salesforce communities for financial services brokers
Post on 22-Nov-2014
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Hello
Salesforce Communities for Financial
Services Brokers
Everything has changed
Introducing Communities
YBI Community
Creating successful communities
Access to Communities Licenses
Agenda
EVERYTHING HAS CHANGED
ComplexProducts
Savvy Customers
?
Convenience – I choose the easiest to do business with
Efficiency – I chose the fastest and most efficient (cost) to do business with
Collaboration – I chose the most engaged and responsive to do business with
Then @work Now @home
Then @home Now @work
We are all connected now
Broker expectation has shifted
convenience | speed | experience
Usable
Valuable
Feasible
Pipedreams Gathers dust
Follies
Getting it right
Giving them a faster time to value
What will drive broker channel performance?
Maximising their returns
Protect & position for the future
Salesforce is a platform
• Most advanced• Broad• Joined-up• Powerful, scalable• Fast, flexible• Easy-to-use
Salesforce Communities allows organisations to work
with customers and partners on the platform
INTRODUCING COMMUNITIES
Connected Products
Connected Customers
Connected Employees
ConnectedPartners
A new way of doing business
Customer
Services Partner
Reseller
Partner
Prospect
Customer
Supply Chain Partner
Vendor
Reseller
Companies Want to Extend the Transformation
Enterprise PortalsDiscussion Forums
“All Talk & No Process” “All Process & No Talk”
Real Frustration with Customer Experience
Transforms the Social Front Office
Single Unified Platform
Service
Better service, every time
Marketing
Brand Advocacy
Sales
Drive more business
Why Salesforce communities
• Portal access for partners & customers• Includes collaboration through Chatter• Includes reporting and dashboards out of the
box• New product – not new technology• Easy, sleek branding• Part of the Salesforce technology – trusted,
secure, scalable
Portals reinvented with communities
Communities examples
CREATING ENGAGING COMMUNITIES
Defining success Success metrics for your
community
A highly adopted community – what does that mean for your business?
• Call deflection• Increased sales• Customer referrals• Streamlined processes with
vendors, partners• Ideation• Customer satisfaction• ?
Must be related to your business goals!
Communities are social andinteractions will develop
organically…Eventually.
ROLE: COMMUNITY MANAGER
Platform managementContent managementBusiness planning / reporting Moderation & rule
enforcementElicit participation
Defining success
what makes a successful community?
VALUABLE INTERACTIONSAllow users to find thingsthey never would
REWARDS AND RECOGNITION
Gamify their experience
AVAILABLE ANYWHEREMobility is key
EASE OF USEThrough an intuitive andengaging UI / UX
VALUABLE INTERACTIONS
Value of Salesforce communities:
Business process + Collaboration
Meaningful and purposeful interactions
VALUABLE INTERACTIONS
1. Save time Users can find answers and perform
thenecessary processes easily and
quickly
2. TransparencyEasy access to products, news,
releases,updates
3. Enable new connectionsEmpower the community to
evangelize yourbrand on your behalf
AVAILABLE ANYWHERE
#mobilefirst
Time spent with mobile apps
starting to challenge television:
Consumers are spending 127
minutes per day in mobileapps and spend 168
minuteswatching television per
day. (Source: Flurry, 2012)
AVAILABLE ANYWHERE
Mobility is key to success
Mobile strategy
People use different devices for different
activities. The experience on a mobile
device is very different from the processes
performed on the desktop.
REWARDS AND RECOGNITION
©Tquila | Client Name | Date
What motivates people?
You can’t buy a brand advocate!
Make people feel responsible,acknowledged and in charge.
REWARDS AND RECOGNITION
Gamification – applying game mechanics to drive behaviours. NOT ANGRY BIRDS FORCOMMUNITIES!!
Allows people to see a direct correlation
between their individual effort and theresults obtained, in real time.
Users have visibility over each othersachievements and challenges.
This drives engagement andcompetitiveness between members.
REWARDS AND RECOGNITION
Link “Points” to everyday activitiesPoints weighted according to value to business
Exploiting gaming mechanicsBADGES - focused on specific combinations of actionsTROPHIES - can be taken from one user to another to
encourage competitionLEADERBOARDS – competitive elements and ‘goals’ identifying who go-to people are for specific verticalsUsers can create new badges/trophies and refine
these metrics on the flyVirtual Spaces (for collaboration)
Drive the desired behaviour through positive incentives
Dashboard content of real time activity across the business
REWARDS AND RECOGNITION
PointsWeighted to business value
Cross-geographical collaborationSocial / Collaboration
Badges
Goals to achieve
PointsTrend over time
200% increase in adoption
UX / UI
THE GOLDEN RULES:
- Call to actionWhat do you want users to do in the community?
- Easy navigationWhen a process has been completed, suggest anext step
- Less is moreFocus: keep it simple to use and easy tounderstand
IBM: “Every dollar invested in ease of use returns $10 to $100.”
UX / UI
RecapA successful community…
1. Puts the users’ needs first
but drives business value
2. Ensures quality of
conversations and
processes through active
community management
3. Drives measurable business
value against specified
KPIs, tracked by a close
integration with the CRM
system used
4. Is co-owned between you
and the users
5. Isn’t made in a day. Strong
communities have a firm
identity, which takes time
to develop
BROKER COMMUNITY ACCESS MODEL
Communities Licence Types
Partner Community Customer CommunityPartner Community Members Customer Community Members
Partner Community Logins/Month Customer Community Logins/Month
Communities Licence Breakdown
Partner Community Members Customer Community MembersPartner Community Member 20 Members Customer Community Members 100 Members
Partner Community Member 100 Members Customer Community Members 500 Members
Partner Community Member 500 Members Customer Community Members 5,000 Members
Partner Community Member 2,500 Members Customer Community Members 25,000 Members
Partner Community Member 10,000 Members Customer Community Members 250,000 Members
Partner Community Monthly Logins Customer Community Monthly LoginsPartner Community Logins 200 Logins/Month Customer Community Logins 2,000 Logins/Month
Partner Community Logins 1,000 Logins/Month Customer Community Logins 20,000 Logins/Month
Partner Community Logins 5,000 Logins/Month Customer Community Logins 100,000 Logins/Month
Partner Community Logins 20,000 Logins/Month Customer Community Logins 1,000,000 Logins/Month
Customer StoryBrokers
Customers
Underwriters Team
Customer Story
20 Members
2,000 Login/Month
Underwriting Team
Broker Community
Customer Community
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