Salesforce Connections 2019 Keynote - Ch. 2: Innovation | Salesforce

Now, I promised you at the beginning of this keynote that we understand that a customer 360 is your holy grail and we don't want to wash it as easy. You all told us, unpack it, get into it, show us the product, get into the how to. More of that. And so I am pleased to have my colleague and friend Eric Stahl tell you more about it.

All right, thank you, Stephanie. Now think about it. Think about the apps you use every day. Think about Amazon. It doesn't start on the website or in the mobile app. It often starts with a targeted ad in your Facebook or Instagram feed based on what you've bought in the past. You click through, you're getting amazing recommendations. You buy a product, you get an email, they send you an SMS when it's shipped or been delivered. And if there's a problem or you need to return something, service is built right into that experience. It's one continuous experience. That is what makes amazing Amazon amazing. Think about Starbucks. I came in this morning, I saw those lines at Starbucks. I pulled out my app, they know what I like, they know where I like to get it. Put that order in, skip that line, grab my coffee and I'm on my way. It's an amazing experience. And think about Marriott. I love staying at the Marriott because when I come in from the hotel, I'm coming in from the hotel, from the airport, I'm usually exhausted. I check into my room, I can use my phone to unlock my door. And if I have a problem, they've built two way conversational service right into that application. So you can request a toothbrush if you happen to forget one at home and they'll send one up to your room. That's awesome, right? You know what I'm talking about, happened to all of us. Now is this marketing, is it commerce, is it sales, is it service? I don't know, I don't care. It's that continuous engagement that makes it amazing. But I have to admit, I am a marketer. I am a 20 year career marketer in the trenches with many of you who know how hard it is to, to deliver on these kinds of applications, Right? Think about the mountain we all have to climb every day. You're like, yeah, that's great. They built that with an army of engineers. I have to bring forward decades of legacy infrastructure. I have to figure out things like GDPR and new privacy regulations from California and elsewhere. I have to figure out how to connect up all these channels. Email, mobile, social advertising, your website, your sales team, Your service team, those are typically scattered into different sets of infrastructure, different databases. Very hard to tie together. Trust me, I am in the trench. I live this every day. You're trying to figure out things like multi touch, attribution. It's really hard to know exactly what is working and what isn't, especially spread across all these systems. We all live this. Fragmented channels and new channels. I mentioned Amazon, they've added voice. I can literally just ask for something and it shows up. That's awesome. That's the new customer expectation. How do we as marketing and commerce people bake that into our experiences? It's super hard. I completely understand that. Now the good news is Salesforce has been focusing on on really thinking about how do we create that customer experience, how do we build that single view of the customer and manage every customer touch point across departments, whether that's marketing or commerce or sales or service. And across channels, email, mobile, social ads, your website, et cetera. And last year at Dreamforce, our big user conference in San Francisco, we introduced an exciting new technology initiative called Customer 360. Now Customer 360 was the first step and it's focused on identity identity of the customer. If you are a person in the marketing cloud and you're the same person in the commerce cloud and in the sales cloud and in the service cloud, that is not four people, that is one person. And by giving them a unique ID and leveraging our new customer resolution engine, we're able to help you figure out that that is one person so we can engage you accordingly. Sounds simple. It's actually pretty complicated problem. We're really excited about that. That will be GA this November so keep an eye out for that now. That's great. That opened up some new use cases and made it easier to implement things like service for commerce. So if a service agent is in the service cloud, they can see all the order detail history from the commerce cloud. Great. They can figure out the problem faster and they can give that customer a better experience. Well, I'm excited to announce that you have pushed us farther and we are rolling out a major new product. Ladies and gentlemen, I'm so excited to announce that we are introducing a full blown customer data platform into the world's number one CRM. A lot of you have been asking us, that's great that you have a hub that can route that data and those events. But I want to bring together all of my customer data into one place. I need a consumer scale data platform. You also want to be able to do powerful segmentation and activation of those audiences. We're also bringing forward some really powerful AI powered insights so you can understand your audiences and and understand the effectiveness of your campaigns. Now this has been a basketball themed keynote so far which was not planned. But one of our design partners for customer360 and the customer data platform within it is the Indiana Pacers. They want to figure out how to leverage all their different systems, all of their data to do better for fan engagement, to ultimately sell more tickets and merchandise. They are a business after all. Let's take a look at how the Pacers are doing this. Now here we are inside of customer360 and the first thing you need to do, and this is really something your data administrator would be focused on, is really connecting up these systems. Marketing cloud, commerce cloud, community cloud, sales cloud, service cloud. Then they need to create their data model and do all the mappings. This is hardcore data management here. And set up all their preparation rules and basically build this container and resolve the customer identity. That's all good, that's what we announced last year at Dreamforce. But let's take a look at what we're building on top of this to give you that full customer data platform. Now the first thing you need to do is pull in data. We're literally replicating data into one central repository. So here in this case, the Pacers have marketing, sales, community service. You can even connect out to any system using MuleSoft or other integration technologies to bring in data from the team store, which is their commerce site or an external system like Ticketmaster. We are also making it easy to upload data manually so you can upload a file or do it through an FTP. Great. So we've identified the data and we've started the import. Now as this is importing, let's think about what we just saw. We did all that with clicks, not code. That is our goal. It's never going to be easy, but we're going to make it easier than it's been in the past. Great, our data import is complete. Let's take a look. Now this is the new home dashboard inside of customer360. In it we can see a rolled up view of all that customer data. We can see our total audience size, we can see average order value. We can see loyalty information. We can see how our channels are performing by conversion rate. We can even see things like our open service cloud cases. Now earlier I mentioned these AI powered insights that Einstein is baked right in here. Einstein is helping us with audience discovery. I've talked to many of you who have said help me figure out what segments I should be going after. And here Einstein is saying if we build this segment with these attributes, we should get about 125,000 fans. That should get about a 12% conversion rate. That sounds pretty great. Let's check that out. Now what you're seeing here are the new segmentation tools built right into customer 360. Now Einstein's preconfigured this segment. So here you can see the attributes that we've already dragged in there. But I as a marketer want to tweak this. I want to add another attribute. I want to say all past season ticket holders who have not bought a season ticket this year, I want to add them to this audience. So let's go ahead and do that. Here we can see we now have that attribute and let's refresh that audience size. Now we've taken that from 175,000 to 75, 125,000 to 75,000 fans. But it's a much more targeted audience so we should be able to get even better engagement. Great. So we brought our data in, we looked at that dashboard, we, we created a segment. Now we want to publish that segment. We want to activate it across these different channels. We can activate it easily on Salesforce channels like Journey Builder for email and mobile messaging like Ad Studio, our DMP to push out ads on the open web and other channels. And we can activate this through external platforms. But for today, let's take a look at what it looks like to activate this through Journey Builder. So here we are inside of Journey Builder. We can see our audience is pre populated right there in the center. And we're going to send this audience through this journey where we have all kinds of branching, logic and engagement splits and wait times where we can create the journey for them to receive emails in app push notifications, SMS messages. We can even add people to or remove them from an advertising audience. Right here inside of Journey Builder. This one's baked, it's ready to go. Let's go ahead and activate that Journey. What you'll see is that all of our superfans in that audience are will suddenly get that ad here in Instagram. They'll get a push notification into the Pacers mobile app and they'll get a hyper personalized email delivered right into their inbox. This is what we mean by building a 360 degree view of your customer so that you can drive insights and engagement across every possible touch point. Now I was Barely able to scratch the surface today. We have a customer data platform super session tomorrow at 10:15am so to learn more, make sure you check that out. Thank you very much and have a great rest of your event. Back to you, Stephanie.

All right, we went a little deep there, but you asked for it. You all said, we want you to show us how we're instrumenting this customer360 and the path to get there. Now, Eric shared a little bit about the Pacers in particular and I'm really thankful because we have Rick Fewston. Come on up, Rick. Rick is the president and COO of Pacer Sports Entertainment. Thank you, thank you.

Good day.

Thank you, thank you. Appreciate you being here. Now, Eric just showed us the Pacers, but I have learned you've got a much bigger gig than just the Pacers. You've got multiple teams across multiple geographies. Tell us, that's complex. How are you dealing with the fan experience?

Like you all, a little bit like you all, we have grown. I'm a 35 year veteran of the Pacer group and so when I started we were just a basketball team. But today in our stable, we have six teams in three different sports. We have the men's team in the NBA, we have the women's team and the WNBA, the soccer team, baseball team. We even have a 2K G League and a G League team and a 2K which is our digital team as well. So it's significantly different than it was 35 years ago and continues to change every day. And what we have had to do is have a transformation look like this 66 year old man who has had to as a leader has had to have a transformation in letting young people.

Age is not a barrier.

To do this.

We're both up here to attest for that.

Exactly right. So we have had a transformation where it's just not putting on the uniform and opening the doors to our arena or to our stadium in Reno. It's about knowing who our customer is so that we can optimize that personalization so that we can make sure they get what they want, when they get it. And just as soon as they do, we know that we know how happy they are and that they will be our customer for a long time.

That's pretty amazing. I'm gonna put you a little bit on the spot here. You had a lot of choices on vendors. You had a lot of different tools and technologies. Why Salesforce?

Well, I don't honestly think we had a lot of choices.

Good answer.

Thank you. And they didn't even prompt me on that. As I look at the data that you show the trajectory that you have had over your 20 years, that's the kind of group that we want to be with and the believability, the trustworthiness, the innovation and the people that you have that have told us they will and then have made it the right decision for us. So from the get go, we said they are correct. They are the right ones. We can grow with them. And that's the choice we made and it was the right one.

That's awesome. We want that for everyone every day. So that's amazing. Tell us what's next. What can we see?

Well, what's next is to be like Toronto and win an NBA championship. So if Einstein can help us with that, we'd really be very appreciative. But we'll see where it goes. Really. We have a great partnership with Salesforce and I think the ultimate situation that we want to see is really by 2021, when we will, in Indianapolis host the NBA all star game. It's a worldwide event and we want to make sure that through our partnership with Salesforce that we offer the ultimate fan experience for this worldwide event and we think that's what's next for our partnership.

Oh, we're excited for the path there together with you. Thank you so much for your business and everything that we do together.

Thank you very much. Appreciate it.

Round of applause. All right, we're going to cut on over to social here. Check out what's going on on Twitter. Who do we hear from in the audience? We got Matt Day and Matt is giving us. I'm not going to read word for word. All right. Matt says he's happy about the scale that we're delivering on. I love the 24 hours in the day of life of Salesforce. I think it crystallizes for people really, the number of interactions we're all powering here together. So, Matt, I'm glad you're a fan. I'm a fan. Thank you.