Elay Cohen

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Savvy Retailers Tap the Power of CRM for Customer
Loyalty
Elay Cohen VP Global Sales Productivity salesforce
.com
2
Our Mission Cloud Computing Driver, Catalyst
Evangelist
1960s Mainframe
1980s Client/server
Today Enterprise Cloud Computing
Forecast for software cloudy.
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Applications Moving to the Cloud
1960s Mainframe
1980s Client/server
Today Cloud Computing Applications
4
Platforms Moving to the Cloud
1960s Mainframe
1980s Client/server
Today Cloud Computing Platforms
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Traditional Software Delivery is Expensive and
Difficult Across a Distributed Network



Patches
Upgrades
Security
Installation
Apps are often not delivered at all to stores
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The Cloud Computing Model
Multi-tenant Pay-as-you-go Elastic
No Capital Expense Modest Operating
Expense Scales With Your Business
Chris SpearExtra Space Storage
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Fast Time to Value in the Cloud
Software
Cloud Computing
Average 49 ROI within 10 Months2
53 of software projects cost 189 of original
estimate1
Reduced Operating Expenses
Large Operating Expenses
Cloud Computing Value
Value
Value
Time
No Capital Expenses
Upgrade Expense
Large Capital Expense
1 Standish Group, Chaos Report 2006 2 Third-Party
CustomerSat Research on 4,165 Salesforce.com
customers, February 2008
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The Cloud Serves Companies of Every Size and
Industry
Financial Services
Health Care
Telecom-munications
Business Services
High Tech
Manufacturing
Retail
Insurance
Media
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First Cloud Company to Exceed
1 Billion
276
263
263
248
248
annual rate run
217
217
192
192
177
177
162
162
144
144
Quarterly Revenue (M)
130
130
118
118
105
105
91
91
83
83
72
72
64
64
55
55
46
35
46
41
41
35
FY2005
FY2006
FY2007
FY2008
FY2009
Revenue through fiscal quarter ended 10/31/08
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Strong Growth in New Customers
51,800
paying customers
4,100
record net new customers in 3rd quarter
Based on publicly available customer and
subscriber numbers. Bars represent fiscal
quarters.
2009
2008
2007
2006
2005
2004
2003
2002
2001
Fiscal Year
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Challenges Faced by Retail Organizations

• Marketing program ROI is difficult to track
• Customer satisfaction levels are low
• No centralized 360 degree customer view
• Community and web 2.0 is not part of business
  strategy

• CRM is back as a key issue for retail.

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The Industry Standard for Retailers
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Our Strategy All Your Business Information in
the Cloud
Complete CRM. Loved by Everyone. Proven.
Complete. Fast. Trusted.
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Savvy Retailers Tap the Power of CRM to Drive
Customer Loyalty
Service Customers
Market to Buyers
Build Communities
Reduced support costs by 30
Increased sales with store based marketing
programs
Received tens of thousands of customer ideas
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Attract New Customers Measure Your Impact
Measure Marketing ROI Closed loop marketing from
lead to close
Attract New Customers Manage cross-channel
campaigns
Align Sales and Marketing Intelligent lead
routing tracking
Capture Customer Insights Online community to
engage customers
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Sprint Powers 1,500 Retail Outlets With In-Store
CRM

• Launched a transformational strategy to make
  retail dealers outbound sellers
• Distribute leads to over 10,000 sellers in over
  1,500 stores
• Tens of thousands of new closed contracts reduces
  churn

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Deliver the Highest Customer Satisfaction
Best Answers, Every Time Knowledge Across Every
Channel Most Relevant Answers Every Time
Most Productive Agents Easiest Agent Desktop See
Across Every Channel
Highest Customer Satisfaction Convenient
Self-Service Engaging Customer Community
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Shopping.com Improves Customer Service, Cuts
Support Cases by 30 Percent
Improves employee productivity Benefits from
360-degree customer view Improved reporting
We have been able to cut our support team in half
and still have a faster turnaround time with our
customers.
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Customer Service A World Desperate for Change
B
8
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American Customer Satisfaction Index
6
5
Customer Service Support Investments
4
3
2
1
0
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
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Great Service Used To Be A Conversation With an
Expert
Yes!
Customer
Company Expert
Great for the customer but too expensive for
the company.
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The 90s Contact Center Revolution Added New
Channels
Phone Chat Email Web
1980s Call Center
1990s Contact Center
Great Service.
Lower Cost.
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But What Happened to the Conversation? The
Expert?
Still, no answer
Customer
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Todays Customers Look to the Cloud for Experts
How do I fix this product?
By 2012, 65 of support conversations will happen
in the cloud.
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They Have Conversations with a Community of
Experts
Ideas
Discussions
Community Sites
Social Sites
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But Your Customer Service Group is a World Away
from These Conversations
Your customers are here
You invested here
Social
Search
Contact Center
Community Sites
Partners
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Join the Conversation in Your Communities
Search
Partners
Chat
Social
Email
Community
Phone
Service Cloud Manager
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Its About Surpassing Customer Expectations65,000
Ideas Later

Salesforce Ideas is helping us shape the future
of Starbucks.

Chris Bruzzo, CTO and CIO
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Dell IdeaStorm Harnesses the Power of Customer
Input to Drive Innovation
Ideas identify pain-points in company Leverage
the wisdom of crowds Customers feel important
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Savvy Retailers Tap the Power of CRM to Drive
Customer Loyalty
Service Customers
Market to Buyers
Build Communities
Reduced support costs by 30
Increased sales with store based marketing
programs
Received tens of thousands of customer ideas
30
Take Advantage of Our Free Trial
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ecohen_at_salesforce.com