Salesforce Interaction Studio was released as an extension to Salesforce Marketing Cloud for providing real-time customer behaviour tracking and customer experience customization. This real-time reporting can be across channels like a brand's website, social media accounts, mobile apps etc. A single engagement profile is created for a user’s interaction with all the different channels a brand has. This provides a holistic view of the customer’s interaction and subsequently, Salesforce Marketing Cloud can be used to follow-up with relevant content, promotions, discounts etc.
Interaction Studio has native compatibility with Marketing Cloud Journey Builder and can be used to instantly target using a journey or even switch the journey according to real-time interaction with the brand.
The main features of Salesforce Interaction Studio when used for tracking the customer journey are:
1. A single portal for cross-channel customer insights
Salesforce Interaction Studio can help a brand streamline their different customer interaction channels. This can be used to develop a more accurate and real-time profile of the user which can be used to re-engage or segment the customers. The segments can be used for better targeted engagement and lead to a higher conversion rate or better customer experience.
2. A single portal for cross-channel customer insights
Salesforce Interaction studio allows a brand to connect a customer’s interactions with the brands different channels, known as ‘touchpoints’ into a single stitched experience. This can be used to guide customers in their preferred channels by providing custom interactions and also maintain a consistent brand experience. Important context can also be included in the customer journey. Salesforce Interaction studio also supports non-digital touchpoints like ATMs, in-store touchpoints, call centers etc.
3. Real-time results
Salesforce Interaction Studio’s native connectivity with the Salesforce platform allows real-time communication of the customer's status with your sales or marketing teams. This can be used to trigger events, alert your engagement team about the customers current status or communicate across your different channels.
Our experience configuring Interaction Studio for a client in the Medical domain:
- Visualising and Tracking lead experience on Websites.
Even if a user is anonymous, Interaction Studio still allows you to harness their journey data via cookies to identify their needs and preferences. It stitches together multiple browsing sessions — turning prospects into the known customers. Tracking which potential patients visited what sections of the website, frequency of visit, and other analytics.
Required step for tracking customers -
1. SiteMap configuration - Configured according to the website.
2. User Identity Mapping - To add more attributes, create persistent users.
Link with existing users - Salesforce CRM contact ID, Salesforce CRM lead ID, Salesforce Marketing Cloud contact key2. User Identity Mapping - To add more attributes, create persistent users. Link with existing users - Salesforce CRM contact ID, Salesforce CRM lead ID, Salesforce Marketing Cloud contact key
Anonymous Cookie tracking - Automatically when a user visits a website unless cookies are blocked.
Tracking Persistent Users
Through Contact-Us and refer patient forms. The attributes are added to the user profiles in Interaction studio. "The attributes are added to the user profiles in Interaction studio".
Analytics for Page metrics, Day/Night traffic performance metrics.
Segment Tracking - Send to Appropriate Journey
For example, users that have been the most active in the last week can be added to the journey which sends them coupons. The information about which segment a user belongs to can be synced with Salesforce.