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Customer Experience Management: Create Fans with Salesforce

Jul 3, 2024

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At CloudAnalysts, we recognised over a decade ago that customer experience management would become a strategic and important business concept and we’ve built up our muscle in this field.

Today providing an exceptional customer experience has become essential for success. Salesforce, the leading customer relationship management (CRM) platform that we work with, offers a suite of powerful tools designed to enhance every aspect of the customer journey. In this article I would like to share how we can help you use Salesforce Clouds in the way your business manages and improves customer experience.

How we define Customer Experience Management (CX)

Customer experience (CX) is the sum of all interactions a customer has with your brand. It’s not just about making a sale; it’s about creating a seamless, enjoyable journey from the first contact through ongoing support. The premise is that a positive CX can lead to increased customer loyalty, higher retention rates, and better word-of-mouth marketing.

Now, let’s talk about some of the Salesforce clouds in turn, and how they can be used for customer experience management:

The Role of Salesforce Clouds in Enhancing Customer Experience

1. Salesforce Marketing Cloud

Salesforce Marketing Cloud helps you understand your customers better and engage with them in meaningful ways. Here’s how it can enhance customer experience management:

  • Personalised Campaigns: Create tailored marketing campaigns based on customer preferences and behaviours.
  • Automation: Use marketing automation to deliver the right message at the right time.
  • Analytics: Track and analyse customer data to refine marketing strategies.

While we have several case studies of how we helped companies with Marketing cloud, we actually love this example of the AFL by Salesforce itself. Because after all, business is a team sport and all customers should be fans!

customer experience management with Salesforce

Example: The Australian Football League (AFL) adopted Salesforce with great success:

“It’s all about creating giant moments in fans’ lives and providing them with experiences that they want to keep coming back to and tell their friends about.” said  said Mitchell Dale, Head of Strategy and Growth, GWS GIANTS.

“The more we can connect our data and the faster we can understand and act on customer insights, the more we can unlock those opportunities,” Clubs are now using Marketing Cloud together with the AFL’s Fan Data Service to automate and personalise engagement. For instance, they can tailor emails and journeys based on whether fans show interest in the men’s squad, the women’s squad, or both. They can send tailored campaigns to frequent attendees and encourage them to sign up as a member.” 42+ hours per week saved by clubs as a result of email automation. Read the full case study on fan engagement.

2. Salesforce Service Cloud

Salesforce Service Cloud is essential for delivering outstanding customer support:

  • Case Management: Manage customer cases and inquiries from multiple channels in one place.
  • Knowledge Base: Provide customers with self-service options through a comprehensive knowledge base.
  • AI and Automation: Use AI-driven chatbots to handle routine inquiries, freeing up agents for more complex issues.
IVF healthcare service cloud pardot implementation London UK nation wide | bad customer satisfaction surveys and TrustPilot results turnaround

Example: For an international group of IVF clinics, we helped to completely turn their patients’ customer experience around with a greenfield Service Cloud implementation.

The company went from receiving 1-2 star to consistent 5-star customer reviews on TrustPilot and other review platforms. All this aside from actively being able to manage the call centre and overall business much better. “Salesforce is 10x the software I thought it was” wrote the CEO.

See our Salesforce service cloud case study for more details on how we did it.

3. Salesforce Sales Cloud

Salesforce Sales Cloud streamlines your sales processes, ensuring a smoother experience for both your sales team and your customers:

  • Opportunity Management: Keep track of deals and opportunities to close sales faster.
  • Lead Management: Efficiently track and manage leads from various sources.
  • Forecasting: Use predictive analytics to make informed sales decisions.
customer experience professional

“CloudAnalysts worked alongside the Marketing and Sales team… resulting in much greater buy-in and usage.” “The Marketing and Sales team are working much closer together now.”

“CloudAnalysts equipped our Sales team with easy-to-use solution in Salesforce Engage. They designed beautiful and effective Engage email templates that could be sent from Salesforce or Outlook.”

Example of our work with Sales Cloud:

As an ongoing partner for House Buyer Bureau, a fast home buying service, we have built Salesforce Sales cloud, Service cloud and Pardot out into a comprehensive foundation for its business. It has been a roadmap full of important projects that collectively raise both the employee and customer experience to a whole new level.

“Very happy with the outcomes. Happy to recommend CloudAnalysts as a Salesforce Partner! says Andy Bayes, Director of Marketing, House Buyer Bureau.

4. Salesforce Experience Cloud

Salesforce Experience Cloud (formerly known as Community Cloud) allows you to create engaging online communities for customers, partners, and employees:

  • Branded Portals: Build customised portals for different user groups.
  • Collaboration: Facilitate collaboration and knowledge sharing among users.
  • Integration: Seamlessly integrate with other Salesforce Clouds for a unified experience.
church in england - salesforce implementation nonprofit case study of marketing cloud and experience cloud

Example: For an international church in England, we helped built an increasingly rich, seamless faith experience every time people come into contact with the Church, so as to build meaningful, supportive engagement.

Read our case study – Salesforce Marketing cloud, Experience cloud and NPSP.

5. Salesforce Commerce Cloud

Salesforce Commerce Cloud enhances the e-commerce experience:

  • Unified Commerce: Provide a consistent shopping experience across all channels.
  • Personalisation: Offer personalised product recommendations based on customer behaviour.
  • Scalability: Easily scale your online store as your business grows.

Key Benefits of Salesforce Clouds for Customer Experience

Salesforce CloudKey Benefits
Marketing CloudPersonalized campaigns, automation, analytics
Sales CloudLead management, opportunity management, forecasting
Service CloudCase management, knowledge base, omni-channel, AI and automation
Experience CloudBranded portals, collaboration, integration
Commerce CloudUnified commerce, personalization, scalability
Overview of Salesforce Clouds and Focus area to boost client satisfaction and performance

Over to you

Real results in customer experience come from systematic change initiatives at the human-interaction level – no TV ads. For many firms – your competitors? – customer experience has become a business discipline like finance, human resources, and information technology. To build strength requires a foundational platform like Salesforce.

Leveraging the power of Salesforce Clouds can transform your customer experience, making it more personalised, efficient, and satisfying. Each cloud offers unique tools and features that, when used together, create a seamless customer journey.

At CloudAnalysts, we specialise in configuring and optimising Salesforce Clouds to enhance customer engagement. Whether you’re looking to launch a specific project or need ongoing support through our managed services packages, we are here to help. Our team of certified Salesforce consultants will work closely with you to understand your business needs and tailor solutions that drive exceptional customer experiences.

By partnering with CloudAnalysts, you’re not just implementing technology—you’re building a foundation for long-term customer loyalty and business success. Let us help you create a customer experience that sets your brand apart.

Photo credits: Emmy E. and Pixabay. First published January 10, 2013. Updated June 27, 2024. 

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