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Deliver Seamless Journeys Solution Kit

Deliver Seamless Journeys Solution Kit

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Deliver Seamless Journeys to
Financial Services Customers
Salesforce Spring

salesforcedocs
Last updated November

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CONTENTS

Deliver Seamless Journeys to Financial Services Customers
Workflow
Design Considerations
Configurations

DELIVER SEAMLESS JOURNEYS TO FINANCIAL SERVICES

CUSTOMERS

Use Marketing Cloud tools and journeys to acquire onboard and engage financial services customers

Get Started
Explore system architecture related to this solution
Industry Blueprint for Retail Banking
Reference Architecture for Retail Banking
Solution Architecture for Retail Banking
Take Trailhead modules related to this solution
Salesforce Solution Kits Quick Look

This kit provides a starting point in onboarding Financial Services clients Use Salesforce data and Marketing Cloud tools to offer personalized
journeys Interact with customers based on profile interests preferences behavior and needs Deliver digital experiences to end
consumers with personalized content across channel and device
Deploy personalized and relevant journeys to engage with bankers agents and advisors Interact during all phases of the financial agents
lifecycle from onboarding new employees to ongoing engagement and enablement
This solution kit helps you
Deploy customer and employee journeys quickly using Salesforce data
Give your customers and agents a personalized and connected experience
Gain insights into your customers interests needs and preferences
Increase engagement wallet share and productivity

Required Products

Salesforce CRM such as Financial Services Cloud Sales Cloud

Salesforce Scheduler for scheduling appointments

Deliver Seamless Journeys to Financial Services Customers

Workflow

Marketing Cloud with Journey Builder
Marketing Cloud Connect Managed Package
Deployment Manager on AppExchange

Implement This Solution
Workflow
Learn how data flows through the configurations when you deliver seamless journeys to financial services clients
Design Considerations
Keep these design considerations in mind when you deliver seamless journeys to financial services clients
Configurations
Use these configurations to deliver seamless journeys to financial services clients

Workflow
Learn how data flows through the configurations when you deliver seamless journeys to financial services clients

Workflow

The customer schedules an appointment using the Salesforce Scheduler widget
The Scheduler prompts the customer to select a location
The customer picks from a list of appointment topics and available time slots
The customer confirms the appointment creating the event record
The customer receives appointment confirmation reminder and followup emails

Deliver Seamless Journeys to Financial Services Customers

Workflow

Understand the Flow of Data

Synchronized Data asynchronously runs and supports adds updates and deletes The data supports standard objects custom
objects and community users
Journey Builder Event includes data from Salesforce streaming into Journey Builder The event supports adds updates standard
objects custom objects and community actions
Automation Studio runs manually or on a schedule The studio supports adds updates overwrites reports standard objects and
custom objects
Batch Sends to Campaigns or Reports runs manually or on a schedule The batch sends support campaigns and reports This option
represents a legacy integration

Experience Cloud and Marketing Cloud Integration with Journey Builder supports sends email SMS multistep and multichannel

campaign sends
Journey Builder injects realtime customers into a journey based on any data or action in Salesforce option The builder supports
updating Salesforce with native Salesforce activities account campaign member case contact lead convert lead opportunity
task and an object activity catchall for any object
Marketing Cloud batch sends engagement metrics and objectspecific updates back to Salesforce

Deliver Seamless Journeys to Financial Services Customers

Design Considerations

Related Content
Take the next steps in this implementation
Design Considerations
Configurations

Design Considerations
Keep these design considerations in mind when you deliver seamless journeys to financial services clients

Before configuring these journeys in Marketing Cloud create the recipients in Salesforce with a record ID This action allows Marketing

Cloud to pass engagement data back to the record in Salesforce and avoid problems like not being able to join marketing and sales
data

Marketing Cloud Connect
The Marketing Cloud Connect managed package combines the digital marketing capabilities of Marketing Cloud with the data
management segmentation and campaign management tools in Salesforce When installed you can create and execute customer
journeys using the rich data captured in your Financial Services Cloud org and access powerful Marketing Cloud tools directly within
Salesforce
Use this connector to
Automatically add customers to journeys based on the underlying Salesforce data and centrally managed decisioning criteria
Trigger Salesforce events such as task creation based on engagement or lack thereof in Journey Builder

Synchronize select customer and producer information between Salesforce CRM and Marketing Cloud

Synchronize Marketing CloudCRM subscriber status

View email tracking data at the client and aggregate level in CRM

View and report on Journey Builder engagement data

Deployment Manager
Use Marketing Clouds Deployment Manager on AppExchange to quickly deploy the journey snapshots Salesforce provides by dragging

and dropping a JSON file into the Marketing Cloud app In addition to deploying journey snapshots Deployment Manager allows you

to quickly copy
Data extensions
Attribute groups in the Contact Builder data model
Automations in Automation Studio

Related Content
Review earlier steps in this solution
Workflow

Deliver Seamless Journeys to Financial Services Customers

Configurations

Take the next steps in this implementation
Configurations

SEE ALSO

Marketing Cloud Connect Documentation
Deployment Manager App Download
Deployment Manager Documentation
Journey Builder Documentation

Configurations
Use these configurations to deliver seamless journeys to financial services clients

Create Marketing Cloud Journeys
These steps assume that you completed the product and pricing setup and reviewed or implemented quote to cart solutions Synchronize

products and price lists between BB Commerce and CPQ

Step Download journey snapshot JSON files from GitHub

Log in to GitHub and then download the journey template JSON files from Salesforces GitHub site

Step Use Deployment Manager to deploy the snapshot
In Marketing Cloud navigate to AppExchange and then go to Deployment Manager
Select Deploy Snapshot

Drag the JSON file from GitHub onto the screen click Deploy and then confirm the deployment

Step Configure the Journey Entry event
Navigate to Journey Builder
Click the Salesforce Scheduler Appointment journey created by the Deployment Manager
From the lefthand toolbox drag the Salesforce Data entry event onto the empty entry event circle in the journey
Click the entry event and select Salesforce Data Use this event to power a journey based on your Salesforce data
Define the Entry Source For Select Object select ServiceAppointment

a For Select who to inject into the journey select ServiceAppointment Account ID PersonAccount It appears in the Selected

Object panel on the right
b Click Next
Select Is Created for Entry Criteria
Select nothing for Filter Criteria and then click Next
Select fields for Entry Data

a For Account ID PersonAccount select Account ID Contact ID and Email

b For ServiceAppointment select Service Appointment ID Scheduled Start Scheduled End Appointment Type Description

Street State and Zip

Deliver Seamless Journeys to Financial Services Customers

Configurations

Review the Summary fields
Who

Object

Action

Entry Data

Account ID PersonAccount

ServiceAppointment

Created

ServiceAppointmentParentRecordAccountId

ServcieApponi tmentP arentRecordA

ccountP ersonContactdI

ServiceAppointmentAccountPersonEmail
ServiceAppointmentId
ServiceAppointmentSchedStartTime
ServiceAppointmentSchedEndTime
ServiceAppointmentAppointmentType
ServiceAppointmentDescription
ServiceAppointmentStreet
ServiceAppointmentCity
ServiceAppointmentState
ServiceAppointmentPostalCode

Click Done
Step Create the emails used in the journey
This solution kit assumes there are three emails in this journey
Appointment Confirmation
Appointment Reminder
PostAppointment Survey
Your email creation process and brand guidelines are unique to your business Use the Entry Event data fields outlined in Step to
include appointment details in the body of the email using AMPscript
Step Configure the Wait Activities using ServiceAppointment object data
The Scheduled Start and Scheduled End fields are Datetype fields and were included in the journey entry event Use them to trigger
the Appointment Reminder and PostAppointment Survey emails
Click the first Wait By Attribute step in the journey
Click Select Attribute
Select Journey Data then Entry Salesforce Scheduler Appointment and then ServiceAppointmentSchedStartTime
Click Summary
Change the Wait Interval to day before ServiceAppointmentSchedStartTime
Click the second Wait by Attribute step in the journey
Click Select Attribute
Select Journey Data then Entry Salesforce Scheduler Appointment and then ServiceAppointmentSchedEndTime
Click Summary
Keep day after ServiceAppointmentSchedEndTime for the Wait Interval

Deliver Seamless Journeys to Financial Services Customers

Configurations

Step Configure the journey settings
Click the gear icon then Journey Settings
Select Reentry only after exiting for Contact Entry or choose a different option based on your organization
Under Default Email Address keep ServiceAppointmentAccountPersonEmail for Use Email Attribute from Entry Source
Click Done
Step Activate the journey
Activate the journey and start scheduling appointments in Financial Services Cloud

More Customer Journey Examples
Create more journeys by following similar workflows using journey templates downloaded from GitHub
These five example journeys include a brief description a screenshot of the overall flow and information about how to create the entry
event
Entry events use realtime Salesforce data

Contact ID or Person Account ID or Lead ID

Email Address
HasOptedOutOfEmail field
New Application
This journey guides a prospect or existing customer through an application process after new opportunity creation Use the Journey
Builder email tracking and engagement to update and follow up on tasks for the banker It uses random splitting for people not engaged
with the initial message to test various subject lines and creative content This journey reinforces with more channels such as
advertisements

Deliver Seamless Journeys to Financial Services Customers

Configurations

Include the following in the Opportunity event

Who PrimaryContactr ID Contact

Object Opportunity
Action Created
Entry Data minimum
OpportunityId OpportunityPrimaryContactrId
OpportunityPrimaryContactrEmail
OpportunityPrimaryContactrHasOptedOutOfEmail
New Customer Onboarding
Guide new customers through an engaging onboarding process to encourage them to download the mobile app and set their
communication preferences such as channel and frequency To trigger the journey Salesforce adds customers to an Onboarding
Campaign Salesforce updates the Campaign Member status upon completion

Include the following in the Salesforce Campaign event

Who Contact IDLead ID Contacts and Leads

Object CampaignMember

ActionCTION Created

Criteria Your Companys Onboarding Campaign
Entry Data minimum
CampaignMemberId
CampaignMemberCommonId
CampaignMemberCommonEmail
CampaignMemberCommonHasOptedOutOfEmail
Event Invitation
This journey promotes an inperson or remote event powered by an event campaign set up in Salesforce It uses engagement splitting
to maximize registration and then to remind and follow up with attendees and people who registered but didnt attend

Deliver Seamless Journeys to Financial Services Customers

Configurations

Include the following in the Salesforce Campaign event

Who Contact IDLead ID Contacts and Leads

Object CampaignMember
Action Created
Criteria Your Companys Event Campaign
Entry Data minimum
CampaignMemberCampaignId
CampaignMemberCampaignEndDate
CampaignMemberCampaignStartDate
CampaignMemberId CampaignMemberStatus
CampaignMemberCommonId
CampaignMemberCommonEmail
CampaignMemberCommonHasOptedOutOfEmail
Wait By Attribute Activity This example assumes that sending invitations creates the Campaign Start Date The date of the event itself
is the End Date
Configure the Salesforce Campaign Status to be Invited Registered and Attended Use these statuses as the decision split before the
reminder email and followup emails
Service Followup
This simple journey triggers when a customers case or claim closes The goal is to gather feedback about the service experience and
track the engagement to remind customers of the feedback request if they dont complete the survey

Deliver Seamless Journeys to Financial Services Customers

Configurations

Include the following in the Salesforce Data Case event

Who Account ID PersonAccount

Object Case
Action Updated

Criteria CaseAccountId WASSET AND CaseStatus EQUALS Closed

Entry Data minimum CaseAccountId CaseAccountPersonContactId CaseId CaseCaseNumber CaseSubject
Agent Recruiting Journey
The purpose of this journey is to drive engagement with prospective agents while they explore offerings and benefits to their business
and customers This journey assumes that prospective agents are part of a Campaign in Salesforce before entering the journey

Include the following in the Salesforce Campaign entry event

Who Contact IDLead ID Contacts and Leads

Object CampaignMember
Action Created
Criteria Your Companys Event Campaign
Entry Data CampaignMemberId CampaignMemberFirstName CampaignMemberLastName CampaignMemberCommonId
CampaignMemberCommonEmail CampaignMemberCommonHasOptedOutOfEmail

Deliver Seamless Journeys to Financial Services Customers

Configurations

Related Content
Review earlier steps in this solution
Workflow
Design Considerations

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