CRM & Email Integration Innovation from FleetCor and Flagstar BankPam Coan, Director of Customer Marketing, FleetCor

Charlie Johnson, VP SFDC Administration Manager Wholesale Lending IT, Flagstar Bank

Joel Book, Principal of Marketing Insights, Salesforce

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Safe Harbor

Joel Book Pamela Coan Charlie Johnson

VP SFDC Administration Manager Wholesale Lending, IT

Flagstar Bank

Principal, Marketing Insights Salesforce

Director of Customer Marketing FleetCor

Today’s Speakers

Flagstar Bank is the largest banking company headquartered in Michigan with over 100 full service banking locations and 11.6 Billion in assets. A top tier national mortgage lender and in the top 10 savings banks in the country.

• Salesforce integrated since 2005

• SF Marketing Cloud users since 2009

• Unrealized horizontal and vertical visibility into customer touch points, behavior, and engagement

• Stockpiles of unleveraged “Silo” data across business units and databases

• Unrealized opportunities for data gathering, cross sell/up sell, experience improvement

Where We Were

Missing revenue generation and customer data enhancement opportunities

Evolution

• Unrealized horizontal and vertical visibility into customer touch points, behavior, and engagement

• Stockpiles of unleveraged “Silo” data across business units and databases

• Unrealized opportunities for data gathering, cross sell/up sell, experience improvement

• Tactical analysis of the environment (The P’s)

• Tactical analysis of the data (The D’s)

• Pragmatic analysis of data and interactions that we are missing

• Map the customers lifecycle experience (Journey)

Where We Were What We Did

Missing revenue generation and customer data enhancement opportunities

A single source for customer dataWho, When, Why for each interactionMore coordinated, collaborative, and unified customer experience

Evolution

• What products or services do we offer?

• Have we identified natural cross/up sell relationships?

• What are the prime motivations for purchase?

• Are their data driven indicators?

• What customary processes do our customers go through?

• What are the current “engagement” points along those processes?

• Are there opportunities or points of abandonment?

• Are there stage identifiers?

• Is it dependent on, or interrelated to other processes?

• Who are the team members that have direct touch points with the customer?

• Through what method are customers “engaged”?

• What brings about the “engagement”?

• What data is gained or given, verified or enhanced?

Products

Tactical Analysis of the Environment - The P’s

Process People

• Where does data currently reside?

• Is it accessible?

• How is it generated (source mapping)?

• Is it current, maintained, stale?

• Who uses it currently and for what purpose?

• How is it extracted?

• Why is it important…or is it?

Identity

• Name, Person (DOB, Gender), eMail, phone, Social, Account, Job, Permissions

Quantitative

• Transactional, Communication web & social activity, support

Descriptive

• Family, Lifestyle, Career

Qualitative

• Attitudinal, Opinion, Motivational (Survey)

• How does the data relate? How can we best structure it within the CRM?

• How do we get the data to the CRM?- ETL? Lightning? Transient? Resident?

• Relevant Exposure? Just Marketing? Sales? Management? Customer Community? (resource commitment)

• Retention, Purge, and Update Schedules?

Tactical Analysis of the Data - the D’s

Discovery Definition Delivery

• Unrealized horizontal and vertical visibility into customer touch points, behavior, and engagement

• Stockpiles of unleveraged “Silo” data across business units and databases

• Unrealized opportunities for data gathering, cross sell/up sell, experience improvement

• Tactical analysis of the environment (The P’s)

• Tactical analysis of the data (The D’s)

• Pragmatic analysis of data and interactions that we are missing

• Map the customers lifecycle experience (Journey)

Where We Were

Evolution

What We Did

• Unrealized horizontal and vertical visibility into customer touch points, behavior, and engagement

• Stockpiles of unleveraged “Silo” data across business units and databases

• Unrealized opportunities for data gathering, cross sell/up sell, experience improvement

• Tactical analysis of the environment (The P’s)

• Tactical analysis of the data (The D’s)

• Pragmatic analysis of data and interactions that we are missing

• Map the customers lifecycle experience (Journey)

Where We Were What We Continue To Do…

Evolution

What We Did

• Identifying new and more granular data

• Consistent and regular engagement across the enterprise (FLOSS)

• Identify, Create, Execute, Assess, Adjust…rinse repeat

• Support leadership across the organization in reinforcement and recognition of the culture change surrounding the focus on customer experience

Today’s Marketing Organization

• No longer a cost center

• No longer just brand and message exposure

• Todays talent must know

• The Business

• The Data

• The Technology

• Marketing Operations

• The Strategic Big Picture

“Integration” in todays modern marketing organization goes well

beyond the data

We are evolving faster than ever before

“If I had asked people what they wanted, they would have said faster horses.”

Henry Ford

FLEETCOR is a leading provider of specialized payment products and services including fleet cards,

food cards, corporate lodging discount cards and other specialized payment services for businesses

throughout the world.

Based in Norcross, GA

Salesforce integrated since May, 2013

ExactTarget Email customer since September 2011

• One-off campaigns, mostly around product and cross-sell

• Marketing activities from Product team with no overall customer growth concerns

• No integrations between data sources, lots of excel spreadsheets

• Days in-between response time and sales outreach

• Loss of sales/revenue

• Customer lifecycle/engagement approach to all marketing

• Customer marketing lives under operations and supports multiple divisions

• Automated campaigns based on real-time data

• Sales or service alerted instantly on email responses

• Increased revenue by both sales and service center reps

Past Present

Evolution

Email sent from Salesforce Lead Owner’s email address with dynamic signature line pulled from user information in Salesforce

Email and Landing page product content dynamic based on Lead Owner Role

Customer’s engagement recorded in Salesforce as a task for the lead owner to follow-up

Summary email sent next day of all leads that should be called

Lead Nurturing

Sent from Lead Owner

Lead Owner Name,

Phone Number, and

Email

Email Series triggered at various touch points during the Early Life Cycle.

Shows dynamic data of specific account info and benefits.

Onboarding Email Program

Help banners create a service case in

the proper product queue for the service team in Salesforce

Email triggered nightly to all call center cases closed daily in Salesforce

Customer answers integrated to new cases where relevant

Allows an instant read on Service reps, Product changes/issues and overall Product satisfaction

Post-Service Call Survey

Email triggered at various points of inactivity

Value Prop Reinforcement –Dynamic offer to re-engage

Help options that create cases in Salesforce

Inactive Account Emails

Joel Book Pamela Coan Charlie Johnson

VP SFDC Administration Manager Wholesale Lending, IT

Flagstar Bank

Principal, Marketing Insights Salesforce

Director of Customer Marketing FleetCor

CRM & Email Integration Innovation from FleetCor and Flagstar Bank

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Joel Book Heike Young

Thank you