Ameya Kathapurkar, June 21, 2023
As a company, managing customer relationships is vital but the task is not always easy when dealing with multiple platforms for intaking customer data and then accessing that data. It would be nice if everything happened in one system but that’s often not the case.
When a real estate client needed to integrate three tools in order to manage lead generation and nurturing, they engaged with 3|SHARE to make it happen. Their website is built on Adobe Experience Manger (AEM) Sites and has six different lead forms that are targeted for capturing a user's interests. They use Adobe Analytics to understand customer behavior on the website. And, finally, they use Salesforce as their Customer Relationship Manager (CRM) for managing and interacting with the customers.
Bringing these three tools together provided the facility to capture the imperative leads so that the client could engage with them.
What's the data workflow?
- First, the customer visits the website. Adobe Analytics has already started collecting visitor data and populating any user events in a datalayer.
- As soon as a user submits a lead form, the information is posted to Salesforce through a REST API call.
- Salesforce then responds with lead information, including CRM IDs, Campaign IDs, past and existing interests, and product information.
- As soon as this information is received, AEM makes a call to the Adobe Analytics server, providing the information received from Salesforce along with user-based analytic information such as location, hashed ID, experience cloud ID, etc.
- Meanwhile, on the client side, the user is redirected to a Thank-You page or a third-party site while all the necessary processing takes place in the background.
This is illustrated in the sequence diagram below.
I've also provided a visualization of the architecture that shows the various calls and data flows between the various software programs.
What’s the impact?
Multiple KPIS’s are captured on two platforms (Adobe Analytics and Salesforce) while at same time triggering a follow up email to the form submitter and reporting product/real-estate related reports to stakeholders. Additionally, the system is activating a personalized experience (which can include another communication to the customer) for when they next visit the site, using an Adobe Target offer. There is no manual intervention needed.
Always be closing
Following up with leads promptly is crucial to successfully closing deals. In doing so, businesses can keep their products or services top of mind for customers and demonstrate their commitment to customer service.
However, it's important to strike a balance between automated and personalized communication to ensure that leads feel valued and heard.
By integrating all systems together, customer data stays current and relevant making interactions more appropriate for where the customer is in their journey.
Ultimately, by effectively following up with leads, businesses increase the likelihood of converting them into loyal customers.
Are you ready to personalize your customer experiences? 3|SHARE can help with an implementation like the above or get you started with Adobe Analytics, Adobe Target, Adobe Campaign and more. Reach out and let us know what you need help with!