Improved marketing campaigns and increased customer digital engagement for a cleaning services provider
Challenge
The client is implementing Marketing Cloud. They want to use different communication channels for transactional and marketing purposes. Before, the main communication channel was the email channel, sometimes they have sent marketing SMSs as well. The client wants to increase the usage of SMS channel and add a possibility to send transactional SMSs.
Recently they have developed a new mobile application, and now they want to start to utilize push notifications. There is also an additional requirement to have an overview of all the sent communications to every customer in Salesforce CRM that will help sales agents and customer support team deal with the requests.
The client is implementing Marketing Cloud. They want to use different communication channels for transactional and marketing purposes. Before, the main communication channel was the email channel, sometimes they have sent marketing SMSs as well. The client wants to increase the usage of SMS channel and add a possibility to send transactional SMSs.
Recently they have developed a new mobile application, and now they want to start to utilize push notifications. There is also an additional requirement to have an overview of all the sent communications to every customer in Salesforce CRM that will help sales agents and customer support team deal with the requests.
Solution
The Vimera team set up Mobile Connect to listen to SMS responses from customers. Now the client can collect and process customer replies when it is necessary or even has some kind of SMS conversation. Marketing SMSs became more personalized (AMPScript is used).
Custom solution was developed for managing transactional SMS send outs because standard keyword logic doesn’t cover this.
We set up Mobile push. Now the new application app is connected to Marketing cloud instance, and once a customer registers in the mobile application, his/her device is automatically added in Marketing cloud. The client can send different types of pushes, from the simple ones containing only the text to rich push notifications with images, buttons and links.
All the 3 channels, Email, SMS and Push, are connected to each other by a single contact record what means there are no duplicates in Marketing cloud that can be caused by setting up a new communication channel. Every customer has a single contact in Marketing cloud, and we can use all the types of communication in one journey. It allows marketers to choose a right channel at the right time.
The Vimera team set up the full overview of Marketing cloud send outs in Salesforce CRM as well. All the sent emails are automatically saved in Salesforce CRM in Individual Email Results (related lists on Contact and Lead objects), this is a standard logic. New objects and related lists were created for SMSs and pushes. When SMS and push send outs occur, necessary data is saved into these objects (AMPScript is used). Our developers created a new component where they combined all the information about all the send outs for every customer and put it on the record page.
The Vimera team set up Mobile Connect to listen to SMS responses from customers. Now the client can collect and process customer replies when it is necessary or even has some kind of SMS conversation. Marketing SMSs became more personalized (AMPScript is used).
Custom solution was developed for managing transactional SMS send outs because standard keyword logic doesn’t cover this.
We set up Mobile push. Now the new application app is connected to Marketing cloud instance, and once a customer registers in the mobile application, his/her device is automatically added in Marketing cloud. The client can send different types of pushes, from the simple ones containing only the text to rich push notifications with images, buttons and links.
All the 3 channels, Email, SMS and Push, are connected to each other by a single contact record what means there are no duplicates in Marketing cloud that can be caused by setting up a new communication channel. Every customer has a single contact in Marketing cloud, and we can use all the types of communication in one journey. It allows marketers to choose a right channel at the right time.
The Vimera team set up the full overview of Marketing cloud send outs in Salesforce CRM as well. All the sent emails are automatically saved in Salesforce CRM in Individual Email Results (related lists on Contact and Lead objects), this is a standard logic. New objects and related lists were created for SMSs and pushes. When SMS and push send outs occur, necessary data is saved into these objects (AMPScript is used). Our developers created a new component where they combined all the information about all the send outs for every customer and put it on the record page.
Results
Improved marketing campaigns. Marketers can deliver the right content via the right channel at the right time.
Increased productivity. Sales agents and customer support team deal with the request faster and more successful.
Increased customer digital engagement. Customers can choose where and when they want to receive marketing communications.
Improved marketing campaigns. Marketers can deliver the right content via the right channel at the right time.
Increased productivity. Sales agents and customer support team deal with the request faster and more successful.
Increased customer digital engagement. Customers can choose where and when they want to receive marketing communications.