#cnx14 - getting more juice from the squeeze: how luxury retreats is rocking engagement and...
DESCRIPTION
In today's environment, marketing departments are continuously asked to enhance the customer experience while improving ROI. Learn how Luxury Retreats—a leading international brand specializing in personalized villa vacations—accomplished just that in their first year with ExactTarget Marketing Cloud. Starting with the Professional platform and a rigorous overhaul of their Email program, find out how the Luxury Retreats team created a comprehensive customer journey with over 55 daily automated touch points—generating sales cycle efficiencies of a staggering 10,000 man-hours—all while staying lean. In this session, join Luxury Retreats’ email marketing innovators as they share lessons learned and answer the question, "What do we know now that we wished we had known when we started?"TRANSCRIPT
Track: Customer Journey Showcase
#CNX14
#CNX14
Getting More Juice from the Squeeze: How Luxury Retreats is Rocking Engagement and Efficiency
Caren Carrasco, CRM Manager
Benjamin Tuff, Senior Director, Digital Experience & CRM
Track: Customer Journey Showcase
#CNX14• 2,300+ Villas in 70+ Destinations • Personally Inspected• Full Concierge Service• No Membership Fees
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
What we know now that we wish we’d known when we started…
Track: Customer Journey Showcase
#CNX14
And this is what we learned in creating a lean and comprehensive customer journey…
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Get more juice from the squeeze
Never just rely on your gut
Leverage your organization’s talent
Track: Customer Journey Showcase
#CNX14
Getting More Juice from the Squeeze: Leverage Automation Studio
Track: Customer Journey Showcase
#CNX14
Leverage Automation Studio
• Map out your customer lifecycle• What does it look like today• What do you want it to look like
• Start building events by creating targeted audiences• Find key milestones in your process to act as a starting point• Ensure all key data is in ET• Problem solving with filters & measures• Connect the dots in Automation Studio
• Use Exact Target Support• They’re great and their love can be bought!
Track: Customer Journey Showcase
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Leverage Automation Studio: Create your wall!
Track: Customer Journey Showcase
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Leverage Automation Studio: Gaps & Opportunities
With an automated campaign 7 days after the request rate, those who opened the email converted higher than those who didn’t receive or open the email.
Candid feedback from the campaign allowed us to understand the gaps & opportunities in our offline sales process
Track: Customer Journey Showcase
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Never Just Rely on Your Gut: Trust Your Audience
Track: Customer Journey Showcase
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Trust Your Audience
• A/B Test every campaign• Make it fun and competitive• User-friendly platform
• Not all emails need to be pretty• Old school text e-mails vs. images
• Know how they’re interacting• Mobile friendly is not mobile responsive• Design for mobile then desktop
Track: Customer Journey Showcase
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Trust Your Audience: human personalization vs. machine personalization
48% 55%
Track: Customer Journey Showcase
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Leverage Your Organization’s Talent
Track: Customer Journey Showcase
#CNX14
Leverage Your Organization’s Talent
• Start with yourself• Be curious and be hungry
• Key contributors: Copywriter, UX Designer, Integrator• Start with shared resources• Involve the team early in the process• Leverage templates
• Build your production process• Agile methodology – Kanban board• Checklists and cross-department sign-off
Track: Customer Journey Showcase
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Leverage Your Organization’s Talent: and your production process!
Agent pic
Track: Customer Journey Showcase
#CNX14
Getting More Juice from the Squeeze:
Leverage Automation Studio
Never Just Rely on Your Gut: Trust Your
Audience
Leverage Your Organization’s Talent
Refresh Your Memory
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Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Take the after-session survey!
Take the survey in the Connections 2014 Mobile App
Join the conversation!
Prizes!
$50Starbuck
sGift Card Session speaker info
@carencarrasco
@bentuff79
#CNX14
Track: Customer Journey Showcase
#CNX14
Track: Customer Journey Showcase
#CNX14
Questions?
Track: Customer Journey Showcase
#CNX14
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES