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Salesforce Communities Strategy Creation & Rollout: A Simple Recipe for Success
Will DeVito
Corporate Systems Manager
Actifio
Karthik Chakkarapani
Director, Salesforce Services
Salesforce.com
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Karthik Chakkarapani Director, Salesforce Services
Service Cloud & Community Cloud Strategy
@kchakkarapani
in/chakraj
Agenda
Intros
Trends, Opportunities & Pain Points
Importance of Customer experience & engagement
Journey of a Customer & Partner
Customer & Partner Communities – Benefits & Value
Communities Success Recipe – Strategy thru Adoption
Actifio Customer Success Story
Trivia….What went wrong when Betty Crocker launched the
ready made cake mix in 1947?
The company was sure it would be an
instant success. Instead of spending hrs
making a cake from scratch, customers
would have to open the package of cake
mix, add water and bake. Sounded like a
winner!!!
But customers rejected the
product…Why???
Your customers & partners are working in real-time today
Social Mobile
Apps 66% Employees
demand more mobile apps
68% Using Social in the Enterprise 80%
Bring Their Own Device to Work
And they expect that you engage & service in new ways
Instant
Information Personalization 1:1 Engagement Effortless Experience
Need to drive customer experience…
Customer experience drives loyalty, not Customer Satisfaction
Need to drive collaborative experiences & engagement…
It’s already happening… Connectedness, continued and seamless experience across channels and devices
At Desk At the Supermarket
In the Kitchen
Others
Source: Forrester
But It’s Difficult to Deliver On These Expectations
Difficult to Discover
Information & Expertise Fragmented Channels,
Technology, & Processes
Partners & Customers
Not Empowered
Difficult for channel & support
managers and execs to gain insights,
discover partners & customers info &
engage with them
Silos create a friction when a
partner or a customer needs help Partners & Customers can’t
help themselves
Unhappy
Partners &
Customers
Support functions operates in silos and not integrated
Partner Collateral
& Market Development Funding,
Sales Kick-off Events
Marketing
Deal Management, Support &
Negotiation, Renewals
Cross-sell additional products,
services & provide support
Process Automation, Business
Integration, BI, Analytics
Training, Certification, On-Boarding,
Incentives, Recognition
Sales Support IT Training
Top Trends: Partner Engagement That drives partner enablement & productivity
Self-service &
personalization 360 deg view of customers &
partners
Easy to use & find answers
Collaborative
Personalized & effortless
Connected to business processes
Across all channels
All interactions
Across all channels
Across all systems
All accessible via one interface
A single source of knowledge
accessible to customers, partners &
employees delivered on any
channel
2 3 Accessible knowledge
& expertise 1
The engagement & support model has shifted
Systems of Transaction (Portal)
Systems of Engagement (Community)
The Social Journey
Employee
Communities
“Chatter”
Teams, Projects,
Processes
Files Business Data
Sales
Communities
“Partner”
Suppliers, Channel,
Supply-Chain
Self Service,
Brand Awareness,
Engagement
Customer
Communities
Feed Groups Profile
Optimize & transform the customer journey experience
Social Listening
Digital Marketing
Prospect Connection
Customer Connection
Products & Services Info
Showcase Solutions
Recommendations
Compare Products & Services
Community Connection
Self-Help Research Resources
Purchase Products & Services
Single View of Customer Information
E-Commerce Integration
Self-Help Support Resources
Customer Support & Service
Proactive 1:1 Engagement
Cross-Sell Opportunities
Social Recognition &
Engagement
Loyalty Management
Interviews &
Feedback
Optimize & transform the partner journey experience
Recruitment Connection
Marketing & Advocacy
Social Listening
Partner Connection Personalized 30-60-90 Day Plan
New Partner Ramp-Up Connection
Business & Product Alignment
Joint Business Planning
Partner Support
Personalized Learning Goals
Knowledge Connection
Training & Certification
Learning Assets & Support
Product & Solution Demos
Badging
Partner Collaboration
Share Best Practices & Trends
Deal Registration
Lead & Opportunity Management
Sales & Marketing Support
Product Ideas & Innovation
Social Recognition
Performance Reviews
Mentoring, Coaching &
Feedback
Marketing Development Funds
Interviews &
Feedback
Business Benefits & Value
Customers
Partners
Increased revenue growth & value creation
Increased engagement & experience
Drive from reactive to proactive support
Increased culture of innovation & sharing
Increased community & organization alignment
Increased employee productivity & satisfaction
Increased automation, optimization & efficiency
Gather better business insights & data
Faster on-boarding & ramp-up time
Decreased sales & support costs
Success Recipe – From strategy thru adoption
Capture business & member goals
Analyze current state experience Conduct user research, observations
Develop initial hypothesis of vision
Review key trends & best practices
Ideate on solution themes, use cases
Prioritize use cases & opportunities
Map out future state experience
Develop future state vision & architecture
Create prioritized roadmap of actions
Develop business case aligned to goals &
metrics
Design, develop (Iterate) & roll-out plan
Community management
Engagement & adoption plan
Monitoring & measurement
The 4 C’s of community
Key to success - 6 key elements
Key to success – Community management & engagement
Initial Engagement New Community Modeled Engagement Facilitated Engagement
Place
Customer or
Partner logo in
white area of
slide, centered
Will DeVito Corporate Systems Manager
About Actifio
• Headquartered in Waltham, MA
• 400 employees globally
• Operate in 36 countries
• Addressing the $46 Billion Copy Data problem
• Been around for 5yrs (Started in 2009)
26
COPYRIGHT © 2013 ACTIFIO
Arcane Data Management Driving Exponential Storage Growth
27
ANALYTICS COMPLIANCE DEV & TEST BC/DR
Physical IT
BU/SNAPSHOT
Virtual IT
Production
Data
EXCESS REDUNDANCY, COST, COMPLEXITY, INFLEXIBILITY, & TIME. COPYRIGHT © 2013 ACTIFIO
Copy Data Virtualization
Virtual Data Pipeline™
CAPTURE
Data at block level, in native format, according to your SLA
GOLDEN COPY OF PRODUCTION
MANAGE
A physical copy, moved once, and stored anywhere
USE
Unlimited virtual copies for instant access and protection
DATA PROTECTION
BUSINESS CONTINUITY
DATA MOBILITY
DEV & TEST
DATA INSIGHTS
OTHER
28
Dramatic Customer Benefits
Radically Simple
• Single solution for one or more of Backup, DR, BC, Test & Dev
• No Storage vendor lock-in
• Non-disruptive to deploy • Eliminate 90% of operational processes
10X Lower Cost
• 95% lower storage • 90% lower Bandwidth • 65% lower Software Cost
100X Faster Access
• Measured in Seconds
29
Program Objectives
Improve the experience of the customers who'll represent a significant share of
our revenue this year and beyond.
• Enhance the effectiveness of our customer training and communication,
• Add leverage to our customer success model,
• Align our products and services with customer priorities,
• Build the community of advocates we very much want to have behind us at the IPO.
30
Key Strategy
Put the customer back at the center of the Actifio experience
• Integrate product documentation, customer-centric FAQ content, and access to
customer success resources into a single, seamless user experience
• Design from the customer-in, rather than from the product / department /
technology-out
• Add “social” features later, having established the foundation of go-to online
resource
31
Key Components
Actifio Now™
• Everything you need in one place, always
available anywhere
• Formalized training (Actifio University) +
contextual learning
• Certified content + moderated community
participation
• Always current, always fresh
• Fast and easy. Radically simple.
32
Actifio NOW™
GET HELP
Solve
problems,
track
progress.
PLATFORM
STATUS
Monitor &
maintain your
system.
ACTIFIO
NEWS
Keep informed
on platform &
company.
ACTIFIO
UNIVERSITY
Master your copy
data management
platform.
BUSINESS
IMPACT
Measure &
maximize
business
value.
Implementation Plan
• Architect for the end-state vision
• Initial focus on creating a self serve portal
– Greatest “destination value” to drive customer participation
– Focus on addressing most frequently encountered customer issues with good
information presented simply and clearly
– New content, developed from customer perspective
• Start flow of other customer communication on day 1
• Deploy Community features as we achieve critical mass
33
Home
34
• Able to deliver the exact user
experience we defined (UX identical
to www.actifio.com)
• Community conversation front &
center
• Salesforce Global Search front &
center
• Quick Actions
– Accessing cases in the Service
Cloud
– Searching through Salesforce
Knowledge Base
– Viewing Actifio product usage data
• Access social groups
• View recommended content
Cases
35
• Cases use Salesforce Service
Cloud functionality within our
defined user experience
• Live Chat to our support team
• Un-Responded Chatter posts will
spin up a case after 6 hours
• Reminders to take advantage of
self-help content (Knowledge Base,
Videos, Documentation Library)
intended to reduce case volume
Get Help
36
• Customer’s specific Actifio
Team front & center
• Access to log cases, view
articles, view our
documentation library
• Core Salesforce functionality
expressed in Actifio’s UX style
Next phase of Customer Engagement
37
• Your Actifio Now for In and Out
access to information
• Updated, modern feel to align
with the update of our main
website
• Quick Actions are more easily
accessible and obvious
Next Phase of Customer Engagement
38
• Global Search “above the fold”
• Scalable for inclusion of social
community aspects like Live Agent
Chat
• Styling updates use same back-end
architecture as current widgets and
pages
• Mid-November roll-out
Karthik Chakkarapani Director, Salesforce Services
Service Cloud & Community Cloud Strategy
@kchakkarapani
in/chakraj
Trivia….What went wrong when Betty Crocker launched the
ready made cake mix in 1947?
After spending talking to customer, the company figured
it out – the mix made cake-baking too simple. There
was no pride of ownership in the cakes baked with the
mix. They tasted fine and they weren’t homemade. Part
of the pleasure was doing it yourself.
So, the company modified the cake mix recipe to
require the addition of an egg. Customers loved it!!!
Sales soared!!!
Knowing your customers is a necessity for
building a great customer experience
