“According to Salesforce research, 66% of consumers expect companies to understand their unique needs and expectations and 52% expect all offers to be personalized!” – FORBES
If there is one thing that marketers and businesses learned in 2022, is the importance of delivering a personalized customer experience. Creating a personalized customer experience is a competitive advantage in an age where your customers are spoiled with options!
Can you imagine how many sales you would’ve closed only if you had the right details about where your customers are on their buying journey? You can capture their behavior, finetune their experience across all the interaction points and give them a feeling that your brand cares about their interests and are always ready to guide them toward purchasing the right product or service that is appropriate for them.
The idea of tracking customer behavior and delivering a personalized experience isn’t something new! But what’s new is the ability to do it in real-time!
And that’s where Salesforce Interaction Studio (Marketing Cloud Personalization) comes in to help businesses with proactive and real-time insights about the customers’ current interests and behavioral patterns.
Not just this, Interaction Studio, within Salesforce Marketing Cloud can help you with various other dimensions and can simplify your overall marketing, sales, and service processes!
Want to know how? Continue reading our blog as we have covered everything about Interaction Studio, and the top 7 benefits of leveraging the new Marketing Cloud Personalization!
Interaction Studio is Salesforce’s real-time personalization and interaction management tool that lets marketers connect with each customer with the right message, in the right manner, and at the right time. Wondering what that means?
Let’s dig a little deeper with an example!
Your customers visit your website and spend a good deal of time navigating to the pages of the products they are interested in. Now, this information about their interests is everything you need to personalize their entire customer journey. An Interaction Studio will help you capture these insights so that you can customize and personalize their entire website shopping experience by changing the default product suggestions, home page imagery, offers, and various other content suggestions that are relevant to them!
Imagine how great it would be if you could bring to life a website experience that is dynamic for each individual customer! With Salesforce Interaction Studio, you can do this and personalize the communication across all the other channels like e-Commerce applications, emails, SMS, and push notifications.
One of the incredibly valuable reasons why you should consider using Interaction Studio is its ability to harness the power of data and use it to gain insights into your customer behavior. Unlocking website behavioral trends at an individual level and at a macro level will help you discover…
The kind of products and offers that drive your customers to your website.
And the ones that ultimately convince them to act and make a purchase.
1. Create dynamic website experiences
Instead of a static website, imagine how intuitive it would be if your website shows a different home page image or blog content to your customers based on their unique behavioral patterns.
With Interaction Studio, you can do this exactly! Based on your customer’s purchase history, you can surface relevant next-big offers, and promote blog content based on the product pages visited in the past. As the customer moves toward the top of the page to the exit, you can also create pop-ups and capture sign-ups!
2. Personalize emails at Open-time
With Interaction Studio, you can personalize email messages at the time they are opened! Since all the information about your customers is captured in real-time, your email messages can easily adapt to the recommendations based on your customer’s latest actions, product purchases, and browsing history. For instance, if you are sending a promotional email to your customers regarding the offers available in the brand-new iPhone 14 Pro, but if your customer has already purchased the product, the moment they open the email the product or the content would be something relevant for iPhone users like AirFly Pro or foldable 3-in-1 charging station. This kind of real-time personalization will help your customers know that you are genuinely interested in helping them buy the right product at the right time.
The real-time content recommendations can be performed in Marketing Cloud emails. But if your organization does not use Marketing Cloud, you can create HTML code snippets and use them on any other email service providers as well.
3. Collect and process data in real-time
Interaction Studio will empower you to capture all the interactions and behavioral trends like time spent on a site, actions performed, purchases made, browsing history, and many others.
With this data, you can generate Einstein “recipes” (Interaction Studio’s machine learning algorithms) and create meaningful experiences based on individual customer profiles. For instance, you can present each customer with a customized product and content recommendations across various channels to cross-sell and promote trending products.
4. Achieve faster segmentation and run campaigns on the go
Knowing the unique traits of your customer is the key to performing effective audience segmentation and highly dynamic email/web campaigns.
But at the same time, it often requires huge technical expertise to run custom queries and scoring models on your customer data. Adding to that to execute these campaigns you also need a developer who can build a proper front-end logic to ensure the right content is displayed to each user.
However, with the combination of Interaction Studio and Einstein, you can free yourself from all these time-consuming data and development works!
To see how Einstein does the heavy lifting along with Interaction Studio, let’s see an example!
Once you decide on the offer/product promotion, you can easily set up the campaign in four easy steps!
Define visitor segments without code in the Interaction Studio Interface.
Decide which pre-configured content area on your website you’d like to run the campaign. Like, sign-ups or certain cookie values.
Choose a template to use in an email campaign.
Add an Einstein Personalization Recipe to suit your campaign, preview the results, and yes! deploy.
Thus, with Interaction Studio, you can quickly spin up new, highly personalized campaigns, that would otherwise require a lot of complex logic written by a developer.
5. Enhance your customer’s offline experience
According to Salesforce’s Global Marketing Intelligence Report, “79% of marketers agree that it is important to have an overview of all the cross-channel marketing activities.”
To “have an overview of your entire cross-channel marketing activities” also comprise your customer’s offline experiences! Apart from capturing your customer’s online interactions in real-time, with Interaction Studio, you can also capture and get insights into their offline interactions as well. For example, you can capture actions like your customer’s visit to the physical store, hotel reservations, and scanning of the loyalty card in the stores. This will provide you with a 360-degree view of your customers and will enable your marketers to approach them with the right kind of offers at the right time.
6. Take your customer interactions to the next level
As discussed above Interaction Studio is not limited to digital channels as it helps you with acquiring a 360-degree view of your customer’s online and offline interactions. By leveraging Interaction Studio console, you can provide your sales and service executives with data like your customer’s profile, the pages, and the products they have viewed several times, their purchase history, and a lot more! If your customer views a particular kind of scooter on your website and makes a visit to the physical store, your sales executive knows how to pitch them and simplify their purchase process with the right recommendation!
Similarly, if your customer raises a service ticket, your service reps will get immediate insights into it and can have relevant conversations, “in the moment” with your customers, thereby making them feel understood and valued!
Whatever we have mentioned about Interaction Studio in this blog is just the tip of the iceberg! Being a trusted Salesforce Partner, our experts here at AVASOFT can help you achieve a lot through this powerful platform in a short span of time and at a convenient pay-as-you-go pricing model!
Looking forward to personalizing your website experience or driving your digital campaigns with effective segmentations? No matter what you are hoping to achieve in Salesforce, our trailblazers will help you crush your business goals with best-in-class implementation strategies!
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