SUCCESS STORY: LIGHTBOX

Started only in 2014, Lightbox are the largest New Zealand established video on demand provider. With over 100,000 active subscribers and the support of the largest telecommunications company within New Zealand, Lightbox are a familiar household name with an outstanding catalogue of current and future content.

PROBLEM

Lightbox are an existing Salesforce customer, with a modern and hi-tech approach to customer service. They are in the enviable position by virtue of the service they offer, of having a wealth of information on customer behaviour. This includes all play [RY1] information, which is captured in regular intervals and warehoused.
 

Lightbox has relied on manual processes to make this information available within the support lifecycle. In particular, email campaigns critical to customer retention, relied on data analysts running reports on their data warehouse and feeding these into Salesforce Marketing Cloud by hand. This reliance on manual processes had the effect of increasing the cost to identify, access and leverage useful information in a timely fashion.
 

Lightbox wished to overcome these inefficiencies by increasing automation and between their data warehouse and Salesforce Marketing Cloud. In addition, they wished to expand the amount of data available to the marketing team and make it available in real time. This would allow them to fully leverage their data, increasing customer engagement and retention via a more effective digital marketing strategy.

SOLUTION: MARKETING CLOUD

CloudinIT worked alongside the Lightbox marketing team and chief architect to identify the key data points required to automate customer communications within Salesforce Marketing Cloud. This data was then extracted and transformed from the data warehouse before being loaded into Salesforce on a regular basis. This early phase provided the customer services team with a richer dataset, allowing them to gain deeper insights into how they could improve their customers’ experience.

The data inside Salesforce, exposed to Salesforce Marketing Cloud using Marketing Cloud Connect, which provides real-time capability between the main Salesforce platform and Marketing Cloud. With the connector in place, Lightbox Marketing were able to transition into Journey Builder using real-time integration with the Lightbox website to deliver relevant and timely content to the audience.

The powerful Salesforce Journey Builder functionality has allowed Lightbox to simplify many high-friction pieces such as Automation Studio into a visually elegant and easy-to-use one stop shop for customer engagement. No more SQL queries, just beautiful flow charts manageable by drag and drop.

CUSTOMER SUCCESS

The Lightbox marketing team are now more in control than ever of their marketing practises without requiring regular technologist involvement. Because of this they are able to deliver relevant content to encourage product usage and uptake, transforming their focus from the “how do we get the information we need” to “how do we market our product” in the space of a few months.

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No other marketing platform integrates with a leading CRM platform in such an integral manner servicing not just marketing requirements, but also key after sales service which so many businesses lose sight of.