a shared vision for success: how toms engages customers while doing good
TRANSCRIPT
A Shared Vision for Success: How TOMS Engages Customers While Doing Good
Moderated by:
Maria HumphreyDirector, Industry Solutions, Retail
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Retail @
Featured Retail Sessions
17 Leading Retailers across 23 Sessions
TOMMOROW
Target: Best Practices for Enterprise Integration10:30am - 11:10am
George Zimmer Unveils His Next Big Innovation 12:30pm - 1:10pm
Build Customer Loyalty with Red Robin3:30pm - 4:10pm
Macy’s Creates a Digital Customer Experience3:30pm - 4:10pm
TODAY
TOMS Engages Customers While Doing Good8:30am - 9:10am
Key Innovation Trends with Ocado9:30am - 10:10am
Highly Scalable Apps with Macy’s3:30pm - 4:10pm
Shopper Engagement with Suit Supply3:30pm - 4:10pm
Salesforce for RetailTOMS’ Pop-up Experience
All Week!
Customer Success Showcase
Wednesday, 9/16/15
6:30 pm
Store Innovation Tour & Reception
featuring
Design Within Reach & Retail End to End Demo
Westfield Mall Bespoke Area, 4th
floor
Sponsored by
Agenda
• Introductions
• TOMS’ Corporate Mission
• Business Challenges
• Salesforce Solution
• Tomorrow Project in Action
• Fireside Chat
Hilda L Fontana
Global Vice President
Digital Technologies
Hilda has been with TOMS 3.5 years as Global Vice President of Digital Technologies owning the development and strategy for the global e-commerce platform and websites.
Prior to TOMS, Hilda was Head of Special Projects at the Oprah Winfrey Network, including the redevelopment of Oprah.com and launch of community tools for the entire OWN network of sites.
She has an eclectic history bringing technical solutions for companies that include VP Technology Lehman Brothers, NATO, Reuters UK and the Gallup Organization.
Randy Yasenchak
Senior Manager
Email & Loyalty
Randy has been in the digital and email marketing space for 9 years and joined TOMS 4 year ago.
As Senior Manager of Email & Loyalty, Randy is responsible for TOMS email program as well as launching and managing TOMS loyalty program, Passport Rewards, and TOMS’ referral program.
His mission is creating an excellent customer experience and increasing brand engagement while driving traffic and revenue to TOMS.com through relevant emails promoting the TOMS mission and product.
TOMS Journey
2006-2007 2008-2009 2015+2012-20142010-2011
Owning the Customer Experience
Dramatic Increase in Contacts
CRM need
Shoes for Children in Need
Eyewear Provides
Sight
Coffee Provides Clean
Water
Journey Continues
Bags Provide
Safer Birth
Business Challenges
• No single view of Customer History, Service Issues
• Information maintained in numerous/disparate Support systems
• Manual processes to acquire new customers
• Difficulty keeping customers engaged with the brand across various channels
160 Agents leveraging Service Cloud
With Live Agent & Knowledge base (future)
Visibility into Marketing Cloud
Escalations supported globally by 2 locations: in the US and
EMEA ensuring customers are serviced at any location
Customer Service agents in the US and EMEA have same view
of customer and provide global customer support
Improved
Agent Productivity
Efficient
Escalation Handling
Global
Customer Support
Salesforce for Service Improved Responsiveness to Customers
• 360 Customer View: full CRM profile, past purchase history, case history
• Maximize customer service
• Manage new customer outreach – universities & events
• Sharing TOMS’ mission through engagement with customer base
• Streamlined customer journey with TOMS’ mission tying various technologies together
Salesforce SolutionA Robust Customer Engagement Model
• Provide innovative technology to support One for One Model
• TOMS’ Tomorrow Project supported by Platform
TOMS’ Passport Rewards
Personalized Engagement with loyalty program
Drive Additional Opportunities with brand
Surprise & Delight Customers
Personalized Customer Journey
Welcome Series (3 Step)
eCommerce (Cart Abandonment)
Post Purchase Follow-up
Win Back Campaign (future)
Salesforce for MarketingPersonalized Engagement with loyal customers
We all share the same Today, but in each of our minds is a very different Tomorrow. In these Tomorrows, our dreams, our aspirations and our
imaginations run wild.
TOMS created The Tomorrows Project, a platform for TOMS employees to make their Tomorrow become reality.
Salesforce for PlatformEmployee Engagement Aligned with TOMS’ mission
• Built entirely on the App Cloud (force.com)
• Fast time to market
• Ease of development
• Ease of maintenance
• Integrates to TOMS LDAP for user authentication
Salesforce for RetailTOMS’ Pop-up Experience
All Week!
Westfield Mall Bespoke Area
NEW Visual Reality Experience
Step 1: Visit TOMS.com/Passport
Step 2: “JOIN NOW” to join or “LOG IN” to
access your account
Step 3: Dreamforce Promo Code Redemption” under Shopping
And Interacting module
Step 4: Enter promo code dreamforce15 in the text box
and hit “Submit”
1After each session, open the Dreamforce App to ‘My Agenda’
2 Tap the bell to see your surveys to be completed
3Get entered to win a GoPro for each survey you complete
Dreamforce ‘15 Mobile App
Share Your Feedback, and Win a GoPro!