How we interact with our clients is everything

You have to trust my judgement on the 1st one

But here’s the data to back up the 2nd one:

96% of customers say customer service matters for their loyalty

84% of companies who improve their customer service increase their revenue

73% of companies with above-average customer experience outperform their competition

In other words, investing in your customer experience will:

Increase your revenue
Build a loyal customer base
Stay ahead of your competitors

So, if improving this is helpful – why doesn’t everyone do it?

Because it’s hard.

You’ll have figure out how to:

Efficiently manage customer data
Understand and meet customer expectations
Maintain consistent personalised communication

What’s a tool that can do all this extremely well for you?

Salesforce.

And to do you one better – lemme show you how to automate it.

Here’s the 5 stages of customer experience

And how you’ll automate each one in Salesforce

STAGE 1: Awareness

This is the stage where your customers first get to know about your brand.

Salesforce can help you make a crucial first impact through:

Targeted Marketing: Use Dynamic Content in your emails and marketing that auto adjusts based on the recipient's profile or past behavior.

Example = Send an email with product recommendations that change based on the recipient's previous purchases or browsing history.

Social Media Integration: Use Salesforce Social Studio to monitor and manage your brand’s presence on social media. Track mentions, keywords, and engagement to understand how customers interact with your brand online.

STAGE 2: Consideration

Once people know your brand, you want to nudge them to try your products

Salesforce can help them do this through:

Personalized Content Delivery: Use Salesforce Einstein to analyze customer data and predict which content will be most relevant to each customer. Use these insights to automate the delivery of personalized content via email, web portals, or mobile apps.
Lead Scoring: Salesforce’s lead scoring system can be used to identify and prioritize leads that are more likely to convert, allowing you to focus your efforts effectively.

STAGE 3: Conversion

This is the make-or-break stage on which all our efforts depend on.

Salesforce can help you convert potentials into paying customers through:

Automated Quoting: Create and send quotes automatically based on customer interactions and preferences with their automation tool called Flow.
Streamlined Sales Process: Set up automatic stage transitions within the Opportunity object based on customer actions, such as a customer approving a quote moving the opportunity to the "Negotiation/Review" stage and use validation rules to ensure sales reps complete necessary fields at each stage of the sales process.

‍STAGE 4: Retention

Retaining customers is often more cost effective than acquiring new ones.

Salesforce can help you keep your customers satisfied and engaged with your brand through:

Automated Customer Service: Implement Assignment Rules to automatically route cases to the appropriate service team or agent based on case type, customer priority, or product.
Personalized Follow ups: Set up automated tasks for sales or service reps to follow up with customers at set intervals post-purchase, using Flow. These tasks can be based on the specific products purchased or service used.

STAGE 5: Advocacy

In the final stage, satisfied customers become advocates for your brand, recommending your products or services to others.

Salesforce can help you do this through:

Referral Programs: Use Marketing Cloud or Pardot to send automated referral invitation emails to your customers, inviting them to participate in the referral program, with instructions and benefits clearly outlined.
Feedback Collection: Use Salesforce Surveys or integrate with a third-party survey tool to send automated surveys after customer interactions, such as post-purchase or service closure. Use Flow to trigger these surveys based on specific interaction types or customer actions.

Salesforce Automation doesn't just improve efficiency…

It literally transforms your business